About us

Who we are

Fit Creative is led by Jonathan Cook and Kara Penn. Over 20 years of working together, their different experiences and viewpoints have created a dynamic partnership—one that both complements and challenges design thinking to deliver maximum impact for clients.

Jonathan Cook | Director

Jonathan cut his teeth working with FTSE100 companies, translating complex messages for public and peer-to-peer audiences. He brings deep experience across all areas of messaging and communication, with an eye for the details that transform good work into exceptional results.

Kara Penn | Director

Kara is a brand obsessive. She‘s committed to building strong brands that help clients grow their audiences—both in digital spaces and physical environments. Prior to founding Fit, Kara worked with major brands across the UK and Middle East.

Our partners

Our team extends far beyond the two of us. We work with a trusted network of long-term collaborators – world-leading designers, animators, copywriters, photographers, illustrators, digital engineers and more. This approach gives us access to exceptional talent you won't find in a typical design agency. For each project, we assemble exactly the right team to deliver work that works.

Multi-disciplinary design

Multidisciplinary design isn‘t just what we do – it‘s been our foundation from day one. Organisations exist in multi-sensory environments, which means brands need to live everywhere, seamlessly. We work across the full spectrum of brand presence: naming, brand creation and language development, digital and film, reporting, exhibition and signage. We know that projects rarely fit into neat boxes. That‘s why our team excels at bringing together knowledge, creativity and experience to deliver solutions that work across every touchpoint.

Our partnership ethos

Good design makes a real difference to engagement and impact. But we believe it‘s our relationships with clients that truly drive successful solutions. Many of our clients have worked with us for over a decade, and we value the trust that builds through long-term collaboration. These partnerships allow us to deliver increasingly effective work – because we understand their needs deeply and can evolve together as audiences change.

Our values

Inquisitive listeners

Every project starts with a conversation. We listen carefully, question assumptions, and understand limitations so the brief is shaped collaboratively. We work hard to set aside presumptions and truly understand what you need.

Flexible thinkers

Most briefs have more than one valid solution – choosing the right route is where our experience adds value. And when unexpected events shift direction mid-project, we adapt. We support our clients through change, adjusting the design to deliver impact within real-world constraints.

Budget clever

There‘s no such thing as an unlimited budget – or a bargain when it comes to effective brand work. We make every pound count, stretching resources to deliver beyond expectations.

Schedule aware

Timelines matter. We respect deadlines and work with you to meet them. But we‘ll also question a schedule if it's working against the project rather than for it. Adapting to your needs is central to strong partnership.

Clear communicators

We‘re transparent in how we work, honest in our opinions, and ambitious in our creativity. Being easy to discuss and debate with matters—it‘s what makes collaboration enjoyable and successful.

Trusted hands

We value the trust you place in us. Our job is to deliver successful projects, build strong brands, and support your ambitions. Without our clients, we‘re simply people with ideas. Together, we achieve real impact.

Bloody good design

We take pride in crafting excellent design solutions to real brand challenges.