People
The team
A small group, by design. We work closely with the brands we take on.
Founder & Creative Director
Sarah Elliot
Twelve years in brand strategy and consumer experience design. Previously at a leading design consultancy where she worked with Hermès, Aesop, and emerging luxury brands across Europe and Japan. Founded Assemble after noticing how consistently brands underestimated their consumers' desire to participate — not just consume. Believes that the best brand relationships are built on shared authorship.
Head of Platform
James Calloway
Builds the tools that make co-creation possible at scale. Background in product design and engineering across consumer technology and enterprise software. Joined Assemble from a hospitality technology company where he led the development of guest experience platforms for independent hotels. Drawn to Assemble by the challenge of making participation feel effortless rather than effortful.
Strategy Lead
Maya Osei
Leads client engagements from first brief to live experience. Background in cultural strategy and qualitative research — she spent six years embedded with brand teams at a global research consultancy, studying how communities form around craft and making. Brings an anthropologist's eye to the question of why people participate: what motivates them, what makes them feel genuinely involved rather than merely consulted.