Digital Design Portfolio

Paula
Salar

Designing with purpose for 15+ years. I create inclusive, user-centred campaigns, digital assets, and brand systems that connect people with the things that matter to them.

Adobe Creative Suite Figma UX / UI Accessible Design Canva Content Creation Remote-Friendly
[email protected] +61 447 440 275 linkedin.com/in/paulasalar
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Person working on laptop with Windermere Impact Report

What I Do

Core Design Skills

Versatile across every format a modern marketing or communications team needs — from paid social to landing pages, email campaigns to brand systems and digital reports.

Campaign and Social Ads

Paid social ads and display assets across formats and platforms, adapted for audience segments with strong visual storytelling.

Landing Pages and Web

UX-led landing pages and web graphics with clear hierarchy, responsive layouts, and accessibility compliance built in.

Email Marketing

Responsive email campaign designs for Mailchimp, HubSpot, Klaviyo, and more — visual layouts that drive clicks.

Infographics and Reports

Complex data and narratives translated into clear, engaging infographics and digital impact reports for diverse audiences.

Brand and Style Guides

Organisation-wide design systems and style guides that keep visual identity consistent across every touchpoint.

Accessible and Inclusive Design

WCAG-aware colour contrast, accessible iconography, captioned video, and inclusive visual language are standard practice in my work.

Selected Work

Project Showcase

Seven projects demonstrating versatility across digital campaigns, brand systems, accessible design, UX, and custom web development.

Multi-Channel Awareness Campaign — Windermere
01

Campaign Design • Social Ads • Email • Brochure

Multi-Channel Awareness Campaign

Windermere Child and Family Services

The Challenge

Raise awareness of new community services among diverse local audiences across social media, email, and digital print — all with a consistent visual identity.

My Approach

Designed a unified campaign system with consistent colour, typography, and image treatment across Facebook and Instagram ads, EDM headers, landing page heroes, and a digital brochure. All assets WCAG contrast compliant.

Outcome

Assets deployed on schedule. Social engagement improved versus previous campaigns and stakeholder sign-off achieved at every stage without revision loops.

Adobe PhotoshopAdobe IllustratorAdobe InDesignMailchimpUmbraco
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Inclusive Disability Icon — Windermere
02

Brand Design • Icon Design • Inclusive Design

Inclusive Disability Icon

Windermere Child and Family Services

The Challenge

The existing disability iconography used only a wheelchair symbol, leaving most clients with non-visible disabilities unseen and unrepresented in the organisation's communications.

My Approach

Researched inclusive design movements, consulted staff and community members, and designed a new icon family representing both visible and non-visible disabilities. Delivered SVG, PNG, and EPS variants plus a usage guide.

Outcome

Adopted across the website, platforms, materials, and signage. Praised by staff, leadership, and community as a genuine step toward representation.

Adobe IllustratorAdobe PhotoshopFigma
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Bluebips — Full Digital Presence
03

Website Design • Partner Portal UI/UX • Social Media • Video

Bluebips — Full Digital Presence

Bluebips (Fintech, California)

The Challenge

A California-based fintech startup needed a complete digital presence built from the ground up — public website, gated partner portal, and a full suite of social media and video content to support their launch.

My Approach

Designed the splash page and full website, built the partner sign-up flow and members portal UI/UX, created SEO-friendly blog graphics, and produced four launch video advertisements and social media content.

Outcome

End-to-end digital presence delivered across web, portal, and social for a successful market launch — covering design, content, video, and ongoing social media management.

Adobe PhotoshopAdobe IllustratorAdobe PremiereAfter EffectsFigma
Bluebips responsive
Bluebips portal
Bluebips blog
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Healthy Living — Brand and Digital Suite
04

Branding • UI/UX • Website Design • Print • eBooks

Healthy Living — Brand and Digital Suite

Healthy Living

The Challenge

A nutritionist couple specialising in food-based approaches to ADHD and autism needed a complete brand identity and digital presence — warm, trustworthy, and accessible to families navigating complex health decisions.

My Approach

Developed the full brand identity and applied it across the website, print materials, and eBooks — creating a cohesive visual language communicating both clinical credibility and genuine warmth.

Outcome

A cohesive brand and digital suite delivered end-to-end, giving the client a professional presence across every touchpoint from website through to printed and digital publications.

Adobe IllustratorAdobe PhotoshopAdobe InDesign
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Shen Wade Media — Full Brand and Digital Suite
05

Branding • UI/UX • Landing Pages • eBooks • eLearning • Social Media • Video

Shen Wade Media — Full Brand and Digital Suite

Shen Wade Media Pty Ltd

The Challenge

A fast-growing online media company needed a complete design partnership spanning branding, website UI/UX, conversion-focused landing pages, eBooks, packaging, social media graphics, eLearning course design, and video editing.

My Approach

Delivered end-to-end design across every touchpoint: a 28-page lead magnet eBook, responsive landing pages with multiple variants, eLearning modules, social media graphics, and the full visual redesign of The Feminine Woman website.

Outcome

The visual redesign contributed to a 29% revenue increase within three months of relaunch. Delivered across branding, web, print, digital products, and video.

Adobe PhotoshopAdobe IllustratorAdobe InDesignAdobe PremiereOntraport
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UI/UX Design — Behavioural Technology Group
06

UI / UX Design • Wireframing • Prototyping

UI/UX Design for Web and Mobile Apps

Behavioural Technology Group

The Challenge

Two concurrent products needed intuitive UI design: a web app for builders and trades (TradeStek), and a mobile adventure game — both requiring rapid iteration with development teams.

My Approach

Created wireframes and interactive prototypes for both products. Designed UI components for the web application and handled visual UI and art direction for the mobile game. Reported directly to the CTO and CEO.

Outcome

Promoted from Creative Designer to Design Lead within five months. Both products shipped with positive user feedback on interface usability and visual quality.

FigmaAdobe XDInVisionAdobe PhotoshopAdobe Illustrator
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Digital Report Suite — Windermere Impact Reports
07

Digital Publication • Web Design • HTML & CSS • Data Visualisation

Digital Report Suite — Built from the Ground Up

Windermere Child and Family Services

The Challenge

Replace static PDF reports with fully interactive web experiences — designed, built, and published in-house, covering annual impact reports and program-specific achievement reports across multiple years.

My Approach

Designed and built seven reports from the ground up — custom HTML, CSS, images, layout, and mobile responsiveness — and developed a reusable full-page template flexible across different programs and audiences.

Outcome

Seven live digital reports published on windermere.org.au, covering four annual impact reports and three program achievement reports for government-funded initiatives including Communities for Children and Bushfire Recovery.

Adobe PhotoshopAdobe IllustratorAdobe InDesignHTMLCSSUmbraco
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How I Work

My Design Process

Consistent, collaborative, and always grounded in the audience's needs.

01

Understand

I start by listening. What is the goal? Who is the audience? What does success look like? I ask good questions before opening any software.

02

Explore

I explore directions quickly and broadly before narrowing in, considering layout, hierarchy, tone, and accessibility from the start.

03

Refine

I bring stakeholders in early and iterate on feedback thoughtfully, keeping the work aligned to brief and on track for delivery.

04

Deliver

Final assets are optimised for their platform, formatted for handoff, and documented clearly so teams can use them with confidence.

Paula Salar

About Me

Design that does something meaningful

I have been a digital designer for over 15 years, and the thing that has kept me motivated throughout is working on design that actually matters to someone. Most of my career has been in community services, education, and health — where the audiences are real people making real decisions about their lives.

I spent six years as the sole digital design owner at Windermere, a large non-profit in Victoria, managing everything from brand standards and website production to video shoots and annual impact reports. Before that, a decade of freelancing since 2010 gave me breadth across commercial environments — from fintech startups and cosmetics brands to media companies and individual clients worldwide — wearing many hats across design, content creation, SEO, SEM, and social media management.

I care deeply about accessibility, not as a compliance box to tick but as a genuine design value. I hold a Microcredential in Inclusive Digital Design and bring WCAG-grounded thinking to every project I work on.

15+
Years of Experience
6
Years in Non-Profit Sector
29%
Revenue Growth (SWM)
7
Digital Reports Built
Figma Adobe Photoshop Adobe Illustrator Adobe InDesign Adobe Premiere After Effects Canva Adobe XD HTML & CSS Umbraco WordPress Webflow Mailchimp HubSpot Google Analytics

Get in Touch

Let's work together

Email[email protected]
Phone+61 447 440 275
LinkedInlinkedin.com/in/paulasalar
LocationOfficer South, VIC, Australia

A Note on My Work

Much of my career has been spent designing for organisations where the audience is making a real, meaningful decision about their life — whether that is accessing community support, choosing a health service, or taking a step toward education. That context shapes how I design.

I believe good design should reduce friction, build confidence, and make the next step feel achievable. I bring that mindset to every brief, whether it is a paid social ad or a full campaign rollout.

I am currently open to digital design roles — agency, in-house, or contract — in Melbourne and remotely. I would love to bring this experience to your team.