Web Toolbar by Wibiya

Sarah Jayne Fell is a writer, editor, multimedia specialist and lover of words and ideas.

Logophile. Wordsmith. Creative. Scribe.
Artist. Bookworm. Storyteller. Sponge.

Brainstormer. Word-slinger. Sense-maker. Nerd.
Rationalist. Dreamer. Black sheep in the herd.

Part copywriter. Part poet.
Sometimes blogger, Twitterer, journalist; but not quite.

Mostly, just a painter-of-words.

about me (the abridged version)

My name is Sarah and I’m happiest working with words, images, ideas and creative expression, all of which culminate wonderfully on the web.

In 2015 I started a boutique digital agency in Cape Town called One Day Company. We specialise in brand content and communication for the web. You can read more about that on our brand-spanking-new website.

I’m also a digital consultant for Design Indaba and product manager for designindaba.com, the online counterpart of one of the biggest and best global events that champions all creative disciplines. My job is to manage our online presence, figure out what we should be doing with our website and how, and extend this to various other media channels to make sure as many people as possible know how great our online content is.

My background is in editing and writing in the creative sectors, beginning in print in 2008 as a magazine editor, at a company with a strong online presence (including online TV, a creative social network and online magazines). A late ‘80s baby, digital has always been second nature to me, and along the way I learnt about content management and social media strategies, not to mention SEO, PPC, DFA and DFP, UX, IA, HTML and CSS, XML, XFBML and what they all stand for. Occasionally I dream in Real-Time Google Analytics. I came on board at Design Indaba in January 2012. When I can, I write, edit and design websites in my personal capacity too.

I never really planned a career in digital media, it’s just what I do. And I love it.

bio (the unabridged version)

Born in South Africa’s sunshine city of Durban in 1986, Sarah Jayne Fell started writing at the age of three and never really stopped. While excelling in the arts, mathematics, language and literature, it has above all been a knack for the written word that has always seen her singled out in the herd.

The daughter of a wild fine artist and a middle-of-the-road sugar farmer, her upbringing was a bizarre mix of extreme creative expression and bohemian ideology, on the one hand, and obsessive conformity to rules, logic, truth and rationality, on the other. This lent her a taste for everything from ‘high’ art and culture to crosswords and comic strips, and from pottery to potting strawberries.

After matriculating in 2003 at a notoriously conservative, private all-girl school in Durban with multiple distinctions, Sarah put her dreams before social expectations and went to university to pursue an education - rather than a career in something sensible like law or actuarial science.

In 2006 she obtained a Bachelor’s Degree in Social Science at UKZN, summa cum laude, with a triple major in English, Philosophy, and Culture, Communication and Media Studies. Following that, she did a BA Honours degree in English Studies, focussing on Critical Theory, Creative Writing and Modern and Postmodern Literature, with a side order of Cognitive Science just for fun, again coming out top in her year. Then, turning down a Master’s degree scholarship, she decided to stop and think.

Not wanting to become permanently immersed in the cosy bubble of academia, it was time to put school behind her and venture out into the big wide world.

Her first career move was to pack her bags and move to Cape Town, to undertake an internship at the swanky South African arts and contemporary culture magazine (also known as ‘pop’) called one small seed. Clearly set on world domination, she quickly adopted the role of assistant copy editor in her first month, then copy editor and distribution manager, followed by features editor and writer, and, finally, having nowhere else to go, settled for the title of editor - all in the space of 18 months.

After a brief stint at Cape Town digital media company FXI Digital, in December 2011 she was offered a position at Design Indaba, the creative powerhouse responsible for the internationally renowned Design Indaba Conference, Expo, magazine and website. She currently works there as digital product manager, editor and writer, managing digital development, strategy and production.

She also still works as a freelance editor and writer of all shapes and forms imaginable. From editing university theses, essays, corporate documents, press releases, CVs, feature articles, novels and love letters, to writing all of the above plus advertorials, profiles, reviews, ad and packaging copy and more, if words are the building blocks, then she is your artisan.

And, as an artist of words, nothing will make her happier than to play with yours!



May 2015 to present: One Day Company
founder, editor, digital strategist and project manager

Jan 2012 to present: Design Indaba (Interactive Africa)
current position: digital product manager & consultant
previous position: content manager, media relations

June 2011-Jan 2012: FXI Digital
position: business development manager, editor, writer

2008-2011: one small seed
position: editor, writer, online content manager, distribution manager

2007: University of KwaZulu-Natal
position: English Lit. tutor

View this in more detail on my LinkedIn profile

published work

2012-2015: Articles, profiles, news stories and video writeups for Design Indaba on designindaba.com.

2013: ‘Emerging designs and trends that are going to rock 2014’ in Cosmopolitan, December 2013.

‘Faith47: Stories on the Cityscape’ in Sawubona, South African Airways’ in-flight magazine.

2008-2011: Articles, reviews and editorial for one small seed magazine, issue 12 (Sep ‘08) to issue 23 (Sep ‘11). See Writing for a full listing.

Articles and blog posts for onesmallseed.com and onesmallseed.net.

2010: Architect profile ‘Greg Wright Architects: Poetry Meets Pragmatism’ in The Property Magazine, November 2010 edition.

2009-2010: Articles for Joe Bubble, from issue 00 (beta version) to issue 03 (current edition). Go to www.joebubble.com for more.

2009: ‘Chicken Stew’ in Australian literary magazine Framelines, Edition #7.

2007: ‘You Died that Day’ in Moolman, K. (ed) Fidelities XIV – A Selection of Contemporary South African Poetry.

You Died that Day’, ‘Broken’ and ‘Waiting for the Bus’ in American Literary Magazine The Laundry Room (edited by Katie Kowalski).

corporate writing and editing

2012-2015: PR and marketing material for Interactive Africa.

2011: Copy-editing and DTP of corporate client proposals for Fuel Online Training.

2011: Copy-editing and writing of training content for Shell, Engen, Hyundai, General Motors and Toyota via Cape Town digital media company FXI Digital.

2009: Copy-editing of extensive reports by Cape Town social development consultancy Impact Consulting.

Copywriting of product labels for bath & body range ‘Good Stuff’, produced by Canway for Pick ‘n Pay South Africa.

academic editing
  • Ncubukezi, Lundi (2014) Master’s Thesis in Geography, Stellenbosch University.
  • Alonazi, Wadi (2013) Master’s Thesis in Health Management, King Saud University.
  • Kropman, Bailey (2012) Master’s Dissertation in Organisational Psychology, UCT.
  • Ncube, Mthandazo (2011) PhD in Management of Technology and Innovation, The DaVinci Institute.
  • Khan, Shireen (2011) Master’s Dissertation in Marketing, CPUT.
  • Den Hollander, Daniel (2010) Master’s Thesis in Psychology, UKZN.
  • Surgey, Gavin (2009) ‘An Investigation on the Expenditure and Number Trained by Big Companies in South Africa’, Master’s Thesis in Economics, Wits University.
website design and development
education & training

2003: IEB matriculation with distinction (Durban Girls’ College)
2006: Bachelor of Social Science degree in English, CCMS, Philosophy (UKZN), summa cum laude
2007: BA Honours in English (modern and postmodern literature, creative writing, critical theory) with Philosophy minor (UKZN), summa cum laude
2011: Dr. David Guralnick’s E-Learning Design Course: Workplace E-Learning: Creating an Effective E-learning User Experience (Kaleidoscope Learning)
2012: Product management training and mentorship (with Rian van der Merwe at Flow Interactive)
UX training course (Flow interactive)
2013: HTML & CSS Essential Skills (Friends of Design)
– Finance for Non-financial Managers (CBM Training)
2014: Developing Innovative Ideas for New Companies: The First Step in Entrepreneurship (Coursera, Maryland University)
2015: WordPress Essential Skills (Friends of Design)