Sarah Williams
Creative Director, Co CEO, Co-CEO
In their own words
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.
We rallied our inner mavericks to launch during a global pandemic and crack open a juicy challenge.
Articles & interviews
- The women who rewrote what creative leadership looks like
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.
- Yankee Candle Debuts Design Revamp with Beardwood&Co. Collaboration
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.
- "Motherhood's Impact on Creativity and Career Flexibility in 2025"