Work

Four projects. Problem, approach, result.

No carousels of logos. No screenshots. The four pieces of work that explain how I think and what it produces.

01 Case study
Sector
Primary care · NHS
Brief
Photography (initially)
Duration
18 months, ongoing
Role
Digital marketing, fractional lead

A practice came in for photos. We added 9,559 patients instead.

A North London GP practice asked for new photography and a social post to show off their new building. What they actually had was a visibility problem inside one of the most tightly regulated marketing environments there is. We reframed the brief. The practice grew from 16,399 to 25,958 registered patients.

Problem

Good clinicians. Solid practice. They had moved into a new purpose-built site and needed to grow the patient list to carry the higher running costs. Their plan: new photography and a social media post. Patients would come.

The practice had no digital presence in the new area. Nobody locally knew they were there or that they were accepting patients. And NHS marketing guidelines are tight. You cannot market on clinical outcomes or position yourself against another practice. The room to work in is narrow.

Approach

We started with ninety minutes before the quote. That conversation changed the brief entirely. The photography wasn't wrong. It was just last in a sequence nobody had built yet.

What we built was a focused digital marketing effort within NHS guidelines: performance marketing on Google to capture local search intent, social media to make the new building visible and the practice human, and photography to give both channels something to work with. A content engine, not a one-off job. Monthly meetings to track new registrations against every local competitor.

Result

25,958registered patients, up from 16,399
200–300new patients per month average growth, while competitor practices were in decline
18 monthsongoing monthly partnership, not a handover

"He came in to fix the photography. He showed us what the actual problem was. We nearly doubled our patient list."

— Managing partner, the practice

The brief you arrive with is rarely the brief you need.

Half the value of the workshop is figuring out what we're actually solving. The other half is making sure we don't spend the budget on the wrong half of the problem.

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02 Case study
Sector
Cultural events · Gujarati community
Brief
Brand and event IP
Duration
12 months, ongoing
Role
Brand architect, content lead

Five event formats. One brand system holding them together.

Red Lotus Events runs cultural programming for a community that wants its identity treated with weight, not nostalgia. We built the brand architecture, the IP frameworks for each event format, and the content system that connects them.

Problem

A growing cultural events organisation with strong instincts and no system. Every new format was being designed from scratch. Identity was inconsistent across posters, programmes, and online. The work was good. The brand wasn't carrying it.

Approach

A vision and mission rewrite first, because the brand had grown faster than the words for it. Then a brand architecture: one parent, five formats, each with its own IP framework, each clearly belonging to the same family.

A content system on top: how programmes are designed, how each event communicates pre and post, what gets photographed and why, what the post‑event recap actually says.

Result

5event formats codified with their own IP framework
1brand architecture, governing the parent and every sub‑brand
100%of public‑facing content now produced inside the system
01 Navrangi Navratri Nine‑night cultural festival, repositioned for a London audience.
02 Sip & Paint Intimate creative evenings. Designed to be repeatable as a series.
03 Meditate & Create Practice plus craft. The slowest format in the calendar, deliberately.
04 Migration Map A storytelling format about diaspora, identity, and the route here.
05 Rangeelu Gujarat A flagship celebration of regional culture, treated with seriousness.

"We had the events. We didn't have the brand. Kev gave us a system we can keep building inside without losing the thread."

— Founder, Red Lotus Events
03 Case study
Sector
Productised content
Brief
Build a specialist brand
Duration
Founded 2024, live
Role
Co‑founder, brand and positioning

A specialist brand built from scratch, inside the studio model.

Podcast Foundry was built to prove that the studio model produces specialist brands, not just services. Positioning, pricing tiers, content model, team structure. Co‑founded with Priyesh Pankhania.

Problem

For years, my production business solved one half of the problem. Clients got beautiful content. They sat on it, waiting for the perfect moment to deploy. That moment never came.

The real gap was upstream of production. Founders wanted to use podcasting as a real channel and couldn't get straight answers about how to make it work commercially.

Approach

Build the brand the market actually wants. Productised offers, not bespoke quotes. A clear position: podcast production for founders who want it to convert, not just exist. Pricing in tiers anyone can read.

Co‑founded with Priyesh Pankhania, who runs production. I run brand, positioning, and the content engine that feeds the business itself. The studio model in miniature.

Result

0 → 1specialist brand built and shipped inside 6 months
3pricing tiers, transparent on the site, no quotes needed
1studio venture, profitable from quarter two

Positioning

Make it convert.

Podcasting framed as a commercial channel, not a content vanity project.

Product

Three tiers.

Clarity. Launch. Engine. Each tier maps to a stage the founder is actually in.

Brand system

Quietly serious.

Earthy palette, Fraunces & Outfit, restraint as the discipline. Same operating system as this site.

Team

Two principals.

Brand and production. One invoice. The right specialists added per project from the studio network.

"We solved the wrong half of the problem for years. Once we admitted it, the brand we needed to build was obvious."

— Kev, on Podcast Foundry's first year
04Case study
Sector
Podcast · content system
Brief
Prove the model
Duration
Two recording sessions
Role
Builder, brand, content strategy

Two events. No budget. 148,000 impressions and 28 sales conversations.

Founder Stories was built to answer one question: what happens when a podcast content system is built properly from the first recording? The answer was 148,000 impressions, an 8% engagement rate, and 28 inbound conversations for Podcast Foundry — from 10 episodes.

Problem

Podcast Foundry needed proof. Not a deck — a live demonstration that the content engine we sell to clients actually works at the scale we describe.

We were an unknown brand at IdeaFest, standing next to names people recognised. The offer had to do the selling. And whatever we built had to generate the kind of numbers you can put in front of a prospect.

Approach

Fifteen-minute founder conversations, recorded at the event. Free to participate. The offer sold out in 48 hours. The waitlist hit 100 people.

Every episode went through the same deployment system: full episode, trailer, three to five short clips, a carousel, quote graphics. One conversation became eight to ten pieces of content, each one pointing back at Podcast Foundry's capability. We ran the same model at GBEA. The numbers compounded.

Result

148,000impressions across all channels, from 10 episodes
8%interaction rate — 10,000 to 12,000 interactions in four weeks
28inbound sales conversations opened for Podcast Foundry
£0paid advertising to generate any of it

Recording

Two events.

IdeaFest 2025 and GBEA. Sold out in 48 hours at launch. 100-person waitlist.

Deployment

One to ten.

Each 15-minute conversation became a full episode, trailer, clips, carousel, and quote graphics.

Channel

All platforms.

YouTube, LinkedIn, Instagram, TikTok, Spotify. One content engine, not five separate strategies.

Commercial output

28 conversations.

Inbound sales conversations for Podcast Foundry. From a channel that didn't exist six months earlier.

'We built it to prove the model. It proved the model. That is the only thing a case study is supposed to do.'

— Kev, on Founder Stories
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