Hello.
I’m Sarah. I create strategic brands and visuals for businesses in tourism, arts & culture, hospitality, and education. My goal? To promote cultural experiences, one brand at a time!
I’ve been in the design industry for 10 years, helping people and businesses stand out, develop solid brand guidelines, and nail their messaging. I’ve led design teams and worked with copywriters, editors, and web designers to maintain brand consistency across various touchpoints.
My curiosity has led me to explore all kinds of design, from branding to marketing and editorial design. I’ve built brands from scratch, created ads for both print and digital platforms, and designed three bi-monthly magazines with international reach.
I especially love helping startups find their place because a strong brand is the key to an impactful and profitable business.
When I’m not designing, you can find me globetrotting with my beloved camera, diving into Bong Joon-ho films, or solving a good puzzle.
The 80-20 Approach
As an analyst and artist, my design process is a combination of rationality (80%) and joyful rebellion (20%).
The Rational: I am naturally methodical, so I dig into design problems by asking questions. Why are we going on this journey? Who are we creating for? How do we pass across the message effectively? Most of my answers at this stage are objective and can be found through research. Dare I say so, but I love research. It’s a lens that reveals assumptions and possibilities.
The Rebel: As much as I love logic, when I consider solutions, I rely more on my gut. A wise person once said, “Learn the rules of the game, and then break ‘em.” Although branding comes with many principles, at its core, it is a solution for people. People are not defined by rules but by emotions. I go beyond what the brand communicates at face value to how it makes people feel.
Learn more about my process in the book below.
Highlight Reel
I’ve been developing brands for the past 10 years, and it never feels like work. Here’s a glimpse of the fun I’ve had helping my past clients bring their visions to life.