Meet Sarah, the SGB of SGB COMMS
I launched SGB COMMS because I believe organizations deserve communications that aren’t just polished, but purposeful. Ones that are true to their values and grounded in strategy, insight, and empathy. I partner with organizations to clarify their message, refine their identity, and forge genuine connections—because in a world ruled by algorithms, filters, and overwhelm, authenticity still matters.
It all began with an unpredictable change.
How Every Transition Prepared Me for the Now.
I have never been a stranger to shifts and changes in my work life– it is how I started my career. I graduated from art school into a recession—hardly an ideal start for a BFA grad. That challenge propelled me into every corner of communications—design, strategy, research, and storytelling—so I could learn what makes a message hit home and allows a brand to truly thrive.
Creativity remained my compass, and it became the bridge that connected my work across design, strategy, and storytelling.
In 2023, I stepped into a new part of my identity: motherhood. I had spent years in high-stakes, demanding communications roles, often managing full-on crises. Balancing career life with parenthood felt impossible. (Hi, lets talk about the contradiction of working parents?!) Then, after encountering one of the most unpredictable years of my life, in early 2024, I was laid off—an unexpected turn that became the push I needed to make the leap from employee to consultant.
Here is my little family [cats not pictured].
The Research Lens That Shapes My Strategy
Remember that little art school grad entering a recession? She also went to grad school—and fell in love with research. Communications research, specifically. I became fascinated by how people communicate, how messages are received and interpreted, and how those messages shape our relationships, decisions, and the world around us.
That lens now informs every part of my work. It’s often the missing piece when organizations are trying to connect the dots between messaging, design, strategy, and actual human behavior.
My master’s thesis explored how attitudes and perceptions influence behavior—especially around sensitive or stigmatized issues. Since then, I’ve co-authored published research with some brilliant academic minds in the field, studying how messages—from public health campaigns to news coverage—shapes social norms, beliefs, and even policy. (You can find some of that work here.)
This foundation taught me something I bring to every project: the best messages don’t just inform—they resonate, shift understanding, and move people toward action.
Bringing It All Together
With this blend of hands‑on expertise and evidence‑based insight, I guide organizations through a human‑centered process—from deep‑dive workshops to psychology‑informed design and strategic storytelling. Let’s turn your truth into something clear, compelling, and deeply resonant—so you can create the impact you’re meant to make.