Vocal cues prevent injury.

These Vocal Cues are like a tuning fork. They get the writer in the right pitch. Tonal Cues help modulate the pitch to match the various media contexts that Richardson might find itself in.

Many thanks to Meg O’Dell for her design work, Norm McCuller for art direction, and Dylan Haigh for creative direction.

Batting Practice

With the brand voice established, I had plenty of opportunities to experiment with headlines. Along the way, we coined the simple, but effective tagline, “It’s a Richardson.” to drive name recognition in a category that makes it difficult to credit the makers of a quality product.

I wrote the playbook.

Richardson has a uniquely fragmented cross section of audiences due to their role as a wholesaler, so we further defined the brand voice according to how it might come to life for each of their four audiences.

Richardson Sports

With a storied legacy in baseball and ambitions to diversify into golf, outdoor, and more, Richardson needed a refreshed brand voice designed to speak to diverse audiences.