Wolseley Landscape Centre

This integrated campaign was created for Wolseley Landscape Centres to promote their specialist offering to both trade professionals and homeowners — from professional landscapers and garden designers to consumers investing time, money and pride in their outdoor spaces.

Rather than defaulting to product-led trade advertising, we developed a gallery-style creative platform that celebrated the finished work itself. The idea positioned landscapes as something to be proud of — treated with the same respect as any other creative or craft discipline — whether created by a professional landscaper or an ambitious homeowner.

The campaign featured striking, exhibition-style visuals and confident, editorial copy that showcased real gardens and outdoor spaces as achievements in their own right. This allowed the work to resonate with multiple audiences at once:

• Trade professionals, who saw their craft elevated and respected
• Homeowners, who aspired to the same quality and outcomes

The campaign ran across trade press and consumer media, supported by targeted direct mail and a strong in-store POS rollout that reinforced the gallery concept within Wolseley Landscape Centres themselves.

I led the creative concept, copywriting and art direction, ensuring the idea translated consistently across channels while maintaining credibility with trade audiences and emotional appeal with consumers.

The result was a campaign that differentiated Wolseley from functional, price-led competitors and instead positioned their Landscape Centres as a destination for people who genuinely care about what they build outdoors.