KELLY PORTELLI — FOUNDER & STRATEGISTAgency background. Intentional design. Human pace.
How 18 years in London agency life led to a simpler, more personal approach for independent studios.
Stepping off the agency train to build something of my own.
For 18 years, I worked across London advertising and marketing agencies - working my way up to Account Director in environments ranging from nimble start-ups to some of the biggest, most well-known agencies in London.
Across those years, I was the bridge between client vision and creative delivery: guiding accounts, steering brand strategy, and learning how successful businesses build lasting authority.
Slowing down to focus on what actually matters.
I loved the work, but the long daily commutes on packed trains and late evenings at a desk eventually stopped fitting with family life. Stepping away to start Potting Shed gave me the freedom to slow down, be present at home, and bring nearly two decades of hands-on agency experience directly to independent studio owners - delivered at a calm, human pace, without any of the extra layers or fluff.
A shared appreciation for texture, detail, and space.
When you spend your days designing physical spaces, sculpting materials, or framing light, you view the world through a specific aesthetic lens. You know that true quality can’t be rushed, and that every detail—from the weight of a linen curtain to the finish on a brass fitting—tells a story.
I built Potting Shed specifically for interior designers and visual creatives because we speak the same visual language. You shouldn’t have to compromise your physical aesthetic on a clunky, DIY website that fails to reflect the caliber of your work. My job is to take your tactile, spatial craft and translate it into a bespoke digital home that commands respect and attracts high-value projects.
How we actually work together.A lot of web designers jump straight into visuals without understanding the business behind them. We start by sitting down and listening.
Having spent years guiding brand accounts, I look at your studio through both a strategic and practical lens. We get under the skin of your business - looking at who your ideal clients are, what’s holding your current presence back, and how to structure your website so it acts as a quiet filter: attracting serious enquiries while saving you time on manual admin.
What you gain from this partnership:
Senior project leadership: As an experienced Account Director, I keep your project organised, clear, and on track- no chaos, jargon, or tech overwhelm.
Commercial clarity: Bringing nearly two decades of agency insight to organise your ideas into a focused, confident brand story.
A platform built for growth: A digital home that showcases your portfolio beautifully and works hard in the background, leaving you free to focus on your design work.
Let’s give your studio the digital presence it deserves.