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.



We go through the following three phases on every project, regardless of service, scale or sector. Handling projects from brief stage right through to realisation means maintaining control, consistency, and quality assurance in our design process.



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


Environmental Consideration. 

As designers we believe we have a duty to protect the environment for the benefit and enjoyment of all. Our approach to sustainability is from a human-centred perspective, with a focus on three key areas:

Health & Wellbeing

Great design and healthy products enable delivery of a healthy internal environment - meaning good indoor air quality, natural lighting as well as excellent thermal and acoustic comfort. We are engaged in research to understand the qualities of healthy spaces of so we can include these in our designs.

Product Sustainability

From early decisions about construction method, to detailed specification stage, wherever possible we will put forward products that are natural, non-toxic, locally-produced, and low-carbon. We are conscious that these decisions are complex, with economics, durability and lifecycles to be taken into accounts alongside material properties.

Energy Efficiency

Energy use in buildings and construction represents more than one third of global energy consumption. In the UK, the construction sector influences nearly half of greenhouse gas emissions. On a human level, better performing buildings mean better comfort levels, reduced energy bills, and energy security. We are up to date with best practice in terms of designing future-proofed, energy efficient buildings.



Social Impact Mission

We are currently in the process of joining a global community of likeminded people using businesses as a force for good, balancing people, planet and profit. As part of our application we have signed up to:


This economy is comprised of a new type of corporation - the B Corporation - which is purpose-driven and creates benefit for all stakeholders, not just shareholders. As B Corporations and leaders of this emerging economy, we believe:

  • That we must be the change we seek in the world.

  • That all business ought to be conducted as if people and place mattered.

  • That, through their products, practices, and profits, businesses should aspire to do no harm and benefit all.

  • To do so requires that we act with the understanding that we are dependent upon another and thus responsible for each other and future generations.

Click here to review our social impact report 2018 - 2019



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