If you’ve ever admired the look of a Potters Resorts brochure, spotted your favourite drink on a beautifully designed drinks list, or smiled at the latest magazine you found on your doorstep, you’ve already seen the work of Andy Kelf. Or ‘Andrew’ to his mum.
Celebrating 25 years at Potters Resorts next year, Andy is Potters Resorts’ Senior Designer, yet his journey began not behind a desk, but behind a tray. “I was 16 when I first started in the restaurant,” Andy recalls. “In fact, my mum [Debbie, who herself has worked at Potters for 30 years] brought me in on a ‘Bring Your Child To Work’ day when I was probably 14. And when I finished school, she basically said, ‘I’ve got you a job, you’re starting this weekend.’ Being a teenager, I didn’t really want to—I certainly didn’t think I’d be here 25 years later!”
That first shift in 2001 landed him on an Exercise & Dance weekend—quite the learning curve if anyone reading recalls those breaks. But that innocent charm in his early days clearly worked. “I remember being requested every year by the same group of ladies,” he laughs. “It became a tradition.”
Andy Kelf in his old Restaurant days at Potters Resorts Hopton-on-SeaHe also fondly recalls the first time he served some regular guests that he now considers friends. “One year, the gentleman forgot his cufflinks. I used to collect them, so I lent him a pair for his holiday. It became a bit of a running joke every time they came back.”
Getting Creative
Across ten years in that guest-facing role, Andy excelled—a true Potters person, if you will. But long before the aprons and order pads, Andy had a sketchbook and a dream. “Growing up, I always wanted to draw for Disney. I was still drawing Disney characters well into my teens.” His passion for art and design led him to an HND and degree in Graphic Design with Anglia Ruskin University. And while Potters wasn’t yet his creative outlet, it remained the backdrop with restaurant and bar shifts on weekends and holidays.
“Graphic design is one of those careers where everyone wants experience, but it’s hard to gain that experience. In that respect I was lucky to already be at a place like Potters.” In saying that, he’s referring to the early opportunity he was given to develop his skills in photography and production. He even did some light modelling…
“I helped with some shoots for the resort’s old ‘PhotoWizards’ shop, and somehow my face ended up on a massive billboard at Carrow Road! I had mates who were Norwich City fans telling me every other Saturday they were sick of seeing it.” Thankfully, it was something he wouldn’t have to see himself as an avid Manchester United follower—though he admits those loyalties have been tested in recent years.
Opportunity Knocks
Back then, in-house Design was a relatively new concept for Potters, having previously outsourced the production of brochures and mailings. As the team grew, Andy’s opportunity to make use of his skills came in 2013. And today, the Design Team is a well-oiled machine consisting of six multi-skilled creatives covering graphics, animation and videography.
“We’re behind so much of what guests see on resort, on social channels, and through their letterboxes at home.”
The list of things the Design Team has a hand in is extensive to say the least. Operationally, they produce the menus from which you order in our restaurants and bars, all the signage that informs or directs you around the resorts, the welcome packs you’re given when you arrive, and so much more. Then there’s brochures, digital screens, branding for new activities, and exciting mailings through your door—including our bi-monthly Life on Resorts magazine which Andy himself oversees from a design perspective.
“I work closely with our Head of Content to produce the magazine. We’re producing one every two months, but each one takes three months from the initial planning stage to it arriving for you to read. So there’s lots of overlap and organisation needed.”
On set with Sam Markwell Photography at Hopton-on-SeaMore recently, the team’s role has extended to badge design—including the limited edition yellow badges that are causing quite a stir—as well as creating stunning sets on our huge LED screens for new Potters Theatre Company productions.
A Constant Learning Curve
“You have to be able to do a bit of everything. And while those big projects take weeks or months, there’s always a last-minute menu or poster that needs turning around in a day.”
Now, as Senior Designer, Andy takes the lead on new major print publications. That also includes overseeing the planning of photoshoots for all brochures and promotional material. That means scouting models, arranging photographers, or jumping behind the camera himself where needed.
It’s a job that demands adaptability, and one that feels like a million miles away from his uni days. “The design world and its technology has changed so much. Back then, the uni only had one Mac computer which is now an industry standard. Almost everything we did was print-based. Now, everything’s digital. I’ve had to learn on the job when it comes to new design software, animation, digital signage and the visuals guests see on stage.”
“And no request is too odd. I’ve designed Grinch backdrops and carriage graphics for the Polar Express section of last year’s Christmas Show, and I’ve even built a yellow brick road for a group organiser event. You name it, we’ve probably made it!”
But while technology moves, creativity, Andy says, is about staying fresh. “The biggest skill is that visual instinct—spotting trends, knowing what feels right. Fonts I loved a couple of years ago, I look at now and think ‘why did I use that’!”
The Big Question
But no matter how far he’s come, there’s one thing that hasn’t changed: the debate over his name. “Everyone here calls me Andy or Kelfie — but mum still calls me Andrew. If I hear ‘Andrew’ in the office, I know I’m in trouble. She’ll even tell off Kirstie (Potters Resorts Chief Operating Officer) for calling me Andy!”
Away from work, Andy enjoys cruising holidays, trips to the theatre, and playing pool for his local pub team. And at his desk, whether he’s dreaming up designs for a new set or putting the finishing touches on a new festive badge, his 25-year story is a testament to the homegrown talent and opportunity the team enjoys at Potters.
So as you flick through our latest magazine, scan a new menu, or admire dazzling visuals on stage, know that somewhere behind it is Andy, a sketchbook still close by, making the magic happen.
