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

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I’m a Melbourne-based Graphic Designer currently the Creative/Graphic Design Lead at 80proof Australia, a Melbourne-based liquor company dedicated to redefining the alcohol industry with innovative and forward-thinking products. With over 13 years of experience, I specialise in transforming bold ideas into thoughtful, beautifully executed brand experiences that resonate with consumers and shake up the market. My role involves taking projects from concept to completion - digging into strategy, shaping visual direction, and sweating the details all the way through to delivery for our diverse portfolio of brands, including WP Shots, Sour Puss, Ugly Vodka, and Gee Up.

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My approach is grounded in craft, curiosity, and connection. Whether I’m working on a brand identity, digital campaign, photoshoot, or packaging design for 80proof, I design with intention; balancing visual impact with function and ensuring every touchpoint feels considered and cohesive. I stay close to emerging trends but never chase them, believing the strongest work is fresh, relevant, and built to last, perfectly aligning with 80proof's commitment to cutting-edge marketing and great taste.

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Over the years, I’ve collaborated with an incredible mix of global and local brands, including Condé Nast, Gucci, FENDI, The Sporting Globe, Four Pillars Gin, Broadsheet, TGIFridays, the Melbourne Queer Film Festival, and Hommey. My experience spans hospitality, fashion, events, arts, and homewares, helping brands clarify their voice and show up with confidence across digital, print, and in-environment touchpoints. This extensive background now directly supports 80proof Australia in creating bold, fun, and impossible-to-ignore brands.

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Previously, I led creative across award-winning hospitality venues, shaping brand identities, directing photoshoots, launching campaigns, and delivering cohesive visual systems that supported both storytelling and commercial success, including work recognised with two prestigious Chef’s Hats. This expertise is now channeled into driving the creative vision for 80proof Australia, ensuring our brands not only stand out but also lead the way in the evolving liquor market.​​

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