Our People & Culture

A home for brave explorers

Our brilliant team draws from a huge depth of experience and capability; diverse and varied, we share the same philosophy but each bring different capabilities to the table – from strategic 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

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Brook Calverley

Founding Partner

Brook draws from a broad range of experience spanning creative, digital, brand and culture. He’s led on truly game-changing projects for some of the world’s best companies. Underpinning all is a passion for making things simpler, better, more human and more inclusive.



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Doug Hewett

Founding Partner

Doug has shaped global brand and culture strategies for some of the most disruptive, fast moving and innovative companies in the world. Originally from a brand consulting background, with senior roles at Engage Group and Interbrand, he brings a drive and ambition to push the boundaries and pioneer new thinking — all for positive change.



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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.



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Charlotte Black

Head of US

Charlotte brings together her experience in brand, customer and employee strategy to help some of the world’s most influential organisations build businesses and cultures to be proud of. As Head of US she leads our team and projects across North America. She is passionate about defining approaches that deliver in and out of an organisation to create tangible value and positive societal impact.

Jen Lodge

Jen Lodge

Head of Client Services

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.



Ben Shaw

Head of Strategy

Ben has over two decades of experience spanning client and consultancy covering Cultural Transformation, Purpose, Brand Positioning and Brand Proposition definition. With a Change Management background, Ben understands what makes big change programmes work. He brings a pragmatic and programmatic approach to his client’s journey and is passionate about delivering results.


Our Team

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Emma Winter

Client Director

Emma thrives on leading client and colleague teams to collaborate and create work that makes a positive difference to people and the world around us. She loves helping organisations turn the intangible into reality, and deliver their promise through their people. Emma has experience working at global brand agencies, and spent 3 years leading the brand team at a not-for-profit youth organisation. Emma’s led programs of work including brand creation, strategy, identity and innovation for brands from fashion to cricket, fintech to kid’s clubs, and lots in between.


Emma Gaskell

Emma Gaskell

Client Director

Emma 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.



Lucy Percy

Client Director

Lucy has two decades of experience working for brand consultancies on some leading global and consumer brands including The National Lottery, Musgrave and Superdrug. She prides herself on having a great track record of nurturing and growing client relationships, thinking of herself as an extension of the client within the agency. Over the years, she has witnessed the role of brand change, recognising the crucial part company culture plays, which is what drew her to People Made and their inside-out approach.


Alice Ellis

Alice Ellis

Client Director

Alice is passionate about building the strategic foundations that allow organisations to thrive and drive sustainable success. In a complex and crowded marketplace, she wants brands to be equipped to shine both on the inside and out. Alice’s area of expertise spans brand building and positioning, proposition and identity design through to culture and EVP work. She has led global programmes for diverse sector leaders such as Apple, IHG and Cunard alongside work for smaller start-ups and challenger brands.



Lauren Purnell

Associate Director

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. Working with a range of clients in sectors like big tech and luxury automotive and hospitality, 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.



Dave Hanney

Associate Director

Dave’s drive comes from increasing the impact of organisations by creating purposeful and distinctive brands, experiences and cultures. He has led and designed brand strategy, customer experience, and culture transformation projects for multi-national companies, disruptors and hyper growth innovators. He’s worked at global agencies Edelman and M&C Saatchi, and partnered with Samsung, Red Bull, GlaxoSmithKline and Wagamama.Linkedin

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Amity Fisher

Associate Director

Amity is passionate about building meaningful brands from the inside out. Combining extensive experience in qualitative research and brand strategy, Amity brings an insightful approach to every challenge. Whether developing brand vision, purpose and values, decoding company culture or defining and activating employer value propositions for some of the world’s biggest companies, Amity combines listening and understanding with thoughtful analysis to develop strategies that feel authentic and drive meaningful change. Her highlights at People Made include working for McLaren Automotive, Meta and Selfridges.


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Amy Morgan

Associate Director

Amy finds powerful solutions to tricky problems, drawing from her experience in brand, culture and advertising. She has delivered strategy for many leading organisations, including children’s TV, automotive brands, global pharma, professional services and our most loved charities. Able to delve deep into research and pull back to find powerful creative ideas. Always fuelled by a deep fascination with human behaviour and the opportunity for organisations to play a positive role in society.


Imana Dione

Strategy Consultant

Imana is an advocate for cultural research and a strategic thinker and doer. With a focus on diversity. equity and Inclusion, Imana brings a rich and varied client experience to her work on employer brand and culture definition. With a sharp take on things from a Generation Z and Millennial perspective, Imana understands how cultures work across different perspectives and talent segments — from her work with Google, or TikTok, and her cultural analysis of Bumble. Always brave and questioning, Imana brings energy and purpose to every challenge she works on.


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Miranda Stewart

Senior Strategy Consultant

Miranda is interested in all things cultural, behavioural and people-based. Her background as an Anthropologist led her to the world of branding where she applies perceptive curiosity to help brands define and deliver growth through deeper understanding and differentiation. Having started her career in brand design and then moved to pure brand strategy, she brings creativity and insight to all her strategic thinking. Her experience has ranged across industries from radical brand-led transformations for global luxury hospitality brands to helping tech giants understand how to be more purpose-led in an increasingly sceptical world.


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Elle Davidson

Strategy Director

Elle brings a holistic approach to brand, with a consulting background across a wide range of brand development, internal engagement and brand experience projects. She’s worked with the likes of American Express and Jaguar Land Rover, and with brands starting out as well as those undergoing a global repositioning. Elle is passionate about building simple, authentic and compelling brands, that above all work for people inside and out.



Victoria Black

Senior Client Manager

Victoria is passionate about helping to drive positive change within businesses. Her work across industries on both corporate and consumer brands, including the likes of Barclays, Heineken, and BP, has covered both creative and strategic projects helping to widen her learning and understanding of different businesses and their approaches. She believes in the power of collaboration and is devoted to putting people first by building strong relationships.


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Kat Norman

Client Director

Kat’s background has always been within branding, and her move to People Made was fuelled by a passion and focus on how people from the inside out, can bring brands to life. With experience in FMCG, her work on cardfactory has ensured a brand strategy and Values reflect the outward identity and can positively influence the internal culture simultaneously through various activations. Her previous clients include Mondelez, Warburtons and Unilever where her experience of design and strategy coming together to create a powerful impression externally, translates into a commitment for high quality and attention to detail within EVP and culture projects alike.


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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.


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Terri Morbelli

Executive Assistant

Terri has a decade of experience as an Executive Assistant, supporting business leaders in fast paced and growing businesses. Most recently she worked for a leading, luxury automotive company where she met People Made and decided to make the move across. With a great passion for being helpful and her natural people skills, she is a very welcome addition to the team. Terri joined with a vision to help People Made to work in the most time efficient way both internally and alongside our clients and partners.

People Made is proud to be a Positive Change company.

The Positive Change Group is a new kind of collective, bringing together specialist, complementary expertise in strategy and activation and uniting them through common purpose and shared ambition.

Positive change group and members

We’re positive change partners on a mission:
to spark positive change in the world

We work with the most progressive leaders and forward-looking organisations, those who aspire to be a force for better, to define and communicate their purpose, strategy and culture.

Together we help them inspire trust, improve performance, build more positive relations and create long-term value for the people who matter most: connecting customers, employees, investors and partners like never before.

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.


Firefly Inclusion Solutions

Diversity, Equity and Inclusion Solutions

Firefly Inclusion Solutions is a values-driven diversity, equity and inclusion firm fueled by a passion for collaborating with organisations to achieve courageous growth and change.

Their mission is to help communities and high impact companies embed inclusion into their systems to effectively leverage talent, experiences and backgrounds.

In line with their belief in authentic voices, Firefly is deeply committed to the amplification and promotion of Black voices leading the charge in dismantling white supremacy, promoting radical healing, and facilitating personal transformation.



Creating and reinvigorating the world’s best brands

With over 25 years of experience, Styles+Partners brings together some of the industry’s best talent, all dedicated to creating and reinvigorating the world’s best brands.

Recent relevant projects include the positioning and creative lead on premium fintech startup Glint, where Styles+Partners helped to invent a new currency connected to gold, which is accessed through a mobile product. 

Styles+Partners has also just rebranded Moonpig, the UK’s leading personalised cards and gifts retailer, to help them reverse their decline in sales.


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 yoga courses to MBA training and semiotics studies.

Brands are judged by what they do not what they say
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Team holidays

Every year – lockdown permitting – we go away together on a company holiday. It’s a time where we can relax, recharge and spend time together – but it also helps us to recognise everything we’ve achieved that year, and look ahead to new and exciting things to come. Last time we went on a Pintxos adventure in San Sebastian and in the past we have been sailing in Dubrovnik, to Soho Farmhouse, and Ibiza. Each year, our wonderful team seems to get bigger!