From Designer to Director: A Decade with Dena
This July marked a decade since Dena Evans walked through Reech’s doors – back when the team could fit around one table and the idea of a full-service agency was no more than a pipe dream. Fast forward to today and Dena is our Creative Director, playing a vital role in shaping Reech’s evolution, company culture, and strategic direction.
Here, we sit down with Dena to reflect on her 10-year journey, from humble beginnings to leading major campaigns and steering the ship through industry change.
Tell us about when you joined Reech…
“I’d had my eye on Reech for a while, so when Rob reached out about a design role, I jumped at the chance, feeling I aligned with its ambition and drive. With 12 years’ experience in design and print, followed by a year at a web agency, I brought a well-rounded and holistic skillset to the team.
“Back then, there were just six of us working out of an office in rural Leaton, mainly focused on design and web. Our client journey pipeline consisted of notes pegged to wire organisers!
“Since then, (thankfully!) we’ve built streamlined systems, grown a specialist team, and continued pushing the agency forwards.”
How has Reech evolved creatively?
“At Reech, nothing ever stands still. I joined as a Senior Designer in 2015, became Head of Design within a year, and in 2018, was appointed to the Board as Creative Director.
“Today, creativity sits at the core of everything we do – from branding and digital to content, media, and animation. Every project is rooted in strong creative direction, backed by a strategic in-house team.
“This approach is reflected in our client partnerships. Kara Foodservice began working with us in 2020 on design, which soon evolved into a new website and now a full-service partnership. Off the back of that success, we then partnered with its parent company, Finsbury Food Group, to deliver a bespoke website earlier this year.”
How would you describe your current role?
“Put simply, I am the brand guardian for everything that comes through the agency. I lead the creative vision, which includes overseeing brand direction, concept development, execution, and quality control.
“I also support our senior leadership team with everything from recruitment and onboarding to nurturing client relationships and inputting into day-to-day operations.
“It’s an exciting mix of strategic thinking and hands-on leadership.”
What’s been the biggest challenges over the years?
“Naturally, we’ve faced our fair share of challenges over the years, each teaching us something valuable and helping shape the agency we are today.
- Communication
“As our team has grown (from six to almost 30), clear communication has become more critical. Both internally and with clients, we prioritise transparency, regular updates, and shared goals to keep everyone aligned.
- Industry Shifts
“Creativity isn’t just about great design anymore, it’s about speed, relevance, and impact. The rise of digital tools has enhanced our output but also demanded new ways of working.
- Business Growth
“With more people and departments than ever, we’ve had to refine how we balance strategy and creativity, fostering cross-team collaborations to deliver results.
- Stakeholder Support
“One lesson that’s stuck with me is that stakeholder involvement and cooperation is essential. Every project now begins with a discovery session to ensure alignment from day one, and it’s made a huge difference.”
Tell us about your favourite project to date…
“That’s impossible! There’s been so many fantastic clients and campaigns that I’ve been lucky enough to work with over the years.
“The task I love most is rebrands, however. Especially seeing the transformative rollouts across web, print, digital, and signage. It’s a privilege to bring a vision to life – it never gets old witnessing the client’s reaction and to see the new brands out in the real world.
“Recently, we’ve worked with Midland Computers who wholly embraced the entire rebrand process, trusting our recommendations and investing in our partnership. That kind of client buy-in truly makes all the difference and has seen them go from strength to strength.
“Another career highlight for me personally was presenting to Canon Production Printing’s European division in Venlo and working with our team to deliver a bespoke-built worldwide knowledge-sharing platform, graphiPLAZA.
“And long-term partnerships like Primesave Properties, who’ve been with Reech longer than I have, are incredibly rewarding. Watching clients evolve and grow with us is something special.”
What fuels your passion after a decade?
“The people and the variety – no two days are ever the same. I’m lucky to work alongside an incredibly talented team, supporting their growth while constantly learning and evolving myself.
“Our diverse client base spans industries and services, which means we’re always pushing creative boundaries. A great example is Sports Tours International – a sector I wasn’t hugely familiar with initially but now feel genuinely excited by. What began as a brand guideline refresh has grown into a long-term partnership, including consultancy and designing assets like the London Marathon Race Guide.
“I’m also passionate about working on projects that truly make a difference. We’ve proudly supported local charities like Lingen Davies and Severn Hospice, and our Reech & Reward initiative is a highlight each year.
“Looking ahead, I’m eager to continue expanding our horizons, and I’d love to work with a beauty brand next, so watch this space…!”
What have you learnt over the years, and what advice would you give others in creative leadership?
“I’ve truly learnt so much, about myself as a leader but also personally too. Most of all, I’ve discovered how resilient I truly am.
“For anyone pursuing a similar path, my advice is:
- Find balance
“Listen to your team, but lead with purpose and empower them to grow
- Be adaptable
“Everyone works differently so tailor your approach to suit individual needs
- Leave your ego at the door
“Creativity is subjective, so put personal preferences aside and focus on what meets the brief and delivers results for the client
- Think commercially
“Understand your client’s industry, audience, and objectives inside out
- Brace yourself
“Leadership isn’t always smooth sailing. It takes grit, perspective, and a willingness to evolve, especially when you’re steering the ship.”
What does hitting 10 years mean to you?
“It’s a huge milestone – and an honour to be the first (aside from Rob, of course) to celebrate 10 years at Reech.
“I’ve poured my heart into the business and remain deeply dedicated to its growth, possessing the same energy, enthusiasm, drive, and determination as I did on day one. And I’m especially proud to be at the helm of a business that champions equality – as women make up 50% of the Reech leadership team – and strive to inspire the next wave of creative talent.”
What’s next?
“We’re now just weeks away from moving into our new HQ. The Barn at The Hay Yard is a dynamic, purpose-built creative hub that’s been meticulously designed to bring our brand to life, nurture our team, and offer an immersive and inspiring environment.
“Longer-term, I’m excited to continue growing the agency, win more clients, and deliver meaningful work that really matters.
“Here’s to the next 10 years!”
10 years of bold ideas and strategic leadership, and Dena’s just getting started. Looking for creative collaboration? Get in touch and let’s create something brilliant together.
