The Creativity Mindset: Sarah Armstrong

I’m Sarah Armstrong, the founder of The Creativity Mindset. I combine over 15 years of senior leadership experience with a Master’s in Psychology and Neuroscience of Mental Health to help people and teams reduce stress, reset unhelpful thought patterns, and build long-term resilience.

My career has always centred around understanding people—what motivates them, how they learn, and how they thrive. Across years of working in high-pressure environments, I’ve seen first-hand the toll that stress, change and cognitive overload can take on even the most capable people and teams. It’s why I retrained in neuroscience and mental health, and why I now specialise in bringing creative, evidence-based tools into workplaces that want to support their people in a meaningful way.

As a Drawing and Talking Practitioner, a member of the Applied Neuroscience Association, and a graduate of King’s College London’s  psychology and neuroscience programme, I bring both scientific understanding and human warmth to every session I deliver. My approach is grounded in current research yet accessible, practical, and enjoyable—even for those who don’t see themselves as “creative”.

Before founding The Creativity Mindset, I spent over a decade in senior strategic roles across higher education and the private sector, leading international teams, nurturing partnerships, and delivering growth across complex organisations. I delivered significant growth in international markets at Coventry University, including tripling student enrolments from China. Latterly, I've delivered successful projects as a consultant for University of the West of England and Skilled Education, The Australia Education Management Group (AEMG) and the The Quality Assurance Agency (QAA). 

These experiences taught me the realities of modern workplace stress: high expectations and targets resulting in teams who often have no space to think or recover.

The Creativity Mindset was created to change that.

At The Creativity Mindset, my mission is simple: to bring science-backed creativity into workplaces so people can feel calmer and better equipped to handle the demands of modern work.

I believe wellbeing is not a ‘nice to have’—it’s the foundation of good thinking, meaningful collaboration and a healthy organisational culture. My work is driven by a commitment to help teams shift out of stress and into a mindset where possibilities open, relationships strengthen and people feel genuinely supported.

Through practical tools, gentle creative activities and an understanding of the brain under pressure, I aim to make mental fitness accessible for everyone—regardless of role, background, or previous experience with creativity.