About Us

Unique Creative Collaboration

We have many years experience delivering new propositions to market across FMCG and charity sectors. We hold a belief that the best work is created by diverse and inspired people, collaborating with experimental mindsets and deep understanding how organisations operate.

That's why we have created a rich, flexible and trusted network of the most creative thinkers and do'ers so we can resource your projects with tailored combinations of brilliant individuals who are right for your challenge.

We will always ensure you have a team who have a wealth of both client-side and agency experience. We believe this mixture of experience and understanding is what leads to the most creative solutions that actually drive value for your organisation.

Our Network

Joe Spence

Founder & Director

+15 years innovation experience driving growth across What If Innovation, Diageo and innocent drinks. A passionate and energising leader who cares deeply for people and creating solutions that actually deliver growth.

Carina Edwards

Founder & Director

+10 years driving growth and fundraising for major global charities such as WWF, Greenpeace and Samaritans. Also extensive experience in client services supporting organisations such as Wrigley, Johnson & Johnson and Cancer Research UK.

Hattie Camp

Senior Innovation Strategist

Hattie has 15 years experience working across strategy and innovation. Her career has weaved across the public and private sector where her focus has been on developing products, services and strategies that help organisations to deliver value for their customers. Her previous clients have included Marriott Hotels, Hewlett-Packard and Novartis.

Jonny Wood

Innovation Director

+15 years driving innovation & strategy - translating future possibility into grounded opportunity and action. He crafts new experiences, builds innovation teams, and drives culture change. Now based in Singapore, he’s led innovation teams in-house at Dell and Metlife, and worked agency side for What If Innovation with a client list from adidas to IHG to AB InBev to Pfizer.

Emma Watling

Design Lead

Over 15 years experience in the creative industry across print and digital. Extensive knowledge of the third sector having worked both agency side and in-house for clients such as Guy’s & St Thomas' Foundation, Trussell Trust and Christian Aid.

Consumer Research & Insight

Coming soon

Creative Facilitator

Coming soon

Elite sports performance coach

Coming soon

Biomimicry Expert

Coming soon

Why Yellow Pencil?

The yellow pencil has shaped some of the world’s greatest ideas. It has sketched the blueprints of skyscrapers, outlined game-changing business strategies, and crafted the first drafts of novels that shaped history. A simple tool yet endlessly powerful. Just like the best ideas.

A Legacy of Bold Thinking

In the 1890s, the world’s finest pencils were painted yellow to stand out, a mark of quality, creativity, and distinction. They became the trusted tool of visionaries, architects, designers, writers, and pioneers who saw the world differently.