As co-founder of House of Glue, a wall art company, Sara conceptualized the entire business model, including brand guidelines, marketing strategy, product development, and eCommerce merchandising.
As co-founder of Pajamas For All, Sara directed the aesthetic execution of the website including all copywriting, collaborating with an outside agency to choose a template for the site and providing advice on necessary modifications to make the website user-friendly for the target consumer and designed appropriately for the brand.
Set content strategy around sleepwear and recruited and managed freelance creative team to execute on copy and graphic design. Developed monthly editorial calendar and leveraged Buffer to deploy content at an optimal schedule.
Content verticals consisted of: editorial photography, affirmations and memes (#LifeIsBetterInPJs), famous sleepwear scenes from pop culture (#JammiesOnFilm), interesting places around the world where you can spend the night (#Sleepwhere), and customer testimonials and photos.
As Creative Director of Swimsuits For All, Sara spearheaded the effort to elevate the brand experience from A-Z. This included overseeing a complete rebranding, logo refresh, and overhauling the holistic website experience from homepage, product pages to customer support pages. The overall effort resulted in a cleaner, more user-friendly website experience that took Swimsuits For All from a niche eCommerce website to a trusted lifestyle brand.
Sara oversaw the creation of an interactive catalog/lookbook for Swimsuits For All’s Summer 2017 collection, developing the overall ‘Summer of You’ theme. She collaborated across internal eCommerce and creative departments to strike the perfect of balance between an a editorial look and feel of a magazine and the utility and ease of a catalog.
As Creative Director at Swimsuits For All, Sara executed seasonal product photography shoots. She oversaw the completion of the entire shoot, including casting models, choosing photographers and hair, makeup, and fashion stylists, directing set design, selecting photography, and providing post-production and retouching direction.
Swimsuits For All
Diane Hernandez - Model
Justine Cuelenaere - Model
Andrew Day - Photographer
Dominick Pucciarello - Hair Stylist
Carmindy Bowyer - Makeup Artist
Sarah Benge - Fashion Stylist
As Creative Director at Swimsuits For All, Sara executed seasonal product photography shoots. She oversaw the completion of the entire shoot, including casting models, choosing photographers and hair, makeup, and fashion stylists, directing set design, selecting photography, and providing post-production and retouching direction.
Swimsuits For All
Diane Hernandez - Model
Marquita Pring - Model
Andrew Day - Photographer
Liam Dunn – Hair Stylist
Carmindy Bowyer - Makeup Artist
Sarah Benge - Fashion Stylist
