Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Bryce
Bryce
Willem
Willem
designs
designs
Cutworkisanaward-winningarchitectureanddesignstudiobuildingnewwaystoliveandwork
Cutworkisanaward-winningarchitectureanddesignstudiobuildingnewwaystoliveandwork
Cutworkisanaward-winningarchitectureanddesignstudiobuildingnewwaystoliveandwork
Cutworkisanaward-winningarchitectureanddesignstudiobuildingnewwaystoliveandwork
Chief Marketing Officer
2017 – 2022

Branding
Branding
Communications strategy
Communications strategy
Creative direction
Creative direction
Content systems
Content systems
Website
Website
PR
PR

Branding
Branding
Communications strategy
Communications strategy
Creative direction
Creative direction
Content systems
Content systems
Website
Website
PR
PR
Cutwork
My role
Chief Marketing Officer leading brand, communications, and growth strategy across identity, digital, content, PR, and sales enablement
Industry
Architecture, interiors, sustainable design, affordable housing
Timeframe
2017 – 2022
150+
press features
Top-tier coverage across business and design media
150+
press features
Top-tier coverage across business and design media
150+
press features
Top-tier coverage across business and design media
150+
press features
Top-tier coverage across business and design media
+112%
web conversion
Increased performance after 2020 website overhaul
+112%
web conversion
Increased performance after 2020 website overhaul
+112%
web conversion
Increased performance after 2020 website overhaul
+112%
web conversion
Increased performance after 2020 website overhaul
40+
speaking slots
Secured panels/talks at industry events
40+
speaking slots
Secured panels/talks at industry events
40+
speaking slots
Secured panels/talks at industry events
40+
speaking slots
Secured panels/talks at industry events
About
Cutwork is a Paris-based architecture and design studio focused on new models of shared living, from urban co-living spaces for people priced out of city housing to emergency shelters for displaced communities.
About
Cutwork is a Paris-based architecture and design studio focused on new models of shared living, from urban co-living spaces for people priced out of city housing to emergency shelters for displaced communities.
About
Cutwork is a Paris-based architecture and design studio focused on new models of shared living, from urban co-living spaces for people priced out of city housing to emergency shelters for displaced communities.
About
Cutwork is a Paris-based architecture and design studio focused on new models of shared living, from urban co-living spaces for people priced out of city housing to emergency shelters for displaced communities.
The challenge
When I joined, Cutwork was an unproven studio with no press coverage, no website, and 100% of projects coming from cold outreach.
In a conservative market where large contracts depend on reputation and trust, we had to build visibility and credibility from the ground up.
The challenge
When I joined, Cutwork was an unproven studio with no press coverage, no website, and 100% of projects coming from cold outreach.
In a conservative market where large contracts depend on reputation and trust, we had to build visibility and credibility from the ground up.
The challenge
When I joined, Cutwork was an unproven studio with no press coverage, no website, and 100% of projects coming from cold outreach.
In a conservative market where large contracts depend on reputation and trust, we had to build visibility and credibility from the ground up.
The challenge
When I joined, Cutwork was an unproven studio with no press coverage, no website, and 100% of projects coming from cold outreach.
In a conservative market where large contracts depend on reputation and trust, we had to build visibility and credibility from the ground up.
Context & constraints
I set out to build a communications engine around Cutwork's vision and grow a reliable inbound pipeline of projects. Over five years, my work:
Clarified and deepened our position on shared, adaptive living
Directed repeatable PR campaigns around key projects: FlatMates, Cortex Shelter, and PolyRoom
Rebuilt the website and sales materials as targeted conversion funnels instead of static brochures
Built content systems (decks, portfolios, events, editorial content) to keep Cutwork's story consistent at every touchpoint
This became the core of my role as CMO.
Context & constraints
I set out to build a communications engine around Cutwork's vision and grow a reliable inbound pipeline of projects. Over five years, my work:
Clarified and deepened our position on shared, adaptive living
Directed repeatable PR campaigns around key projects: FlatMates, Cortex Shelter, and PolyRoom
Rebuilt the website and sales materials as targeted conversion funnels instead of static brochures
Built content systems (decks, portfolios, events, editorial content) to keep Cutwork's story consistent at every touchpoint
This became the core of my role as CMO.
Context & constraints
I set out to build a communications engine around Cutwork's vision and grow a reliable inbound pipeline of projects. Over five years, my work:
Clarified and deepened our position on shared, adaptive living
Directed repeatable PR campaigns around key projects: FlatMates, Cortex Shelter, and PolyRoom
Rebuilt the website and sales materials as targeted conversion funnels instead of static brochures
Built content systems (decks, portfolios, events, editorial content) to keep Cutwork's story consistent at every touchpoint
This became the core of my role as CMO.
Context & constraints
I set out to build a communications engine around Cutwork's vision and grow a reliable inbound pipeline of projects. Over five years, my work:
Clarified and deepened our position on shared, adaptive living
Directed repeatable PR campaigns around key projects: FlatMates, Cortex Shelter, and PolyRoom
Rebuilt the website and sales materials as targeted conversion funnels instead of static brochures
Built content systems (decks, portfolios, events, editorial content) to keep Cutwork's story consistent at every touchpoint
This became the core of my role as CMO.




















Art direction
I directed the visual language for Cutwork’s communications across photoshoots, GIFs, films, renders, diagrams, and layouts.
I translated Cutwork’s brand pillars "self-evident, intuitive, playful" into visuals that felt human and trustworthy and could scale from award submissions and press kits to websites, decks, and social channels.
Art direction
I directed the visual language for Cutwork’s communications across photoshoots, GIFs, films, renders, diagrams, and layouts.
I translated Cutwork’s brand pillars "self-evident, intuitive, playful" into visuals that felt human and trustworthy and could scale from award submissions and press kits to websites, decks, and social channels.
Art direction
I directed the visual language for Cutwork’s communications across photoshoots, GIFs, films, renders, diagrams, and layouts.
I translated Cutwork’s brand pillars "self-evident, intuitive, playful" into visuals that felt human and trustworthy and could scale from award submissions and press kits to websites, decks, and social channels.
Art direction
I directed the visual language for Cutwork’s communications across photoshoots, GIFs, films, renders, diagrams, and layouts.
I translated Cutwork’s brand pillars "self-evident, intuitive, playful" into visuals that felt human and trustworthy and could scale from award submissions and press kits to websites, decks, and social channels.




















Systems overview
I built three connected systems — a PR & awards engine, a content system, and a redesigned sales toolkit — to link Cutwork’s projects and narratives with the sales process and generate a reliable inbound pipeline.
Systems overview
I built three connected systems — a PR & awards engine, a content system, and a redesigned sales toolkit — to link Cutwork’s projects and narratives with the sales process and generate a reliable inbound pipeline.
Systems overview
I built three connected systems — a PR & awards engine, a content system, and a redesigned sales toolkit — to link Cutwork’s projects and narratives with the sales process and generate a reliable inbound pipeline.
Systems overview
I built three connected systems — a PR & awards engine, a content system, and a redesigned sales toolkit — to link Cutwork’s projects and narratives with the sales process and generate a reliable inbound pipeline.




PR engine
I built a PR engine around key projects, shaping the concept, press materials, and asset direction.
These campaigns earned coverage in 150+ top-tier outlets with a 92% hit rate on priority publications, helping move Cutwork from an unknown studio to a recognised reference.
PR engine
I built a PR engine around key projects, shaping the concept, press materials, and asset direction.
These campaigns earned coverage in 150+ top-tier outlets with a 92% hit rate on priority publications, helping move Cutwork from an unknown studio to a recognised reference.
PR engine
I built a PR engine around key projects, shaping the concept, press materials, and asset direction.
These campaigns earned coverage in 150+ top-tier outlets with a 92% hit rate on priority publications, helping move Cutwork from an unknown studio to a recognised reference.
PR engine
I built a PR engine around key projects, shaping the concept, press materials, and asset direction.
These campaigns earned coverage in 150+ top-tier outlets with a 92% hit rate on priority publications, helping move Cutwork from an unknown studio to a recognised reference.








































































Website
The original website was built like a digital brochure. Over two rebuilds, I restructured the site around three clear verticals: architecture and prefab, interiors, and furniture.
The improved architecture and user flows increased web conversion rates +112% and lifted unique visitors +24% annually.
Website
The original website was built like a digital brochure. Over two rebuilds, I restructured the site around three clear verticals: architecture and prefab, interiors, and furniture.
The improved architecture and user flows increased web conversion rates +112% and lifted unique visitors +24% annually.
Website
The original website was built like a digital brochure. Over two rebuilds, I restructured the site around three clear verticals: architecture and prefab, interiors, and furniture.
The improved architecture and user flows increased web conversion rates +112% and lifted unique visitors +24% annually.
Website
The original website was built like a digital brochure. Over two rebuilds, I restructured the site around three clear verticals: architecture and prefab, interiors, and furniture.
The improved architecture and user flows increased web conversion rates +112% and lifted unique visitors +24% annually.





Key website layouts

Key website layouts

Key website layouts

Key website layouts
+24%
traffic
Avg. annual lift in unique visitors since 2018 website rebuild
+24%
traffic
Avg. annual lift in unique visitors since 2018 website rebuild
+24%
traffic
Avg. annual lift in unique visitors since 2018 website rebuild
+24%
traffic
Avg. annual lift in unique visitors since 2018 website rebuild
+112%
conversions
Increase in website conversions after website overhaul & optimization in 2020
+112%
conversions
Increase in website conversions after website overhaul & optimization in 2020
+112%
conversions
Increase in website conversions after website overhaul & optimization in 2020
+112%
conversions
Increase in website conversions after website overhaul & optimization in 2020
+5k
subscribers
Organic growth for newsletter
+5k
subscribers
Organic growth for newsletter
+5k
subscribers
Organic growth for newsletter
+5k
subscribers
Organic growth for newsletter

From 2018 to 2023, Cutwork got over 100k unique visitors from 121 countries


From 2018 to 2023, Cutwork got over 100k unique visitors from 121 countries


From 2018 to 2023, Cutwork got over 100k unique visitors from 121 countries


From 2018 to 2023, Cutwork got over 100k unique visitors from 121 countries

Sales toolkit
I overhauled the full sales and marketing funnel, consolidating five PDF sales documents into three: Studio Intro, Portfolio, and Project Proposal.
The new content system, paired with an updated visual identity, shortened the average sales cycle -26% and gave the team a simple toolkit for pitches and follow-ups.
Sales toolkit
I overhauled the full sales and marketing funnel, consolidating five PDF sales documents into three: Studio Intro, Portfolio, and Project Proposal.
The new content system, paired with an updated visual identity, shortened the average sales cycle -26% and gave the team a simple toolkit for pitches and follow-ups.
Sales toolkit
I overhauled the full sales and marketing funnel, consolidating five PDF sales documents into three: Studio Intro, Portfolio, and Project Proposal.
The new content system, paired with an updated visual identity, shortened the average sales cycle -26% and gave the team a simple toolkit for pitches and follow-ups.
Sales toolkit
I overhauled the full sales and marketing funnel, consolidating five PDF sales documents into three: Studio Intro, Portfolio, and Project Proposal.
The new content system, paired with an updated visual identity, shortened the average sales cycle -26% and gave the team a simple toolkit for pitches and follow-ups.

Select designs from sales materials: the redesign combined sketches, photos, and renders into a clean, work-first studio identity

Select designs from sales materials: the redesign combined sketches, photos, and renders into a clean, work-first studio identity

Select designs from sales materials: the redesign combined sketches, photos, and renders into a clean, work-first studio identity

Select designs from sales materials: the redesign combined sketches, photos, and renders into a clean, work-first studio identity

In addition to PDFs, I designed pocket-sized flip books to replace business cards at industry events, each telling a story for a different part of the studio’s practice

I oversaw storyboarding, image direction, messaging, graphic design, and printing to produce a memorable, tactile object

In addition to PDFs, I designed pocket-sized flip books to replace business cards at industry events, each telling a story for a different part of the studio’s practice

I oversaw storyboarding, image direction, messaging, graphic design, and printing to produce a memorable, tactile object

In addition to PDFs, I designed pocket-sized flip books to replace business cards at industry events, each telling a story for a different part of the studio’s practice

I oversaw storyboarding, image direction, messaging, graphic design, and printing to produce a memorable, tactile object

In addition to PDFs, I designed pocket-sized flip books to replace business cards at industry events, each telling a story for a different part of the studio’s practice

I oversaw storyboarding, image direction, messaging, graphic design, and printing to produce a memorable, tactile object
Flagship project: PolyRoom
PolyRoom became the clearest expression of Cutwork's position on how to live more in less space and respond to the housing squeeze facing young professionals.
I distilled the project into a clear narrative and directed production of all communication assets: photography, GIFs showing room transformations, film, 3D tour, press kit, web page, and an on-site exhibition space.
Flagship project: PolyRoom
PolyRoom became the clearest expression of Cutwork's position on how to live more in less space and respond to the housing squeeze facing young professionals.
I distilled the project into a clear narrative and directed production of all communication assets: photography, GIFs showing room transformations, film, 3D tour, press kit, web page, and an on-site exhibition space.
Flagship project: PolyRoom
PolyRoom became the clearest expression of Cutwork's position on how to live more in less space and respond to the housing squeeze facing young professionals.
I distilled the project into a clear narrative and directed production of all communication assets: photography, GIFs showing room transformations, film, 3D tour, press kit, web page, and an on-site exhibition space.
Flagship project: PolyRoom
PolyRoom became the clearest expression of Cutwork's position on how to live more in less space and respond to the housing squeeze facing young professionals.
I distilled the project into a clear narrative and directed production of all communication assets: photography, GIFs showing room transformations, film, 3D tour, press kit, web page, and an on-site exhibition space.

PolyRoom became the studio’s single most effective sales asset, helping secure major commissions including the Port of Belgrade and emergency housing in Ukraine

PolyRoom became the studio’s single most effective sales asset, helping secure major commissions including the Port of Belgrade and emergency housing in Ukraine

PolyRoom became the studio’s single most effective sales asset, helping secure major commissions including the Port of Belgrade and emergency housing in Ukraine

PolyRoom became the studio’s single most effective sales asset, helping secure major commissions including the Port of Belgrade and emergency housing in Ukraine

The project earned 50+ top-tier press features, a clear signal of the strength of the narrative and visual direction


The project earned 50+ top-tier press features, a clear signal of the strength of the narrative and visual direction


The project earned 50+ top-tier press features, a clear signal of the strength of the narrative and visual direction


The project earned 50+ top-tier press features, a clear signal of the strength of the narrative and visual direction

Awards
As an extension of my PR efforts, I prepared and submitted award entries, further strengthening the studio's credibility with clients and partners.
Awards
As an extension of my PR efforts, I prepared and submitted award entries, further strengthening the studio's credibility with clients and partners.
Awards
As an extension of my PR efforts, I prepared and submitted award entries, further strengthening the studio's credibility with clients and partners.
Awards
As an extension of my PR efforts, I prepared and submitted award entries, further strengthening the studio's credibility with clients and partners.


FRAME Award: Societal Innovation (2020)
I directed content and clarified the concept for FlatMates, helping to make Cutwork the youngest studio to receive a FRAME Award


Red Dot Design Award: Brand Communications (2022)
My creative direction and concept work for PolyRoom underpinned the project’s win
The bottom line
Over five years, my work helped establish Cutwork as a breakout studio with more inbound project requests than the team could take on.
The main bottleneck became capacity, rather than generating demand, so I took on HR responsibilities for two years to build the team, foster the culture, and support sustainable business growth.
The bottom line
Over five years, my work helped establish Cutwork as a breakout studio with more inbound project requests than the team could take on.
The main bottleneck became capacity, rather than generating demand, so I took on HR responsibilities for two years to build the team, foster the culture, and support sustainable business growth.
The bottom line
Over five years, my work helped establish Cutwork as a breakout studio with more inbound project requests than the team could take on.
The main bottleneck became capacity, rather than generating demand, so I took on HR responsibilities for two years to build the team, foster the culture, and support sustainable business growth.
The bottom line
Over five years, my work helped establish Cutwork as a breakout studio with more inbound project requests than the team could take on.
The main bottleneck became capacity, rather than generating demand, so I took on HR responsibilities for two years to build the team, foster the culture, and support sustainable business growth.
Reflection
Cutwork honed my ability to build a communications system from the ground up. I learned how to connect a social impact mission, projects, and assets into a coherent engine for reputation and revenue.
Working closely with the founders deepened my dedication to solving complex social impact problems. That chapter strongly informs the missions and teams I choose to work with today.
Reflection
Cutwork honed my ability to build a communications system from the ground up. I learned how to connect a social impact mission, projects, and assets into a coherent engine for reputation and revenue.
Working closely with the founders deepened my dedication to solving complex social impact problems. That chapter strongly informs the missions and teams I choose to work with today.
Reflection
Cutwork honed my ability to build a communications system from the ground up. I learned how to connect a social impact mission, projects, and assets into a coherent engine for reputation and revenue.
Working closely with the founders deepened my dedication to solving complex social impact problems. That chapter strongly informs the missions and teams I choose to work with today.
Reflection
Cutwork honed my ability to build a communications system from the ground up. I learned how to connect a social impact mission, projects, and assets into a coherent engine for reputation and revenue.
Working closely with the founders deepened my dedication to solving complex social impact problems. That chapter strongly informs the missions and teams I choose to work with today.

Cutwork's signature furniture collection; photoshoot I directed

Cutwork's signature furniture collection; photoshoot I directed

Cutwork's signature furniture collection; photoshoot I directed

Cutwork's signature furniture collection; photoshoot I directed
Bryce built a marketing engine that helped put Cutwork on the forefront of architecture and design.
—
Antonin Yuji Maeno
Cutwork co-founder, Chief Architect

Bryce built a marketing engine that helped put Cutwork on the forefront of architecture and design.
—
Antonin Yuji Maeno
Cutwork co-founder, Chief Architect

Bryce built a marketing engine that helped put Cutwork on the forefront of architecture and design.
—
Antonin Yuji Maeno
Cutwork co-founder, Chief Architect

Bryce built a marketing engine that helped put Cutwork on the forefront of architecture and design.
—
Antonin Yuji Maeno
Cutwork co-founder, Chief Architect

Team
Antonin Yuji Maeno
Chief Architect, sparring partner
Kelsea Crawford
CEO, strategy
Dimitri Voitsitskyi
3D renders
Handover Studio
Photography
Léa Brosseau
Research
Cristina Lao
Marketing support
Bhakti Pasaribu
Web development
Pierre Châtel-Innocenti
Photography
Artview
Videography
Team
Antonin Yuji Maeno
Chief Architect, sparring partner
Kelsea Crawford
CEO, strategy
Dimitri Voitsitskyi
3D renders
Handover Studio
Photography
Léa Brosseau
Research
Cristina Lao
Marketing support
Bhakti Pasaribu
Web development
Pierre Châtel-Innocenti
Photography
Artview
Videography
Team
Antonin Yuji Maeno
Chief Architect, sparring partner
Kelsea Crawford
CEO, strategy
Dimitri Voitsitskyi
3D renders
Handover Studio
Photography
Léa Brosseau
Research
Cristina Lao
Marketing support
Bhakti Pasaribu
Web development
Pierre Châtel-Innocenti
Photography
Artview
Videography
Team
Antonin Yuji Maeno
Chief Architect, sparring partner
Kelsea Crawford
CEO, strategy
Dimitri Voitsitskyi
3D renders
Handover Studio
Photography
Léa Brosseau
Research
Cristina Lao
Marketing support
Bhakti Pasaribu
Web development
Pierre Châtel-Innocenti
Photography
Artview
Videography
Co-founder (Brand)
Co-founder (Brand)
Co-founder (Brand)
Co-founder (Brand)
Brand identity
Brand identity
Brand identity
Brand identity
Communication strategy
Communication strategy
Communication strategy
Communication strategy
Product UX/UI
Product UX/UI
Product UX/UI
Product UX/UI


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Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
London
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem
Address
Hackney
London, UK
Legal
Impressum
Privacy policy
Credits
Design: Bryce Willem