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I'm a senior designer blending brand strategy with systematic design thinking and strong cross-functional collaboration. I bring 6+ years leading creative projects across branding and communications with an additional 3 years specialising in UX/UI and product design, translating strategic vision into scalable design systems, component libraries, and brand expressions that work across diverse contexts. I excel at connecting brand strategy, product design, marketing, and engineering teams, leveraging my foundation in communications and visual storytelling to articulate design decisions and stakeholder rationale. I am passionate about inclusive design and creating brand experiences that foster connection and positive social impact. I thrive in interdisciplinary, fast-paced environments and enjoy shaping meaningful, usable experiences from research through production. My practice prioritises accessibility, user-centered thinking, and visual restraint to deliver elegant interfaces that support brand outcomes and social impact.…I'm a senior designer blending brand strategy with systematic design thinking and strong cross-functional collaboration. I bring 6+ years leading creative projects across branding and communications with an additional 3 years specialising in UX/UI and product design, translating strategic vision into scalable design systems, component libraries, and brand expressions that work across diverse contexts. I excel at connecting brand strategy, product design, marketing, and engineering teams, leveraging my foundation in communications and visual storytelling to articulate design decisions and stakeholder rationale. I am passionate about inclusive design and creating brand experiences that foster connection and positive social impact. I thrive in interdisciplinary, fast-paced environments and enjoy shaping meaningful, usable experiences from research through production. My practice prioritises accessibility, user-centered thinking, and visual restraint to deliver elegant interfaces that support brand outcomes and social impact.

Sarah Worrall

PRO

UX Designer, UI Designer, Product Designer, +1

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I'm a senior designer blending brand strategy with systematic design thinking and strong cross-functional collaboration. I bring 6+ years leading creative projects across branding and communications with an additional 3 years specialising in UX/UI and product design, translating strategic vision into scalable design systems, component libraries, and brand expressions that work across diverse contexts. I excel at connecting brand strategy, product design, marketing, and engineering teams, leveraging my foundation in communications and visual storytelling to articulate design decisions and stakeholder rationale. I am passionate about inclusive design and creating brand experiences that foster connection and positive social impact. I thrive in interdisciplinary, fast-paced environments and enjoy shaping meaningful, usable experiences from research through production. My practice prioritises accessibility, user-centered thinking, and visual restraint to deliver elegant interfaces that support brand outcomes and social impact.…I'm a senior designer blending brand strategy with systematic design thinking and strong cross-functional collaboration. I bring 6+ years leading creative projects across branding and communications with an additional 3 years specialising in UX/UI and product design, translating strategic vision into scalable design systems, component libraries, and brand expressions that work across diverse contexts. I excel at connecting brand strategy, product design, marketing, and engineering teams, leveraging my foundation in communications and visual storytelling to articulate design decisions and stakeholder rationale. I am passionate about inclusive design and creating brand experiences that foster connection and positive social impact. I thrive in interdisciplinary, fast-paced environments and enjoy shaping meaningful, usable experiences from research through production. My practice prioritises accessibility, user-centered thinking, and visual restraint to deliver elegant interfaces that support brand outcomes and social impact.

Available to hire

Sydney, Australia

I’m a senior designer blending brand strategy with systematic design thinking and strong cross-functional collaboration. I bring 6+ years leading creative projects across branding and communications with an additional 3 years specialising in UX/UI and product design, translating strategic vision into scalable design systems, component libraries, and brand expressions that work across diverse contexts. I excel at connecting brand strategy, product design, marketing, and engineering teams, leveraging my foundation in communications and visual storytelling to articulate design decisions and stakeholder rationale. I am passionate about inclusive design and creating brand experiences that foster connection and positive social impact.

I thrive in interdisciplinary, fast-paced environments and enjoy shaping meaningful, usable experiences from research through production. My practice prioritises accessibility, user-centered thinking, and visual restraint to deliver elegant interfaces that support brand outcomes and social impact.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

English

Fluent

Work Experience

Senior Digital Interface Designer at Salted Stone

October 1, 2025 - Present

Deliver digital interface design for websites, landing pages and multi-platform assets, supporting the Creative Director on brand and digital transformation projects. Create wireframes, prototypes and high-fidelity UI aligned with brand strategy, accessibility standards and conversion-focused design principles. Collaborate with strategists, developers and marketing specialists to translate insights into intuitive interfaces that enhance user journeys and drive engagement. Manage multiple fast-moving projects autonomously, interpreting briefs and refining designs based on stakeholder feedback.

Senior Design Contractor at Grumpy Studios

December 1, 2024 - September 30, 2025

Led UX and UI design for two complex multimedia installations as part of an Australian War Memorial redevelopment project, producing wireframes, prototypes and high-fidelity interfaces across touch screens and projection formats. Collaborated with producers, technologists and subject-matter experts, presenting concepts and iterating based on stakeholder feedback. Built UI kits and visual guidelines to support developers, ensuring consistency and efficient implementation. Applied accessibility considerations and human-centered design to create intuitive experiences for diverse audiences.

UX/UI Design Contractor at Catalyst XR

October 1, 2024 - January 31, 2025

Designed accessible UX for a team-built AR table-top game, applying principles of spatial awareness and real-time feedback. Created wireframes and user flows for seven AR mini-games, ensuring engaging, intuitive gameplay. Delivered conceptual and brand-consistent UI, applying color theory and accessibility standards for visual clarity and delight.

UX/UI Designer at Freelance

April 1, 2024 - Present

Design responsive websites for small businesses and brands, optimizing for conversion, retention, and brand recognition. Conduct competitor benchmarking and UX research, applying WCAG accessibility guidelines to designs. Produce validated high-fidelity mockups and prototypes, aligned with brand direction and visual assets. Deliver cost-effective outcomes using minimal-code platforms (Wix Studio, Framer).

UX Designer at Kin LG BTQI+ Fertility Health Care App

May 1, 2023 - January 31, 2024

Applied a human-centered design process to a native fertility health care app for the LGBTQI+ community. Conducted user interviews and surveys, producing personas, user flows, and site maps. Developed high-fidelity wireframes and prototypes validated through usability and preference testing. Established design systems and UI patterns for development handover.

Communications Director at Documentary Australia

January 1, 2017 - December 31, 2019

Delivered digital marketing campaigns amplifying advocacy and fundraising for social impact documentary projects. Managed brand strategy, social media and digital content creation. Coordinated stakeholders including filmmakers, philanthropists and community groups. Oversaw website redevelopment and assisted with grants and fundraising.

Marketing Manager at Gold Coast City Gallery

January 1, 2015 - December 31, 2016

Executed digital and print marketing campaigns to promote exhibitions and events. Produced collateral, advertisements, and managed media relationships. Coordinated exhibition launches and art prize logistics, including inaugural LGBTQI Arts Festival 2015.

Gallery Manager at NG Art Gallery, Chippendale

January 1, 2013 - December 31, 2015

Directed operations, artist relationships, exhibitions and sales. Curated and installed exhibitions, cataloged acquisitions, and oversaw administration and budgeting. Managed a small team to deliver events and exhibition logistics.

Project Manager at Chippendale Creative Precinct

January 1, 2014 - December 31, 2015

Led cross-disciplinary teams to deliver arts festivals and public projects. Curated exhibitions, managed logistics, fundraising and promotional campaigns.

Marketing, Communications & Graphic Design at Freelance

January 1, 2011 - December 31, 2016

Delivered design, marketing and content creation for Sydney Festival, Sydney Film Festival, Sydney Fringe Comedy Festival, Underbelly Arts Festival, Variety Children’s Charity and others. Published articles as a contributing writer across cultural magazines and websites.

UI Designer – Musicorp Responsive Website Redesign at Career Foundry

February 1, 2024 - March 31, 2024

Mobile-first redesign including comprehensive brand identity development through mood boards, style guides, and high-fidelity prototypes. Created interactive prototypes across multiple breakpoints optimized for usability testing.