Cara Roberts
Cara Roberts
Work
Work
Work
App Store Optimisation
Over my first two years at Jellyfish, I delivered App Store Optimisation for global brands - refining icons, screenshots, and in-app events. Working closely with international teams, I helped create clear, considered App Store experiences that improved visibility and engagement across markets.
Over my first two years at Jellyfish, I delivered App Store Optimisation for global brands - refining icons, screenshots, and in-app events. Working closely with international teams, I helped create clear, considered App Store experiences that improved visibility and engagement across markets.
Pret A Manger
Pret A Manger is a long-standing client. Over time, I stepped into the role of lead designer for App Store Optimisation, shaping how the brand expresses itself across globally. I worked with Pret’s playful, distinctive identity to create experiences that feel friendly, confident, and unmistakably Pret - while staying focused on clarity, craft, and performance.
18 months
It was a genuinely lovely collaboration, built on trust, openness, and a shared love of good design.
Pret A Manger
Pret A Manger is a long-standing client. Over time, I stepped into the role of lead designer for App Store Optimisation, shaping how the brand expresses itself across globally. I worked with Pret’s playful, distinctive identity to create experiences that feel friendly, confident, and unmistakably Pret - while staying focused on clarity, craft, and performance.
18 months
It was a genuinely lovely collaboration, built on trust, openness, and a shared love of good design.
Pret A Manger
Pret A Manger is a long-standing client. Over time, I stepped into the role of lead designer for App Store Optimisation, shaping how the brand expresses itself across globally. I worked with Pret’s playful, distinctive identity to create experiences that feel friendly, confident, and unmistakably Pret - while staying focused on clarity, craft, and performance.
18 months
It was a genuinely lovely collaboration, built on trust, openness, and a shared love of good design.
Boots
Boots is part of the Walgreens Boots Alliance family. I worked on optimising their App Store screenshots, shaping how the brand presents its apps across store environments. With a subtle brand refresh underway, the focus was on introducing a new dimension to the visual language, while preserving the familiarity and trust people already associate with Boots.
1 month
The designs helped extend the refreshed brand into the App Store, balancing modernisation with familiarity.
Boots
Boots is part of the Walgreens Boots Alliance family. I worked on optimising their App Store screenshots, shaping how the brand presents its apps across store environments. With a subtle brand refresh underway, the focus was on introducing a new dimension to the visual language, while preserving the familiarity and trust people already associate with Boots.
2 - 3 months
The designs helped extend the refreshed brand into the App Store, balancing modernisation with familiarity.
Boots
Boots is part of the Walgreens Boots Alliance family. I worked on optimising their App Store screenshots, shaping how the brand presents its apps across store environments. With a subtle brand refresh underway, the focus was on introducing a new dimension to the visual language, while preserving the familiarity and trust people already associate with Boots.
1 month
The designs helped extend the refreshed brand into the App Store, balancing modernisation with familiarity.
eBay
eBay was an early global client when I first started at Jellyfish. I worked on shaping their App Store presence across multiple international markets, focusing on clarity, consistency, and scale. The work involved adapting a complex, content-rich product into clear, approachable app experiences that translate across languages and cultures.
6 - 7 months
Working at scale sharpened my thinking around structure, consistency, and collaboration. It reinforced the value of simple systems and shared standards when designing for global audiences.
eBay
eBay was an early global client when I first started at Jellyfish. I worked on shaping their App Store presence across multiple international markets, focusing on clarity, consistency, and scale. The work involved adapting a complex, content-rich product into clear, approachable app experiences that translate across languages and cultures.
2 - 3 months
Working at scale sharpened my thinking around structure, consistency, and collaboration. It reinforced the value of simple systems and shared standards when designing for global audiences.
eBay
eBay was an early global client when I first started at Jellyfish. I worked on shaping their App Store presence across multiple international markets, focusing on clarity, consistency, and scale. The work involved adapting a complex, content-rich product into clear, approachable app experiences that translate across languages and cultures.
6 - 7 months
Working at scale sharpened my thinking around structure, consistency, and collaboration. It reinforced the value of simple systems and shared standards when designing for global audiences.
e.l.f. Cosmetics
I worked with e.l.f. Cosmetics on a series of App Store optimisations and Global App Campaign assets, helping evolve how the brand shows up across digital and paid media. The work focused on capturing e.l.f.’s bold energy while bringing greater structure and clarity to product storytelling.
18 months
The work explored how expressive branding can live within structured environments. Balancing personality with clarity, and impact with simplicity.
e.l.f. Cosmetics
I worked with e.l.f. Cosmetics on a series of App Store optimisations and Global App Campaign assets, helping evolve how the brand shows up across digital and paid media. The work focused on capturing e.l.f.’s bold energy while bringing greater structure and clarity to product storytelling.
18 months
The work explored how expressive branding can live within structured environments. Balancing personality with clarity, and impact with simplicity.
e.l.f. Cosmetics
I worked with e.l.f. Cosmetics on a series of App Store optimisations and Global App Campaign assets, helping evolve how the brand shows up across digital and paid media. The work focused on capturing e.l.f.’s bold energy while bringing greater structure and clarity to product storytelling.
18 months
The work explored how expressive branding can live within structured environments. Balancing personality with clarity, and impact with simplicity.
Work
Design
Following on from this, I worked across a broad range of digital assets for global brands such as Adidas, Diesel, Spotify, Uber, Sandals and any more - spanning web, mobile, e-commerce, campaign creative, and illustration. From responsive site design and product experiences to app interfaces and visual systems, each piece was crafted to feel cohesive, expressive, and purpose-built. The work shown reflects a focus on clarity, consistency, and creative detail across platforms.
"I care about small details and the bigger picture. The goal is always to make work that feels considered, expressive, and effortless to experience."
Work
Design
Following on from this, I worked across a broad range of digital assets for global brands such as Adidas, Diesel, Spotify, Uber, Sandals and any more - spanning web, mobile, e-commerce, campaign creative, and illustration. From responsive site design and product experiences to app interfaces and visual systems, each piece was crafted to feel cohesive, expressive, and purpose-built. The work shown reflects a focus on clarity, consistency, and creative detail across platforms.
"I care about small details and the bigger picture. The goal is always to make work that feels considered, expressive, and effortless to experience."
Work
Design
Following on from this, I worked across a broad range of digital assets for global brands such as Adidas, Diesel, Spotify, Uber, Sandals and any more - spanning web, mobile, e-commerce, campaign creative, and illustration. From responsive site design and product experiences to app interfaces and visual systems, each piece was crafted to feel cohesive, expressive, and purpose-built. The work shown reflects a focus on clarity, consistency, and creative detail across platforms.
"I care about small details and the bigger picture. The goal is always to make work that feels considered, expressive, and effortless to experience."
Work
Work
Work
Designing with AI
Using Pencil AI, I've lead creating marketing assets across Social, Display, PMAX, GAC, In -App Events and many more to adapt across client expectations, audiences, and markets with speed and consistency. I've included a handful of assets we're delivered across clients such as Google, Virgin, AA, Experian, Bissell and more. The work moves quickly, but grounded in craft - clear foundations, considered structure, and purposeful variation. Over the course of a year, the design team have produced more than 1.2 million assets across the company for global clients, extending good ideas further than manual production ever could.
This work reflects that AI can sit naturally alongside human creativity. By blending concept-led thinking with AI-assisted tools, I’m able to explore ideas more fluidly, refine visual storytelling, and maintain a strong level of craft throughout. Each piece is shaped by a balance of human intuition and technology, using AI to effortlessly streamline workflows and enhance the final outcome.
This work reflects that AI can sit naturally alongside human creativity. By blending concept-led thinking with AI-assisted tools, I’m able to explore ideas more fluidly, refine visual storytelling, and maintain a strong level of craft throughout. Each piece is shaped by a balance of human intuition and technology, using AI to effortlessly streamline workflows and enhance the final outcome.
This work reflects that AI can sit naturally alongside human creativity. By blending concept-led thinking with AI-assisted tools, I’m able to explore ideas more fluidly, refine visual storytelling, and maintain a strong level of craft throughout. Each piece is shaped by a balance of human intuition and technology, using AI to effortlessly streamline workflows and enhance the final outcome.
Work
Work
Work
Figma Weave
Over the Christmas period, I spent time exploring Figma Weave after briefly hearing about it at an Adobe event I attending at the end of last year - a node-based creative platform that combines generative AI with professional editing tools. Rather than working through single prompts, Figma weave allows ideas to be built as connected systems, chaining generation, transformation, and refinement into structured workflows. With its recent acquisition by Figma, I was interested in understanding how this kind of tool could shape future design processes, and what it enables when AI is treated as a medium to be crafted, not just a button to press.
Over the Christmas period, I spent time exploring Figma Weave after briefly hearing about it at an Adobe event I attending at the end of last year - a node-based creative platform that combines generative AI with professional editing tools. Rather than working through single prompts, Figma weave allows ideas to be built as connected systems, chaining generation, transformation, and refinement into structured workflows. With its recent acquisition by Figma, I was interested in understanding how this kind of tool could shape future design processes, and what it enables when AI is treated as a medium to be crafted, not just a button to press.
"Anyone can generate an image. What interests me more is authorship. I approach AI generation the same way I approach design - with intention, restraint, and a clear point of view. My work focuses on detail, composition, and style, shaping outputs that feel considered rather than accidental."
Anyone can generate an image. What interests me is authorship. I approach AI generation with intention, restraint, and a clear point of view, shaping work that feels considered rather than accidental.
Work
Work
Illustration
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
Work
Work
Over a year, I worked across a broad range of digital assets for global brands -spanning web, mobile, e-commerce, campaign creative, and illustration. From responsive site design and product experiences to app interfaces and visual systems, each piece was crafted to feel cohesive, expressive, and purpose -built. The work shown reflects a focus on clarity, consistency, and creative detail across platforms.
Over a year, I worked across a broad range of digital assets for global brands -spanning web, mobile, e-commerce, campaign creative, and illustration. From responsive site design and product experiences to app interfaces and visual systems, each piece was crafted to feel cohesive, expressive, and purpose -built. The work shown reflects a focus on clarity, consistency, and creative detail across platforms.
My work reflects a way of thinking rooted in observation, clarity, and intention. Through hyperrealistic portraiture, I explore how form, detail, and restraint shape meaning. Shaped by my experience living with vitiligo, the work questions established standards and looks for more inclusive, human ways to communicate identity.
I focus on individuality and precision, working primarily in watercolour to capture subtle shifts in tone, texture, and expression. Every decision is deliberate - what to emphasise, what to simplify, and what to leave untouched. The result invites closer attention, challenges assumptions, and creates space for deeper connection.
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Contact
Get in touch
Work
Work
Illustration
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
I began illustrating at university, bringing my interest in hyperrealistic painting into a fully digital space. Working primarily in Procreate on iPad, I create detailed imagery that explores light, texture, and form, while also using illustration as a way to study structure, proportion, and visual hierarchy. The work spans from conceptual portraiture to anatomical studies, combining expressive style with careful construction.
Work
Work
Over a year, I worked across a broad range of digital assets for global brands -spanning web, mobile, e-commerce, campaign creative, and illustration. From responsive site design and product experiences to app interfaces and visual systems, each piece was crafted to feel cohesive, expressive, and purpose -built. The work shown reflects a focus on clarity, consistency, and creative detail across platforms.
My work reflects a way of thinking rooted in observation, clarity, and intention. Through hyperrealistic portraiture, I explore how form, detail, and restraint shape meaning. Shaped by my experience living with vitiligo, the work questions established standards and looks for more inclusive, human ways to communicate identity.
I focus on individuality and precision, working primarily in watercolour to capture subtle shifts in tone, texture, and expression. Every decision is deliberate - what to emphasise, what to simplify, and what to leave untouched. The result invites closer attention, challenges assumptions, and creates space for deeper connection.