Ross Palmer - Creative Director, Kenfolk
How does your day usually begin, and what’s the first thing you do when you arrive at work?
It may be cliché but coffee first, always. I’ll get in, turn the lights on, and get a fresh pot of FC Roast brewing in our French Press. After that it’s blinds open, a quick tidy and time to fire up the machines ready to start the day.
Some mornings I’ll also squeeze in a little walk along the river at the North East BIC with our agency dog, Coco.
Can you talk us through your typical working day, from your morning routine to the end of the day?
I’m not sure a “typical day” actually exists in the creative industry. Usually, the day kicks off with team and client catch ups, and mapping out projects – discussing timelines, progress, and deadlines, alongside a bit of office off-topic gossip with the team. Once that’s done, it’s heads down and getting into the flow of work. We operate on a core hours system at Kenfolk, ensuring that everyone has that vital flexibility for family life and a proper balance; it means when we’re on, we’re really on. We always make time for a quick breather though – usually centred around Ken Bruce’s Popmaster (it’s a studio ritual) and the mid-day coffee dash.
What part of your role do you enjoy the most, and why does it stand out for you?
Having been in the creative world for a while now, I still get that buzz from seeing our work out in the wild – be it branding on a lorry on the A1, a shopping bag in town, or our mark appearing in film credits. In this role, what really resonates with me is when new business comes to us through word of mouth; it means we’re doing something right!
What are the biggest challenges you face in your day-to-day work, and how do you overcome them?
Time – there just never seems to be enough of it. As a big Back to the Future fan, I sometimes wish I had a Flux Capacitor, so I rely on delegation instead. I live by the saying about surrounding yourself with people better than you at the things you’re not, so having a solid team means I can focus on my strengths and let them focus on theirs.
No two days are quite the same – can you share a recent day that perfectly sums up what your jobs really like?
Recently we had a trio of kids in the studio – two 13-year-olds exploring the world of AI, and a five-year-old watching SpongeBob – plus a student on placement and Coco the agency dog, all alongside the three of us. Our Wi-Fi felt the strain but that perfectly captures the balance of managing the chaos, understanding, and still getting work done. That’s what the job is all about.
What skills or qualities do you think are essential for someone wanting to succeed in your role?
I’ll hold my hands up, delegation was something that was a real struggle for me, especially when I first launched the agency as We Are Ken six years ago. Our Kenfolk rebrand in 2025 helped us focus on finding the right folk to bring on board who complement my own strengths and weaknesses. It’s a strategy that’s allowed us to scale steadily and methodically rather than chasing rapid growth.
How do you maintain a healthy work-life balance, and what do you enjoy doing outside of work to switch off?
I make a point of diving into hobbies that have nothing to do with the studio; it’s about finding those things that allow you to switch off. This usually involves taking a dog walk along the beach with my family. Then there’s the persistent, losing battle to transform my garden lawn into Wembley’s pitch. Sunderland matches and a few beers with my dad is always a must for me, and not forgetting the ultimate Danish de-stress with Lego.
If you could give one piece of advice to someone hoping to follow a similar career path, what would it be?
The best thing any creative or designer can do at any level is to listen. Listen to clients, listen to colleagues, listen to your gut. Really take on board what people are saying.
It’s also important to work hard, and generally in life, just be nice to people.
kenfolk.co.uk