We are a creative agency specialising in branding and identity work. In-House's creative director Paul Vater brings more than 25 years of marketing and design experience. We create valuable brands according to recognised criteria, enhancing an organisation and adding to its inherent value.


In close consultation with you and your team, we shape and support your marketing strategy to present your organisation in a clear and effective way. Building upon your organisational strengths and boosting your bottom line.


We organise photo shoots, work with an A-list of professional photographers and illustrators to create fresh, beautifully designed, well-structured campaigns across digital and print media that will propel your organisation forward, gaining market share.


We get to know how your organistion ticks and how your brand is perceived, using research and reports to give tangible feedback. We set up and run social media campaigns, create simple, templated documents and configure simple, robust websites for you to build your profile upon.


We configure and design trade show stands, provide display boards for professional events and work with designer-makers, artists and craftspeople to showcase their work in exhibitions and formal presentations.


What We Do

" The power of insightful marketing and effective branding has only become more crucial since digital technology has placed even greater emphasis on visual stimulus. We equip our clients with what they need to present their organisation professionally.

You need to stand out for the right reasons. During more than 25 years experience creating campaigns we have developed a creative approach our clients appreciate, keeping our solutions simple, on message, in time and within budget. "

Paul Vater – Creative Director

Our Services

We are happy to assist you with our know-how and experience .


We work closely with our clients to identify the areas of their business that need our help in order to convey their key messages and to reach their chosen audience


We make sure that our solutions are integrated across online and print platforms to maximise the effectiveness of our client’s brand


We provide help with marketing development, design, copywriting, social media platforms, website development and exhibition organisation for our clients


Our Work

View a small selection of projects by accessing a visual case study below.


Some Fun Facts

With 25 years of completed projects, each one stacks up in our client's favor providing us with market sector knowledge, which we apply to the next project and the next one, so we can really follow through when we launch or refresh another brand. We work with clients that have recognised the need to grow by developing their brand and are prepared to go the extra mile to achieve success. We believe we deliver for our clients.


Years we’ve done this


Cups of tea (at least) 


 Clients satisfied


 Completed projects



Client Feedback

Our clients share their experiences of working with us below

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Arts Council England
National Portrait Gallery
Baket Street Quarter
Norfolk By Design



BBC Worlwide
English Touring Opera
City of London
Kennedy Trust




We Two

Paul Vater

Paul Vater

Creative Director View Details
Paul Barratt

Paul Barratt

Brand Manager View Details
Paul Vater

Paul Vater

Creative Director

Paul Vater started his career at the United Nations Association as a fund-raiser with special responsibilities for marketing and design. Following promotion he became responsible for delivering the strategic communications and promotion brief for UNA International Service, a volunteer sending agency that recruited people for 2 year placements in under-developed countries in West Africa, Latin America and the Middle East. Throughout this time he built on his skills to produce effective campaigns in support of UNAIS activities.

Paul established sugarfree in 1990 and quickly gained a reputation for delivering fresh and effective brands for clients within the charity and NGO sector, including Save the Children Fund, United Nations Association and UNHCR. He then built up a client list adding IPC Magazines, The Roundhouse, Barbican Centre, Arts Marketing Association, Look Ahead Housing and Care, Paddington Waterside, BBC Worldwide, Commonwealth Institute, Prestel, Conran Octopus, City of London Corporation, Baker Street Quarter, Victoria BID and the University of East Anglia to this roster.

Sugarfree grew to employ a core set of designers, account holders and website specialists to deliver a contemporary response to the needs of its clients. Now with more than 25 years experience behind him, Paul remains the creative director with a desire to make a real difference to his clients. He inspires his team to respond to briefs that are are disarmingly simple, on message, on time and on budget.

Paul Barratt

Paul Barratt

Brand Manager

Paul Barratt started working in contemporary art galleries in 1989, having graduated in Fine Art from Goldmsith’s College London University attaining a BA. He initially worked for a fine art shipping company and then as a gallery technician at Anthony d’Offay Gallery London. After several years he was approached by the Lisson Gallery to take on the role of gallery manager under the influential art dealer Nicholas Logsdail. He worked on several significant exhibitions while there before moving on to coordinate the collection and commissions for a private collection at sites in London and Boston. In 1998 he left for New York and Gladstone Gallery, where he was an artist account manager working specifically with the artist Matthew Barney, liaising with his studio’s film production team.

On returning to the UK Paul secured a place on the prestigious postgraduate curatorial course at the Royal College of Art graduating in 2001 with an MA in curating contemporary art and then worked as an independent curator on several projects in Oslo, London, Brighton and Basel, before working with Paul Vater at Sugarfree in 2004 as Brand Manager. He has worked here for the last 12 years in this position using his experience of working with leading contemporary artists to inform our approach to creative problem solving.