Meet the team.

Since 2016, Content Design London (CDL) has built a reputation for excellence in human-centred design and content strategy.

We may be called Content Design "London" but we're not exclusive to the capital. Our team is based across the UK, from Cardiff to Cambridge, and Cornwall to Edinburgh.

We're a small but mighty team of thinkers and doers, with experience across a range of industries and sectors.

Sarah Winters

Founder and CEO

Sarah is the founder of CDL and often credited with codifying the discipline of content design. She regularly speaks at conferences and events about content design and trains organisations around the world.

Before founding CDL, Sarah was head of content for the Government Digital Service, and she created and implemented the content strategy for the GOV.UK website. She is the author of Content Design.

Mark Picken

Managing Director

Mark manages our business and client relations. He leads on operations and contracts with clients, as well as overseeing CDL’s strategy and growth.

Mark’s background is in communications, and he brings that expertise to the world of human-centred design. He trained alongside Sarah Winters in copywriting and advertising, and has managed agencies for over 25 years.

Rich Prowse

Director of Design

Rich is responsible for shaping CDL's approach to design. He manages the content team and leads on high profile projects for clients. Rich has a background in service design and is a Certified Facilitator of the LEGO® Serious Play® Method.

He advocates for inclusive design, evidence-based decision-making, and best practice. He has previously led content, product and service design teams at the University of Bath.

Sarah Sheerman-Chase

Delivery Lead

Sarah works with our clients and content team to scope and deliver projects. She manages delivery schedules, working with clients and tracking progress.

Sarah is experienced in leading global and UK-based digital projects through a human-centred lens. She’s passionate about accessibility and has extensive experience in the culture, education and charity sectors.

Senior content designers

Our senior content designers are responsible for shaping and leading complex projects from start to finish. They are experienced trainers and speakers and help other content designers develop their practice.

Rachel Edwards

Rachel is interested in helping people access information and participate in decisions that affect them. She specialises in using content design to help people understand policy, services and their rights. She has worked extensively in parliament and government, as well as for private sector clients.

Neil Fazakerley

Neil comes from a scientific background and is interested in information and technology and how they affect content creation. An experienced content strategist, service designer and trainer, he has worked for organisations including Google, Scope, and the Metropolitan police.

Nia Campbell

Nia has a background in designing health and social care information. She has an interest in designing health-related content that puts the patient at the centre of the service. As a Welsh speaker, she has experience creating content for bilingual government services in English and Welsh.

Content designers

Our content designers work directly with clients to create clear, accessible content that meets user needs. They are experienced trainers and regularly work with individuals and organisations to help them develop their content skills.

Clare Reucroft

Clare has worked across a range of sectors including central government, domestic abuse services and pharmaceuticals. She has experience working with vulnerable users to create content that supports and reflects their needs. She is interested in accessibility and inclusive design, and the power of content to improve people’s everyday lives.


Hinrich von Haaren

Content Strategist

Hinrich runs advanced content design training and content strategy workshops for CDL. He was part of the original Government Digital Service team alongside Sarah Winters. He has worked with national organisations to develop content strategies and transform content creation. He is the author of Content Transformation.

Our freelancers

We work with a number of trusted freelancers to support our clients' projects and meet their needs.

If you have a project that could do with some content design support, we can help you hire a freelancer. Or if you're a freelance content designer, you can apply to join our network.