Beauty (brand) lessons from our new cultural role models

Billie Eilish: Mastering mass appeal without losing your edge

When it comes to mass appeal, 5-time Grammy-winning musician Billie Eilish has it nailed – with an estimated wealth of $53Million and a long waiting list of high-profile collaborators. Through this incredible rise, Eilish has stuck doggedly to her edgy, but relatable, individuality.

Brand lesson: Stay true to your roots

A clear sense of ‘self’ makes decision-making easier – from new product development and brand management – and enables everyone to be crystal clear why your brand exists.

Jameela Jamil: Matching conviction with commitment

Jameela Jamil’s refusal to accept the status quo of the beauty, wellbeing and fashion industries shows no signs of losing pace. Whether she is tackling ‘quick-fix’ dieting products or uncovering tabloid tactics, she is unafraid to take on the world’s biggest names and media organisations.

Brand lesson: Take a stand

For brands, having an unshakable stance on anything and using it to elevate the conversation beyond product demands commitment. Natura is a global player, but unites its brands (Body Shop, Natura and Aesop) on a strong ethical foundation, one that informs all local brand marketing.

Taylor Swift: Growing in the public eye

Throughout the many phases of Taylor’s career to date, we’ve seen Country Taylor, Pop Taylor, Tough Taylor, Political Taylor, to name a few. But through it all, she’s handled it as evolution, not revolution, taking her fans on the journey with her, and gathering millions more acolytes on the way.

Brand lesson: Don’t be afraid to evolve

For brands, change may be more to do with cultural shifts and audience needs, and even the most successful businesses need to work to stay relevant. This doesn’t have to mean throwing out your brand and re-engineering, even heritage brand truths and legacy tone of voice can be a springboard into a bright, relevant brand.

From brand creation to content planning, keeping an edge is often about sticking to your guns. We work with business of all shapes and sizes to create outstanding brands and deliver content to build deeper connections with their audiences. Get in touch to talk to Keel about your beauty and wellbeing brand needs or to schedule a limited offer Beauty Pop-up Power Hour with our brand and content specialists. The Beauty Pop-up Power Hour is a bespoke workshop session to tackle a particular brand or content issue you’re facing. Zoom or IRL, our team will work with you to get to practical steps to help you navigate your challenge.

Amanda Roberts

Office and Finance Manager

Amanda is an experienced Office and Finance Manager with a track record of keeping the content, design and marketing industry ticking.

She ensures that we deliver our projects on time and on budget, and that we’re all having a lovely time while we’re at it! 


Resident Pooch

Leya is our resident Spanish Water Dog. Friendly, loyal, with a routine you could set your watch to, she embodies so many of the values we hold dear.

But more than anything, she inspires us to be good.

That’s why if you click the doggy link below and make a donation to Battersea Dogs & Cats Home, whatever you pledge, we’ll take off your eventual bill when you work with us.

Handan Erek


Handan has been in creative content production for over ten years, working with household name clients across multiple industries. 

She is a master at creating communication channels between the creative team, clients services and stakeholders. She cares deeply about understanding our clients’ needs, producing user-centred content and achieving optimal creativity and profitability in every project. 

Harps Bhopal

Senior Account Director

Harps has over 20 years of communications experience spanning across advertising and brand development.

He’s worked in many industry sectors that include automotive, healthcare, tech and financial services. He brings a sign of reassurance to clients through explaining the various stages of a project and builds their trust and confidences.

Jamie Stanley

Head of Content

Jamie is an imaginative brand storyteller with a decade of experience working with some of the world’s fastest-growing brands.

He has played a key role in generating engagement, audience and revenue growth for household names and emerging startups alike. His approach blends penetrative, eye-catching copy and content with smart, scalable process for maximum impact and sustainable success.

Jonathan Crawford

Creative Director

Jonathan has spent the last twenty years working for a variety of advertising agencies and digital marketing companies in the UK, Europe and most recently South East Asia. 

His expertise lies in brand strategy, campaign development and conceptual copywriting, proven by the several international creative awards under his belt.

Lara Caspersonn

Account Executive

Lara’s extensive background in influencer talent management and digital collaboration make her perfectly suited to building strong relationships with our clients.

A trained anthropologist, her deep understanding of human behaviour and cultural patterns are invaluable in helping the Keel team help modern brands communicate with their audiences.

Vicky Plum

Graphic Designer

Vicky has a great passion for branding in both traditional and digital media.

She has a huge amount of enthusiasm and understanding of the visual language of our audience. Her passion for film, website design and animation as well as experience in Photoshop, Indesign and Premiere make her a key team member for creative and design needs.

Chris Hart

Creative Director

Chris is a real creative all-rounder, with over 20 years of experience transforming brands all around the world.

He has a history of thinking his way around business problems, through visual and creative solutions that really bring brand experiences to life. He’s awarded at Cannes and D&AD, and adds a wealth of knowledge across all media and brand sectors.

Stephen Bass

Design Director

Stephen is a designer with 25 years of brand design and implementation experience.

He came to Keel from Interbrand NYC and worked with Keith on the Volvo global identity in 2002. He has a keen interest in helping clients understand the design process and why we’ve made the decisions we have, bringing as much objectivity to the process
as possible.

Jonathan Jewell

Creative Lead

Jonathan’s 30 year career since then has taken him all over the world, living and working in LA, Atlanta, Nairobi and London.

In that time he’s developed a wide range of skill sets beyond just design and has managed large campaigns with multiple channels where the ability to direct shoots, photography as well as implement a creative vision across multiple assets is key.

Keith Crook

CEO + Executive Creative Director

Keith is our strongest advocate for brand and communications working together.

He excels at strategic thinking, concept origination and art direction. His experience spans UK tech and finance start-ups through to global brand development for brands such as Visa and Volvo Cars – where he was the global brand creative director.