Ross Palmer - Creative Director, Kenfolk
Did you always envisage a career in the Marketing and Media Industry?
From an early age, no. I wanted to be a bus driver or a Lego tester, but as I got older and developed a talent and passion for art and design – I even thought about being an art teacher of some sort at one point. Then I heard about the role of a Graphic Designer in a careers lesson at school and that was it – the journey began.
What has been your career path so far?
It’s been a bit of a ride. I left uni after graduating on a Friday and started at a small design agency in Sunderland the following Monday. I was there for three months and then moved to an in-house role at a wholesale Manufacturer of electrical components. After that I went in-house for a regional builders merchant and then finally I got into the North East studio scene. For 15 years I worked at Blumilk, Onebestway, Different, Mediaworks and Narrative – working my way up from junior designer to Creative Director. Then following a pandemic redundancy I set up Kenfolk (originally WeAreKen) and the rest, as they say, is history.
What have been the biggest challenges you have faced so far?
Setting up the business was a challenge. I didn’t have any real plans to start an agency, it was always a pipe dream, but in lockdown after redundancy not many agencies were hiring creative directors, so I took the leap, after a big push from my wife.
The business was named, incorporated, branded and set up online in three days…the (then) name WeAreKen came around from my stressed inability to fill out the Companies House forms properly, having popped in the url in the name space in error. At first I didn’t think it would matter as I thought lockdowns and covid would be over in a few months and I’d be working for someone else. It’s safe to say that I got that one slightly wrong. So, filling in government online forms…very challenging.
Who do you respect most in your industry?
We’re lucky in the North East Creative Industry to have a lot of exceptionally talented people, but for me I really respect those that have gone out on their own, left the security of a traditional 9-5 and started a business, a venture, something, anything. Owning their own business, their way, putting everything on the line and having something of quality, real earned respect. No fluff, no bullshit, just hard work and a vision.
Which fictional media character can you most relate to?
The Snail from Julia Donaldson’s epic Snail and the Whale book. I think I’ve probably read it approximately 2,000 times to my twin girls, so much so we’ve needed two replacement copies, and I’m sure I could probably recite it word for word now. It shows that even the smallest individual can achieve extraordinary things and make a lasting difference. Through friendship, courage, and finding the confidence to speak up, it shows bravery and resourcefulness are not defined by size. No matter how small you are, your actions matter. When the tiny snail saves the giant whale by reaching out for help, it proves that true impact comes from determination and the power of one’s voice, not physical strength and size.
What is your greatest strength?
Listening. Sounds (no pun intended) obvious, but so many creatives don’t listen enough to clients and potential clients. I would and will spend lots of time listening to what people say, in meetings, in the workspace, their likes, dislikes, frustrations – it helps me understand their needs and problems that they maybe don’t know the full extent of – without that how can we create a great solution? So many creatives jump straight into trying to answer a brief without getting under the skin of a client or their problem. And I don’t take things too seriously, we work in an amazing industry, doing great things, and if you can come to the studio smiling and leave smiling more, it’s a win win situation.
What is your biggest weakness?
My doctor and physiotherapist would agree it’s definitely my lower back and ligaments. That’s probably from carrying so many other designers over the years – jokes! In all seriousness, I can get quite pedantic on details, I have a knack of spotting double spaces in long copy on big print publications or refining the anchor points on logos and identities at 3000% even though no one would notice. I always try to treat clients and their work how I would want to be treated myself. Another weakness would be pointing. I have a bad habit of pointing in 99% of all pictures ever taken.
What has been your proudest achievement?
I still get a buzz from seeing work I’ve created out in the wild. Whether it’s an identity on the credits for a Hollywood blockbuster, a brand on the side of a lorry on the M62 or a logo on the frontage of a mattress shop I designed back in 2004 – I still get that feeling of pride and ‘I did that!’. It might not be as big as the ships my grandad built, as dangerous as the coal my other grandad mined or as heroic as the lives my dad rescued… but I’ll take it!
What are your future career aspirations?
I want to push Kenfolk on, since the rebrand and rename we’ve moved into a dedicated studio space in the North East BIC, which has given us room to grow and have a place to call home, we’ll probably move into a larger space soon to allow for more growth. We don’t have unrealistic aspirations to be the best in the country, or the world. We’re realistic and honest, we want to carry on creating great work for great people, great brands, great websites, great social and communications, just being the best we can be really. And having a bigger Kallax than any other agency in the region…
What is the best piece of business advice you have been given?
We have a print of Anthony Burrills in the studio that says ‘Work hard and Be Nice to People’ – it’s a given, but it’s true, and can be easy to forget.
How do you see your industry evolving in the next 10 years?
The obvious answer is AI, AI, AI… and while that’s true, it’s ultimately a tool, in a similar vein to Macs, Photoshop and InDesign changing the process away from letraset and magic markers. It’s the creative experts behind them that won’t change. In the current climate of economic uncertainty I think we’ll see smaller, more agile agencies become more dominant and sought after by clients who can’t justify exorbitant hourly rates anymore. Looking around the North East scene there’s some fantastic solo creatives and smaller agencies and studios out there doing amazing work, without the unnecessary attached expenses.
How do you like to unwind?
I’m an early morning walker, as a family we’re lucky to live right on the coast in Sunderland, so I love to start the start day with a podcast and a four mile walk – before taking the dog out for her walk! Chilling out with the family watching rubbish TV helps me relax too, as does watching Sunderland AFC and the wraparound socialising with friends and family, a few Guinness’s help turn around bad results – which we’ve not had for quite a while! And obviously Lego… perfect to unwind, just not on a bus though.
www.kenfolk.co.uk
