About US

Alternative thinking

We are Alt Labs and we provide Alternative Thinking to innovation to prepare brands for the future. We are an intimate team with over 50 year’s Industry experience across innovation and digital. We aim to make innovation accessible to all organisations, allowing hungry and determined businesses to succeed in an ever-changing digital world. 

We have innovated brands across many sectors including; FMCG, Fashion, Automotive, Transport and Travel & Tourism – all over the world. We help identify business pain points, suggest the most optimal (and research backed) innovative solution, then plan, implement and manage the entire project. 

Our Mission

Our mission is to position Alt Labs as the number 1 brand in the field of innovation. We want our customers to think of us as the most innovative and trusted business partner they can choose to help future proof their business and differentiate them from their competitors. 

Why Us?

We believe in “delivering results in an effective manner”. We take care of the complex, technical problems – leaving brands to worry about the increase of business they’ll receive (which is never a bad problem to have). 

We follow agile work flows, focusing all our resources on active projects. In comparison to traditional agencies that map out programmes over months, we complete work in a fraction of the time. 

We offer expert consultancy, strategic planning and implementation across: 

  • Innovation Programmes 
  • Design Sprints 
  • Improving Customer Experience 
  • Value Proposition Design Workshops 
  • Innovation Programme Design 

We have a large footprint working with international brands and have 4 main office spaces, with our Head Office being located in the North East of England. 

our team

We like to think of our team as “The Avengers of Innovation”. A super-hero powered group when it comes to all things innovation. Find out more about our company founders and Heads of Department that drive innovation across multiple global corporates.

Imran Anwar

Imran Anwar

Chief Executive Officer

Alt Labs founder and Chief Executive Officer Imran Anwar brings a decade of innovation experience with him. Imran has implemented innovation strategies, software & change across SME’s to FTSE 1000 institutions, varying across CRM, ERP, MBaaS, SaaS, PaaS, Cloud, Big Data and web development. 

He is a keen sports fan, regularly playing rugby, football and cycling. When not innovating or sporting, his time is taken up by his wife, son and family life. 

 Andy Liddell

Andy Liddell

Chief Commercial Officer

Andy brings a wealth of commercial experience to the Alt Labs, having worked for various worldwide bluechip organisations across the Transport, IT, FMCG, Automotive, Tourism, Leisure, Education and Fashion industries. Andy specialises in building & developing senior client business relationships. 

He keeps active through martial arts, rugby, fell walking, art and chilling out on the beach. Andy has a family of three children, three grandchildren and has been happily married for over 30 years.  

Michael Dunn

Michael Dunn

Chief Technology Officer

Michael brings 11 years of tech industry experience to his role with broad sector knowledge that has been acquired through working initially as a developer, then founding a growing leading software agency that focused on creating digital products for web and mobile.

He is a natural problem solver who is able to lead multidisciplinary groups to achieve successful digital transformation, and is capable of communicating effectively with all stakeholders to ensure that technology solutions are created to meet and exceed client expectations.

When not at work, Michael enjoys travel, hanging out with his young daughter and rock climbing. 

 Adam Foster

Adam Foster

Head of Marketing

Adam is our Head of Marketing & PR. His expertise has been developed across Start-ups to Global brands, across the b2b and b2c and Higher Education sectors. Adam has developed marketing & digital marketing strategies and managed their implementation, along with lecturing and coaching students and SME’s across a number of marketing disciplines. 

Outside of the office, he can be found tanned and oiled on a bodybuilding stage, or body slamming people inside of a wrestling ring across the UK. 

Josh Dale

Josh Dale

Innovation Lead

Josh is an experienced Innovation Manager having run several accelerator programmes, product development initiatives and innovation labs all over the world. He’s most at home in front of a whiteboard with a pack of post-its coming up with new ideas or solving challenges. But he’s also pretty technical and is not shy of sitting with a dev team, rolling his sleeves up and doing a bit of product management.

Although he looks like a bit of a geek it’s not uncommon to find him at the top of a mountain, whether that’s Machu Picchu or the European Alps. His boots are ready and his camera is always around his neck.

Katherine Joyce

Katherine Joyce

Lead UX/UI Designer

Katherine is an experienced UX/UI Designer having performed freelance and consulting work to small and large companies and having worked for over 7 years in the Software Development , Finance, Government and Education industries as a developer and designer. She leads the UX vision for Alt Labs. She is passionate about creating innovative user experiences, and advocates accessible design, regularly reviewing technical books that are due to be published in these areas.

In her leisure time Katherine enjoys performing on stage as a musician, writing songs, is a passionate abstract artist, and enjoys spending time with her family.


Our work environment creates a culture built on excitement and success. We love what we do, and love having a good time whilst we’re doing it! At Alt Labs, we all work together, rather than feeling like anyone works under another member of the team. We get results and enjoy the experience.  

Every member of our team has endless opportunities for self-development, and to work on exciting, innovative projects, across multiple business sectors. 

If Alternative Thinking gets you excited – we’d love to hear from you! Our vacancies are posted here, so if there’s a role you think you’d smash out of the park, send us a copy of your CV and let us know why you’d like to be considered for the role. 


Careers in Front End Development, Back End Development and Testing.


Careers in Sales, Account Management, Finance and HR.


Careers in Innovation Transformation, Product Design and Design Thinking.


Careers in UI Design, User Experience Design and User Research



Competitive Salary

We value our employees and ensure that we reward them in line with industry standards.

Flexible Working Arrangements

We understand the importance of a work life balance and strive to ensure that we are flexible with our working arrangements.


Flexible Holidays

We work hard, so we make sure you play hard, and we have flexible holidays to allow for that.


Fun and Creative Work Environment

We know how important it is to have fun and have the ability to be creative at work, so we encourage innovative ideas.

Onsite Gym and Cinema Room

Our luxury office is home to a gym and cinema room which are free to use at any time.


Central Location

Our head office is located centrally on the A66 and A19 for easy commuting.

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