CREATIVE LEADERSHIP · STUDIO OPERATIONS · BRAND

I bring creative direction,
thoughtful systems and better work together.

I'm Sam, a creative leader based in Edinburgh. I've spent 15 years in design and in-house creative leadership, most recently at Aegon UK and Baillie Gifford. I also help small businesses with brand, growth and the systems behind their marketing.

More about me

  • WCAG AA

    Led a business-wide accessibility move

  • From 2 to 10

    Grew the Aegon in-house studio

  • Shortlisted

    Inside Out Awards

  • ~3,000

    Live assets managed at any time

Featured work

AEGON UK · CAMPAIGN

Financial Wellbeing

A flagship campaign, refined using engagement data and still running today.

BAILLIE GIFFORD · BRAND

A new look and feel

Rolling out a major brand refresh across marketing and events, including the development of a new illustration system.

BAILLIE GIFFORD · EVENTS & CAMPAIGNS

Events for Baillie Gifford

From campaign creative to a live events

Behind the work

I'm interested in what makes good creative work possible. The ideas matter, of course, but so do the people, processes and systems that sit behind them. I really enjoy building those foundations, helping creative teams work well and making sure the right standards are in place. These are some of the projects I've led behind the scenes.

01. Building an in-house studio

From two people producing banners to a ten-person multidisciplinary studio.

02. Making accessibility the default

Leading a business-wide move to WCAG AA, and bringing the business along.

03. Videography, from scratch

Setting up in-house videography, with edits shaped by audience data.

Some kind words

“Her approachable personality, her proactiveness in streamlining our processes, and her desire to shake up old or superfluous routines make me excited to see where the department as a whole goes.”

Lewis - Baillie Gifford

“Sam has made a huge difference to our business, from strengthening our branding and marketing to transforming how we work with AI.

Her support has helped us grow faster than we’d expected. For a busy, hands-on business like ours, having someone who sees the opportunities and makes them happen has been invaluable.”

Ali - Carlyle Construction

Consulting for small and independent businesses

Helping businesses shape their brand and marketing, find opportunities for growth, understand what's working and build the processes and systems to support it.

Find out more