As the Head of Design at MOO, I serve as a brand guardian and leader of an award-winning team of designers, artworkers, photographers, videographers, animators and freelancers. Working with key stakeholders, I drive creative strategy and oversee work across all channels (print, digital marketing, email, direct mail, events, and social channels) to deliver work that is smart, efficient and continuously meets marketing targets — delivering new customers and contributing to company profits




I spearheaded the effort to develop a comprehensive set of Brand Guidelines for MOO to ensure that the brand would remain consistent in our distributed work environment.

Brand Guidelines are an essential tool to keep a brand’s identity consistent, recognizable, and ownable. They provide information and set standards for using logos, typefaces, illustrations, patterns and other design elements in advertisements, brochures, packaging, and online communications. They are, in essence, an owner’s manual on how to “use” brand elements and can be referenced by everyone who promotes the brand, internally or externally. Design by Sarah Heingartner.




As a partner in crime to MOO's CRM team, I have led the charge on redefining the creative assets that support the promotional sales throughout the year. The focus was, first, to ensure that messaging is present and consistent throughout the site experience and, then, to create a series of assets that are consistent, flexible, easily updated and high performing. The results are a more recognizable identity for MOO sales, an increase in traffic throughout the site and a lighter lift from the creative team.




I was part of a small, cross-functional team that worked together to relaunch MOO's Refer-a-Friend and Refer-a-Business programs. The goal of our efforts was to develop an experience that would seamlessly integrate into the shopping experience, clearly define the two programs and provide the right messaging at the right time in the journey. To support the launch, we developed a cross-channel campaign to help spread the word. The program has proven to be a huge success by engaging our most loyal customers and earning new ones.


MOO, Inc.   |   MIT   |   Target   |   Seth Godin

Parsons   |   The London   |   Common Good   |   Steuben's

© 2019 by Sarah Daley