So, who's Sara?                 

Hi, I'm Sara de Groot. Senior graphic designer and art director, based around Utrecht.

For me, good design has to make sense conceptually. I'm curious by nature, and that's what drives me to make stories click, both conceptually and visually, in a way that sticks with you a little longer than expected.

I've worked with brands like Hunkemöller and NPO FunX in the past, and more recently WE Fashion. Translating a brand's vision into design that's visually strong and functional is what I do best, from motion graphics and campaigns to social media templates and visual storytelling. 

At WE Fashion, that translated into a role as senior graphic designer and art director working in-house on the marketing department. Over the past few years, I worked closely with the social media team to help WE Fashion grow on socials, always social and video first. I was also design lead for the Fashion Show, where I designed the communication for every channel, from offline in-store to all online touchpoints. On the art direction side, I did a lot of studio and stills shoots for newsletters and Instagram. The cherry on top was art directing the shoot for the premium WE STUDIO collection at the Design Museum in Den Bosch. Definitely a career highlight.

Now I'm heading to Infoplaza as senior graphic designer, working across B2B and B2C on the marketing team, with weather as my new creative playground. Turns out there's a lot of creative potential in a forecast. Alongside that, I'll keep freelancing, so if you've got a fun project in mind, feel free to reach out.

I'll be honest, the rise of A.I. scares the hell out of me. But I like to put that energy into using it creatively, as a sparring partner, with tools like Claude, NanoBanana and Firefly to create, and Runway to bring things to life. That said, it's important to keep the impact A.I. has on the environment in mind, and to keep activating your own creative brain along the way.

At the end of the day, I just want people to look twice. Inviting them to see things a little more curiously, that's the whole point.