SELECTED WORK / CASE FILES / 2008–2026

I am a content producer, visual thinker and brand strategist, helping people and businesses build content that is not just visually strong, but aligned, intentional and commercially effective.

My approach is rooted in human-centred thinking, clear communication and the belief that if you do not understand who you are and who you are speaking to, no amount of content will fix it.

CASE FILE 001
ROB STEWART GLOBAL
2025–2026

How do you turn 20 years of expertise into a media brand?

Rob Stewart had the expertise, opinions and experience.

The challenge wasn't finding something to say.

It was turning what he knew into content people would stop, watch, read, argue with, share and come back for.

MY ROLE:

CREATIVE DIRECTION / WEBSITE BUILDING / CONCEPT DEVELOPMENT / FILMING / EDITING / SOCIAL / ANALYTICS

THE BRIEF:

When I joined Rob Stewart Global in February 2025, the brief was broader than simply “make content”.

The challenge was to build a recognisable founder-led voice around complicated subjects including property, housing, planning and investment, then translate those ideas across short-form video, long-form social, YouTube and web content.

THE THINKING:

01. Rob wasn't the product. His thinking was.

02. Complicated doesn't have to mean boring.

03. Opinions create conversation when there's substance underneath them.

04. Build a point of view, not just content pillars. A 10-point manifesto gave the content something to stand for.

THE MAKING:

WHAT I LEARNED:

Attention isn't the same thing as conversion.

We proved that strong ideas and consistent creative direction could build significant attention and an engaged audience.

But audience growth alone isn't a commercial strategy.

The experience fundamentally changed how I think about content: reach matters, but the strongest content systems connect attention to a clear business objective.

CASE FILE 002: BEAUTY BASE TRAINING.

Summer of 2026

How do you sell education without making education feel like an advert?

Amanda already had expertise, qualifications and courses to sell.

But the interesting audience wasn't necessarily a teenager dreaming about doing nails.

It was also the adult woman thinking:

Can I actually change career?
Am I too old to retrain?
Can I afford this?
How much work is involved?
Could I actually make a living doing this?
Am I capable of going back into education?

That changed the content completely.

MY ROLE:

CREATIVE DIRECTION / STRATEGY / COPY / SCRIPTING / FILMING / EDITING / SOCIAL / ANALYTICS

THE BRIEF:

Beauty Base Training brought me in to create an eight-week content package: weekly filming, four reels and five supporting posts per week.

But producing more content wasn't really the problem.

The challenge was understanding what potential students actually needed to hear before they could imagine themselves enrolling.

THE FINDING:

This is where the analytics becomes really useful.

We discovered something quite specific from Amanda's Facebook performance:

Career change, adult education, confidence, funding and practical questions consistently created more interest than straightforward treatment showcases.

We had actual examples.

“Career changes are more common than you think” reached 1,195 views with 1.84% engagement. The free makeup course content reached 768 views, and “Enrolling Now” reached 752.

Then in the later week, the funding/fees reel generated 285 views, 11 shares and 4.91% engagement.

That last number interests me particularly because 11 shares on 285 views tells us people found the information useful enough to pass on.

And treatment showcases/interview content weren't generating the same response.

THE STRATEGIC SHIFT:

THE AUDIENCE DIDN'T NEED MORE BEAUTY CONTENT.

THEY NEEDED PERMISSION TO IMAGINE A DIFFERENT LIFE.

So the strategy shifted away from treating social media as a digital course brochure.

Instead, we built content around the questions, objections and anxieties sitting between the audience and enrolment.

I also created a social media kit for Amanda, giving her a clearer framework for her own content, brand voice and messaging. The aim wasn't simply to tell her what to post. It was to help her understand why certain content was working, so she could move beyond using social media as an advertising platform and create content that made her known, useful and trusted.

Sarah really improved our social media and took me out of my comfort zone and it worked!! Lovely lady makes you feel comfortable and I was amazed at how she could put clips together. I would highly recommend Red Shoe. Thank you Sarah xx

THE MAKING:

WHAT I LEARNED:

People rarely buy the thing you're selling for the reason written on the brochure.

Beauty-Base wasn't simply selling qualifications.

For many prospective students, it represented independence, confidence, a career change or the possibility of building something of their own.

Once we understood that, the content had something much more interesting to talk about.

CASE FILE 003: Cool To Be Kind - Project. SPRING OF 2026.

A collaborative content and strategy process for three female-led service brands, focused on clarifying brand identity, strengthening audience connection, and creating content systems that feel both personal and commercially effective. Across the three projects, the work supports greater visibility, stronger engagement, clearer positioning, and better-quality enquiries through content that feels aligned, intentional, and true to each founder.

What happens when you start with the person, not the brief?

THE BRIEF:

Cool To Be Kind was a collaborative project created through Red Shoe.

I wanted to work with independent businesses and interesting people in a way that stepped outside the traditional client-and-creative relationship.

Rather than arriving with a predetermined visual style or asking someone to fit themselves into mine, the starting point was conversation.

Who are you?

What are you building?

What matters to you?

How do you want people to feel when they encounter your business?

And, perhaps more importantly, does the way you're currently presenting yourself actually communicate any of that?

The project became an exploration of what happens when photographer and participant build the creative direction together.

MY ROLE;

CONCEPT / CREATIVE DIRECTION / COLLABORATION / PHOTOGRAPHY / VISUAL STORYTELLING / BRAND COMMUNICATION

THE THINKING:

There was no house style for Cool To Be Kind.

That was deliberate.

Every collaboration started with the person, their business and their audience.

My role was to listen, question and find the thread running through everything they told me, then translate that into a visual idea we could develop together.

Because good creative direction shouldn't make everybody look like the creative director.

It should make them look more like themselves.

THE APPROACH:

01 / CONVERSATION
Understand the person behind the business.

02 / CURIOSITY
Ask the questions that get beyond what they sell.

03 / COLLABORATION
Develop the idea together rather than imposing a solution.

04 / CREATIVE DIRECTION
Find the visual language that communicates what we've uncovered.

05 / MAKE
Turn that thinking into imagery and content with a purpose.

THE RESULT:

The result wasn't a collection of businesses made to look like Red Shoe.

It was a collection of distinct visual stories, developed collaboratively around the people and ideas behind them.

And somewhere in the process, Cool To Be Kind articulated something that would become increasingly important to my wider creative practice:

I don't want to put my style onto somebody else's story.

I want to find the most interesting thing that's already there.

WHAT I LEARNED:

CREATIVE DIRECTION ISN'T ABOUT HAVING ALL THE IDEAS.
IT'S ABOUT KNOWING HOW TO FIND THE RIGHT ONE.

Cool To Be Kind reinforced the methodology that now sits underneath much of my work.

Ask. Listen. Question. Understand. Collaborate. Make.

Whether I'm working with a founder, an educator, a business or someone standing nervously in front of my camera, the process is remarkably similar.

The person I'm working with brings the expertise, experience and story.

I help find the clearest, most interesting way to communicate it.

FEEDBACK:

“I had the absolute joy of spending a morning with Sarah. She’s warm, funny and very knowledgeable about her craft.

The time went so quickly but I felt as though a new friendship had been made.

She’s your lady if you are looking for content support!!”

Julie from Red Rose Cakes

CASE FILE 004: Photography

Traditional Red Shoe photo shoot.

CASE FILE 004.2: Come As You Are.

CASE FILE 005: UNPICKING COMPLEX IDEAS

CASE FILE 006: BRANDING

Product, Fashion & Headshots.

I believe when it comes to branding design, people play a crucial role in shaping and communicating the essence of a brand. From the designers who create the visual identity to the consumers who interact with it, every individual involved in the process influences the brand's perception.

In essence, branding design through people is not just about creating visually appealing assets; it's about building meaningful connections and fostering a sense of community around the brand. By engaging with people at every level of the branding process, from creation to consumption, brands can establish emotional connections that go beyond aesthetics and leave a lasting impact on their audience.

CASE FILE 007: Art.

The Projection Project….The portrayal of women on social media is a multifaceted phenomenon that reflects both societal norms and individual choices. Women use social media platforms to project various aspects of their lives, including their personal interests, professional achievements, and relationships. The content shared by women on social media can range from empowering messages of self-love and body positivity to carefully curated images that conform to conventional beauty standards.

However, the influence of social media on women is not limited to self-presentation. Women also face societal expectations and pressures related to their online presence, such as the need to maintain a certain image or level of social engagement. The dynamics of projection to and from women on social media highlight the complexities of identity construction in the digital age.

As women navigate the landscape of social media, they must balance authenticity with the desire for validation and acceptance. The online world offers women a platform to amplify their voices, connect with others, and challenge traditional stereotypes. At the same time, social media can also perpetuate unrealistic standards of beauty, success, and happiness, placing additional pressures on women to conform to these ideals.

In conclusion, the projection of women on social media is a nuanced process shaped by individual agency and external influences. By critically examining these dynamics, we can better understand the role of social media in shaping perceptions of femininity, identity, and belonging in the digital realm.