“I have worked with Lisa and Caroline for many years now, individually and as a duo. Their easy-going approach makes them a pleasure to work with. They immerse themselves in every team I introduce them to and in every project they are given. They always deliver highly creative results.”

Janice Brown,
Brown's the Word


Fundamental Design comprises two independent design consultants, Lisa Lee and Caroline Ellis. Originally sharing a studio in London and now based near Bournemouth, Dorset and Birmingham in the West Midlands respectively, we have collaborated for more than 18 years. Independently and together, we design for a wide range of clients, across the UK and beyond – entrepreneurs, private business, retail, public organisations, the voluntary sector. We have a reputation for professionalism and creativity.

We take time to understand our clients, taking pride in our bespoke, one-to-one service that expertly captures your essence and individuality. Our clients return to us time and time again because we offer the same skills and experience as large agencies but add to this a personal and committed service.

With our down-to-earth and no-nonsense approach, we believe in design that works and works hard, not in design for design’s sake.



Caroline Ellis, Fundamental Birmingham and London Lisa Lee, Fundamental Bournemouth, Dorset and London
Caroline started her career in retail graphics and packaging working for a wide range of commercial clients. After working for The Burton Group, handling packaging, shop refurbs and all the in-store promotions the retail calendar demands, she then moved to Australia, gaining experience with many of the large hotel chains in Asia. After returning to London, her career diversified into brand identity, brochure design and print, which is now her main field of expertise. Before setting up Fundamental, Caroline co-founded Ellis Boyd Arup, a small multidisciplinary London-based studio, building a strong client base in the private and voluntary sectors.

Caroline's strengths lie in the creative integration of branding, marketing and design. She has a wealth of experience working for non-profit organisations and enjoys helping them compete for funds through strong visual campaigns. Caroline sits on the judging panel for the Science Communication Awards run biannual by the Association of Medical Research Charities (AMRC) recognising the very best science communications.		 Lisa started out in a small creative agency in London's vibrant East End. She worked in all areas of design and branding in the music and entertainment industry, including the production of CD covers, and learned high-end creative photo retouching during this period. She then moved to Telstar records, creating successful campaigns for compilations and artists alike. Returning to agency life in London, Lisa diversified into brand identity and print communications and became an early specialist in the digital sector, setting up a team that she managed and grew. Lisa has a particular flair for digital media design, management and build.

Photography has become a growing part of Lisa's business over the past six years. Her creative eye and personal style expressed through the lens and her extensive creative retouching experience, enable Fundamental to deliver images to clients' precise specifications without the need to outsource. This photography extension to Fundamental's services is valued immensely by many of our clients.

To view Lisa's photography portfolio, please click here.