Hey,
I’m Sabrina.

I’ve spent my career working at the intersection of creativity, systems, and meaning — helping ideas take form in ways that feel clear, intentional, and durable.

My background spans illustration, editorial, brand, digital, and education, and I’ve worked across agencies, in-house teams, and my own ventures.

That perspective shapes how I show up now. Over time, my work has shifted from making individual pieces to shaping systems, direction, and environments where ideas can thrive.

Whether working independently or within teams, I tend to operate as a stabilizing presence — bringing clarity, direction, fun and momentum to projects of all shapes, sizes and scopes.

I specialize in identifying the signal in the noise.

My foundation in illustration trained me to see nuance early: composition, restraint, symbolism, and narrative. Those instincts still guide my work, but today they’re paired with my penchant for beauty and instinct — knowing when to push, when to simplify, and when to let something breathe. I care less about doing more more more — and more about doing what actually matters.

Alongside my work within organizations, I’ve also built and run my own brands. That experience introduced a different level of responsibility into my creative thinking — an awareness of trade-offs, timelines, sustainability, and the long view. It reinforced the value of thoughtful decision-making over constant output.

* Selected Career Highlights

Enterprise & Platform Work
Led large-scale creative systems within global organizations — including developing an illustration system for McAfee Futures that was adopted organization-wide, and designing a suite of 300+ emojis for Mozilla’s Firefox OS, used globally across devices.

Agency & Brand Leadership
Held senior creative roles within agencies, including Art Director at The Hive Toronto, leading 360° campaigns for brands like Cadbury, Kraft, and Red Bull, and Senior Brand Designer at Arq, overseeing brand, packaging, and digital work across multiple clients.

Editorial & Cultural Influence
Worked as an editor and contributor for Design*Sponge, National Post, and Computer Arts Magazine, shaping visual storytelling and creative discourse within design and culture. Also worked as Designer at Canadian Business Magazine and MoneySense Magazine.

Public-Facing Brand Representation
Appeared as an on-air host for HGTV Canada and Cityline, representing brands in national campaigns and broadcast segments with partners including Samsung, IKEA, Dr. Scholl’s, Leon’s, and Oil of Olay.

Founder & Operator
Founded and built Heelr Personal Care, leading everything from brand identity and packaging to eCommerce, content strategy, and day-to-day operations — bringing a builder’s mindset to every creative decision.

Speaking & Recognition
Invited keynote speaker and panelist at industry events including The London, Calgary, and Vancouver Home Shows, Making It (Miami), BlogPodium, and Wayfair’s Trade Tastemaker Awards.

Work recognized by the Society of Ilustrators (Gold Medal), Adobe Design Achievement Awards, Communication Arts, Applied Arts, and Behance.