A designer with a focus on visual identity, art direction and digital products.

Impulso
Visual identity
Role
Lead Designer
Agency
Freelance
Year
2021
About the project
Menos, an organisation based in Portugal, reached out last August with a challenge. They wanted to radically change their identity, including their name, to better reflect what they do and who they do it for. Menos, now known as Impulso, is an organisation that fosters entrepreneurship through different programs aimed at supporting entrepreneurs and small businesses. João and Frederica, the organisation leads, felt their identity needed to showcase the energy their programs unlock in their entrepreneurs, playfully and humanly. These became the core concepts of their new brand: Energy, Playfulness, and Humanity. Photography by Tessy Morelli
MF DOOM - GAZZILLION EAR
Personal project
Role
Senior Designer
Year
2020
About the project
As if 2020 hadn't been bad enough, we also lost one of Hip Hop's most elusive, mysterious, and fascinating artists: MF DOOM. 2020 was also the 10th anniversary of one of his most iconic tracks, GAZZILLION EAR, released in 2010 and produced by another giant, J DILLA. I wanted to pay homage to his work and life by creating a set of visuals that utilize his lyrics paired together with his iconic Dr. Doom metal mask. The original mask image can be found on the artist's Bandcamp page and was modified and used without copyright. The typeface used is Söhne by Klim Type Foundry.
Magic Leap
Website redesign
Design Lead
Daniel Nieuwenhuizen
Role
Senior Designer
Agency
R/GA
Year
2019
About the project
One of the most innovative companies in the AR space engaged R/GA as a partner for all their creative needs. I was integrated into their internal design team and had the chance to help shape the new design direction for their website. I also had an active role in helping the team expand their design system, creating components, documentation and prototyping interactions for developer handoff.
Porsche 718
Campaign Pitch
Design Lead
Rob Northam
Role
Senior Designer
Agency
R/GA
Year
2019
About the project
The iconic sports car brand approached R/GA to help craft a global campaign for their 718 range of models (Cayman & Boxter). The goal of the campaign was to refresh the brand positioning and ensure that Porsche is perceived as a brand that focusses on perfomance, craft and the passion of driving. This unapproved creative proposal consisted in shifting the attention from the car to the individual behind the wheel. We took the core elements of the brand such as the iconic Porsche logo, the 718 badge, their proprietary 'Porsche Next' typeface and the iconic frame print layout and pushed these elements into a new and fresh visual territory that provides a modular and flexible solution. All photography used is for conceptual and illustrative purposes only and is used without copyright.
Le Creuset
Website redesign
Design Lead
Kyle Wheeler
Role
Senior Designer
Agency
R/GA
Year
2019
About the project
The iconic french kitchenware brand engaged R/GA as a strategic and creative partner, with the goal to assist them in shifting their e-commerce platform from Magento to Salesforce. Our team consisted of two senior visual designers (myself and Cagri Yurtbasi), two senior ux designers, Kyle Wheeler as a design director and Rob Northam & Zoha Zoya as creative directors. The team was in charge of designing the new platform within the limitations of Salesforce for MVP as well as outlining a future vision and enhancements for post MVP launch. My responsibilities included designing a set of icons for heat sources, concepting, designing & prototyping micro-interactions, creating a set of illustrations for Le Creuset services, and designing several user flows including checkout and store-finder.
Magnum Photos
Website redesign
Design Lead
Lisa Pascal
Role
Junior Designer
Agency
Code and Theory
Year
2016
About the project
The redesign moves them from a media licensing platform to an editorially-led destination of continuously curated content that celebrates and showcases the groundbreaking photography of its members. This new focus has seen more return visits, brand engagement, audience interaction and increased revenue through the new editorial platform, emphasising Magnum as an authoritative voice in the world of photojournalism. My role as a Junior Designer consisted on developing key pages such as the article page or photographers' profile page as well as to support Lisa Pascal as Art Director and Tom Muller as Associate Creative Director.
Sam George © 2016 – 2021