About... My name is Sam,
not Mark.

For more than twenty years, I've helped organisations solve complex problems through design, product thinking, and strategic leadership.

My career began in traditional graphic design, working across editorial, magazine publishing, and brand design before moving into digital products, user experience, and product strategy. That foundation taught me that design is ultimately about communication—whether you're creating a magazine spread, building a brand identity, designing a product experience, or shaping an organisation.

Over time, my work evolved from hands-on design into leading multidisciplinary teams, defining product strategy, and helping businesses navigate transformation. Today, my work sits at the intersection of design leadership, AI, enterprise software, and emerging technology.

I've led design organisations, built design systems, launched AI-powered experiences, and partnered with executives to define product vision and organisational direction. More recently, I've focused on helping organisations understand how AI can move beyond experimentation and become a practical part of how products are designed, built, and operated.

Despite spending much of my career in digital products, I still enjoy working on the occasional brand identity project. The principles that first attracted me to design—clarity, craft, storytelling, typography, and visual communication—continue to influence how I approach products, teams, and strategy today.

Whether leading teams, advising founders, or defining the future of AI-powered products, my focus remains the same: creating clarity from complexity and helping organisations move confidently towards what's next.

Outside of work, you'll usually find me planning my next football trip to Italy, exploring architecture, or discovering great design in unexpected places.

Coming from a background spanning editorial design, branding, digital products, and now AI-powered experiences, I've always been fascinated by how design in any form shapes the way we live, interact, work, and experience the world around us.

Whether it's a beautifully crafted magazine, a brand identity, a thoughtfully designed product, a football stadium, a piece of architecture, or a city wayfinding system, I'm endlessly curious about the decisions behind it and the impact those decisions have on people.

It's also not uncommon to find me standing still for far too long admiring a piece of signage, a transport map, a typography system, or a particularly well-executed graphic display while everyone else has already moved on.

Travel, sport, architecture, and design provide a constant source of inspiration. They remind me that the best ideas rarely come from staring at a screen, but from observing how people behave, move through spaces, solve problems, and connect with one another.

Alongside my leadership role, I also advise businesses and explore new ventures, particularly where design, AI, and emerging technology create opportunities for meaningful change.