Our approach is based on the knowledge that the limits of design are rarely found on the drawing board. 

We zoom out to the project context, and zoom in to study users in order to create innovative, impactful designs.


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Every project starts with a satellite view.

We know that properly framing the project at the outset is essential to achieving better outcomes and a smoother implementation of change.

We ask lots of questions. From the straight-forward, but often overlooked: What problem you are trying to solve? Why is solving it important? How will you measure the project's success? To the less obvious: How will the design outcome generate value for your business? How can we best communicate with you? What emotions do you want the design to trigger?

Our clients are often teams of different stakeholders with diverse voices, attitudes and opinions. We work collaboratively to clarify often-complex ideas and develop a thorough brief that will form the foundation of a strong design.


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Great design requires a detailed focus on the people who will use it. 

We maintain a human-centred lens throughout the project in order to get to better design outcomes.

This approach is based on the belief that the relationship between an object or space, and the people interacting with it, that should be the focus of all good design.

Framing design challenges as a set of human problems allow us to develop well-considered designs of substance as well as style. Importantly, it helps us arrive at designs of real social value.



Working from start to finish means maintaining control, consistency, and quality assurance in our design process. We go through the following three phases on every project, regardless of service, scale or sector.



Discovery Phase

This compulsory phase sets a solid foundation for the project. Research, workshops, and human-centred design activities result in a range of insights to take forward to the next phase. Equivalent to RIBA Work Stages 0-1.

Example tasks:

  • Brief development workshops
  • User-centred research. E.g. Focus Groups, Interviews, Shadowing
  • Field research. E.g. Observation, Site Safari
  • Desk-based research
  • Competitor & Market Analysis
  • Insights & Opportunities

Generation Phase

This is where we turn insights into design principles, exploring them as a series of concept designs. Emphasis is initially placed on generating a high volume of ideas, in order to provide a range of options for discussion. Based on client feedback we refine and develop a single concept option to take forward to the next phase. Equivalent to RIBA Work Stages 2-3.

Example tasks:

  • Concept Generation Workshops
  • Testing & Visualising Designs
  • Submission of developed design for approval. E.g. Planning Applications

Implementation Phase

The final phase involves technically resolving a single design to a level of detail that allows it to be accurately costed and built. We take a hands-on approach to project management during this stage on the client’s behalf, following the construction process to ensure a smooth build and quality end result. Equivalent to RIBA Work Stages 4-6.

Example tasks:

  • Managing Tender Process
  • Contract Administration & Project Management
  • Following Site Work


What our Clients Say.

`Strategic in their approach, they work feverishly to understand the nuances of the brief and then create beautiful design solutions to answer it. As my single point of contact for the whole project, design through to build, Kennedy Woods mapped out the process in detail and have held our hands through it all the way. No stone unturned.'

Emilie Holmes, Founder of Good & Proper Tea