About us

Sarah Richards

Sarah Richards

Founder

Founder of the content design movement, Sarah pioneered the standards during her 10-year career with the UK government.
As head of content design for the Government Digital Service (GDS), Sarah created and implemented the content strategy for the GOV.UK website.

After leaving GDS, Sarah took her knowledge and wrote the respected and highly popular Content Design – a book for anyone creating user-centred content.

She also launched Content Design London to provide training and consultation in content strategy and content design for governments, charities and organisations in the UK and worldwide.

Sarah is also a respected and in-demand speaker and shares her expertise to audiences at conferences, meet-ups and events globally.

Ruth Gilbey

Ruth Gilbey

Social Media Manager

Ruth is a Content Design London veteran. The first member of staff with Sarah, Ruth is a brilliant mix of organised and creative. Her ruthless attention to detail keep us on track of our digital marketing campaigns but it’s her creativity in the first place that gives our ethos and style life.

Claire Gordon

Claire Gordon

Virtual Assistant

Claire is the keeper of the diary and chief administrational organiser for Content Design London. If something needs organising, booking or confirming, then Claire is the person to speak to.

She loves nothing more than dotting i’s and crossing t’s, which when combined with her super-efficiency, ensures that CDL runs smoothly.

Nigel Jones

Nigel Jones

Content Designer

Having trained as a journalist, Nigel’s first love was words. His work is now all about creating, or helping others create, user-centred digital content. He’s worked as a content designer in both the private and public sectors and is now a CDL trainer.

Hinrich Von Haaren

Hinrich Von Haaren

Content Strategist

Hinrich is one of our content strategists. He believes that all content should result in user action. Hinrich was part of the original GOV.UK team when people were sitting on the floor in an empty office, putting post-its on walls (of course!). He has since worked on a multitude of projects for private companies, government and charities, taking them from identifying user needs to finished content.

Lizzie Bruce

Lizzie Bruce

Consultant, content design and strategy

Lizzie is a content designer with over 15 years’ on high profile projects in the charity, public and private sector. She is highly focused on user-focused content design and is currently helping the University of Cambridge with their content design projects.

Cass Bonner

Cass Bonner

Content Designer

One of the GOV.UK team from the early pre-launch days, Cass has been creating user-centred content ever since. She has worked extensively with government, charities and private companies to transform their content. Cass covers the whole process, from identifying user needs to designing user journeys and creating finished content.

Mark Picken

Mark Picken

Business Planning and Development

Mark supports Sarah with business development, strategy and planning.

Having trained as a copywriter (where he first met Sarah way back in 1994), Mark launched his own communications agency in 1999.

Initially focusing on PR (Mark is an accredited CIPR practitioner), he has specialised in working with organisations that make a positive impact. He enjoys focusing on charity, healthcare and sustainable sectors.

Since 2015 Mark has been working closely with a UX designer to develop his own practice and create user-centred content. He likes nothing more than finding a solution to a customer pain point!