Hello. I’m Richard Portman, a highly experienced, frequently waistcoated, graphic design director* specialising within the retail space, living and working in London. Partial to coffee and a biscuit or two. Three.

*Disclaimer This site was built using Squarespace. Great platform, but does have a tendency to add typographic widows and orphans. {sigh}

POINT OF SALE
Selling products successfully within a retail environment requires a sound understanding of the customer journey. With years of experience in the field, at Tag Worldwide I’ve designed effective point of sale communications for global brand toolkits.

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Centrum Multivitamin
Working with research material and regular communication with the US client, at Tag Worldwide, we built a retail toolkit activating their refreshed brand principles. Before launch, we prepared material for customer testing - checking its visual impact with heat-mapping technology.

L’OR capsule launch
We were tasked at Tag Worldwide with building a toolkit of retail touchpoints to help deliver the new L’Or capsule promotion to markets all over the world. Broken down into simple gold, silver and bronze variants, each market could tailor their promotional material for their customers and store environments.

PUBLICATIONS
Whether printed or digital, publications have to earn their keep. From initial scamps to photographic art direction and final layouts, I’ve combined effective and proven commercial principles to aesthetically pleasing visuals.

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Mediteria
The founder of Mediteria briefed me to upgrade his publication to match the high quality ingredients he supplied to Michelin starred restaurants. The signature drizzled graphic, tied the publication together with the opulent food photography.

Bang & Olufsen
Speaking of opulence, the beautiful product design by Bang & Olufsen called for finely detailed product brochures. Each variant used a bespoke colour sound wave, emanating from the device.

Gresham Blake Savile Row
An indulgent twist, reflecting one of the more subversive Savile Row tailors. Inspired by their graphic use of printed fabric, I took their online look book and visualised into the ‘real world’ with an opulent hardback book and presentation case.

John Lewis
Having designed many publications for John Lewis, a timeless simplicity and elegant approach was applied to each piece. All aspects of production fell to us individually in the team. From scamping shots, model casting, art direction to designing and artworking the final publications.

PACKAGING
Having won the Royal Society of Arts & Manufacturers Award for packaging, I’ve great affection for the medium. It’s always a hugely rewarding experience to see customers pick your design from the shelf and place into their baskets.

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John Lewis wooden toy packaging
A project to overhaul internal packaging landed after the regional, historical branch names were rebranded to John Lewis department stores. The old ‘Mischief’ brand was therefore retired, however this concept blends the playful palette of Mischief, with the familiar John Lewis logo.

Listerine packaging concept
A daily user of the product, I hadn’t previously taken much notice of its label design. With so many messages, icons and claims, realistically customers don’t stand and absorb this at shelf. So I decided to explore a concept I’d rather see sitting in my bathroom cabinet, rather than the utilitarian design you’ll find on shelf today.

IDENTITIES
Whether it’s a global brand or a fledgling start-up business, the approach to creating a new identity or sub-brand is identical. Understanding the offer, its target audience, the business objectives and communicating its proposition are key deliverables for every project.

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Bake Me A Gift
Two businessman I’d previously worked with asked me to help design an identity for their new venture, “Bake Me A Gift.” Brownies delivered in bespoke gift cards, which needed designing too... all 76 of them!

Canon Pro
We were briefed at Tag Worldwide to redesign Canon’s pro-dealer network identity as their previous version only referenced camera equipment. This selected route was an adaption of their customer facing frame device, maintaining the Canon brand look, but creating a bespoke sub-brand for 3rd party retailer web and store use.