I’m Sarah Moabi, a Senior Product Designer and brand storyteller, blending creativity and strategy to craft bold, meaningful brand experiences. A graduate of UAL London in Textile Design, my journey has taken me from luxury fashion houses to global campaigns — including the FIFA World Cup Qatar 2022.
Designing for the FIFA World Cup Qatar 2022 was one of my proudest moments — I designed the official Team Shmaghs for all 32 competing nations, blending tradition with global spirit. The shmagh, a deeply symbolic piece of Qatari heritage, became a canvas for storytelling and cultural exchange. Seeing my designs approved by FIFA and worn by fans around the world was a true celebration of design that connects people.
Morocco vs France special edition team shmagh design for semi-finals at Al Bayt Stadium - QatarSarah’s Designs
A project that spanned over two years of design development, prototyping, and extensive FIFA licensing approvals. From the first sketch to mass production and retail rollout, I oversaw every stage of the process, ensuring design integrity and quality. The shmaghs were proudly sold and worn across all 8 FIFA stadiums and retail outlets in Doha.
Portugal Team shmagh design at 974 Stadium - Qatar
