About me 

Hello, my name is Sara de Groot, an allround graphic designer and art director based in Utrecht.

With over 15 years of experience in the creative industry, I’ve had the opportunity to work on a wide variety of projects. As a designer, I’m always searching for ways to tell meaningful stories, whether through motion, print, or digital media.

I’ve had the joy of working with brands like Hunkemöller and NPO FunX in the past, and I’m currently working for WE Fashion. With each project, I focus on translating their vision into visually compelling and functional designs that align perfectly with their brand identity. Whether it’s developing motion graphics, designing campaigns, appealing social media templates or crafting visual stories, I aim to deliver work that not only meets the brief but leaves a lasting impression.

Recently, I’ve been diving into the world of AI, experimenting with tools like MidJourney and Runway. I’ll admit, the rise of AI scares the hell out of me. But despite that, I choose to stay curious and open-minded, embracing it as a tool to push creative boundaries and explore fresh ways of working.

Great design, in my view, should always make conceptual sense. Whether it’s a project driven by creative freedom or one crafted for a specific brand, I always aim to tell stories that are visually strong and socially relevant. In every piece, I believe there’s always something to learn from what we might not have noticed at first glance. My goal as a designer is to inviting others to see the world through a more curious lens.