Sarah Butler | Brand & Creative Director

Cases Opinions Experience Contact

[ CASE STUDIES ]

Selected work across strategy, identity, campaigns, and the team systems behind them.

All✕

Project Type

Rebrand

Campaign

Event or Experience

Operations & Systems

Physical Goods or Packaging

Product & UX

Leadership

Designed to Travel

A plane crosses a tropical sky framed by palm fronds, capturing the global travel theme behind Articuland's 2026 rebrand.

Unboxing as Brand Proof

No More Logo Slaps

A flat lay of Pawp's Care Over Fear picnic mailer, its basket-patterned box, flea and tick chewables, tennis ball, bowl, and brochure artwork.

The Office as a Brand Asset

The Rebrand That Landed Walmart as a Customer

An intimate close-up of a dog's eye and muzzle, part of the original pet photography that replaced Pawp's old stock imagery.

Ten Years, Still Live

Hundreds of employees fill a ballroom for a Greenhouse OPEN keynote, evidence the rebranded event doubled prior attendance.

The Campaign Was the Product

Costumed dinosaur performers in Jetblack capes surprise families in Central Park, part of the stunt that made the campaign the product.

The Mailer Editors Didn't Throw Away

A red Happy Meal style box reads The Hally Meal, illustrated with nostalgic toys, from Hally's editor PR mailer campaign.

Master It Before You Mandate It

A laptop on a desk displays Articulate's internal AI training course, framing intentional AI use as strong creative direction.

An Event Series with No Brand

The Brand Before the Budget

Right Brand, Wrong Problem

Retrospect

Recognition That Ran Itself

Rows of hand-painted culture gnomes, each tagged with a Greenhouse value, await their turn to be placed on a coworker's desk.

Making the Customer the Hero

A slide reads Your On Purpose, surrounded by photos of a horse, a farmer in a field, an aerial tractor plowing rows, a dandelion, a close-up eye, and a dog, linked by hand-drawn orange arrows.

The Company's First Brand Baseline

Two coworkers sit at laptops in a dim, plant-filled office, the backup hero still for Articulate's rebrand case study.

From Fire Drill to Playbook

The Articulate booth at a trade show floor, exemplifying the one-off event builds the Corporate Events Playbook was created to replace.

A Product You Could Walk Into

A red carpet lines a Jetblack marketplace entrance with light columns and holiday trees, welcoming guests to the event.

Foam for the Holidays

Three Color Cloud holiday kits, Rose Gold and Atomic Blonde among them, sit beside hand-beaded Perler bows, stars, and clouds.

Proof Before Permission

A black Jetblack shopping bag sits on a kitchen counter beside a grocery delivery and fresh tulips, the rebrand made tangible at home.

Designed to Travel

A plane crosses a tropical sky framed by palm fronds, capturing the global travel theme behind Articuland's 2026 rebrand.

Making the Customer the Hero

A slide reads Your On Purpose, surrounded by photos of a horse, a farmer in a field, an aerial tractor plowing rows, a dandelion, a close-up eye, and a dog, linked by hand-drawn orange arrows.

The Mailer Editors Didn't Throw Away

A red Happy Meal style box reads The Hally Meal, illustrated with nostalgic toys, from Hally's editor PR mailer campaign.

No More Logo Slaps

From Fire Drill to Playbook

The Articulate booth at a trade show floor, exemplifying the one-off event builds the Corporate Events Playbook was created to replace.

An Event Series with No Brand

The Office as a Brand Asset

Foam for the Holidays

Three Color Cloud holiday kits, Rose Gold and Atomic Blonde among them, sit beside hand-beaded Perler bows, stars, and clouds.

Right Brand, Wrong Problem

Retrospect

Ten Years, Still Live

Hundreds of employees fill a ballroom for a Greenhouse OPEN keynote, evidence the rebranded event doubled prior attendance.

The Campaign Was the Product

Costumed dinosaur performers in Jetblack capes surprise families in Central Park, part of the stunt that made the campaign the product.

Unboxing as Brand Proof

The Company's First Brand Baseline

Two coworkers sit at laptops in a dim, plant-filled office, the backup hero still for Articulate's rebrand case study.

Master It Before You Mandate It

A laptop on a desk displays Articulate's internal AI training course, framing intentional AI use as strong creative direction.

A flat lay of Pawp's Care Over Fear picnic mailer, its basket-patterned box, flea and tick chewables, tennis ball, bowl, and brochure artwork.

A Product You Could Walk Into

A red carpet lines a Jetblack marketplace entrance with light columns and holiday trees, welcoming guests to the event.

The Brand Before the Budget

The Rebrand That Landed Walmart as a Customer

An intimate close-up of a dog's eye and muzzle, part of the original pet photography that replaced Pawp's old stock imagery.

Proof Before Permission

A black Jetblack shopping bag sits on a kitchen counter beside a grocery delivery and fresh tulips, the rebrand made tangible at home.

Recognition That Ran Itself

Rows of hand-painted culture gnomes, each tagged with a Greenhouse value, await their turn to be placed on a coworker's desk.

Designed to Travel

A plane crosses a tropical sky framed by palm fronds, capturing the global travel theme behind Articuland's 2026 rebrand.

The Campaign Was the Product

Costumed dinosaur performers in Jetblack capes surprise families in Central Park, part of the stunt that made the campaign the product.

Making the Customer the Hero

A slide reads Your On Purpose, surrounded by photos of a horse, a farmer in a field, an aerial tractor plowing rows, a dandelion, a close-up eye, and a dog, linked by hand-drawn orange arrows.

Unboxing as Brand Proof

The Mailer Editors Didn't Throw Away

A red Happy Meal style box reads The Hally Meal, illustrated with nostalgic toys, from Hally's editor PR mailer campaign.

The Company's First Brand Baseline

Two coworkers sit at laptops in a dim, plant-filled office, the backup hero still for Articulate's rebrand case study.

No More Logo Slaps

Master It Before You Mandate It

A laptop on a desk displays Articulate's internal AI training course, framing intentional AI use as strong creative direction.

From Fire Drill to Playbook

The Articulate booth at a trade show floor, exemplifying the one-off event builds the Corporate Events Playbook was created to replace.

A flat lay of Pawp's Care Over Fear picnic mailer, its basket-patterned box, flea and tick chewables, tennis ball, bowl, and brochure artwork.

An Event Series with No Brand

A Product You Could Walk Into

A red carpet lines a Jetblack marketplace entrance with light columns and holiday trees, welcoming guests to the event.

The Office as a Brand Asset

The Brand Before the Budget

Foam for the Holidays

Three Color Cloud holiday kits, Rose Gold and Atomic Blonde among them, sit beside hand-beaded Perler bows, stars, and clouds.

The Rebrand That Landed Walmart as a Customer

An intimate close-up of a dog's eye and muzzle, part of the original pet photography that replaced Pawp's old stock imagery.

Right Brand, Wrong Problem

Retrospect

Proof Before Permission

A black Jetblack shopping bag sits on a kitchen counter beside a grocery delivery and fresh tulips, the rebrand made tangible at home.

Ten Years, Still Live

Hundreds of employees fill a ballroom for a Greenhouse OPEN keynote, evidence the rebranded event doubled prior attendance.

Recognition That Ran Itself

Rows of hand-painted culture gnomes, each tagged with a Greenhouse value, await their turn to be placed on a coworker's desk.

Got a headline I should be arguing about?

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Know a brand that's outgrown its story?

MAKE THE INTRO

Got a headline I should be arguing about?

LET ME KNOW

Know a brand that's outgrown its story?

MAKE THE INTRO

My POV and notes on brand & creative work.

My POV and notes on brand & creative work.