“Carbon has a clear sense of where it's going and a real belief that legal services can be built differently, around people, not just process.”
Sara Doust
Describe your role and general skill set…
As Brand Manager, my role sits at the crossroads of strategy and storytelling. I look after how Carbon shows up, across every touchpoint, every channel, every piece of communication. My background spans creative agency work, brand strategy, and a stint at a tech incubator where I led events and partnerships, which gave me a real appreciation for how powerful brand can be when it runs through the whole business, not just the marketing function.
What do you enjoy about your job?
The variety, honestly. One day I might be shaping a campaign strategy, the next I’m deep in the detail of a brand execution. I also love the challenge of working in the legal sector – Carbon is doing things differently here, and being part of translating that into the brand is something I find really exciting.
What attracted you to the firm?
Carbon has a clear sense of where it’s going and a real belief that legal services can be built differently, around people, not just process. That ambition was hard to ignore especially when coupled with a culture first approach. I also wanted to be part of building something, not just maintaining it.
Describe Carbon in a maximum of three words:
Doing it differently.
Where do you envisage the firm in 5 years’ time?
A household name in the legal sector. I genuinely believe Carbon can get there, built for lawyers rather than law firms, with a people-first culture at its core and a brand identity strong enough to stand up against anyone in the market. The culture we have now is something worth
What was your first job, and what did you learn from it?
I was a sailing coach, working with kids’ group. It taught me more than I probably realised at the time: how to read a room, how to explain something clearly to someone who’s never heard it before, and how to stay calm when things don’t go to plan. All skills that have come in useful more than once since then!
What have been the highlights of your career to date?
A few stand out. Working with SEGRO on their centenary was a real privilege, we got to trawl through the archives and choosing photography that told a hundred years of story was genuinely special. I also organised a panel discussion at The Shard as part of London Tech Week, and helped launch a founders’ dinner series that brought together some brilliant people. Each of those felt like moments where the work had real weight to it.
How do you unwind outside of work?
Good food, good music, good company – usually some combination of the three. I’ve been to Glastonbury eight times, which probably tells you most of what you need to know.
Where is your favourite place to visit?
Barcelona holds a special place in my heart, lots of memories there and some phenomenal tapas.
What is your favourite Book, movie or TV Show?
Season one of The Sinner with Jessica Biel. I was completely hooked from the first episode and had absolutely no idea where it was going which is the highest compliment I can give anything.
Favourite Music, Artist or Band?
RAYE and Olivia Dean are currently on heavy rotation.
If you could gain a new skill or superpower, what would you choose?
The ability to speak every language fluently. I travel enough that it would change everything, and there’s something about connecting with people in their own language that you just can’t replicate any other way.
Do you have a bucket list place you’d love to visit?
Machu Picchu is the one. I’d love to make the climb one day.
If you had a time machine, where would you go and why?
Ancient Rome, just for a day. I’d want to see whether it was actually as extraordinary as history makes it sound or whether there has been some creative storytelling.
Tell us an interesting or little-known fact about yourself:
I was part of the GBR sailing squad. Not something that comes up much in brand strategy conversations, but I got to see some incredible places at a very early age and it’s shaped more of how I think and work than I’d probably admit.
