We help people and organisations grow, using story to bring clarity, align teams, and create momentum.
We are a team of storytellers, designed to inspire and clarify by bringing the outside in.
Who We Are
We’re a team of storytellers who have lived your world, and are here to shift it.
From agencies to in-house teams, start-ups to scale-ups, we’ve sat your side of the table. We know the briefs, the barriers, and the burnout.
But we’re not here to repeat what’s been done — we bring fresh thinking, strategic clarity, and powerful story frameworks that help teams think, lead and grow differently. LOOK UP exists to challenge business-as-usual and help organisations move forward with clarity and purpose.
Meet the founders
LOOK UP is led by two seasoned storytellers and consultants with almost 50 years of experience using story to drive growth with their clients.
Caroline Keylock
Caroline has worked in strategic and leadership roles for 22+ years, across client, agency and media owner. She specialises in harnessing the power of story in luxury, fashion, beauty and lifestyle industries, particularly focused on creativity, innovation and cultural relevance. Caroline is a podcaster, speaker and writer when she’s not helping clients craft stories of their own.
Matthew Hook
Matthew has worked for 22+ years as a strategist and business leader, and has been a key advisor to some of the world’s biggest businesses, fastest-growing start-ups and most impactful non-profits. He specialises in the power of story to drive organisational clarity, and support complex change processes. Matthew is also a mentor, writer, and a musician.
MEET OUR EXPERTS
We curate teams of experts with fresh perspectives to drive growth through story.
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LIANRE ROBINSON
CEO Charity & AI Cultural Expert
Lianre brings leadership and commercial experience into strategic storytelling. Her experience blends the charity & commercial sectors.
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KIAN BAKHTIARI
Social Change & Youth Audiences Expert
Kian is a keynote speaker and author and leads a global community of youth change makers to advise brands. He brings global and youth perspectives to storytelling.
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MICHELLE CFAS
Entertainment & Sustainability Specialist
Michelle brings 20+ years experience to helping brands and entertainment businesses navigate the digital ecosystem & the storytelling required to make impact. In later years she has applied this knowledge to the world of sustainability & change-making.
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KIRSTY HOILES
Professional Actress & Communications Expert
Kirsty has worked extensively across stage and screen including well known television (Doctor Who, Call The Midwife), national theatre and the west end. She is a coach and teacher, having worked with institutions such as Goldsmiths, the V&A and The Almeida Theatre.
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MICHELLE ROBERTS
Corporate Client Expert
Michelle has 20+ years experience working in and advising global blue-chips focused on brand propositions, innovation planning & strategic storytelling led by data.
Our model is simple: strategy through story
We use a proprietary approach to turn complexity into simplicity, helping your team look up, collaborate and move forward.
LOOKING UP
Inspiring
storytellers
We bring the outside in using experts in storytelling from all fields: from authors, to editors, to founders, to global changemakers.
Tools that Work
Actionable
frameworks
We’ve built a suite of simple, robust and tested frameworks that help teams apply story thinking to live challenges.
Momentum Through Teams
Agile
collaboration
Every LookUP session is designed to bring people together around shared thinking, mutual energy, and collective commitment.
Our thinking is shaped by the best in storytelling
From editors to authors, producers to political speechwriters — we’re always learning from those who tell stories for a living. These experts don’t just inspire us; they’ve directly shaped the frameworks and approaches we use with our clients.
Our clients say it all
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“Matthew and Caroline’s wealth of knowledge is delivered in a way that is highly resonant and, leaving you more confident to embrace the future with a fresh perspective and energy.”
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“This has been one of the most transformational partnerships we’ve had - not only in terms of output, but in how our teams now see and express the heart of what we do.”
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“I’d recommend anyone focused on business growth to spend a day with Matthew and Caroline”
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“LookUp were amazing! We've noticed the change in the team, the conversations and the work immediately.”
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“We went from a standing start to delivery of the full programme within a few months. This was the very best experience I’ve ever had in my career of “bring in the experts”
How we give back
Every month we work with a different smaller charity or start up for good to help them with their storytelling challenges. We’ve worked with fantastic organisations like The Brixton Finishing School, The Wave Project, Surfrider, Career Returners and more to help with their strategic challenges, or to help them become more impactful storytellers.
Let’s build something powerful together.
Whether you’re planning something new, leading through change, or want to elevate your team’s storytelling, we’d love to hear more.