Borne of passion, sustained by pragmatism.

Indigo provides smart, sensible and practical consultancy for the cultural sector – whether you need to better understand your audience or improve your organisation, our marketing, audience development, research and insight skills can help.

The Indigo team has not only a vast combined knowledge of the sector, but also a passion for the arts – and an overriding desire to help the sector thrive.

As such, it’s vital to us that we empower our clients to look after themselves. (But we’re here when you need us.)

Katy Raines

Founder & CEO

As a leading audience insight consultant, Katy Raines has developed and led research and implementation programmes for large and middle scale organizations, as well as sector-wide partnership projects throughout the UK and in Europe.

Katy is passionate about using data to put audiences at the heart of organisations. In 2020/21 she led the development of After the Interval and the formation of the Insights Alliance to inform the re-opening of cultural venues and give insight into digital behaviour. Her interest in place-based and sector-wide projects led to her contribution to the Joint Cultural Needs Assessment Guide for Arts Council England and the creation of the West Midlands Cultural Place Profiler.

Prior to becoming a consultant in 2006, she held a number of senior marketing roles in large scale cultural organisations, holds a Music degree from Cambridge University and a 1st class MBA from Durham University.

Read Katy's articles and blog posts

Kate Sanderson


Kate Sanderson was Director of Communications for West Yorkshire Playhouse for 10 years until 2006 and joined Indigo in January 2009. Specialising in marketing and audience development, Kate is also an accredited coach and highly experienced trainer, working regularly with the Arts Marketing Association and UK Theatre (TMA). She was Course Director for Theatre UK’s flagship residential ‘Druidstone’ marketing course until 2013, has worked closely with the AMA to develop and deliver their programme of Retreats and regularly speaks at conferences across the UK and internationally, including 2 lecture tours of Japan and delivering a workshop programme for the British Council in Tbilisi, Georgia.

Recent consultancy work includes developing the marketing strategy for Belfast’s new arts centre, The MAC, which opened in April 2012; interim Director of Marketing (maternity) for Sheffield Theatres and working with Hull Truck theatre on marketing strategy development. Kate is currently working on three projects supported by Arts Council England’s Strategic Touring fund; Home Sweet Home with Freedom Studios, ARC and the Albany Theatre; New Realities with 6 Yorkshire theatres and Leeds-based producers Dep Arts; and REACH, a new project with Dep and ARC which will take new work and develop commissions in arts centres across the North East from 2014-2017. In Autumn 2012, Kate began a PhD in Cultural Management at the University of Manchester, looking particularly at developing audiences for contemporary arts.

Read Kate's articles and blog posts

Flo Carr is an experienced marketer with a passion for audience development and CRM. She has worked in a wide range of marketing, communications and venue management roles in arts and cultural organisations in London and Cambridge.

Her previous roles include Head of Communications and Marketing at Arcola Theatre, Marketing & CRM Manager at English National Opera and Press & Marketing Manager at Cambridge Live.

Having collaborated with Katy Raines to deliver After the Interval, Flo joined Indigo full time in November 2020.

Read Flo's articles and blog posts

Alan MacGregor


Alan MacGregor joined the Indigo team in 2009 after spending 7 years as the first Marketing Director of The Lowry in Salford.

Alan has worked at Board level in marketing and business planning for over 30 years – both in the commercial and not for profit sectors. He has provided strategic reviews, business development consultancy and senior management mentoring to over 40 cultural organisations from all four corners of the UK.

Clients have ranged from large-scale venues such as Plymouth Theatre Royal and Royal Exchange Theatre to small charitable trusts like The Bach Choir.

Read Alan's articles and blog posts