About us | Our team at Simple Design Works - UK Product Design Agency

Meet the Simple Design Works team

As you’d expect from an established product design company, our close-knit team of experts are friendly, hard-working, collaborative and curious. We’re a multi-disciplinary team with backgrounds in research, user experience, industrial design, engineering, prototyping and manufacturing.

We have an eclectic mix of industry backgrounds which means we can work across all sectors. Together we simply love designing products that create great experiences and make a difference. And we believe that shows in the quality of our work and the long-lasting relationships we have with our clients.

Kristo Shivachev


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!

Portrait photo of Ruth Parry. Director of Operations and Marketing at product design house, Simple Design Works

Ruth Parry

Marketing Director

Ruth is a 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.

Professor David Langley, Director of Medical Sectors in the Simple Design Works product design team

Professor David Langley

Non-Executive Director – Medical Sectors

David originally trained as a neuropharmacologist. His career spans across the NHS, Medical Research Council, Imperial College London, Bristol University, Welsh Government and NIH (USA). We think you’ll love his approachability and pragmatism which he delivers with the most soothing voice we’ve ever encountered.

Joe Goldsmith

Lead Product Designer

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.

Charlie Conway, Lead Industrial Designer of product designers Simple Design Works

Charlie Conway

Lead Industrial Designer

Charlie is passionate about balancing great style with substance to elevate our client’s products into another dimension. As a Loughborough University graduate and solid experience with a global floorcare group, Charlie has an accomplished creative skillset. Perfect for the variety of work we do! He thinks he’s really good at FIFA, but Kristo would strongly disagree.

Sean Milward

Project Manager

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.

Nicky Lee - Office Manager of Product Design Company, Simple Design Works

Nicky Lee

Office Manager

Nicky knows that it’s the little details that make a difference which is why she’s our super(woman) office organiser and go-to person. She seems to have boundless energy which I’m sure you’ve experienced if you’ve phoned us. We can only fault her on her questionable choice of music – country and cheesy 80s. We can’t fault her on how happy that makes her though!

Caitlin McCulloch

Product Designer

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. If she was in charge, Caitlin would make daytime napping compulsory.

Jack Whitefoot. Product Design Engineer of design house, Simple Design Works

Jack Whitefoot

Product Design Engineer

Jack is our in-house 3D modelling wizard. He’s relentless when it comes to finding creative design solutions and bringing them to reality, whether prototyping and operating 3D printers or mass manufacturing. Beware if you hang out with him though! Before you know it, you’ll be painting little figurines from Lord of the Rings.

Tracy Arch

Trade Mark Attorney and Partner

Tracy is an experienced and hands-on practitioner at Barker Brettell who practises in all areas of trade mark work. She heads up the firm’s start up group. 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 Kilpatrick

Patent Attorney and Partner

Neil is based 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 Lowry

Trade Mark Attorney

Stephen obtains IP protection and enforces the rights he’s helped obtain. He has extensive experience of working on the ‘other side’ having been seconded to the IP teams of a large automotive company, and health and beauty retailer. He loves a challenge having signed up to a half and full marathons (currently he can’t run the length of himself).

Dasha Berezka


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 Gallagher, Brand Consultant for product design company Simple Design Works

Jamie Gallagher

Brand Consultant

Jamie is a brand strategist with over 20 years experience in the boardrooms of diverse businesses. He works with founders, entrepreneurs and management teams to find focus and direction, implement change and define growth strategies. Jamie blurs the lines between creativity and strategy, helping ambitious brands design better futures.

Derren Hotchkiss of the Simple Design Works team

Derren Hotchkiss


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! And preferably over a good pint with his fellow financial friends.

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