Sam is passionate about and driven by the creative process of conceptualizing and producing content that is specifically curated, edited and designed with the end user and audience in mind – whether it be a fashion image, advertising campaign, retail catalog, website, social media, blog post or editorial layout. 

Originally from the Vuvuzela-loving city of Johannesburg, Sam has lived in Hong Kong, Paris, New York City and now calls Tokyo home - this global perspective and experience is constantly adding to her creative intelligence, her multi-faceted design approach, open-mindedness and lust for travel.

Sam has 15+ years experience in creative and design direction. She has an excellent sense of design and a keen eye for typography, visual hierarchy and composition. She has lead design and art direction for many media brands, as well as art directed and designed branding projects for numerous commercial clients focusing on digital platforms, brand, marketing and sales collateral, POS, print and digital campaigns and live event graphics. She has extensive experience art directing photoshoots & designing social/digital content.

She wrote a weekly fashion column for Grazia Magazine for 2 years and also created her own fashion and lifestyle blog La Belle Crush while living in Paris – www.labellecrush.com.

She has been described by managers and colleagues as"… an extremely talented designer with an excellent eye..." and "... She thinks holistically about how design and creative works and can add to the scalability and sustainability of a business..." See more here.

When she's not updating herself on current trends, fashion, travel, culture or an app that can make her life more efficient, you'll find her on a yoga mat.