KW GROUP | Portfolio
Design Expertise in Action
Overview
Between 2022 and 2023, I worked closely with the KW Group on the evolution and rollout of their growing salon brand — managing the full process from concept design and brand alignment to on-site delivery and post-launch review.
When I first became involved, the group’s two existing salons (Belper and Duffield) had no formal brand identity. Working alongside the Marketing Director, I developed a clear, cohesive visual direction for the group — a look that captured the warmth and professionalism of the Katie Weeds ethos while providing a framework for future expansion.
Each new salon was then designed to feel recognisably KW, yet with its own personality — shaped by the building’s architecture, local clientele, and character. Elements such as timber slats, greenery, and warm lighting were used consistently but never identically, creating individuality within a cohesive brand family.
Across every project, I took full ownership of planning and delivery — managing budgets, coordinating contractors, providing highlight reports to the board, and ensuring all sites opened on time, on budget, and on brand.
KW GROUP
Design Expertise in Action
Company: LECAW Investment Group
Address: Nottingham Road, Ripley
Date: – From 2022 – 2023
Budget:
Key Tasks
Group-Wide Strategy and Three Salon Transformations
Our involvement began at a foundational level, with the co-creation of new brand style and guidelines for the entire group. This vital work established a refreshed, cohesive visual language that would govern all subsequent projects.
Project Execution: Derby, Ripley, and Beyond
Applying this new strategy, each salon transformation—including the significant projects in Derby and Ripley—began with an initial site visit to assess area viability against budget and potential return. This planning led directly to developing a unique moodboard and designed concept for each location, ensuring it held its own distinct identity while remaining clearly recognizable within the established brand family.
A core strategic priority for every site was planning and optimizing the space to maximize capacity and revenue opportunity.
From concept approval, the projects transitioned into rigorous Project Management. We developed a comprehensive full project plan to a turn-key finish, managing everything from initial rip-out and wall demolition/rebuild (where applicable) through to final installation. This involved meticulous ongoing project management across all key stages, including gathering all necessary trades (builder, joiner, electrician, plumber, signage, decorator, and flooring specialists) and creating detailed Scope of Work schedules for each.
Compliance and Final Delivery
In addition to the physical build, we managed critical administrative and compliance needs, including securing a successful Premises Licence application (where required), finalizing risk assessments, fire safety, security, and waste contracts. All expenditure was precisely tracked via a comprehensive purchases log.
The final phases focused on meticulous detail: sourcing and dressing of all furniture, stations, and key areas. Our support extended right up to the opening, where we assisted with the marketing launch and arranged the launch party events. Every project was formally closed out with complete Key Information handover documents and a final post-opening project review, demonstrating a commitment to excellence from strategy to final success.
KW Allestree
Location: Park Farm Shopping Centre, Allestree
Timeline: Feb – Mar 2022
KW Mickleover
Location: Ladybank Rd,
Mickleover, Derby
Timeline: May – Aug 2022
KW Ripley
Location: Nottingham Road, Ripley Town Centre, Derbyshire
Timeline: Jul – Oct 2023
KW Group
Location: Belper, Allestree, Duffield, Mickleover & Ripley
Timeline: May ’21 – Aug ’25
Our Services
The whole is much more than the sum of it’s part. From crafting the perfect Residential or Commercial look, to delivering it seamlessly with expert Project Management, and ensuring maximum impact with sharp Visual Merchandising, we cover every step of your design and installation journey.
Interior Design
Your space, your unique story
Every home has its own story, and we’re here to help you tell yours. We believe great design should be comfortable, functional, and perfectly reflect the way you live.
Commercial Projects
designs THAT build success
Every business has its own mission, and your space is the most vital tool to achieve it. We design engaging, functional environments that elevate your brand and impress your clients.
Project Management
complex visions into reality
Every vision needs a skilled guide to become reality. We specialise in coordinating projects, from interiors to manufacture, ensuring delivery on time and on budget.
Visual Merchandising
Turning shoppers into happy buyers
Every product deserves to be seen. With high-impact, strategic retail displays and interiors that stop traffic, we tell your brand’s story, and drive sales.
Meet with Laura
It’s always an absolute pleasure to meet and hear the vision and dreams of clients. Making those dreams a reality in a bespoke and practical way, is what gives me that buzz.
Let’s meet, let’s chat and let’s make this thing happen.
Send us a message!
Ready to bring your next project to life? We’d love to hear from you. Reach out today to discuss your vision and take the first step.
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