The team

Irene Armstrong

Managing Director

Irene has over 20 years general business experience with the last 10 working in various communications roles. She has both strategically and operationally expertise and has worked with UK government, consultancies, new media companies and blue chip organisations including the Home Office, Ministry of Justice (MoJ) the Identity and Passport Service (IPS), Andersen, Capgemini and sportal.com.

She is committed to a proactive communications approach, working with organisations so they understand what and why they are communicating, which in turn ensures that the delivery of their comms is carried out in the most effective way for their audience to understand the message.

Irene is a member of the Chartered Institute of Marketing (CIM).

Rachel Carter

Research Director

Rachel has worked in Market Research for the last 12 years for both government and blue chip organisations, including the IPS, the Central Office of Information (COI), Royal Mail and TSB.

She is an experienced market research buyer with an agency background, committed to providing a professional and effective research consultancy service to clients. She has extensive experience and knowledge of the main research methodologies, and has managed and delivered both continuous and ad-hoc projects including Customer Journey Mapping; Brand & advertising tracking; Stakeholder engagement; Online research (inc. research forums); Target audience & customer segmentation.

She is experienced in the delivery of research consultancy services such as client education on how research can (or can’t) answer requirements; advising on and scoping out research specifications; tendering and commissioning research projects; day-to-day project management; financial and contract management; ensuring the quality of all research materials and outputs; assisting in the interpretation of findings; re-analysis of existing research or compiling a research audit; presentations and workshops.

Rachel is a member of the Market Research Society (MRS).

Doug Robinson

Senior Editor

Doug is a communications specialist with over 15 years experience in a wide range of writing for both web and print. His writing skills are extremely versatile and he has worked across many industries communicating complex information in plain, simple English.

For the last five years he has worked across government bringing in a commercial sense of writing to government publications and advising writers, editors, marketing personnel and content teams on editorial and design style guides for different media. These organisations include the Welsh Assembly, Business Link, IPS, Directgov and the Department for Work and Pensions (DWP).

He is a founding member of London Editors and a regular contributor to newspapers and magazines and his published articles appear in many publications including the Observer, Evening Standard, The Times and Maxim.

Doug is a member of the Institute of Sales and Marketing and a Licentiate member of the Institute of Marketing.

Penny Pringle

Senior Developer

Penny has over 10 years experience as a graphic designer and web developer working on both traditional and new media projects. She has worked for clients such as NTL, Capgemini and sportal.com in the UK and a variety of clients in South Africa from IT consultancies and mining companies to wine estates and guest houses.

She works with clients and designers on projects from initial concept to completion to ensure that the design solution presented is of an exceptional standard in both concept and quality.

Ricardo Sauls

Senior Designer

Ricardo spent three years studying graphic design and illustration at a private art school, whereupon he spent one year as a freelance illustrator doing commissions for companies such as Maskew Miller Longman Publishing, South Africa. He proceeded to work in the signage industry doing design and layout-work and also spent three years in a design agency working on board and digital game design.

He has also worked for the very popular Master Maths company designing animated multimedia and interactive Flash-based mathematics tutorials. Following years in the industry Ricardo was approached by his former college and offered a position as head of the Graphic Design department which he accepted fulfilling the position of lecturer/administrator, whilst continuing to design commercially. He has subsequently returned to full time designing, overseeing art direction and design.


We will work with you to communicate:

  • on message – openly, honestly and timely;
  • in a joined up fashion across your business;
  • adhering to your corporate brand; and
  • in a way your audience understands.


Portfolio & Case Studies
Client work
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