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.

Sarah Sheerman-Chase

Director of Delivery and Culture

Sarah is responsible for delivery and direction of all our client projects. She makes sure work is delivered on time to a high standard. She also works with the team to develop a supportive organisational culture. 

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.

Rich Prowse

Director of learning, development and practice

Rich is responsible for leading the development of CDL's practice, products, and services. 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 previously led content, product, and service design teams at the University of Bath.

Sarah Bhatia

Learning and Development Manager

Sarah manages CDL’s training. She plans our courses and looks for ways to grow our training as the content design field evolves.

Passionate about learning and teaching, Sarah organised education events at universities in North America before working in content. She led training alongside her content work at Expedia, Cazoo and the Financial Ombudsman. Sarah has extensive experience designing help centre content and a strong interest in accessibility.

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.

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.

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.

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.

Laura Copestake

Laura has worked in the legal sector and government, creating content for a wide range of audiences. She has experience turning complex legislation and information into digital services, guidance and policies to help people understand their rights and responsibilities. Laura is interested in digital inclusion, and making sure everyone can access the information and services they need.

Jack Garfinkel

Jack’s experience is in disability, health, and membership organisations. They are an expert in making complex technical, legal and medical information accessible to everyone. Jack is interested in determining where content can help, making data-driven decisions, and incorporating feedback into processes and teams.

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.


Claire Gordon

Executive Assistant

Claire joined the team in 2017, initially working as Sarah Winters’ virtual assistant. Her role has since expanded and now covers CDL’s operations. She manages our busy inbox and ensures everything runs smoothly.

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.