CREATIVE DIRECTOR, VAULT49, NEW YORK NY

From street art origins to a global design agency, Vault49 combines strategic rigor with creative disruption and cultural impact. We’ve honed our craft over 22 years to deliver success for our clients. Vault49 has partnered with the best of the best, from the most recognizable global brands to celebrities and start-ups. Named Global Design Agency of Record for two of Diageo’s biggest brands, Baileys and Guinness, Vault49 also counts Netflix, Gatorade, and Doritos as current clients. With an ongoing commitment to racial justice in and beyond the creative industry, Vault49 is also a proud founding partner of THE SWAP. This unique creative and cultural exchange program inspires and empowers young people from underrepresented communities. Having lived and worked across Europe, the Middle East and North America, Sam is a truly global award-winning Creative Director. With experience spanning every aspect of the creative industry – from branding to retail, editorial design to cultural events – Sam has a particular passion for packaging design and collaborating with artists. Counting Diageo as a long term client of 14 years, Sam leads Vault49’s global design partnership with Baileys. Sam also oversees the agency’s work across PepsiCo North America’s portfolio including Propel, Gatorade, and Lays as well as a mix of smaller CPG, drinks, and lifestyle brands. Outside of the studio, Sam has an array of side hustles that keep her busy, including designing and selling her own products, and publishing her first children’s book.   HOW DO YOU SEE AI AND OTHER EMERGING TECHNOLOGIES IMPACTING THE FUTURE OF GRAPHIC DESIGN? AI is a tool we should embrace before it embraces us, but have you ever seen AI design packaging on its own? Remember, we control the algorithm, we control the input. AI is only as good as what we feed it. There’s a common misconception that AI saves time, but I see it differently. AI can give you time back, creating space to create with originality and purpose, and the freedom to craft and connect brands and culture with deeper intention. For me, the key is not to replace creativity, but to amplify your vision and empower it. WHAT ADVICE DO YOU HAVE FOR SOMEONE JUST STARTING A CAREER IN GRAPHIC DESIGN? Lead with ideas. Execution can be learned and developed with practice, so hunt for the idea rather than the output, or you’ll blend in with the crowd. Do your research. Uncover fresh perspectives and chase that hook that sparks originality. Once you’ve found it, let it guide the aesthetic. Let’s also be clear. Scrolling Pinterest isn’t design, it’s imitation. Be a curator of culture. Feed your subconscious and build a mental library filled with diverse influences and inspiration. Explore and collect what moves you (even the things you dislike). With this foundation, you’ll never face a blank page and your creativity will always have fuel.