Creative direction that turns ideas into work that connects.
I help organisations shape ideas, sharpen brand stories, and lead creative work from strategy through to execution.

• Brand strategy and creative platforms
• Campaign and content direction
• Brand systems and creative frameworks
• Creative leadership sessions
WORK WITH ME.
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Creative Clients.
FULL CLIENT PORTFOLIO
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Creative Direction & Brand Strategy.
An idea exists but the direction is not quite clear yet.
I help organisations define the thinking behind brands and campaigns. Clarifying the story, the positioning and the creative direction that guides the work forward.

Brand Identity & Systems.
Once the idea is clear, the brand needs a visual language that can carry it.
I design brand identities and systems that translate strategy into something people can recognise, connect with and remember. From visual identity through to the structures that grow brand consistently over time.
Campaign & Creative Direction.
I shape campaigns from concept through to creative direction, ensuring the thinking translates clearly across channels and formats while staying true to the original idea.

Ongoing Creative Leadership.
Occassionally, organisations need experienced creative thinking around the table.
I work with teams as an embedded or fractional creative lead, helping guide ideas, support internal teams and ensure creative work stays aligned from strategy through to execution.
VIEW ALL SERVICES
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Clients notes.
“Sam is a rare creative leader, exceptional in craft, generous in spirit, and deeply invested in making others better. She takes rough briefs and turns them into outstanding work, while simultaneously lifting the confidence, capability and output of the people around her. I’d work with her again in a heartbeat.”
- Troy Rawhiti-Connell, Comms, Content & Brand Strategist
“Sam brings clarity, organisation and strong brand thinking to every project. She led major campaigns and photography work that modernised the brand, improved consistency, and lifted overall quality across channels. In times of change, her leadership and positivity kept teams aligned and work moving forward.”
- Lisette Godinez, Marketing Leader (Retail & FMCG)
“Sam blends sharp strategic thinking with exceptional creative direction. She consistently elevates ideas beyond the brief, turning even the most everyday products into work that feels considered, compelling and genuinely inspiring. She’s an ego-free collaborator who raises the standard of everything around her.”
- Amber Bennett, Senior Copywriter & Creative Strategist
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I look forward to working with you.
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