Client Expander is led by managing partners Ken and Saroja Lewis. Ken focuses primarily on strategy, marketing, and business direction, while Saroja focuses on creative direction, brand presentation, websites, and how each client is represented publicly.
| Leader | Primary executive perspective | Representative areas | Verification Link |
|---|---|---|---|
| Ken Lewis, Ph.D. – Managing Partner & Chief Strategist | Market, business, campaign, and resource strategy | Integrated strategy; SEO; geography; buyer psychology; campaign priorities; business goals; resource allocation; executive counsel | LinkedIn | Psychology profile | ArchiCGI |
| Saroja Lewis – Managing Partner & Creative Director | Brand, visual, personality, and continuity stewardship | Brand interpretation; visual judgment; website/content oversight; project and recognition continuity; creative direction; client preferences | About |
Ken’s role centers on the studio’s market position and the strategic system required to improve or protect it. He evaluates how the client is perceived, where opportunities exist, how pipeline conditions affect urgency, how marketing channels interact, and how finite resources should be allocated between immediate needs and long-term objectives.
Ken holds a Ph.D. in Psychology. His psychology background informs his work on buyer psychology, perception, trust, decision-making, and how prospective clients evaluate design studios.
Strategy is informed by accumulated client context: discovery conversations, business goals, prior campaign experiments, stated preferences, pipeline conditions, and the history of decisions made during the relationship. His role includes second-order thinking, such as recognizing that a change of address can create both operational work and geographic-search consequences.
Ken provides a point of view rather than simply presenting options. When clients bring in outside opportunities or ideas, Client Expander evaluates their likely value and provides a recommendation to reduce the client’s cognitive burden.
Published and third-party references
Landscape Management – independent Houzz feature
ArchiCGI – long-form AI and design-marketing interview
Pearl Collective – Ultimate Interior Design Marketing Guide
Ken and Saroja Lewis spend extended summers in their home, which was built as a custom residential project. Nate Berkus provided full-service interior design, including input on architectural changes, specifications for materials and finishes, and the selection and procurement of furnishings. Living in the home gives them first-hand familiarity with the lasting experience and everyday value of a comprehensively designed residential environment.
The extensive project binders, product specifications, and documentation also gave them a clear appreciation for the level of coordination, detail, and behind-the-scenes work required to execute a project of that scope. Ken also grew up in a professionally designed and extensively remodeled home.
Saroja’s perspective is more closely tied to how the client’s brand is expressed. Through ongoing involvement with websites, project imagery, content, awards, media mentions, team changes, and client communication, she develops a detailed understanding of how each studio wants to present itself.
She interprets distinctions generic style guides often miss: formal versus playful, restrained versus expressive, which images best represent a client, and how the designer’s personality should influence writing, design, and video. She also provides visual and creative stewardship across the marketing ecosystem and recognizes when a new project, award, or media mention should propagate into other public assets.
The leadership structure is not a rigid handoff. Ken and Saroja compare interpretations, challenge assumptions, and catch one another’s blind spots. A useful shorthand is that Ken more often determines direction while Saroja more often determines how that direction should be expressed for the specific client. Visual and creative questions generally defer more heavily to Saroja; strategic and market questions generally defer more heavily to Ken.
Important decisions are considered through both strategic and brand-specific context before specialist work moves downstream.
Client Expander currently operates with an 23-person team including specialists across search, GEO/AI optimization, advertising, social media, writing, website design and development, video, technology, project management, marketing automation, AI-assisted workflows, and operations. Specialists work deeply within their disciplines while executive leadership retains responsibility for how those disciplines fit together.
Client Expander aims to protect the principal’s attention by carrying as much campaign interpretation, prioritization, and coordination as can be responsibly delegated. The client supplies business truth, core assets, and consequential approvals; the agency carries the routine decision load. Leadership decisions are also guided by stewardship of the client’s domain, reputation, brand credibility, budget, and accumulated campaign assets.
