Client Case Studies


Our clients come in all shapes and sizes and we like it that way.



Case study

We are Coes’ creative agency. We devise their strategy, advertising, design collateral and marketing and photography for each of their four Coes stores.

Phase 1

We began working with Coes in early 2016. At this time, Coes had no formal brand guidance. After consultation we encouraged them to embark on a brand development strategy which would allow for greater unity and brand recognition across all their visual communication. 

Branding doesn't just mean 'a logo', in fact the Coes logo remained the same. We did however, synchronise the other two group store names, Goddards and Golding, so that they look like they belonged to the same family. We defined their core messaging and identity to be constantly and coherently translated across all avenues of marketing and advertising. The result of this is a much stronger brand presence. 

The Coes family of stores had grown to encompass 6 stores and three names. We devised a strategy and brand messaging that encompassed the progressive direction they were taking. We developed a unified Coes voice. A clear brand message summarised who they were, and what they stood for to give a comparable personal experience in-store, online and marketing. 

We are lifestyle photographers and could see how this style of imagery could benefit Coes and help them engage with their customers. It was important to us that the Coes personality shone through! By focusing the attention on Coes style rather than Coes brands we could use photography to replica an attitude, a feeling and character. This can build a brand identity that customers want to belong to. 

Coes work with two other creative agencies, who look after Goddards and Golding, and the results of our branding process played an essential role in how they briefed their agencies going forward. The guidelines gave Coes ultimate control and made their lives so much easier and the results were more successful, unified and 'on brand'. Our brand book provided Coes and their agencies with design guidelines setting out how Coes branding could and should be used plus a suite of resources which could be used across all aspects of their identity and communication. 

Phase 2

We have encouraged Coes to engage in campaign-driven marketing allowing a unified concept to appear within all the touch-points with their customers whether online, in-store, on social media or through direct mail and advertising.

We designed a new magazine, The Coes Journal, as an expression of the Coes’ brand. Our photography excels the virtues of how it feels to wear the brands they sell with content that is interesting and insightful. Copy is consistent with the brand tone-of-voice so the result is that it looks, feels and reads like Coes.

We are currently implementing their brand identity in store through bags and packaging, a Winter/Summer sale identity and stationery. We designed a custom typeface for the Sale brand identity that remains uniquely Coes whilst standing out from their competitors. 

The process we have been through with Coes, has effectively delivered coherence across their family of stores whilst also making their marketing more efficient and cost-effective. 


WHAT from the outset, helped us to look at the DNA of our organisation and have built an advertising strategy based around that. The time and effort reviewing who we are and what we stand for has manifested itself into campaigns that are targeted and have a great resonance with our customer base. There attention to detail and ability to continually review each piece to ensure it is in keeping with the overall script is outstanding. But most importantly they are a pleasure to work with.
— William Coe




Case study

Since 2015, we have been working with Mandy at Vanil to create an online environment which would echo the warmth and character of her beautiful shop in Woodbridge. A combination of strategy, design and photography creates the perfect insight into how Mandy curates her Scandinavian inspired accessories, gifts and home décor. Working closely with Mandy and her team, we devised a concept for her website to run parallel with the shop. 

Every 9 weeks Mandy re-dresses the shop window and introduces new products with a theme such as Land & Coast, Flora & Fauna or Food & Drink.  These now feature on her website as a theme-related blog and a shop, which is available for the duration of the window. There is also a permanent Pappelina rug shop on her website. 

Prior to each 'change over' we photograph the items as they appear at Vanil. The environment is authentic and the styling is complimentary to the products on sale. The website is a collaborative effort between stylist Emma Nunn, Vanil associate Laura Jackson Willis and the dedicated team at Vanil. 

We provided additional support to Mandy by maintaining the management of her website and training her to use the admin facility.



Creating a Vanil online shop website for me was a very scary one and I had put off doing it for a very long time. Meeting and working with Wendy and her partner Tim at WHAT associates has been a joy - they are hands on to help with questions and from our first chat about what Vanil needed they became as passionate as us. Vanil are now very proud of our online offering with beautiful photography and an easy to navigate retail experience. We are continuing to develop with the support of this fab team. Thank you.
— Mandy Leeson

Rekindled by Onitha



Case study

We have been working with Onitha since 2015 as she embarked on her new business of upholstery, refurbishing furniture and treasure-hunting by commission.

Our branding process might involve helping you name your company or it might be just translating your ideas into something more coherent. The more real and honest your business name sounds, the more trust you’ll be able to establish with your customers. 

Onitha had a name in mind, we encouraged her to incorporate her own name into the brand identity to communicate the size and personal nature of her business. The core branding idea encapsulated everything she stands for and makes her stand out from her competitors. Her brand mark incorporates her signature in the centre. The design is versatile enough to be implemented by rubber stamp, embossing press or printed graphic.

Onitha asked us for advice on building her profile on Instagram and how to engage with followers on social media. As photography plays an important role in growing a community on social media, we have been documenting Onitha as she works to showcase pieces of furniture for her to share - letting followers into Onitha's world and tempting them with materials, processes, techniques, tools and treasure-hunting.  

We have created a visual language and brand assets for Rekindled which can be used for marketing and any form of visual communication as Onitha requires. 

From developing my brand mark, taking beautiful photographs of my furniture, to holding my hand and helping me overcome my social media phobia WHAT associates have been instrumental in helping me launch my business. They have a knack of knowing exactly what your business needs to get started or to be reinvigorated. Tackling social media was a big hurdle for me, as I’ve always found it quite terrifying to put myself “out there” for everyone to judge. With their help and guidance I now feel much more confident and have actually found that there is a really creative and supportive community which I now feel part of, something that’s really important when you work a lot on your own. Thank you WHAT associates for giving me the confidence to believe in what I love to do!
— Onitha Jarrold




Case study

Dulcie first got in touch in May 2016 to ask for our advice on how to entice more customers into her paint-your-own ceramic studio. At the time she was trading under a name she'd inherited when she bought the business. Up until then, she had worked under the brand direction of the previous owners, staying true to their vision and their business model. After talking to her we could see that it was time to break away from this model of working and start afresh. We wanted to rejuvenate her passion and business by creating a brand new identity which encapsulated everything she loved.  We embarked on a re-brand - a new name, a new strategy and a new identity. Starglazing Ceramic painting studio was born. 

The name Starglazing plays on the idea of imagination and wonder, as well as the studio location up in the sky gallery at the Suffolk Food Hall. The star would be an emblem that Dulcie could own and which people would associate with her.

We created a look and feel for the new brand, and commissioned illustrator Cheryl Rawlings to create a beautiful bespoke piece of typography based on our designs. The result, is a very fresh, modern and elegant identity. Aspects of the branding have been brought into the studio and the tone of voice and brand ethos is apparent in all her marketing and interiors. 

Photography was important for getting customers to understand the 'feeling' of what it's like to paint ceramics in Dulcie’s light and inspiring studio. Customers often like to identify a person to a brand - Dulcie is so warm and friendly, approachable and welcoming, we felt a personal touch was important and to put a face to a brand. You matter to your business, and people remember the service and experience they have with you. So, although a little shy at first - Dulcie was happy to be photographed doing what she loves, interacting with her customers. 

The photoshoot provided all the required imagery for Starglazing’s website and marketing material. We continue to work with Dulcie, creating advertising and ongoing marketing collateral. 



FUSE London



Case study

In October 2015, FUSE initially got in touch with us to talk about how they might engage with their audience through social media.

After spending some time getting to know them, we realised that; how they represented themselves as a brand online did not correlate with the incredibly vibrant and exciting studio they were. So, we amended the brief…

We encouraged them to embark on a branding redesign - redefining who they were and how they wanted to be perceived. We worked together to create a new brand identity. Strategy came first - who, what, where and why? Then a strong strapline and brand statement, a suite of graphic elements that could be used across all aspects of their work, a colour palette which allowed them versatility and finally a tone of voice and visual language which ‘felt’ like FUSE. Strategy, attitude, photography, illustration and language all coming together to project a unified and cohesive vision.

After branding, came their website - We wanted to bring the FUSE London studio to life. We spent time getting to know everyone in the studio so that we could accurately document their world. Photographing their incredible machines, delving into drawers, hanging around spray booths… a blissful photography brief. We knew imagery would be key to provoking the right vibe. We encouraged them to keep copy short and punchy - letting the work do the talking. Their website has been designed to allow them complete control over all their content, the homepage can be filled with video or photography depending on their focus - it will evolve like they will. 

FUSE London now have an accurate online visibility - a brand they feel truly represents them. So, now we are working with them on their original brief to us… helping them build their community online.

“Since the end of 2015, FUSE have worked very closely with Wendy Hodgson and her team at WHAT Associates to create our new digital home. WHAT are a Suffolk based group with big brand experience, using their special knack of elevating a company’s web profile with their warm and creative expertise. WHAT’s expert eye has brought a fresh and vibrant perspective to the day to day working life of FUSE’s busy studio. Our team were hugely impressed by the time they spent getting to know us and what we do. With their exceptional photography and design talent they have captured the energy, passion and creativity of our business with a compelling visual and brand led treatment that was bang on brief. We are delighted with the end result and it was a lot of fun working with Wendy. We hope you like our new website and branding as much as we do!”

— Pete Cartlidge. Partner & Commercial Director. FUSE London

Greyhound pub


Case study

We began working with The Greyhound in 2015. We approached them as we felt their previous branding did not reflect the quality of their offering. The Greyhound is an Adnams’ pub serving good quality, locally sourced food, which they are justifiably renowned for. They were keen to look at a rebrand, but conscious that they didn't want to fall into the ‘Gastro-Pub’ sector.

Our solution was Maurice. Maurice is a Greyhound and is the mascot of the pub. He has been designed to be adorned to reflect the spirit of the communication; so when they're organising a golf day, Maurice is seen resplendent in plus-fours, and when he's used to advertise the pub in a programme for a The Wolsey Theatre’s production of A Midsummer Night’s Dream, he sprouts wings as though he is one of the fairies. Maurice is flexible and fun, which we feel reflects the pub perfectly.

We’ve also redesigned the menus and gift vouchers. The menus have been produced using a 100% recycled stock, whilst the gift vouchers have been produced with a gold foil finish to add a sense of value.

We worked with WHAT to redesign our brand identity and strategy, that then lead onto a fantastically vibrant set of menus, posters, adverts and now gift vouchers. Their flexibility and creativity has enabled us to have an awful lot of amusement with our imagery and their brilliant photographs of our food and drinks really capture day to day life in a pub. We are really pleased with the end result and will work with them again.
— Dan Lightfoot

Lulu Horsfield, Illustrator 



Case study

We worked with Lulu Horsfield to photograph her work and designing her online retail website. We photographed Lulu in her studio which provided her with product shots for her website, social media and her etsy shop. We believe it is really important to capture the creative process, as it allows customers to appreciate the craft and the time and effort which goes into the artwork. 

We design websites with you in mind. How do we do this? We spend time in your work place or studio, we watch, we listen and we think. Then we put together a website creative brief which outlines our findings and gives us a ‘kicking off’ concept. 

WHAT associates are a small team. All creative and design work is undertaken in-house and we work very closely with developers who build the website. The websites are fully responsive and have simple-to-use administration facility which allows you access to areas of your website for updating, blogging, security etc. We work closely together to ensure a high level of development, design and user experience.

We see our relationship with our clients as an ongoing partnership, you will be able to discuss, ask for help, commission new pages, content and photography for the longevity of your website.

WHAT associates provided inspiration and clarity to my initial ideas, guiding me seamlessly through the process of design, development and delivery of a stunning online presence. They captured the essence of my product perfectly and through their commitment to quality and creativity, brought my business to life.







Case study

Helga asked us to work with her to name, brand, offer creative direction and create all the required printed and online collateral for her new Hairdressing Salon in Southwold. We spent time getting to know Helga and discussing her likes and dislikes, we discussed products for the salon, colour scheme and interior styling. All of which would eventually influence the direction of her branding. The salon was going to be an Aveda lifestyle salon and the influence of their branding was also a contributing factor to the look and feel of Helga's new salon. 

We looked at hundreds of name variants but narrowed it down to three, Helga immediately selected Serin and we began work on her identity.

The Serin made an ideal choice as the emblem for her business, as they are bright, small birds full of character and are said to be intrepid. In addition, their feathers provided a close match for Helga’s preferred colour scheme, and they are native to East Anglia. An aspect of the bird became the visual identity of the salon. We looked into commissioning an illustration but finally opted for a vector style which we designed ourselves.  

We created a brand book for Serin which detailed the brand identity, look and feel, visual and safe space guides, creative direction and tone of voice. We also worked and advised Helga on how to create an on-brand interior which echoed the feeling of her new name and identity. 

Using the brand guidelines we designed appointment cards, price lists, websites and marketing material.

Photography was a crucial step in translating the brand across different social channels and advertising. The salon played host to a shoot and then we took the models (who were also loyal customers) onto Southwold beach to create a sense of ‘how it feels' to have a Serin haircut. The natural style of Aveda and the organic natural associations with the Serin bird create a harmonious synergy. We're very pleased with how the branding and salon experience combine into a seamless experience.  





Case study

We created branding and a website for Russell Appleford VFX artist as he started up his new studio TOSC*. 

*The Other Side Creative operates as a remote creative CGI and animation studio, proving high-end visual effects can be affordable.  Russell's brief to us was to create a brand presence which showed his new studio to be confident, precise, clear & professional. We have developed his brand identity and created all the material he required to launch his business.

WHAT designed our company branding and website from scratch including web-hosting and email setup. I was massively impressed by their attention to detail and depth of the design research. WHAT went to great lengths to make sure they understood our needs before starting their design process. During production they were very forthcoming in pushing the creative, while giving lots of unbiased advice on the strongest route to pursue in order to achieve the best end result. If you are looking to give your brand a creative, hassle-free makeover, I can highly recommend the talented and friendly team at WHAT.
— Russell Appleford

Lady Lexington




Case study

Louisa Marcq (aka Dubs) is an incredible Suffolk-based illustrator. Together we have created 'The Wonderful World of Lady Lexington' inspired by the inquisitive explorations of her pet Pekingese, Lady Lexington, around Somerleyton Hall, Louisa’s ancestral home.

We worked with Louisa to give her a business name, strong brand story, original brand identity, product photography and design.  Such a pleasure to work with such a talented and fun-loving artist and we wish her luck as she embarks on her licensing adventure.


Wendy from WHAT associates has an insanely clear vision of how things should be and with strong direction she guides you in every project, making you feel that it was all your doing, on top of this she is very professional and also great fun .

I could not have got to where I am now or indeed where I am about to go without Wendy. Thank you WHAT Associates!

Woof woof!!!!

— Louisa Marcq

Perfect Channel


Case study

We photographed at Perfect Channel's head office in London. Our brief was to capture the environment in which they worked and relaxed management portraits for their website.

“WHAT associates brought a fresh perspective and great creativity to our brief. Not only that, but they’re friendly and approachable. Professional, creative and friendly. We’ll work with them again.”

— Phil BIrd



Case study

We created branding and photography for Ché, Bespoke Tailor. The branding uses the accent within ‘Ché’ to create a needle holding the logo in place. Alongside there is a monogram for use on garment details such as shirt cuffs.

Thea Lily Loves


Case study

We worked with Emma from Thea Lily Loves to create beautiful images which would acutely portray the spirit of wearing one of her beautiful custom-made dresses. We headed for the beach with nine girls between 2 and 9 years of age with massive beach balls, windmills, frocks and pretty headdresses.

For our Grown up Girls photoshoot we headed for the glorious Suffolk countryside - lots of planning, styling, art direction, beautiful dresses and collaboration went into the day.


Working with Wendy from WHAT associates was so easy...I had a few ideas and she expanded on them and pulled them all together, making our shoots great fun for all concerned and providing Thea Lily loves with perfect images 💗

— Emma Powell

Nicholas Estates


Case study

We were commissioned by Strategiq marketing agency to photograph Nicholas Estate Agents for their new website.  

We were extremely happy with how promptly WHAT associates were able to arrange our photoshoot, and how at ease they made our staff feel during the shoot. Resulting images were fantastic and we look forward to working with them again on our next branch opening.
— Nick Golding, Director

Orwell Lady


Case study

We worked with Orwell Lady river cruises to provide them with photography for their new website and marketing material. 

WHAT associates provided us with the most beautiful set of shots that we now use within our marketing and PR campaigns and will be the foundation of our new website. Not only did we all find them friendly and approachable but (perhaps most importantly) they were flexible enough to work around our sailing times - and the weather!

— Emma Lightfoot

Lucy Lockets Jewellery


Case study

We work with Lucy Locket's personalised jewellery to create lifestyle product photography for her website and to use on social media.

I approached WHAT associates and we instantly hit it off. Being a designer and creative myself, I needed a photographer who could offer me something different, eye catching, modern. Something I could not capture myself. I was thrilled with the photos they took. WHAT captured the detail, my branding, and the ‘handmade’ feel which is important to me and my company. I can’t recommend them enough. They are so creative and talented.
— Lucy Bolton

Gallery Thea


Case study

We are working with Gallery Thea to develop her brand and create captivating images for her marketing. It's an exciting time for her as she moves into licensing her work and considering the myriad opportunities ahead. Thea’s beautiful and characterful illustrations recollect happy memories of life in Southwold, Suffolk. We created the brand philosophy from the heart of Southwold to position her as a Suffolk illustrator working from her studio and gallery, creating hand-painted ceramics from her heart for people to give to each other with kindness.


WHAT associates have created a beautiful story for my customers, giving them an understanding of what Gallery Thea is all about. Their photography is stunning making my work look it’s best , in a way that I could not have done myself. I feel much happier having a brand presence, my company feels more professional, I have a logo and a tag line now. Thank you WHAT associates !
— Thea Cutting

Art for Cure


Since 2016, we have been involved with Art for Cure. We volunteer helping out at events and photographing the exhibitions, artwork and capture the events for marketing purposes. We love being involved with this great charitable company. 




We are pleased to be working with UNIT (Associate Artists at @danceeast ). Creating marketing material for their performances.

UNIT is a collaborations between choreographer, Tom Hobden and film director, @kateflurrie . We are so excited to be working with this innovative company developing branding & design. Photography @danilomoroni_ph, Design WHAT associates


Train Body Brain



We are working with Wendy from The Train Body Brain to create design assets for her business: t-shirts, flyers, posters, stickers & wall graphics. TBB is run by Wendy MacLennan it is a unique fitness and meditation fusion training programme for teenage girls to combat the mental health pressures they face to build self-esteem and confidence. We think this is a brilliant concept and are very pleased to be working with TBB.

Alexandra Langdon Ltd



We have been working with alexandralangdonltd to create a brand identity for her interiors business. Our concept is based on the way she approaches interiors, focussing on how people use their space and the ergonomic flow. Alexandra then draws on her love of art, textiles, furniture and classical architecture to create unique designs combining colour, pattern and contemporary fabrics. Working from her studio in Aldeburgh, Alexandra works with clients all over the UK and overseas. We've loved working together and we look forward to a continued relationship going forward. 


Rushmere Community Runners


The brief:  Rushmere Community Runners is a running club which attracts between 30-50 members twice a week of all abilities in a very relaxed and informal environment.  The emphasis is on support and encouragement and not results.  There is no formal booking system, it is very much turn up and run. 

We created a monogram and a type style which can be locked up together or used separately. The typographic design reflects momentum and direction while the central 'C' links both R's like a link in a chain - reinforcing the strength in the community aspect of the club.


Salt London


We started working with Sofia Franc at the beginning of 2017 launching her own restaurant & hospitality consultancy and training business. When we first met Sofia we talked about her vision and aspirations for her new business and we listened.

Sofia spoke with such passion about how she inspires and enthuses others to realise they have the potential to improve their offering by uniting as a team and working together. She was very much ‘a part’ of the process, personally involved with the staff who she was helping, training, advising, mentoring and reassuring on all levels from top management to kitchen staff and service professionals. She has a friendly approach, encouraging people to feel and care more about what they do and who they do it for. Through thorough consultation, Sofia Franc is able to look at a business with perspective and reach conclusions and observations which can be applied to a personal plan of action. 

Our first brief was to create a name for Sofia's which would represent who she is / what she does and to allow for business growth over time. We started with looking at her business concept as a whole and working out her brand strategy, this formed the basis for our creative process. A brand prism was created + brand statement, competitor analysis and a thorough understanding of her target audience.

We came up with the name Salt.

This concept played on the idea that 'Sofia Franc' is the ingredient which anyone in the industry would recognise to be essential. Like Salt, Sofia brings out the best in people, adding flavour to a business and is instrumental to success.  Sofia can't work alone. She works along side others to enhance their offering, inspire everyone to work together and to create something very special, full of flavour. We felt it worked for her industry, without having to say ‘Restaurant’ or ‘Hospitality’.

The visual style was created by looking at the marks left from the impact of salt on watercolour. The salt permeates from the epicentre to the outer perimeter. We created a series of paintings which explored this technique and after many attempts we had a final set based on a selected colour palette.

Typographically, Sofia was keen to use her handwriting so we worked with her to create a sophisticated brand mark and supporting typographic treatment.

Design collateral included business cards, stationary, presentation and Word templates and a website.

Sofia is super happy with her new identity - which makes us incredibly happy too!

We've loved working with Sofia Franc and we look forward to working with her as her business grows in the future both in the U.K. and overseas.


From the moment I met Wendy, I felt that she was on my side. Getting to know me and how I approach each project in such a personal way, made me feel confident and reassured that she was going to create something very special.

Through creative ‘salt’ artwork, studying my handwriting and guiding me so patiently through the world of social media, they have shown great awareness and sensitivity.

She and Tim have helped me launch my business, Salt, in more ways than I could have imagined. They have created a brand that shows the many different elements of the business and fundamentally, how my approach to each project is personal. Salt strategy and coaching isn’t text book. It comes from understanding what drives each business and gives them the tools and support to achieve great things. Wendy and Tim truly understood this and were a pleasure to work with. Thank you.
— Sofia Franc. SALT London

UnLtd Productions


We worked with UnLtd Productions to re-design their website. UnLtd have an 'unlimited approach' to advertising production and they needed a website that conveyed their multi-disciplined directors and production options. The process began with a full survey of the existing website and a thorough discussion and questionnaire to understand what and who the website was aimed and what objectives needed to be achieved to make their new website work for our client.

The new website was created in Wordpress and the client has full control to update content, showreels and news stories.
We create training manuals for our clients to give them full control of their content management rather than charge them for updates. Although we are always on hand to help out if the client prefers. Each Wordpress website we design is bespoke and individually created from concept - design- artwork - development build for clients. 


Working with Wendy and the team at WHAT was a pleasure. A comprehensive briefing process (useful - as it asked me to ask myself questions about my own business), a sensible fee proposal, a fast turnaround and - I think - a top quality end product. The response from UnLtd’s Client base has been immediate and positive.
I can thoroughly recommend their services.
— Stephen Gash, Founder UnLtd Productions Ltd