Astley’s held 150 years of heritage—but heritage alone no longer drives relevance. The opportunity was to reframe the brand around the human truths at its core: craft, mastery, and the emotional value of objects made with intention.

By grounding the strategy in what people seek from craft today, connection, provenance, and meaning, we rebuilt Astley’s narrative, identity, and experience around its living makers and its role in contemporary culture.

My role was to lead the brands strategic reframing, establish a clearer value proposition, and evolve the brand’s creative world so it felt both timeless and unmistakably current.

Credits: Astleys