Graphic designer who helps you to stand out

WARREN Kerley is the founder of Tank2, a creative design, digital marketing and web agency based at the River & Rowing Museum in Henley, which he started in 2006. He has lived near Henley for more than 30 years, is married to Joanne and has two children, Jamie T and Elliot. Warren is also an abstract artist, creating texture art, and enjoys golf and
experimental cooking.

Describe your business?

Tank2 is a graphic design agency that thrives on creative challenges and supports businesses of all sizes to stand out from their competitors.

How many people does it employ?

We employ 15 people, a mix of creatives, digital marketeers and web developers and also the office CEO (chief entertainment officer) Parker P, the Rottie.

What did you do before you started this business?

I was designer and design director for an agency called Pentacor and worked in that business for 17 years.

When did you start your business?

I founded Tank2 in 2006 after a global creative opportunity and art project came forward that I couldn’t resist or turn away.

What was your objective?

The initial objective was to support a global pharmaceutical brand and campaign that was to be rolled out around the world. But at the same time I realised the opportunity to build a business that could support businesses, brands and products across a wide variety of markets.

Who or what influenced you?

I have been influenced in life, art and business by a number of people but this business was all my own fault! I saw a creative project that could be expanded into an amazing business, as I’m very driven and have an abundance of ideas, I couldn’t resist in pushing this opportunity further.

Do you have a mentor?

I have an amazing network of friends and business owners (OpenDoorz — Henley) that I can call on for advice and support where required. I do have a few mentors and role models that I looked up to throughout the last 30-plus years in business.

What would you do differently if starting again?

Probably more physical networking but I never look back and take on the opportunities that are put in front of me.

How is your business doing?

We are steady year on year coming out the other side of covid, maximising the opportunities.

Do you compare on a regular basis?

We compare month on month and annually, it is good to know where you are and what effect your team, marketing and business strategy is having.

How do you market your business?

We have a referral strategy, our website and run digital campaigns throughout the monthly quarters.

What’s the best thing about running your own business?

Being present, facing the day-to-day challenges, opportunities and working alongside amazing people.

What’s the most challenging aspect?

Hiring the right people, we are a small creative team that needs like-minded driven individuals. It’s very important that the balance is right as we collaborate together to move the business forward.

Where is your business headed?

We are looking to expand the team, create new opportunities and focus on the next stage of our business going into the next five years.

How important are online sales?

Online sales are important but not essential for our business. We offer an amazing, emotionally connected creative service that needs to be more than an off-the-shelf online purchase.

Are you using Generative AI to shape your business?

Yes — this is a must for any business that wants to succeed moving into the future. We use it to automate systems. The content is then hand-crafted and localised by us emotionally connected humans.

Do you have a five-year plan?

Yes we do. We are currently working on the next chapter as we speak, very exciting going into 2026.

How do you have a work-life balance?

I never used to, then I woke up. I have a very strict routine over the last five years and dedicated team which enables me to play golf on Friday afternoon at The Caversham Golf Club; no phone calls made or received after 6pm; no laptop or email on my phone — work is in the studio only and family time at home only.

Do you set any goals for your business at the start of a new financial year?

Yes — to give us a focus and strategy enabling us to measure and identify success.

What’s the most valuable thing you’ve learned?

Listen to the people around me and be open-minded. Not to do everything myself, practise delegation regularly.

What advice would you offer to anybody starting a business?

Make a plan, create a strategy, set your services and go for it. Only look back to see how far you have come.

What’s the biggest mistake you’ve made?

Not to delegate sooner but that has taken years to fine-tune, all part of the learning process, I guess.

How organised are you?

Very organised, I run a strict diary so I can maximise my time every day!

How are you planning for retirement?

I have an art career to pursue so I guess that is my retirement.

What’s the secret of your success?

Take myself out of my comfort zone, surround myself with the most amazing people and have a can-do attitude. But, most of all, the support from my wife Joanne (also managing director) and my two boys Jamie T and Elliot.

What three qualities do you think are most important to run a profitable business?

No idea is a bad idea, be open-minded. Positivity and listen.

How do you dress for work?

Black top, waistcoat, cool purple glasses (Prince-inspired), white shorts in the summer, blue jeans in the winter.

What can’t you do without every day?

A lovely cup of tea to kick-start the day.

Lunch at your desk or going out?

We like to mix it up and go with the flow, sometimes no time for lunch, so a snack on the go and a river walk. But I do love a great lunch out.

Do you continue to study?

Yes, I study art techniques, nature and explore new trends.

What do you read?

I love creative books, art, graphics, music and food.