Building a brilliant workplace culture has brought countless benefits
“When people feel good, the work is better”. The story of how two founders turned shared purpose into a values-led creative studio.
From life partners to business partners, Saul Parker and James Lewis have built more than a business together—they’ve created a studio where care, clarity and culture drive everything they do.
Based in East London, The Good Side is a boutique strategy studio helping organisations shape culture and drive impact through insight, story and human-first strategy. Born out of a shared belief that the creative and consulting industries could do better—be better—the studio has become a trusted partner to global brands, NGOs, and mission-led organisations.
A partnership rooted in purpose
Before launching The Good Side, Saul and James had each built careers across research, strategy and creative storytelling. But it was through conversations at home—about the kind of work that lights them up and the kind of impact they wanted to have—that the idea for the business emerged.
They saw a gap in the market for work that combined rigorous cultural insight with narrative clarity and visual storytelling. And they knew they could build something different: a studio small enough to care deeply, but sharp enough to deliver at scale.
James Lewis, Co-Founder, said:
“We’ve always been driven by a sense of purpose. We wanted to create a space where strategic thinking, cultural analysis and story craft could work together—where clients didn’t have to choose between creativity and rigour, or values and results.”
Over the last 8 years they have built a business that practices what it preaches, from being B Corp Certified to donating profits to charity and purposeful projects, including a feature documentary to support the movement to decriminalise homosexuality. They’re also committed to building better representation in the research industry through an annual paid internship for individuals from the local area and a group underrepresented within our industry
From startup hustle to structured growth
Starting as a two-person team, Saul and James wore all the hats: researchers, strategists, project managers, brand builders. But as demand grew, they realised the need to step back from day-to-day delivery and think about building the business—not just running it.
Saul Parker, Co-Founder, said:
“We knew we had a strong ethos, but over time we have put language and structure around it. We have better systems, clearer priorities, and more confidence in how we lead—not just the work, but the people we work with.”
Leading with care and curiosity
As founders and as partners, Saul and James put people at the centre of everything—building a workplace culture grounded in collaboration, openness and wellbeing. That means designing processes around reflection, valuing lived experience, and ensuring team members feel seen, heard and supported.
The studio’s approach to employee engagement is intentionally human: flexible workflows, feedback loops, and a culture that encourages curiosity and creative autonomy.
James added:
“We’re building something sustainable, not just profitable. We want people to feel good doing the work—because when people feel good, the work is better.”
The Good Side has grown to a team of 20 people, refined content and marketing strategy and delivered standout work for clients spanning public health, social equity, and cultural change.
And through it all, their founding partnership remains a source of strength, trust and ambition.
Saul said:
“Being married and running a business together means we bring a lot of honesty to the table. We’re different in what we bring—but aligned in what we believe. That alignment is the foundation of everything.”