In the vibrant landscape of Sheffield’s business ecosystem, design entrepreneur Leanne Keetley is rewriting the rules of success by embracing a deeply local approach. True business growth stems from genuine local connections, and unLTD found out how Leanne’s journey is just as much about creating beautiful design work as it is about weaving herself into the fabric of the community.
Sheaf Design Works, ran by business duo Leanne and Martin, recently relocated to a larger studio in Neepsend. Over the last 7 years, Sheaf have established themselves as firm favourites for design, print and branding. “We called the business 'Sheaf', so it goes without saying that we’re a Sheffield business.” Leanne tells unLTD.
Starting a business isn’t without its risks and challenges, something which Leanne knew she had to accept; “I fully embraced being comfortable with being uncomfortable,” she explains. Networking and building a local community are vital to any new business, not only for support but to create a hive of connections and opportunities. When asked about the origins of her new network, Leanne told unLTD; “By leveraging my own interests like hiking and fitness, I discovered that authentic connections emerged when I was willing to be vulnerable and truly participate.”
This philosophy manifests in Leanne’s work with Sheaf across various sectors, from wellness and beauty brands to local community initiatives. Take, for example, their involvement with designing the branding for The Revive Sheffield Ski Village (RSSV) redevelopment project. Despite not being a skier herself, Leanne saw an opportunity to contribute to a local vision. “I can literally see the ski village from my window and my son’s always saying he wants to be a snowboarder. I just think how great it would be for local children to have something like that. It’s about seeing potential and wanting to help grow something that could benefit the entire community.”
Leanne’s engagement in the community manifests as a genuine approach to understanding local landscapes and helping them be seen; “When you know the local markets, understand the area’s businesses, and have that inherent cultural knowledge, you’re not just providing a service; you’re telling a story.” It’s evident that working locally creates this powerful ripple effect, where community support naturally circles back to those who invest in its growth.
Post-pandemic, Leanne, much like the rest of us, saw a shift in business operations. “After lockdown there was a real want for connection.” Network Bee, a dynamic women’s networking group which Leanne co-founded, emerged from a desire to foster connections among female entrepreneurs, creating a space where they could freely exchange experiences, navigate challenges together, and uncover valuable opportunities. “I thought let’s restart a women’s only face-to-face networking group because there wasn’t any at the time, it was all on zoom. I didn’t know if it would take off, but it did, and we’ve been going for 3 years now! The atmosphere at our meet ups is great; no topic is off the table and it’s not a competitive environment – Network Bee is about sharing and belonging.” The group or ‘the hive’ as it’s known to its members, has become more than just a networking platform, but brings female business owners together to network, collaborate and promote themselves, in a supportive environment.
In an era of LinkedIn connecting us far and wide, Leanne joined in 2023 and saw a real buzz of local activity in Sheffield. “Everyone’s so active on it, you get that real online offline relationship and recognition. You recognise people at events from other people’s posts, and it makes you want to connect. It’s all about sharing real experiences, supporting the local sandwich shop, attending a charity event or shouting about a local business success story,” she explains, “It amplifies local connections.”
Looking forward and leveraging her local network, Leanne is in the process of developing design workshops that go beyond traditional service delivery. In these sessions, Sheaf will aim to educate clients about design processes, branding consistency, and the value of professional design. “It’s not all about creating a product,” she explains, “but about empowering businesses to understand the strategic value and consistency of design.” These workshops represent more than a business strategy, but Leanne’s commitment to community growth, sharing knowledge, and supporting local entrepreneurs.
Balancing local commitments with business growth requires constant adaptation; and it’s not always an easy path. “There are times when you have to step back to move forward,” she admits, discussing the delicate balance of managing workload and maintaining quality. However, with some strategic outsourcing from her network of trusted local professionals, will allow Sheaf to take on more complex projects and increase their offerings while maintaining the personal touch that defines their business.
So, the impact of Leanne’s community-focused approach? Well, it extends far beyond individual businesses. In a world that often feels increasingly disconnected, Leanne’s approach offers a refreshing reminder: true business success is built on community. By supporting local initiatives, collaborating with other entrepreneurs, and creating spaces for connection, Leanne is definitively contributing to Sheffield’s broader economic and social ecosystem. As Sheffield continues to evolve and grow, entrepreneurs like Leanne are proving that local connections are the most valuable currency. With a vision that extends beyond design, it’s about creating a sustainable, supportive business environment that benefits everyone. “It’s about belonging,” she says. “Feeling like your part of something bigger than yourself.”
For this designer, every project is a chance to tell a local story, support a local dream, and contribute to the vibrant tapestry of Sheffield’s business landscape.
