About us

Farm Design is a multi-disciplinary creative agency with two main focus areas – graphic design and event design.

The company, Gelderwood (Pty) Ltd, was registered in 2003 and trade as Farm Design. Our studio is located on the slopes of Table Mountain, Cape Town.

Elsabe Gelderblom

Creative director: Graphic Design

Elsabe started Gelderwood (Pty) Ltd in 2003. The company trades as Farm Design, and is located on the slopes of Table Mountain in the beautiful Cape Town.

After years of experience in the design and advertising of fast-moving consumer goods, Elsabe wanted to do “design that makes a difference”. She therefore concentrates on academic and advocacy work for issues that she considers as important. These include climate change, human rights and law. Her particular skill is in making content easy to understand, interesting to engage with, and accessible.

Elsabe loves technology and code. She started learning HTML in the mid eighties and has been on the learning treadmill ever since. She is able to do both the front-end design and the back-end installation of websites.

She believes that a good job is always a collaborative undertaking – a good brief with a clear target market, quality research and writing polished with detailed editing, uncluttered design with a purpose, and meticulous proofing.

Farm Design’s clients and collaborators are located anywhere from Cape Town to the UK, Canada, US, and various countries across Africa.

Elsabe holds a BA degree in Graphic Design from Stellenbosch University, with majors in Design and Photography. In the creative industry you are often asked about awards won. Though she has received a Loerie Award for design, from the USA the Clio Gold Award and the Communications Arts Annual Award of Excellence, she considers her best award to be the clients she has worked with for decades.

Kathy Page Wood

Creative director: Event Design

Kathy launched the high-performing fashion label Hip Hop in 1985, and built it up to be one of the few independent clothing design houses in South Africa with its own chain of stores. Kathy sold Hip Hop in 2007 to pursue her other passion – event design.

I am more than just an event organiser. I’m a stylist, consultant on all things fashionable, show producer, interior decorator, photographer and marketer.

“My clients need people to remember them for a long time, so I make sure I produce something unforgettable.