Sarah Williams

Quotes

• “For a long time, the industry conflated leadership with a certain kind of loudness. That model has deep roots, and it created an invisible bar: to be taken seriously, you had to perform authority in ways that weren't always authentic.”

• “It was such a joy collaborating with the Yankee Candle team and getting to be such an integral part in evolving the brand's story.”

• “Previously, I felt that most of my success came from outworking the competition, so how could I possibly handle that plus 24/7 mom-hood?”

• “A simple recipe for building a Brand World can help every marketer deal with complexity.”

Articles & interviews

• The women who rewrote what creative leadership looks like

  Creative Boom · Apr 9, 2026

  The article explores how women leaders have shaped AIGA NY over four decades, redefining creative leadership through collaboration, empathy, and community-building. Featuring voices like Sarah Williams, Stacey Panousopoulos, and Jennifer Kinon, it highlights how female-led models have challenged traditional hierarchies and created more inclusive structures in design. The piece positions AIGA NY as a living example of sustained, generational leadership evolution.

  AIGA NYBeardwood&CoZero Studiosbranding
• Yankee Candle Debuts Design Revamp with Beardwood&Co. Collaboration

  Creative Boom · Aug 28, 2025

  Yankee Candle partnered with New York agency Beardwood&Co. for a modern design refresh that balances the brand’s 50-year heritage with contemporary appeal. The project preserved iconic elements like the logo and jar silhouette while introducing refined visuals, layered textures, and AI-assisted creative exploration. The refresh aims to attract new audiences while maintaining loyalty among long-time fans.

  Beardwood&Co.Yankee CandleNewell Brandsbranding
• "Motherhood's Impact on Creativity and Career Flexibility in 2025"

  Creative Boom · Mar 7, 2025

  The article explores how motherhood influences creativity, career progression, and workplace flexibility in the creative industries. Through interviews with designers, founders, and strategists, it reveals how parenting reshapes priorities, fuels empathy, and challenges outdated work structures. It calls for genuine flexibility and recognition of the invisible labour creative mothers carry.

  Future by DesignSonder & Tell20(SOMETHING)other
• "Design Studios Share Exciting Trends for 2025"

  Creative Boom · Nov 11, 2024

  Creative Boom’s feature by Tom May gathers insights from leading design studios about what excites them for 2025. Themes include sustainability, AI as a creative enabler, motion design, mentorship, and a renewed focus on simplicity and experimentation. The article paints an optimistic picture of a design industry embracing purpose, innovation, and human connection.

  OutlawBedowMottobranding