Creative Direction for story-driven CPG & wellness brands.
Whether you’re launching your first SKU or scaling a cult favorite, I help you shape a brand world that feels cohesive, intentional, and visually magnetic, without the overhead of a full-time creative team.
Hi, I’m Sarah. For over two decades, I’ve worked across both global agencies and intimate studios, building campaigns and brand experiences for clients ranging from Target and General Mills to independent food, beverage, and wellness brands.
Now, I bring that big-brand insight to founder-led businesses that care deeply about what they create—and how it looks, feels, and connects.
What is a Fractional CCO?
Through one-off projects or ongoing retainers, I act as your external CCO — bringing strategy and taste to everything from campaign planning to brand refreshes to art direction for shoots.
Case Study:
CLICK BELOW TO SEE THE DRINKING WITH CHICKENS CASE STUDY
ADDITIONAL CASE STUDIES
WHAT TO EXPECT
My Approach as a Fractional Creative Director & CCO
One process, tailored for soulful brands
With two decades of experience spanning Fortune 100 campaigns to indie cult favorites, I’ve developed a creative process that balances strategy, storytelling, and style. Whether you're launching a new product, evolving your visual identity, or building a cohesive brand world, this process meets you where you are—and helps you grow with clarity.
Think of it like baking the perfect cake (yes, even if you're more of a “spicy snack” person):
We start by gathering the right ingredients (your story, values, audience). Then we blend in the structure—your messaging, visual vocabulary, and digital strategy. And finally, we layer on the frosting: design, creative direction, and photography that reflect the full flavor of your brand.
No cookie-cutter templates here. Just thoughtful, strategic, creative leadership to help your brand show up fully, beautifully, and with soul.
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We uncover the why behind your brand — what makes you distinct, magnetic, and meaningful. This becomes the backbone of your visual language and customer experience.
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From moodboards to messaging, we shape a creative direction that threads through your photography, packaging, website, and more — so your brand is instantly recognizable and emotionally resonant.
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Through one-off projects or ongoing retainers, I act as your external CCO — bringing strategy and taste to everything from campaign planning to brand refreshes to art direction for shoots.
Case Study:
CLICK BELOW TO SEE THE ERINROGERS.IO CASE STUDY
ADDITIONAL CASE STUDIES
Is this right for you?
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I work with food, beverage, wellness, and lifestyle brands that lead with values, design, and story. From emerging founders to established product lines, I meet you where you are.
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A designer delivers assets. A fractional CCO helps shape the vision. I act as a strategic creative partner — thinking beyond “what it looks like” into “what it means, why it matters, and how it grows.”
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Yes! The Creative Clarity Session or a focused design sprint might be just right. You don’t have to burn it all down to move forward.
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Think of me as your creative compass, guiding your brand’s visual direction, marketing style, and storytelling approach across platforms. You get senior-level thinking, without the full-time salary.
Case Study:
CLICK BELOW TO SEE THE ROOTED CONNECTIONS CASE STUDY
ADDITIONAL CASE STUDIES
FOUNDERS BUILDING SOULFUL, STORY-DRIVEN BRANDS
Ways to Work with a Fractional Creative Director
Choose your level of support, from one-time clarity sessions to ongoing partnership.
Whether you're bottling bold flavor, blending botanical skincare, or launching a wellness content hub, I offer creative direction and design support that helps you scale with style, cohesion, and clarity.
These offers are shaped around where you are — and where your brand wants to go next.
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You’re clear on your product, but your brand? Not so much. This one-time session helps founders get unstuck, refocused, and aligned. We’ll identify what your visual identity is missing and map a way forward that connects strategy with story.
Perfect for:
CPG or wellness brands early in development
Founders refining their visual identity or messaging
Brand pivots, product launches, or pre-website planning
Includes a 90-minute session, follow-up notes, and personalized next steps.
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Strategy + Squarespace Design + Visual Direction
When your site or visuals aren’t doing your product justice, this immersive sprint helps you level up. We’ll build a Squarespace site that showcases your brand’s story and product with clarity and soul—plus styling or photo support to tie it all together.Perfect for:
Pantry or beverage brands launching their first product
Wellness brands expanding into ecommerce
Founders who’ve outgrown DIY branding
May include site design, art direction, product photography (or creative briefing), and light brand refinement.
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Ongoing Partnership for Product-Led Growth
If you’re expanding your product line, showing up in new places, or tired of making brand decisions alone, this is for you. I step in as your part-time Creative Director—guiding your visual strategy across campaigns, content, packaging, and seasonal storytelling.Perfect for:
Scaling CPG brands who want senior-level creative support
Founders juggling design, packaging, photography, and site updates
Multi-channel brands who need cohesion across the board
Includes monthly or quarterly calls, brand oversight, shoot planning, creative asset development, and ongoing consulting.
Not sure where to start?
Book a Creative Clarity Session and we’ll map out what kind of support your brand actually needs.
Creative Direction in Action
PAST WORK WITH FOOD, BEVERAGE, & WELLNESS BRANDS
From food startups to lifestyle shops, these projects reflect the kind of thoughtful, collaborative creative direction I bring to every client, whether we're launching a new SKU or reimagining your online presence.
BRAND, WEBSITE STRATEGY & DESIGN
BRAND, FOOD, & PRODUCT STYLING + PHOTOGRAPHY
ILLUSTRATION
RETAIL & PACKAGING
Case Study:
CLICK BELOW TO SEE THE BARI J. DESIGNS CASE STUDY
ADDITIONAL CASE STUDIES
Sample Package Pricing
PACKAGE NO .01
ESSENTIALS
Prices start at: $8000
Estimated Timeline: 4-6 weeks
Paid in installments
This package is for those starting out, or who have little to no branding elements in place yet.
We’ll start with a Brand Blueprint so your business has a strong, strategic foundation and then go from there- building out a simple, text-based logo with a few variations, a carefully curated color palette, and font system.
You’ll also get a new, fully customized website with all the standard pages.
INCLUDES:
BRAND STRATEGY
A comprehensive guide that will help you showcase your amazing brand to the world. A 30+ page document that includes everything from brand goals, personality, and competitive advantages to your brand mission or vision, audiences, mood board, hero brands, and brand archetypes.
BRAND IDENTITY
Includes: 1 text-based, primary logo, 2 secondary logos/tagline, mark, brand patterns or graphics, font system, and color palette.
BRAND STYLE GUIDE
A detailed 20+ page guide meant to educate you on how to use your new brand consistently.
SQUARESPACE DESIGN & DEVELOPMENT
I thoughtfully design and develop key pages for your website. I code customizations to Squarespace sites in order to create a fully unique experience while keeping the easy user interface for you to manage.
Up to six pages(typical pages like Home, About, Contact, Services)
TRAINING + SUPPORT
I provide recorded trainings so you can confidently manage your website moving forward.
1-month post-handover email support
PACKAGE NO 02
STANDARD
Prices start at: $9500
Estimated Timeline: 6-8 weeks
Paid in installments
If your business is already established but the vibe isn’t quite right, or, you need to integrate more things into your site beyond the basics (like funnels, sales pages, or e-commerce), then, this package is for you.
Before getting started, we’ll hop on a call, go over all your business goals and create a plan of action that’s perfect for your brand & website.
INCLUDES:
BRAND STRATEGY
A comprehensive guide that will help you showcase your amazing brand to the world. A 30+ page document that includes everything from brand goals, personality, and competitive advantages to your brand mission or vision, audiences, mood board, hero brands, and brand archetypes.
BRAND IDENTITY
Includes: 1 text-based, primary logo, 2 secondary logos/tagline, mark, brand patterns or graphics, font system, and color palette.
BRAND STYLE GUIDE
A detailed 20+ page guide meant to educate you on how to use your new brand consistently.
SQUARESPACE DESIGN & DEVELOPMENT*
I thoughtfully design and develop key pages for your website. I code customizations to Squarespace sites in order to create a fully unique experience while keeping the easy user interface for you to manage.
Up to eight pages (typical pages like Home, About, Contact, Services) plus:COMMERCE SETUP: I design one product item and then teach you how to add and manage the succeeding ones.
BLOG SETUP/ REDESIGN: I design one blog template and then teach you how to add and manage the succeeding ones.
ACUITY SCHEDULING WITH PAYMENT INTEGRATION AND ZOOM AUTOMATION
EMAIL AUTOMATION PROVIDER INTEGRATION
FUNNEL/ TECH INTEGRATION
*(package pricing dependent on how much addtional functionality/ tech set up is involved in the site build)
TRAINING + SUPPORT
I provide recorded trainings so you can confidently manage your website moving forward.
1-month post-handover email support
READY TO START YOUR PROJECT?
PACKAGE NO 03
PREMIUM
Prices start at: $11,500
Estimated Timeline: 8-10 weeks
Paid in installments
This is the package where we roll out the red carpet and reimagine the possibilities for your brand from soup to nuts.
We’ll start with a Brand Blueprint to get a big picture vision of where your brand is headed, and then refresh or reimagine your brand identity and website.
You’ll also get creative direction for brand photo shoots, with the option of adding photography to your package, and a sales page designed to convert that can be reused as a template for any additional sales pages you may need in the future.
We can also discuss using Squarespace’s built-in membership functionality to design a portal for a course or membership offering.
INCLUDES:
BRAND STRATEGY
A comprehensive guide that will help you showcase your amazing brand to the world. A 30+ page document that includes everything from brand goals, personality, and competitive advantages to your brand mission or vision, audiences, mood board, hero brands, and brand archetypes.
*(If you previously booked a Brand Blueprint, the cost of it will be deducted from your final package price.)
BRAND IDENTITY
Includes: 1 text-based, primary logo, 2 secondary logos/tagline, mark, brand patterns or graphics, font system, and color palette.
BRAND STYLE GUIDE
A detailed 20+ page guide meant to educate you on how to use your new brand consistently.
SQUARESPACE DESIGN & DEVELOPMENT*
I thoughtfully design and develop key pages for your website. I code customizations to Squarespace sites in order to create a fully unique experience while keeping the easy user interface for you to manage.
Up to eight pages (typical pages like Home, About, Contact, Services) plus:COMMERCE SETUP: I design one product item and then teach you how to add and manage the succeeding ones.
BLOG SETUP/ REDESIGN: I design one blog template and then teach you how to add and manage the succeeding ones.
SQUARESPACE MEMBERSHIP SETUP & PORTAL DESIGN
ACUITY SCHEDULING WITH PAYMENT INTEGRATION AND ZOOM AUTOMATION
EMAIL AUTOMATION PROVIDER INTEGRATION
FUNNEL/ TECH INTEGRATION
MEMBERSHIP PORTAL DESIGN & SETUP
*(package pricing dependent on how much addtional functionality/ tech set up is involved in the site build)
SALES PAGE TEMPLATE
Using a strategic framework, I’ll design a sales page with up to 8 key sections to help clients recognize the value of your offer. This sales page can be duplicated and used for subsequent pages if desired.
Sales page will be integrated with Squarespace commerce or your preferred tech stack to easily accept payments from clients & customers.
Creative Direction & Photography
Product or Brand Photoshoot Creative Direction: Extensive document with concepts, photo direction, outfit & location suggestions Includes shot list, prop ideas, wardrobe or prop sourcing if needed.
Brand Photography execution (Los Angeles locals only)
Food & product photography & styling (Worldwide)
Content, Marketing, or launch strategy consultation
TRAINING + SUPPORT
I provide recorded trainings so you can confidently manage your website moving forward.
1-month post-handover email support
READY TO START YOUR PROJECT?
PAST CLIENTS & FEATURED IN
