who we are


We offer a service that covers conceptual design all the way through to putting your idea out into the market. Our dynamic team has expertise in many disciplines, with backgrounds in mechanical engineering, electronics, and product design, giving us the capabilities to tackle most product enquiries.

As a consultancy, we love hearing about fresh and exciting ideas, whatever stage you may be in the process. Whether it’s exploring the aesthetics and form of the product, turning your idea into a 3D model, creating a brand identity or performing a detailed analysis in preparation for manufacture, we will develop your idea to its greatest potential.

Our consultancy is built on relationships and reputation among local businesses. As we grow, we want to continue building those relationships with new clients, ensuring they feel comfortable and confident when designing with us.

Meet The Team

  • Kristo Shivachev Managing Director
    Kristo Shivachev

     Kristo is a highly experienced design engineer and this passion led to the creation of Simple Design Works. His vision is to simply turn good ideas and concepts into a successful product – and that we should enjoy that process. In his spare time, Kristo’s life revolves around the gym, fixing what his son breaks and looking after his young daughter.

  • Richard Sutherland Design Director
    Richard Sutherland

     Richard is an industrial designer with 25 years of experience within the manufacturing industries. He clarifies project briefs, manages the design team and helps to steer exciting concept ideas into production friendly products. He doesn’t have any spare time, he fills it by restoring cars, kayaking and building…stuff.

  • Ruth Parry Head of Marketing
    Ruth Parry

     Ruth is self-confessed geek who brings a little order and process to the team. She has over 20 years marketing and project management experience and helps with our client's marketing needs, as well as internal marketing initiatives. Outside of work her life revolves around family, friends and a relentless pursuit in DIY.

  • Tracy Arch Trade Mark Attorney
    Tracy Arch

     Tracy is an experienced and hands-on practitioner and partner at Barker Brettell who practises in all areas of trade mark work. Her global experience and strategic insight allows her to add significant value to our client’s IP assets, treating each brand and business as if they were her own. She also plays the drums.

  • Neil Kilpatrick Patent Attorney
    Neil Kilpatrick

     Neil is a Patent Attorney at Barker Brettell and is quite rightly very particular in the thorough investigation of each and every feature of a product. Equally proficient at prosecuting and defending, he’s extremely accomplished at extensive risk assessments to protect his client’s patents. He’s also somewhat of a gin aficionado – pass the tonic!

  • Mark Hayden Design Engineer
    Mark Hayden

     Mark is one of our most resourceful and wide-ranging engineers with an amazing 30 years’ experience. He’s extremely versatile and quick to utilise his design skills in solving practical problems. Being a big Dire Straits fans, you could say he’s one of our ‘Brothers in Arms’ (groan).

  • Charlie Conway Product Designer
    Charlie Conway

     Charlie is passionate about balancing great style with substance to elevate our client’s products into another dimension. As a Loughborough University graduate, Charlie has an accomplished creative skillset, perfect for the variety of work we do. He thinks he’s really good at FIFA, but Kristo and Coby would strongly disagree.

  • Caitlin McCulloch Product Designer
    Caitlin McCulloch

     Caitlin oozes creativity and is happiest translating ideas into thoughtful design for friends and family, as well as our clients of course! She’s an advocate for the natural environment and her work often echoes natural themes. She’s often found wrapped up cosily in a blanket and scarf, and if she was in charge, would make napping compulsory.

  • Coby Foster CAD Engineer
    Coby Foster

     As well as being a whizz on several CAD systems, he is also our in house IT problem solver. If there’s a shortcut to make the mundane less mundane, then Coby has or will find the answer. In his spare time he enjoys travelling and playing football. He also has the softest hair known to mankind.

  • Dasha Berezka Accountant
    Dasha Berezka

     Dasha is the most enthusiastic person we’ve ever met about being an accountant. Always smiling, she removes all financial burden and provides us with insights so that we can continually improve our performance and efficiency. She escapes work by popping on her headphones and trainers, and running around Hereford.

  • Derren Hotchkiss Bookkeeper
    Derren Hotchkiss

     Derren is definitely a numbers guy and about protecting our future with sound pension advice. He’s a whizz on spreadsheets and is effortless at attention to detail in all that he does. He’s quite a sociable chap too and loves watching sport, especially football, over a good pint with his fellow financial friends.

  • Sparky 3D Printer

     Sparky is the nickname given to our most temperamental but also our hardest working member of the team. He is often the one working through the night and at weekends to produce prototypes to test out our ideas. On a bad day, it is known to bury its print head in a blob of molten plastic.



Looking to enquire? Quickly contact us by filling out this form.