Howdy, I'm Sammy and welcome to my creative playground!

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I’m a Melbourne-based Graphic Designer with over 12 years of experience turning bold ideas into thoughtful, beautifully executed brand experiences. I specialise in taking projects from concept to completion—digging into the strategy, shaping the visual direction, and sweating the details all the way through to delivery.

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My approach is rooted in craft, curiosity, and connection. Whether it’s a brand identity, digital campaign, photoshoot, or physical space, I design with intention—balancing visual impact with function and making sure every touchpoint feels considered and cohesive. I keep a close eye on trends, but I’m never led by them. I believe in creating work that’s fresh, relevant, and built to last.

I’ve had the pleasure of collaborating with an incredible range of clients—from global names like Condé Nast, Gucci, and FENDI, to local legends like Four Pillars Gin, Broadsheet, the Melbourne Queer Film Festival, and Hommey. I’ve worked across hospitality, fashion, events, arts, and homewares, helping each brand find and amplify its unique voice.

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Previously, I was the Creative Manager at LK Hospitality, leading design across high-end venues including Yūgen Dining, Omnia Bistro, Yūgen Tea Bar, and The Grand Room. From shaping visual identities to directing photoshoots and launching campaigns, I helped build experiences that earned industry acclaim—and two prestigious Chef’s Hats.

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These days, I’m freelancing with homewares brand Hommey, where I focus on photo retouching and designing seasonal lookbooks that bring each collection to life. I collaborate closely with the team to make sure every visual feels aligned, intentional, and on-brand—from the first concept to the final export.