Agile, boutique agency

We're a small agency with a broad offering of design led-design print & web services at impressively competitive rates

Over 15 years experience delivering design services to happy clients

We take great pride in our commitment to the highest standard of design and detail and offer real all-round value - our aim is to provide big agency quality of work and service at small agency price.

We genuinely listen to your needs and tailor our work to meet your business objectives. Going the extra mile for our clients comes naturally to us - we ensure that you are completely satisfied and make sure that your marketing materials are well-designed with a view to generating a healthy ROI.

With over 15 year’s experience, Groundnation (formerly Bluefruit Design) has built up a folio of exceptionally strong design work that both looks good and works hard for our clients.

A few of our clients

Full client list


Our clients demand expert specialists in every field their projects require, with one point of contact – but without the high overheads large agencies inevitably have, and pass on. Groundnation meets this requirement by drawing upon a longstanding and closely-knit network of consultant-level creative and technical specialists, all committed to working in Groundnation project teams.

They each have huge experience in their field, and are well-used to working together. All have worked with blue-chip clients and have experience of working in top flight London agencies. They are now able to choose how, where, and with whom they work.

This well-proven working style enables us to assemble the ideal specialist line-up for each of your specific projects, and orchestrate them seamlessly. So you benefit from a tailor-made team ideally suited to your needs, equivalent to that of a large London agency, but without those unnecessary overheads.

The core Groundnation team provides you with continuity and your points of contact, and our key personnel are:

James Richardson, Creative Director

James established Groundnation (formally Bluefruit Design) in 1994, and the company began design work on brochures, catalogues and in the embryonic e-commerce sector.

Early on, an opportunity arose to work with one of Britain’s leading specialist catalogue designers, as senior designer. During this time, James designed and produced several award-winning catalogues in many market sectors, from fashion to hardware. He also designed acclaimed direct marketing and CRM communications over several years for a re-emerging Marks & Spencer.

At the same time, he kept closely involved with ever-developing web technologies, building several successful web sites both e-commerce and standard business sites. Thus, with over 15 years of experience in both web and print design, James has the rare ability of being able to successfully blend the proven traditional print techniques with e-commerce giving him an exceptional, multi-media skills set.

More recently, building on his wide-ranging experience and expertise, James refocused on Bluefruit Design. To reflect this wider and integrated offering, in June 2009 Bluefruit Design was rebranded and renamed Groundnation Limited.

See Linkedin profile for more information.

James Clarke, DM Consultant & Copywriter

With over 20 year’s experience in direct marketing consultancy, James has worked for an impressive range of multinational, blue chip clients at the highest level – as well as for small start-up companies.

He has a near-unique breadth and depth of hands-on experience ranging over every business sector, from fashion to fmcg, and from charities to financial services – in both consumer and business-to-business. He is particularly adept at writing copy taking account of brand positioning and tone of voice. Direct clients have included: American Express, Reed Business Publishing, Jewson, Marks & Spencer, New Statesman, Lloyds Bank Insurance Services, Dun & Bradstreet and many more. Agencies James has consulted and copywritten for include: WWAV, cchm, Concep Evolution and TWCAT.

Over the past eight years, an ever-increasing proportion of his work has been on website content and structure, utilising his direct marketing expertise relating to information hierarchy and clarity of communication. He wrote the original brand and creative guidelines for the Nectar card. Websites he has written copy for include: Royal Sun Alliance Investment Trusts; Allianz Marine & Aviation; Auto Trader; Legal & General; Elegance Fashion and Bon’a parte Fashion, as well as charities, including Action Medical Research.

His creative awareness, his ability to craft compelling and effective copywriting in a variety of styles, and his strategic marketing and account direction skills – makes for a valuable creative partner. His experience includes co-founding and then heading up a top 25 direct marketing agency for 10 years. He has worked with James Richardson for nine years. He is a Life Fellow of the Institute of Direct Marketing.

Georgia Richardson, Studio Manager 

Georgia brings with her 8 years experience from The Evening Argus so is a natural in keeping calm in a deadline driven environment. She helps manage projects smoothly and is pretty hot at accounts too! 

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