I know how to get to the heart of an idea and make it work. Years of building brands, leading teams, and making hard calls have taught me what matters and what just makes noise. I bring depth, clarity, and follow-through — and I share what I know so the whole team moves forward together. I build brands people feel something for — because connection is what lasts. The question is always the same: what does this do for people? That thinking applies to both the audience and the team behind it.…

Sara Bellamy

I know how to get to the heart of an idea and make it work. Years of building brands, leading teams, and making hard calls have taught me what matters and what just makes noise. I bring depth, clarity, and follow-through — and I share what I know so the whole team moves forward together. I build brands people feel something for — because connection is what lasts. The question is always the same: what does this do for people? That thinking applies to both the audience and the team behind it.…

Available to hire

I know how to get to the heart of an idea and make it work. Years of building brands, leading teams, and making hard calls have taught me what matters and what just makes noise. I bring depth, clarity, and follow-through — and I share what I know so the whole team moves forward together.

I build brands people feel something for — because connection is what lasts. The question is always the same: what does this do for people? That thinking applies to both the audience and the team behind it.

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Language

English
Fluent
German
Advanced

Work Experience

Founder at Finefolk
September 1, 2024 - Present
Launching and growing an artisanal nut butter brand; built in-house creative team; coached early-stage projects; implemented new tools and systems; facilitated workshops with key stakeholders; defined and selected new agency for the future.
Creative Director at Kathmandu Outdoors
August 31, 2024 - October 10, 2025
Led UX for apps in USA & EU markets; guided teams across Boston & Zurich, Ukraine & Budapest; managed and led the UX/UI team; planned and delivered a cohesive brand evolution; facilitated workshops with key stakeholders.
Creative Director at EF Education
October 31, 2023 - October 10, 2025
Adopted agile, lean, and design thinking processes; stakeholder management; collaborated closely with UX researchers; product development; built brand experiences and campaigns; designed UI/UX solutions; created digital interfaces.
Design Director at Studio Bell Consultancy
January 31, 2021 - October 10, 2025
Designed UI/UX solutions; shaped brand vision and market positioning; developed concise customer journeys; established direct-to-consumer sales platform.
Creative Founder at Horn & Bell
September 30, 2014 - October 10, 2025
Led strategy and implementation; supported project team coordination; managed workflow, deliverables, and budgets; project and budget management.
Creative Lead at Seven Design Studio
September 30, 2007 - October 10, 2025
In-house role; developed new brand and marketing strategy; rolled out cross-channel brand; aligned internal culture.
Brand Manager at GeneData Biopharma
August 31, 2004 - October 10, 2025
Work for clients like British Airways; art direction and creative direction; ideation and creation; project management.
Designer at Interbrand
August 31, 1999 - October 10, 2025
Supported senior designers; art direction and creative direction; ideation and creation; project management.
Designer at DNA
August 31, 1997 - October 10, 2025
In New Zealand; in-house role focusing on brand design and creative direction.

Education

Masters in Communication Design at University of the Arts London
January 1, 1999 - December 31, 2001
Bachelors in Graphic Design at Ara Institute Canterbury
January 1, 1993 - December 31, 1995

Qualifications

UX Design Institute - UX Design
January 1, 2025 - July 31, 2025
UX Research & Testing
November 1, 2024 - December 31, 2024

Industry Experience

Media & Entertainment, Software & Internet, Education, Professional Services, Retail, Other, Non-Profit Organization, Life Sciences, Healthcare
    uniE621 Finefolk Identity
    An end-to-end brand project rooted in clarity and discipline. From positioning to identity and content, Finefolk was designed as a system where meaning is built through detail — proportion, material, language, and rhythm working together to express a single idea: integrity made visible.…
    uniE621 EF Education Brand Update & App Design
    As part of the EF family, Cultural Care brings people together through the power of cultural exchange. The refreshed brand reintroduced clarity, inclusivity, and warmth — qualities we carried into the design of two companion apps for families and au pairs. Informed by in-depth user research and testing, the new experience simplified communication, built trust, and reflected the caring character of the brand at every touchpoint.…
    uniE621 Finefolk Content Creation & Strategy
    Responsible for developing and producing all brand content — including photography, video, copywriting, and digital assets — to ensure a cohesive and authentic representation of Finefolk across channels.…
    uniE621 Ultra Sports Branding & Content Creation
    The Ultra Sports brand was built to look and feel like the experts they are. A symbol of precision and care sits at its centre — a mark that speaks to expertise delivered with intent. The identity system is sharp, minimal, and built for performance.…
    uniE621 Finefolk Branding
    Finefolk was created as a real-world case study to demonstrate the impact of design in shaping products, perception, and behaviour. Based in Zurich, it produces small-batch, organic roasted nut butters made with simple ingredients and a focus on quality, sourcing, and craft. Ingredients come from people who care about the land — like a regenerative almond farm in Spain and Swiss salt from the Jura. Even in its formative stages, Finefolk has emerged as a quiet market disruptor — stocked in select Swiss stores and selling out on shelves. The brand’s design-led approach proves that clarity, restraint, and authenticity can build both trust and demand.…