Smartphone on red surface displaying a sports apparel website with 'Swing for the Fences' banner and baseball player.

richardson sports

services

  • Strategy & Positioning
  • Branding & Identity
  • UX & Content Strategy
  • Web Design & Development
  • eCommerce

Reviving Brand Legacy for the Modern Market

Since 1970, Richardson Sports has built a reputation for delivering high-quality custom headwear and apparel, but their disjointed brand had them in a pickle. Despite the reputation of their products, Richardson's website didn't capture the brand’s legacy, craftsmanship, or commitment to service. Our team set out to modernize the brand with a strong digital presence, refreshed visuals, an expanded color palette, and a fully redesigned website built to create a seamless experience for their customers.
A baseball player in white Drifters uniform with number 48 and blue Richardson cap standing on the field looking to the side.
Laptop displaying the Richardson online store page. The page features various baseball caps and a 'New Arrivals' section with a man wearing a baseball jersey.

Rediscovering Richardson

Richardson Sports had decades of heritage, a solid reputation, and the raw material needed to be a big-leaguer in this industry, but they needed a way to see their own potential clearly. Owen helped reframe and rebuild their existing assets into a cohesive system that both honored their history and positioned them as a top contender in their industry.
Two styled posters side by side: left, a woman in a beige beanie and blue jacket relaxing in an orange hammock holding a white mug with text 'IT'S A KEEPER.' and a beige beanie below; right, a silhouette of a person with binoculars standing in tall grass under a cloudy sky with text 'WE GO. OTHERS FOLLOW.' and a white cap image.
Billboard design for Richardson Sports featuring a man in outdoor gear with mountains in the background, an olive green mesh cap, and text 'Made to meet the great outdoors.'
Three mobile screens showing a hat brand website with a Why Richardson page, customize your hat section, and a product list with hat styles and prices.

Going Digital

Applying their brand to the digital realm, we built a powerful eCommerce site that was as personal and reliable as the products Richardson is known for. Designed to serve both casual and wholesale shoppers, Richardson's new digital experience paves the way for D2C expansion by embracing a more customer-focused future.
Homepage mockup. Two baseball players in white and blue Drifters uniforms leaning on a dugout fence, one pointing while smiling and talking.
Richardson Sports brand mark, a white 'R' on a red background.

Jarrod Courtney

Head of Brand Marketing
“Owen delivered on all fronts, helping us craft an authentic, modern tone for our brand and bringing it to life on our site.”

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