Our People & Culture

A home for brave explorers

Our team of strategic thinkers are based in London but operate globally – 50% of our work is from outside the UK – in the US, Canada, Europe, and more. We share the same philosophy, but we each bring different capabilities to the table – from strategic brand thinking, employer brand expertise or creative strategy. And we do it in a way that moves fast and challenges traditional thinking – can do, entrepreneurial and start-up in attitude. But above all, we’re a people-first culture. A tight squad where people do run club together and parents leave on time for pick up. Oh, and we like karaōke…

Our Leadership Team

Brook Calverley

Founding Partner

Brook has 20 years’ experience working as a global brand consultant. He has a strong track record of experience across brand strategy, brand experience, employee engagement, culture change and social enterprise projects. 

[email protected]​people-​made.​com



Doug Hewett

Founding Partner

Doug has 16 years’ experience, including roles as a Partner at Engage Group and Associate Director at Interbrand. Driven by a passion for different cultures, he specialises in brand strategy, culture definition, and activation across employee and service experience. 

[email protected]​people-​made.​com



Karen Race

Managing Director

Karen has 20 years’ experience, having worked previously as Head of Client Services for Interbrand. Her main area of focus is helping companies to deliver on brand-led business performance. In her role as Managing Director she helps us keep the promises we make.

[email protected]​people-​made.​com



Our Team

Emily Castle

Senior Strategy Consultant

Emily is committed to fusing the worlds of brand and culture. She creates authentic and connected brands that are grounded in their culture and people, at her best when digging deep into the DNA of a business and unlocking it for employees and customers alike. With a belief in the power of co-creation, she’s brings out the best from her clients, running workshops across the globe for the likes of our favourite noodle place, Wagamama, and global pharmaceutical, AstraZeneca. 


Emma Gaskell

Client Director

Emma’s believes in connecting strategy and design to create inspiring, relevant and sustainable brands. Recent work with US tech company — Endurance Group — to develop and embed a unifying brand proposition, EVP and culture, has spanned the design of websites, Leadership workshops and social media strategy. Emma brings over 10 years of experience working with iconic global brands such as BBC, EDF and Samsung as well as a number of start-ups.


Hanni Bateman

Senior Strategy Consultant

Hanni devotes herself to creating progressive brands — solving big, knotty challenges to uncover ways for brands to become fitter year on year. Purpose, culture and tone of voice projects are what drive her – listening and learning from organisations to put her finger on strategies that bring about real change. Her highlights at People-Made include working for Burger King, The Very Group Arsenal FC and the BFI.


Jen Lodge

Senior Account Director 

Jen is passionate about creating brand-led cultures that are truly lived and loved by all employees. She brings a wealth of experience in activation across multiple industries. Her longstanding relationship with AstraZeneca has seen the development and activation of two global EVP programmes. For Jen, it’s all about turning strategy into reality, be it a global EVP for Virgin Group that needed to work for diverse brands or a refreshed brand framework for the iconic Wagamama. 


Lauren Purnell

Senior Strategy Consultant

Lauren combines strategic and creative thinking, with strengths and experience that span the full spectrum – from core brand strategy to brand culture, creative development and brand expression. Whether decoding Peloton’s culture and defining their people promise or refreshing US-based Endurance Group and Israeli tech giant Playtika pre-IPO, she combines thoughtful analysis with a flair for fresh ideas and words to help businesses across the globe to build, capture and activate their internal and external brands.


Dionne Griffith

Brand Development, Marketing and Communications Specialist

Dionne is a brand development, marketing and communications consultant specialising in the creative industries. Over the last 25 years she has worked with some of the most respected names in international design, architecture, arts and culture.


Leonie Annor-Owiredu

DEI Strategy Specialist

Leonie is a writer, researcher and DEI consultant. She is passionate about ensuring that DEI is actioned across all levels, placing the power for change directly into everyone’s hands. She has worked for Soho House and The Bridge Group implementing DEI and written pieces for Creative Review on bringing DEI practices to the creative industry.


Paul McCrudden

Social Strategy Specialist

Paul has 20 years’ experience in brand and SaaS marketing, growing start-up, independent and public companies. His background in digital advertising, content and social media has been developed leading global and European teams at Twitter and Eventbrite, winning D&AD and Cannes Lions awards at AMV BBDO, and is grounded on business strategy in his early career at Accenture. Paul is a Non-Executive Director for a UK retailer, and an advisor to The National Trust and The Youth Group. 


Sabrina Pennewiss

Branding and Identity Specialist

Sabrina is an ideas-based branding designer who believes that great design should always be about the right balance of creativity and effectiveness. Over the last nine years she has shaped brands, developed creative strategies and designed external and internal campaigns for award-winning agencies as well as her own clients. Working with a range of bold businesses she’s partnered with the likes of AstraZeneca, Coca Cola, EY, National Geographic, Royal Albert Hall and Washington DC.


Maartje Kuijpers

Account Director, Amsterdam

Maartje believes in building bridges between creativity and strategy to create compelling narratives for all. She is driven by representing client’s needs to ensure that strategy work lands in the business and will drive meaningful change. Based in Amsterdam, she brings this to life for our European clients. She has worked on the in-house Marketing Academy for Heineken Group, City of Amsterdam, transforming their look and feel and VU University on their Executive Programmes. 


Edson Hato

Business, Talent and Leadership Specialist, Amsterdam

Edson has experience in business, talent and leadership that he brings to the table, with experience as Chief Talent Officer, HR Business Partnering and DEI in a range of global businesses and start-up organisations across diverse business sectors and regions. His passion is holistically reshaping and delivering HR practices in line with culture, purpose and brand. 


Kat Egan

Leadership, Business Development and Strategy Specialist, New York

Kat has over 25 years’ experience in leadership, business development and strategy. She holds a passion and talent for connecting people, experiences and opportunities that foster innovation, vision growth and change within organisations.


Mark Levy

Employee Experience Specialist, San Francisco Bay Area

Mark is an employee experience advisor, focusing on bringing humanity to the workplace, and empowering employees to co-create and prioritise what they need to be successful in their role. The foundations of a great place to work are a mission, values and behaviours that are authentic, inspiring and democratised.


Avner Warner

Brand and Communications Specialist, Tel Aviv

Avner has over a decade of brand and communication expertise specialising in start-ups and the tech industry. He also brings hands-on activation experience through senior roles at global tech giants Wix and Playtika as well as the City of Tel Aviv.


Our Associate Partners

Manifesto Studios

Brand and Communications Accelerator

Manifesto Studios design innovative ways for brands to tell their story. They specialise in bringing Brand Strategy to life through Brand Identities, Websites, Campaigns and marketing touchpoints. Built from a team of interdisciplinary problem solvers, they use creative lateral thinking to solve business, brand and marketing challenges. They’re purpose driven, which means they’re committed to supporting challenger brands and projects which have a positive impact. Clients include, Samsung, Away, Padella, Vashi and Red Bull.


Our Culture


One of our Swedish clients inspired us to start Monday morning team huddles with great food. At the beginning of each week we all come together to talk about the week ahead, share in our successes, and eat a breakfast prepared by one of the team (we take it in turns so it’s always a surprise).


Learning bursaries

We believe that sharpening our minds outside of work helps us broaden our horizons, open up new experiences, and stretch our thinking in new ways. Every year we give our people individual development bursaries that they can spend on anything they like – from floristry courses to pottery classes or Mandarin lessons.

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Family holiday

Family holidays

Every year we go away together on a family holiday. It’s time where we can relax, recharge and spend time together – but it also helps us to recognise everything we’ve achieved so far, and look ahead to new and exciting things to come. This year we went sailing in Dubrovnik, but in the past we’ve been to Barcelona, Soho Farmhouse, and Ibiza!