Our story began at the foot of the Malvern Hills, over 35 years ago.

The rise of the World Wide Web, pocket-sized phones, trends on Facebook (later overtaken by TikTok) – you could say, we’ve seen it all. Acclaimed brands have launched, and relaunched, during our lifetime. We’ve contributed to the growth of a fair few: Coca Cola, Tyrrells, YO! Sushi to name but a few. Having skin in the game for over three decades doesn’t happen by coincidence – we’re the result of our values, our story. Our quintessentially English, yet wildly diverse roots. 

A quaint, Victorian spa town. We couldn’t ask for a more delightful birthplace for Artwork Creative. In the summer, the streets are festooned with festival decorations. And throughout the winter season, the town is akin to a postcard. Snow-topped hills, locals walking around with cappuccino froth on their lips.

AWC was founded over 35 years ago. In our early stages, we partnered with a number of local hospitality businesses and organisations – solidifying our reputation in the community. That’s how the business grew over the years; through excellent service and word-of-mouth recommendations. In fact, we still work with some of our very first clients. 

In the year of the UK lockdown (2020), AWC was prepared to relaunch. By this point, we had already partnered with the most popular hospitality, leisure and sport brands in the world – helping them triple their prices and position themselves as the best in their industry.

The CEO of Wow Group of Companies, Cas Majid, breathed new life into the agency; and alongside the co-leadership of Neely Khan, Artwork Creative cemented itself as specialists of story. Then came groundbreaking projects with Cheval Collection, Smiling House Luxury, Dishoom, Turtle Bay, SCALE, and more.

Catch us filming a story advert in Worcestershire one week, and directing the photography of a luxury resort spa in Miami the next. We are the only agency, of our kind, in the world that can launch a restaurant menu in Jalal-al-Din Rumi’s tone of voice, and still write a gory sci-fi themed storyline for a world-first roller-coaster. No story brief is ever too wild, complex or zany. 

The way we tell stories is forever changing. We have moved from parchment to print, from broadcast to screen, and now from human conversation to the quiet murmur of artificial intelligence. Through every turn, we have remained faithful to the story itself.

kahani is our latest expression of that faith. It is the first framework of its kind in the country, perhaps even beyond, designed for a world where stories must speak fluently to both people and machines. It brings together our long experience in hospitality storytelling with our growing mastery of Generative Engine Optimisation (GEO), a discipline that teaches language to be both discoverable and delightful.

In practice, the work is curious and alive. We study how a hotel’s rhythm can travel through a search model, how a restaurant’s character can be recognised by an algorithm, and how words can still stir feelings within a digital conversation. Each project is a small adventure in translation, carrying human warmth into a new, intelligent landscape.

The hills that raised us taught us to listen. The technology that surrounds us now invites us to speak in new ways. Between the two, kahani continues what AWC has always done best – telling stories that find their way home.

Our roots are in England; but our in-house talent is handpicked from all corners of the world. Rest assured, we don’t do diversity for diversity’s sake; but we do find the best people for the job (and this often means, broadening our perspective as much as possible).