Fresh Seed is a people and culture consultancy built on the belief that thriving creative businesses begin with thriving people. Founded by Sarah Brewster in 2019 after decades in agencies, gaming, and the arts, Fresh Seed was born from a frustration with outdated HR approaches that failed to meet the real needs of creative teams. Alongside HR leader Alexandra White, the team brings together organisational psychology, emotional intelligence, and lived industry experience to transform workplaces from the inside out. Since launch, Fresh Seed has supported over 30 creative studios across the UK and Europe—ranging from indie developers to global publishers—helping them build inclusive, values-led cultures that boost engagement, retention, and wellbeing. Their achievements include the development of Fresh Flex, a tailored HR support model that has improved team cohesion and leadership effectiveness, alongside delivery of EDI strategies, neurodiversity training, and values-driven leadership development. Their work has led to measurable improvements in psychological safety, reduced attrition, and higher staff satisfaction. Known for their emotionally intelligent and evidence-backed approach, Fresh Seed stands apart in the sector for their ability to embed genuine, lasting change. They don’t just advocate for wellbeing and inclusion—they build the systems to make them real, helping creative organisations become kinder, smarter, and stronger from within.
Fresh Seed | West Midlands, UK
