hi!

I’m Samantha, a Design Director, Art Director, and all-round Creative living in sunny Bondi with my partner and our five-year-old.

My love of design started way back in my dad’s clothing factory in Surry Hills. The designers would send me off to “find” impossible fabrics (mostly to keep me busy), and I’d proudly return hours later with a tiny swatch of exactly what they’d described. I thought I was their secret weapon, really I was just a very determined kid in a world of colour, texture, and imagination.

I was sure I’d study fashion until my dad, thirty years deep in the rag trade, convinced me that graphic design was the future. He was right. I fell hard for it, and I’ve basically been paying Adobe ever since.

Over the years I’ve designed everything from logos and packaging to national retail campaigns. I ran my own fashion label (Taka Fashion), lived and worked in Tel Aviv (Time Out Israel was a crash course in precision and print discipline), survived running a café through COVID with a baby on my back, and now lead creative for Shoes & Sox, helping evolve the brand into something modern, confident, and full of personality.

Nearly twenty years in, I still get that buzz from bringing an idea to life, whether that’s through a big brand campaign, a photoshoot, or a clever little headline that just clicks. I care as much about people as I do pixels. Great work comes from collaboration, curiosity, and a good dose of laughter along the way.

When I’m not working, you’ll probably find me camping with my family, on the dance floor at a music festival (little guy on my shoulders), sketching reno ideas for our 80s Millard caravan over a cup of tea, or down a Pinterest rabbit hole dreaming up Mediterranean bathrooms. Creativity sneaks into everything I do, and that’s just how I like it!