My name is Chris Lee. In the Wood is a one-man company I run from a once neglected and now loved piece of woodland in Pembrokeshire, West Wales. With over 25 years of experience and quite a few award-winning projects under my belt the time had come to return to a simple company structure. Me. As you can see I have worked on a mixture of very different projects with an array of very different clients but the focus of my work is branding. I am (part) strategist, designer, copywriter, artworker, project manager and storyteller. And because there’s just me, I’m always around for my clients so you can talk directly to the organ grinder and not the monkey. You’ll find me working away in the studio or hacking and chopping away in the wood.





It’s not what you say it is – it’s what they say it is

A brand is a person’s gut feeling about your product, service, or company. The best you can do is influence that and make order out of the clutter. I’ll get to know your company, I’ll ask a lot of questions and I’ll look at your existing brand through the eyes of the consumer.




What makes you

What do you do? What’s the reason your company exists beyond making money and what makes it unique? Once we’ve pinpointed the ‘one’ true thing that makes you different. No, really different. Now we can make your brand stand up, stand out, and stand for something.




the gospel

The way you talk to people is crucial. You want to get closer to people by being informal, friendly and direct. Don’t tell people what you think they want to hear. Tell them what they need to know. We need to explain why you're different so that everyone gets it and remembers it.




is the key

Brand Identities are meant to last. They are not buffeted by products and messages that may change with the times. The logo and brand guidelines need to be stable, have a heart, and tell a story. That story needs to matter to people and make them want to belong.



Brand Strategy  |  Brand creation  |  Brand guidelines  |  Corporate Identity  |  Naming  |  Copywriting  |  Logo design

Graphic Design

Corporate Literature  |  Annual reports  |  Brochures  |  Packaging  |  Advertising  |  Posters  |  Signage  |  Vehicle Livery  |  Exhibition stands  |  Direct mail  |  Stationery

Other Disciplines

Copywriting  |  Photography  |  Photographic Art direction  |  TV Commercials  |  Radio  |  Video production  |  Website design