Fernwell creative

Great brands

Do more than sell products and services. They shape rituals, create atmosphere, and turn everyday moments into something people remember and return to. That’s the space I work in as a product and service design leader — making sure every touchpoint feels like it comes from the same story and values.

Works

Recent work

AI enablement for global publishing house Consultant designer for bespoke inhouse AI generative tool set and transition from traditional design and development workflow to AI augmented design and development

Westpac Smartplan

Envato rebrand and redesign

I've always been an educator.

At the core of my work is guiding cross functional teams through human centred design and shaping products

Mentoring designers to think deeply and act with intention, creating the conditions for growth

Building capability within teams - evolving ways of working and embedding AI into workflows and experiences

In other spaces, supporting women to bring their businesses to life online, and teaching movement as a way to build resilience, mental clarity, and sustained performance.

And along the way comes...

people who feel supported in the work they do,which brings amazing experiencesand metrics that match it

I bring together deep craft in design, human understanding, brand, AI, and transformation to build better products, stronger teams, and experiences that don’t just function, but resonate and perform.

Strategy

Design

AI

Teams

RoadmapsPrioritisation frameworksMulti-stream alignmentProduct metricsAI product experience evaluation

User researchJourney mappingCustomer testingAccessibility & inclusive designDesign system governance

AI integrated workflowsAI driven design & developmentAI prototypingAI generated feature design

Resilient, creative teamsCapability uplift programsDesign cultureCross functional leadership

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sarah@fernwellcreative.comlinkedin0433 492 699

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