I’m Sabrina Smelko, a multidisciplinary creative with 15+ years across advertising, design, television, editorial and brand building. I work somewhere between the big idea and the finished thing—shaping how brands look, sound, show up and connect with people.
My work spans creative direction, brand + social strategy, content and storytelling, bringing the thinking and the making together under one roof.
I craft brands worth paying attention to.
CREATIVE DIRECTOR
✦
BRAND & SOCIAL STRATEGIST
✦
HGTV HOST
✦
CONTENT CREATOR
✦
AWARD-WINNING ILLUSTRATOR
✦
BRAND FOUNDER
CREATIVE DIRECTOR ✦ BRAND & SOCIAL STRATEGIST ✦ HGTV HOST ✦ CONTENT CREATOR ✦ AWARD-WINNING ILLUSTRATOR ✦ BRAND FOUNDER
Ways We Can Work Together
-
![]()
⟡ CREATIVE DIRECTION + BRAND STRATEGY ⟡
Positioning, campaigns, creative concepts, social strategy, content pillars and the thinking that gives all the individual pieces somewhere to belong.
-
![]()
⟡ CONTENT + PRODUCTION ⟡
Social-first video, photography, paid creative, organic content and on-camera work—from concept and styling through shoot and final asset.
-
![]()
⟡ BRANDING + DESIGN ⟡
Brand identities, campaigns, digital experiences and visual systems informed by years of design, illustration and advertising.
A career that never stayed in one lane.
I started in advertising and marketing, trained as an illustrator, built a freelance design career, wrote and edited for major publications, hosted television, launched brands of my own and eventually found myself sitting inside brand teams shaping how they show up in the world.
Today, I work across brand and social strategy for Pattern Brands while continuing to create, direct, design, write and produce independently.
The through-line has never really been a medium. It’s figuring out what makes something interesting, what makes someone care—and then finding the best way to make it real.
-
· Pattern Brands
· RocketAir
· MMGY Origin
· McAfee
· Mozilla
· HGTV Canada
· Design*Sponge
· Cityline
· BNotions
· The Hive -
· Wayfair Trade Tastemaker Awards - Speaker & Judge, 2017
· The Vancouver Home Show - Keynote Speaker, 2017
· The London Home Show - Keynote Speaker, 2016
· The Calgary Home Show - Keynote Speaker, 2016
· University of Miami / Wolfsonian Museum - Keynote Speaker, 2015
· Adobe Design Achievement Awards, 2014 & 2017
· Computer Arts Magazine - Digital Media Award, 2013
· The Society of Illustrators - Gold Medal, 2012
· Applied Arts Magazine - Illustration Award, 2012 -
Crate & Barrel, IKEA, Wayfair, Tempur-Pedic, Oil of Olay, Dr. Scholls, Samsung, Canadian Tire, Unison Home, Duer Denim, BCAA, MEC, Elmwood Kitchens, Dekton by Cosentino, Structube, The New York Times, TD Bank
“I’m interested in how we live, why we live that way, and how to make it all more beautiful.”
COLLABORATIVE ‘ANYTHING GOES’ CALLLET’S BRANDSTORM
A 60-minute creative session for founders, brands and overthinkers who need clarity, direction or a sharper way to say what they mean.
GET IN TOUCH ⤹
GET IN TOUCH ⤹
Have a story, assignment, or strange little idea worth exploring?
I’m available for editorial commissions, contributing and staff opportunities, essays, speaking, podcast conversations and select creative collaborations.
Latest Essays & Posts
