This is not a portfolio

It’s a record of how I help early-stage B2B products get clearer, ship faster, and convert better ⭐️

Hi, I’m Sam, a visual + growth designer with 7+ years of experience in startups. I work across positioning, UX, and design systems to improve acquisition and product adoption (especially in complex B2B, tech and AI).

Let’s talk

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open to: Remote • US time zones • Full-time

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design systems built
in startup environments
B2B SaaS, AI, industrial tech

150+

Digital experiences shipped
including web, marketing/sales assets and campaigns

Core disciplines
involving brand Positioning, UX and Design systems

These aren’t pretty things

This is proof that I bring story, strategy and creativity to design projects

These are some of the projects that made me pause, push, and grow. They’re more than deliverables, they are how i solve real problems through meaning and human experiences. tl;dr: if you want safe, templated, and forgettable, you won’t find it here.

Explore projects

This is not a bio

This is my manifesto for making things that matter

i’m sam, a mexican-american designer based wherever i can get wi-fi and good coffee ☕️. i create design with a pulse. design that not just looks good but does good, feels real, and connects people.

i’ve launched products, built brands, published books, created games, and led projects from scratch to real life. i thrive at the intersection of storytelling, strategy, and personality.

this is what drives me

I believe design is storytelling. I’m not here to decorate screens. I’m here to build experiences that move people, make them feel something, or help them see the world differently. I design for real people, not stakeholders.

This is not a testimonial wall

This is proof that design done right makes people happy

I hired Sam to help us with our initial brand and visual designs for our website portfolios and she’s been a true gem. I would strongly recommend Sam for any work in graphic design, web design and creative visual branding. She’s the whole package.

Amy AitmanCOO

sam’s dedication to comprehending the essence of our business allowed her to create a website that not only reflects our image but also effectively communicates our capabilities. I wholeheartedly recommend her to anyone seeking to turn their vision into a reality.

John hughes principal

projects

This isn’t a board game line

It’s human interaction through brand experience

what started as a cardboard prototype made during a roadtrip is now being played in cafés across new Zealand, usa, and Canada. no big team behind or massive budget, just a hunch, a lot of late nights, and a love for real human connection.

i designed the games, the brand, the site, and the packaging, got it printed in taiwan and got it sold in three countries. this is a proof that i can take projects from the ground all the way to execution in the shape of a game.

This is more than just a project

It’s a holistic brand experience

somewhere between a foggy cliff in new zealand and a board game made from leftover cardboard, i remembered what it felt like to actually be present. no cellular data, no notifications. just laughter, nature, and strangers becoming friends. play by samonster was born from that moment, it was my way of fighting back against time spent on our phones. what started as one silly game has grown into a collection: board games, books, and experiences meant to pull people off their phones and back into the real world.

I help you:

Build brands, craft websites & share experiences that stand out

Let’s talk