Allround designer
15+ years experience
Curious by nature
Line enthusiast
Music-fueled creator
Socially engaged storyteller
AI adventurer
Creative problem solver
Concept driven creator
Detail detective
Sunchaser
Curiosity is the lust
of the mind.
Hello, I'm Sara de Groot, an allround graphic and motion designer 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.
At the heart of my work lies a deep fascination with lines. Lines are a way to bridge structure and chaos, movement and calm. They tell stories, guiding the eye while leaving space for interpretation. This philosophy often shines through in my personal and experimental projects, where I explore the dynamics of line work with linocut prints and fine liner sketches. These mediums remind me to embrace imperfections—because, in those imperfections, the most honest forms of creativity are often found.
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.
Work
WE Fashion . Radio NPO FunX . Hunkemöller . Podium De Helling Utrecht . Akwa GGZ . Elevate Digital marketing agency . OSR Juridische opleidingen . Freezlab Amsterdam . Gemeente Utrecht . Poppodium de Peppel . The Podcast Garden . Stichting Nnina Olugero .
Elevate Digital marketing agency . OSR Juridische opleidingen . WE Fashion . Radio NPO FunX . Hunkemöller . Podium De Helling Utrecht . Akwa GGZ . Freezlab Amsterdam . Gemeente Utrecht . Poppodium de Peppel .
The Podcast Garden .
Stichting Nnina Olugero .
WE Fashion . Radio NPO FunX . Hunkemöller . Podium De Helling Utrecht . Akwa GGZ . Elevate Digital marketing agency . OSR Juridische opleidingen . Freezlab Amsterdam . Gemeente Utrecht . Poppodium de Peppel .
The Podcast Garden .
Stichting Nnina Olugero .
Services
Motion design
Graphic design
Concept development
Social media templates
Campaign design
Illustration
Creative consultancy
Branding support
Experimental design
Storyboarding