I’m Sarah

Creative Lead
Building Brands Through Design, Strategy & Storytelling

I'm a strategic creative leader with over 15 years' experience building brands across FMCG, retail and lifestyle sectors.

Throughout my career, I've launched more than 150 products into major retailers including Coles and Woolworths, led creative development across multi-brand portfolios, and delivered integrated campaigns spanning packaging, retail, digital and experiential environments.

My approach combines creative intuition with commercial thinking. I believe the strongest ideas are grounded in consumer insight, business objectives and a clear understanding of brand strategy. Whether developing a new product, shaping a campaign or mentoring a creative team, my focus is on creating work that is both meaningful and commercially effective.

Alongside hands-on creative expertise, I lead designers, freelancers, suppliers and cross-functional stakeholders, bringing people together to solve complex challenges and deliver impactful creative outcomes.

  • My career has spanned FMCG, fashion, retail and publishing, working with brands including Vittoria Coffee, Santa Vittoria, QueenVictoria Tea, Sheridan, SABA, Sportscraft and Marie Claire Magazine.

    Across these industries, I have delivered brand identities, packaging systems, integrated campaigns, retail experiences and digitalcommunications, helping brands connect with audiences across every stage of the customer journey.

    Working across diverse sectors has given me a broad creative perspective, strong commercial awareness and the ability to adapt ideasacross multiple channels while maintaining a consistent brand vision.

  • Leadership Highlights

    • Lead creative direction for 10+ FMCG brands

    • Manage designers and freelance creatives across multiple projects

    • Partner with marketing, innovation and operations teams

    • Oversee agency and supplier relationships

    • Drive workflow management and project prioritisation

    • Maintain brand governance across packaging, retail and digital channels

  • Great design starts with understanding the commercial objective.

    I connect brand strategy, consumer insight and creative execution to create work that performs in the real world. Whether leading packaging development, launching new products or directing integrated campaigns, my focus is always on balancing creativity with business impact.

  • • Launched 150+ new FMCG products into major retailers including Coles & Woolworths — developing brand identities, packaging, and marketing rollouts.

    • Led brand design for Queen Victoria Tea, now Coles’ #2 tea brand in the catergory.

    • Creative lead for Vittoria’s multi-brand portfolio, maintaining distinct brand voices across 10+ beverage and food brands.

    • Designed fashion print for SABA, featured on the David Jones Brand Book cover worn by Miranda Kerr.

    • Conceptualised & managed the build of Vittoria’s pop-up at Mercedes-Benz Fashion Week, amplifying presence at a high-profile cultural event.

    • Brand Identity & Packaging Design

    • Creative Direction & Art Direction

    • Integrated Campaign Development

    • Strategic Concept Development

    • Team Leadership & Mentoring

    • Cross-Functional Stakeholder Management

    • Brand & Portfolio Strategy

    • Retail, Experiential & POS Design

    • Digital & E-Commerce Design

    • Consumer Insights & Trend Analysis

    • AI-Enhanced Creative Workflows

  • ADOBE CREATIVE SUITE
    Expert in Photoshop, Illustrator, InDesign, and XD for packaging design, layout systems, digital content, and production-ready artwork across print and digital formats.

    AI MODELS: CoPILOT / CHATGPT / MIDJOURNEY / FLORA / NANOBANANA
    creative ideation, brand voice development, naming concepts, copywriting refinement, moodboard generation, packaging mockups, illustration, style exploration

    FIGMA / CANVA
    quick-turn campaign rollouts, internal comms, and templated content creation —balancing speed with brand consistency across teams.

    MONDAY.COM
    Workflow and artwork management hub for design, briefs, timelines, and cross-team reviews.

  • "Highly creative, passionate and collaborative, Sarah helped drive transformation within our retail environment."

    Allison O’Connor, GM of Omni-channel Product - Sheridan

  • "Sarah is a creative, imaginative and talented designer. She is passionate, friendly and full of ideas."

    Paul Giannangeli, Head of Visual Merchandise and Store Design

  • "Sarah was instrumental in bringing ideas and concepts to life. She is extremely knowledgable with a clear understanding of both print and digital requirements."

    J. Smythe-Green, Product Developer