Meet the Simple Design Works team
Our team is ambitious, curious and friendly and as you’d expect from an established product design consultancy, our backgrounds in engineering, electronics, and product design and development means we can handle most projects. We simply love what we do and that shows in the quality of our work and the long-lasting relationships we have with our clients.
Kristo is our founder and has a fresh perspective and enthusiasm that is infectious. What stands out is his full commitment to an endless pursuit for innovation – to look beyond the obvious and take you somewhere new. As well as his capacity to retain random information which we find is quite baffling!
Ruth is self-confessed geek who brings compliance and process to the team. She has over 20 years marketing and project management experience and helps with our client’s marketing needs, as well as internal marketing initiatives. Outside of work her life revolves around family, friends and a relentless pursuit in DIY.
Richard is an industrial designer with 25 years of experience in the manufacturing industry. He clarifies project briefs, manages the design team and helps to steer exciting concept ideas into production friendly products. He doesn’t have any spare time but when he does, he fills it by restoring cars, kayaking and building…stuff.
David is originally from London but he’s now based in Herefordshire having originally trained as a neuropharmacologist. He has had a wide-ranging career across the NHS, Medical Research Council, Imperial College London, Bristol University, the Welsh Government and at the National Institutes of Health (USA) as well as more recently at NMITE. We think you’ll appreciate his approachability and pragmatism which are both delivered with the most soothing voice we’ve ever encountered.
Working in manufacturing, renewables construction and wastewater treatment has given Sean extensive project and technical design management experience to supplement his mechanical engineering degree. Spare time is spent carefully crafting towers only to be destroyed by his toddler intertwined with playing football and “friendly” poker matches.
Alice has an amazing can-do attitude which makes her simply perfect for keeping us all in check. She’s always active – outside work she keeps herself busy by playing league netball or frequenting in multiple gym classes. She’s also a keen baker and generally just enjoys life!
Joe is an experienced designer clocking seven years’ in the FMCG sector. He’s passionate about sustainability, the Circular Economy and outdoor sports. Joe thrives on creative problem solving whilst using a human-centred approach, aiming at keeping the design as simple as possible. If he were Superman, his kryptonite would be chocolate as he has no willpower to overcome it.
Caitlin oozes creativity and is happiest translating ideas into thoughtful design for friends and family – as well as our clients of course! She’s an advocate for the natural environment and her work often echoes natural themes. She’s often found wrapped up cosily in a blanket and scarf, and if she was in charge, would make daytime napping compulsory.
Oli is a strategic designer who loves to conceptualise and develop products to create experiences with meaning. His style is very much clean and minimal, but purposeful to naturally lead to the next design step. On weekends you can find him mixing vinyl and enjoying a good pint in some (questionably) stylish Hawaiian shirts.
Tracy is an experienced and hands-on practitioner and partner at Barker Brettell who practises in all areas of trade mark work. Her global experience and strategic insight allows her to add significant value to our client’s IP assets, treating each brand and business as if they were her own. She also plays the drums.
Neil is a patent attorney and partner at Barker Brettell and is quite rightly very particular in the thorough investigation of each and every product feature. Equally proficient at prosecuting and defending, he’s extremely accomplished at extensive risk assessments to protect his client’s patents. He’s also somewhat of a gin aficionado – pass the tonic.
Stephen is a trade mark and design attorney at Barker Brettell specialising in obtaining IP protection and enforcing the rights he has helped to obtain. He has significant experience of working on the ‘other side of the fence having been seconded to the IP teams of a large automotive company and large health and beauty retailer. Not afraid of a challenge, he has signed up to a half marathon in Helsinki and a full marathon in Belfast (currently he cannot run the length of himself).
Dasha is the most enthusiastic person we’ve ever met about being an accountant. Always smiling, she removes all financial burden and provides us with insights so that we can continually improve our performance and efficiency. She escapes work by popping on her headphones and trainers, and running around Hereford.
Jamie is a brand strategist with over 20 years experience in and out of the boardrooms of a hugely diverse range of businesses. He works with founders, entrepreneurs and management teams to help them find focus and direction, implement change and define strategies for growth. Jamie blurs the lines between creativity and strategy, helping ambitious brands design better futures.
Derren is definitely a numbers guy and looks after our future with sound pension advice. He’s a whizz on spreadsheets and is effortless at attention to detail in all that he does. Aside from his questionable sense of humour, he’s quite a sociable chap and loves watching sport – especially football – over a good pint with his fellow financial friends.