Hiya, I’m Sabrina

I'm an ever-curious creative with 15+ years of experience spanning editorial illustration, product design, brand identity, icon design, content creation, and art direction. Clients and colleagues have described me as: “fun,” “curious,” & “a great idea-generator.”

With my diverse background spanning Illustrator, Animator, Designer, Writer, Art Director, HGTV host and founder of two consumer brands, I bring a unique blend of leadership, excitement, craft and deep curiosity to every role. Whether I’m shaping a digital product, directing a photo shoot, launching a new brand, or guiding a team — I move with strategy, clarity, and care.

Creative Ethos

With my BAA in Illustration, I specialize in identifying the signal in the noise.

I’m equal parts visionary and builder. I can lead high-level strategy, but I also love getting in the weeds — designing a product interface, rewriting copy, storyboarding a campaign, or directing a photoshoot. I thrive when I can rally pixels (& people) around clear vision and craft the systems needed to support consistent execution across every touchpoint, moving fluidly between disciplines, always driving toward beauty & impact.

Career Highlights

• Creative Director for McAfee Futures, where I developed an illustration system adopted org-wide and led accessibility-forward visual storytelling initiatives

• UI Designer at Mozilla, creating a suite of over 300 emojis used on Firefox OS platforms globally

• Art Director at The Hive Toronto, leading 360° campaigns for Cadbury, Kraft, and Red Bull

• Senior Brand Designer at Arq, managing high-level branding, packaging design and website / digital content design across multiple clients

• Editor at Design*Sponge, National Post, and Computer Arts Magazine

• On-Air Host for HGTV Canada and Cityline, appearing in national TV spots and branded campaigns with Samsung, IKEA, Dr. Scholls, Leon’s, Oil of Olay & more

Keynote speaker at The London Home Show (2016), The Calgary Home Show (2017), and The Vancouver Home Show (2018), Making It (Miami, 2014), BlogPodium (2015),and was on the panel for Wayfair’s Trade Tastemaker Awards (NYC, 2017).

• Founder of Heelr Personal Care, building a wellness brand from the ground up — from brand/identity design and packaging to eCommerce, marketing, content strategy, and of course, all that goes into operating a small business.

• Awarded Gold Medal from the Society of Illustrators; Behance / Adobe Design Achievement Awards ; Communication Arts, Applied Arts.