What SARBAH Does
SARBAH is a strategic communication and PR practice based in Tallinn, Estonia, founded by Ester Kannelmäe. We work with small businesses, independent professionals, creative studios, startups, NGOs, and individuals who need more than a service — they need a thinking partner who understands what they do, why it matters, and how to help the right people see it.
Our work covers media relations and press, brand story and messaging, social media strategy, content and copywriting, personal branding, LinkedIn and professional visibility, thought leadership, personal styling and image consulting, creative direction and art direction, photo shoot concept and production, event concept and execution, and general mentoring. The scope is wide — think of us as the first person you turn to, whatever the challenge.
We work in Estonian and English.
Narrative & Strategy
The foundation everything else rests on.
Brand narrative development, messaging strategy, tone of voice, and communication strategy for small businesses and creative professionals in Estonia.
Before anything else can work — the website, the press release, the Instagram, the pitch — you need to know what you are actually saying. Surprisingly few people do. Many people skip this part. They go straight to execution and wonder why nothing lands. We start here, almost always, because everything downstream depends on it. Finding your story — the one that is genuinely yours, that your audience can hold onto, and that you can repeat in a hundred different contexts without it feeling stale or scripted — is where we begin. It is not glamorous. But it is where the difference gets made.
Public Relations & Visibility
Being seen by the right people, in the right places, for the right reasons.
PR strategy, media relations, and press services for small businesses, startups, and creative studios in Estonia.
Good PR is not about being everywhere. It is about being in the right places, at the right moment, with something worth saying. We know the Estonian media landscape — who covers what, how stories tend to land and what gets ignored. Having spent years on both sides of that relationship — as a journalist and as a PR practitioner — we do our research, we stay current, and we approach media relations with the same editorial thinking we bring to everything else. It also includes LinkedIn and professional visibility, influencer and community collaboration, and event communications for clients who want to build presence over time rather than chase short-lived attention.
Creative Direction & Editorial
For those who think in images as well as words.
Creative direction, art direction, editorial content strategy, copywriting, and styling consultation for brands and creative businesses.
Most communication consultants work in text. We can do text, too, don't worry. However, we also work in image — match you with the correct visual language, stay in touch with trends and possibilities. We can look at a photo shoot brief and tell you it won't work before you spend the money, help you build the visual logic of a brand, write the copy and art direct the shoot it appears alongside, and make sure the whole thing is coherent rather than a collection of separately competent parts. This comes from years of working as a stylist, art director, and editor — where text and image were never treated as separate languages. They are not. A brand that sounds right but looks wrong is still a brand that doesn't work. We work with clients who want everything to feel like it came from the same place.
Individual & Personal Work
For people, not only organisations.
Personal branding, LinkedIn strategy, career narrative, and professional visibility coaching for individuals, freelancers, and professionals in Estonia and internationally.
Your professional reputation is built over years, through countless small decisions about how you present yourself, what you say publicly, and how you show up in the spaces where the people you want to work with are paying attention. We work with people at turning points: launching a practice, changing fields, stepping into a more visible role, deciding that their professional presence should match the quality of their work. With people who are simply not comfortable talking about themselves — which, as we have established, is most people, and is not a character flaw. The package also includes personal styling and image consulting if needed.
Across all of it, a few things stay constant.
We care about authenticity the way some agencies care about awards. Which means we will occasionally tell you something you didn't want to hear, push back on an idea that isn't working, and refuse to put our name on something that doesn't feel true. That's not a warning — it's a promise.
Every project is led by Ester personally — and backed by a network of trusted friends and colleagues. We are not afraid of asking for help when a project calls for something beyond our own expertise. That's just how good work gets done.