I'm Sara, and I specialize in crafting and managing brands that connect, inspire, and grow.With a background in both design and business, I blend strategy with creativity to build impactful brand identities and memorable customer experiences.

Highlighted projects

Content strategy and style guide

Fixing brand and content quality consistency issues using a content style guide

Boosting user engagement with UX content

Designing an engaging book launch experience with branding and a landing page to build connections

Want to see more?

Here are some other interesting projects I worked on:

  • Redesigning the 7Zip landing page to make it more engaging for a wider audience and increase adoption

  • Designing a brochure for Campus Review showcasing impact, growth, and a podcast launch

The person behind the work

Grew a community of 800+ writers in Malmö by organizing weekly writer meetups for 3 years

Led 2 UX writing workshops as a part of her Digital Sobriety project

Acted as a career mentor at ReDi School of Malmö

With over half a decade of experience in visual and content design, and active participation in the wider community, I've honed my skills in UX, content design and branding in order to design engaging, content-first digital experiences that convey timeless stories in modern formats.

Fixing brand and content consistency issues using a content style guide

Summary: Developed a comprehensive Content Style Guide to ensure consistent quality, branding, and strategy across 400+ content pages.✰ This work is under NDA, so some parts have been redacted to comply with confidentiality clauses.

Content strategy and style guide

Challenges

Inconsistent quality and branding across 400+ editorial content pages on educations.com.Lack of alignment with stakeholders outside of the team regarding the content development process.

Actions

  • Completed a web content audit

  • Wrote a detailed guide for educations.com content, documenting rules for brand voice, tone, visual comms and technical optimizations of our article pages

  • Organized all existing content resources by category and workflows

  • Implemented strategies to ensure adoption of the this guide

Results

  • 1,000+ views across 24 pages on the site over a period of 6 months.

  • Improved quality of articles by 40% due to new standardized rules.

  • Reduction of FAQs received about the content team process by 30%.

  • Increased productivity in trainings and internal comms across the team.

  • Other team leads decided to make a similar site for their teams too.

Background information

About the company and my role

educations.com is a portal for finding programs and universities that is used by millions of students every year. I first joined educations.com as a full-time in-house Content Designer, and, after several years, became a Content Team Lead in charge of the content strategy and aligning content with the product stakeholders outside of the team.

Why this project was needed

When I joined the company, there was no centralized resource for content editors that explained what "good content" looked like. We had general rules that we were applying in practice, but not a lot of documentation on the process, mission and strategy. It was up to individual editors (of which there were many since 2001) to determine whether the content they were producing was bringing in desired outcomes.What's more, during my time as a Content Designer, and especially after moving into a Team Lead position, product managers and designers kept reaching out to me regarding our content process, what our strategy was, what tools we were using, how they could request content updates, etc.To solve both of those issues, I decided to create a centralized resource to answer all those questions - a "one stop shop" for all things content.

The process

Part 1: Choosing the platform

For the format of the guide, I knew I wanted it to be a centralized database with many shortcuts for easy navigation. After considering several options (Google sites, Notion...), I decided to use Microsoft Sites for 3 reasons:

  1. We were already using Microsoft 365 for productivity, so the platform came at no additional cost.

  2. Employees were already used to the Microsoft Suite, which meant they were familiar with the interface.

  3. Our Microsoft software was managed by the company admins, so this site would be NDA-compliant.

Part 2: Building the guide

Writing and building out the first style guide draft, while time-consuming, was relatively straightforward:

  • I put together a list of 15-20 most common questions I received from internal and external stakeholders.

  • I gathered resources I had on hand: presentations, checklists, videos... anything that was (or could be) used for training or audit purposes.

  • I made an outline based on what I usually cover during onboardings and trainings of new employees - so I wouldn't miss anything important.

  • I wrote in-depth explanations on how educations.com brand identity should be reflected in the content, as well as how to optimize all web elements contained within the CMS.

  • I recorded and edited videos on how to use software in our tech stack, and added them to the relevant pages.

Part 2: Getting stakeholders to use the guide

The next step of the process was getting the wider team to actively use the guide.To make this project a success, I needed two ingredients:

  1. Regular reminders that the guide exists

  2. A super easy-to-use interface

No one has time or energy to spend deciphering internal resources. So if it doesn't make their life easier, the doc (or in this case, Microsoft site) would just end up in the abyss of OneDrive.Some strategies I used to prevent the untimely death of the "Content Design HQ":

  • I announced the first version of the guide in all of the key meetings with relevant stakeholders.

  • I directly messaged people who I knew would benefit from the guide, asking them to look over it and give me feedback.

  • I used their feedback and questions to improve the next few versions of the draft.

  • I created several "TLDR" sections summarizing key takeaways (voice and tone, general writing tips...).

  • Whenever people sent me an email or Teams message asking about questions I answered in the guide, I would screenshot the relevant section from the guide and point them towards it if they wanted to learn more.

The logic behind the layout of the site

Example pages from the guide

Boosting user engagement with UX content

Summary: I revamped the structure of article content on educations.com with the goal of improving on-page UX and boosting user engagement.✰ This work is under NDA, so some parts were obscured to comply with confidentiality clauses.

Content strategy and style guide

Challenges

The existing article structure was not optimized for user experience, leading to lower engagement metrics.Readers found it difficult to navigate through dense content due to a lack of text formatting.

Actions

  • Analyzed user behavior data from Google Analytics and Microsoft Clarity to identify pain points in the article structure.

  • Revamped the content layout to be more UX-friendly by implementing clear headings, subheadings, bullet points, and optimized paragraph lengths.

Results

  • Increase in user engagement by 30%.

  • 10 students aged 18-21 stated that they found the new layout much easier to navigate.

  • A detailed slide deck with instructions on how to optimize content for engagement and increasing user trust.

Background information

About the company and my role

educations.com is a portal for finding programs and universities that is used by millions of students every year. I first joined educations.com as a full-time in-house Content Designer, and, after several years, became a Content Team Lead, in charge of the on-site content.

Why this project was important

While the existing format of the "SEO content" on the site "worked", the strategies that were employed to drive the traffic were outdated - focusing on short-term gains instead of providing a genuine user-first experience.I'm a strong believer in user-centric experiences.

The process

Summary

The goal of this project was to revamp outdated long-form content on educations.com, with the intent to bring the student experience to a modern standard.In more practical terms, I wanted the students to be able to:

  • Navigate to different parts of the editorial with ease

  • Take what they need from the content, and skip the parts that don't interest them

While I can't show exact examples of the content pieces I used these techniques on, I created the graphics below to visualize how the revamp worked, and what I focused on.

Detailed breakdown

Below is a recreation of the slide deck that I produced as a part of this project, but in a list form.