Director and Founder

Seonaid (pronounced Shona) is the Founder of The Sturgeon Group Limited, founded in 2011 which has three trading names, Sturgeon Design Studio, Sturgeon Compliance Services and Sturgeon Talent, each with their own website and teams. Locations in London and Manchester, both thriving cities of creativity and innovation.

Seonaid is also the Founder of award winning Sturgeon Ventures as of 1998, which began as a single family office, incubating companies from that day – known as the Venture Catalyst. Sturgeon Ventures moved into the speciality of incubating Financial Services firms as well as individuals. In 2001 she pioneered the term Regulatory Incubation plus the at the time unusual model of her teams working from home in the early 2000s.

Seonaid is a genuine out-of-the-box thinker. Seonaid was a stockbroker for 15 years and in her words has been telling “corporate stories for almost 4 decades”.

Seonaid has supported the ecosystem of over 200 startup companies over a 25 year period, helping many of them create a brand identity, leading her to create the Sturgeon Design Studio to continue the art of storytelling at the heart of every business.

Outside her busy work schedule, Seonaid mentors those starting in the FS industry and is a frequent speaker in schools on subjects including the journey of a female entrepreneur. Seonaid is also the trustee of a charity www.crosslightadvice.org and is a supporter of www.musicmindsmatter.org.uk

Brand Identity & Design Director

Margaux provides Sturgeon with an abundance of creative ideas. Her unique style adds a dynamic quality to creative output with a keen eye for each project.

Brand Identity & Design Consultant

With a degree in Film and Media and a passion for storytelling across all mediums, Matthew has spent the past five years crafting dynamic brand narratives that resonate with culture. Matthew’s work is driven by a deep fascination with how people engage with media and the ever-evolving intersection of strategy, creativity, and technology. Mathew has worked with a diverse range of clients, spanning fashion, music, and forward-thinking startups, continuously refining his skills as a designer and strategist.

As a versatile creative, Matthew brings expertise to The Sturgeon Design Studio in graphic design, strategic brand building, and marketing. Whether shaping a brand identity, producing immersive video content, or enhancing digital experiences, Matthew merges aesthetics with strategy to create impactful, results-driven work.

Communications Officer

Sarah is an experienced Communications Officer with 3 decades of PR and Marketing. She began her career as a journalist in national magazines, transitioning to B2B more than 10 years ago. An accomplished PR and Marketing Director, she uses her editorial skills to create compelling and wide-ranging content for clients across the board. As an editor she has launched several magazines in the UK in sectors including healthcare, infrastructure and aviation alongside consumer magazines. She has an MA in Modern History from the University of Oxford.

Specialist Advisor

Sarah has an English degree from Oxford University. She joined Sturgeon in 2016, as a specialist advisor. Sarah has been in the legal and financial services industry for +35 years across the spectrum from asset management to investment banking, following time spent at various legal firms including Clifford Chance. Sarah is an experienced proofreader for academic documentation and technical manuscripts.