About

Sara Seidel is a Creative Director and Senior Packaging Designer with over 20 years of experience in brand strategy, consumer packaged goods, product design, and illustration. She has led the creation and launch of cohesive, high-impact product lines for national and international markets, combining her expertise in packaging design, trend forecasting, and brand development to deliver visually compelling and commercially successful results.

Throughout her career, Sara has collaborated with a diverse range of clients and companies, from fintech and technology brands to consumer goods and lifestyle products. She has served as Creative Director for CalmCo LLC, spearheading the launch and redesign of the DrKids children’s over-the-counter medicine line and overseeing packaging for the full CalmCo product portfolio. She has also developed branding, packaging, and marketing materials for clients including ACI Worldwide, Apiture, CashCow Kiosk, Magic Money LLC, Juicy’s Restaurant, and Blackbeard’s Ranch.

Earlier in her career, Sara was a lead designer and trend research artist at Tervis, where she created seasonal collections and hundreds of licensed designs for brands such as Sanrio (Hello Kitty), Disney, Peanuts, Dr. Seuss, The Grateful Dead, Hallmark, MLB, NHL, and NFL—generating multimillion-dollar sales and expanding brand reach. She has also held design roles with Natural Life Gifts and Natural Immunogenics, where she elevated packaging cohesion and brand identity.

Sara earned her Bachelor of Fine Arts in Graphic Design from the University of North Florida in 2004, receiving a study-abroad scholarship to explore political art and cultural identity in France, Spain, and Portugal. She later completed a work-study scholarship at Penland School of Crafts in North Carolina and a fine metals/jewelry design residency.

Known for her whimsical attention to detail, mastery of color, and keen ability to identify emerging trends, Sara brings both artistry and strategy to every project. Outside of her work, she enjoys traveling, exploring new cultures, photographing hidden textures, sketching at midnight, and planning outdoor adventures including running, cycling, and hiking trips.