Available to hire
Hi, I’m Sam, also known as SG or George.
I’m a creative who moves seamlessly between art direction and creative direction, bringing clarity, craft, and cultural insight to every idea I lead.
Over the past decade, I’ve shaped brands, supported in-house agency relationships, and developed campaigns for some of New Zealand’s most recognised names: Lotto NZ, The Warehouse Group, Saatchi & Saatchi, TBWA, DDB, alongside international experience with eBay/Gumtree, A.S. Watson, and Sapient Nitro in the UK.
My work spans brand and campaign development, creative systems, design, and social storytelling. I thrive at the intersection of vision and execution, turning ideas into work that resonates, connects, and makes an impact.
As a creative leader, I’m passionate about guiding ideas and teams to their best potential, mentoring talent, and creating work that truly lands with people, work that excites, inspires, and gets results.
Beyond commercial projects, I co-founded Level Playing Field, a grassroots organisation using creativity to champion equality in youth sport across New Zealand, proof that great ideas can drive real change.
Known for my enthusiasm, focus, strategic lens and adaptability, I pride myself on aligning creative with brand values while staying on the pulse of culture and social trends. I’m equally at home driving big-picture storytelling as I am fine-tuning the details that make work shine.
I’m currently open to creative direction, brand consulting, and art direction opportunities with teams who value bold thinking, smart storytelling, and meaningful impact.
Let’s connect, collaborate, and create something bold.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Language
English
Fluent
Work Experience
Senior Creative Specialist / Creative Director at The Warehouse Group
January 1, 2024 - PresentLeading the creative direction for Warehouse Stationery; spearheading a brand refresh across photography, digital, in-store, and social; reigniting the iconic 'Blue' with a refreshed identity system; built the creative framework, campaign roadmap, and strategic rationale aligning with the long-term marketing and trade calendar; aligned brand codes across marketing and trade; conceived and art directed campaigns; led end-to-end production of brand and product campaigns; elevated the visual identity to cut through a cluttered market.
Creative Services Chapter Lead / Art Director at The Warehouse Group
December 31, 2024 - September 21, 2025Directed creative direction and delivery across multiple internal category and in-house brands in an Agile environment; revitalised creative direction, photography, and brand storytelling for ‘The Big Red Shed’; oversaw campaign ideation and delivery across social, print, digital, TV and POS; guided a multidisciplinary team and ensured creative alignment across brand platforms and touchpoints.
Creative Director / Board Member at Level Playing Field (Charity)
January 1, 2023 - PresentLeading the creative and marketing direction for a national charity focused on youth wellbeing through grassroots sport; oversee brand, campaigns, and communications across digital, social, and print; develop marketing calendars and campaign KPIs; contribute to budgeting and operational planning; create community-led, purpose-driven work that champions equity, connection, and real-world impact; support governance as an active board member.
Art Director at Lotto New Zealand
December 31, 2023 - September 21, 2025Directed design strategy across a portfolio of nine brands including Lotto, Instant Kiwi, Strike, and Smart Play; created and led concept development for major campaigns including Lotto and Instant Kiwi TVCs; delivered seasonal and retail campaigns across print, digital, and OOH; collaborated with external agencies to ensure integrated, consistent creative; balanced high-level CD with hands-on design & execution.
Team Leader & Senior Designer at Lotto New Zealand
December 31, 2020 - September 21, 2025Led and mentored a team of graphic and UI designers to deliver high-impact national campaigns; designed end-to-end across digital, social, in-store POS, and OOH; partnered with the CD and CMO to shape brand expression that supported business growth and strategy.
Art Director & Senior Branding Designer at Telos Group
December 31, 2020 - September 21, 2025Refined brand identity and collateral for a boutique real estate group; developed clean, modern design systems and templates; created a strong social presence and visual tone.
Senior Graphic Designer at Saatchi & Saatchi
December 31, 2016 - September 21, 2025Designed UX and UI for Force Fit app; created accessible visual systems for multi-level fitness programs.
Designer at A.S. Watson Group
December 31, 2016 - September 21, 2025Delivered eCommerce and UX design for luxury health and beauty brands across Europe; created and optimized digital assets including banner ads, landing pages, email templates, and POS materials; collaborated with commercial and regional teams to support digital strategy and elevate user experience; designed UI for a key retail partner in Lithuania and developed a wellness and beauty hub from wireframes to interface design, now live in bilingual markets.
Designer at Gumtree / eBay
December 31, 2014 - September 21, 2025Graphic design; eCommerce and UI; collaborated with cross-functional teams to support digital strategy and elevate user experience.
Senior Creative Specialist / Creative Director at The Warehouse Group
January 1, 2024 - PresentLeading the creative direction for Warehouse Stationery; spearheading a brand refresh across photography, digital, in-store, and social. Reigniting the iconic Blue with updated brand guidelines, typography, photography, and tone of voice. Built the creative framework, campaign roadmap, and strategic rationale to align with the long-term marketing and trade calendar. Aligned brand codes across marketing and trade to deliver a consistent, high-impact customer experience. Concepted and art directed campaigns reframing stationery as bold, relevant, essential, and occasionally sexy. Managed end-to-end production of brand and product campaigns: creative strategy, briefing, styling, photography, art direction, and post-production. Elevated the visual identity to cut through a cluttered market and rebuild brand distinctiveness.
Creative Services Chapter Lead / Art Director at The Warehouse Group
January 1, 2024 - September 22, 2025Directed creative direction and delivery across multiple internal category and in-house brands in an Agile environment. Revitalized creative direction, photography, and brand storytelling to support The Big Red Shed. Oversaw campaign ideation and production across social, print, digital, TV, and POS. Guided a multidisciplinary team of designers, copywriters, stylists, photographers, and producers. Captured guideline framework and ensured alignment across brand touchpoints.
Creative Director / Board Member at Level Playing Field (Charity)
January 1, 2023 - PresentLeading the creative and marketing direction for a national charity focused on youth wellbeing through grassroots sport. Overseeing brand, campaigns, and communications across digital, social, and print. Developing marketing calendars, campaign KPIs, and contributing to budgeting and operational planning. Creating community-led, purpose-driven work that champions equity, connection, and real-world impact. Supporting governance as an active board member, balancing strategic oversight with hands-on creative execution.
Art Director at Lotto New Zealand
January 1, 2023 - September 22, 2025Directed design strategy across a portfolio of nine brands (Lotto, Instant Kiwi, Strike, Smart Play). Created and led concept development for major campaigns, including Lotto and Instant Kiwi TVCs. Delivered seasonal and retail campaigns across print, digital, and OOH. Worked closely with external agencies to ensure integrated, consistent creative. Balanced high-level CD with hands-on design and execution.
Team Leader & Senior Designer at Lotto New Zealand
January 1, 2020 - September 22, 2025Led and mentored a team of graphic and UI designers to deliver high-impact national campaigns. Designed end-to-end across digital, social, in-store POS, and OOH, ensuring brand consistency. Partnered with the CD and CMO to shape brand expression that supported business growth and strategy.
Art Director & Senior Branding Designer (Contract) at Telos Group
January 1, 2020 - September 22, 2025Refined brand identity and collateral for a boutique real estate group. Developed clean, modern design systems and templates. Created a strong social presence and visual tone.
Senior Graphic Designer at Saatchi & Saatchi
January 1, 2016 - September 22, 2025Designed UX and UI for Force Fit app. Created accessible visual systems for multi-level fitness programs.
Designer at A.S. Watson Group
January 1, 2015 - September 22, 2025Delivered eCommerce and UX design for luxury health and beauty brands across Europe. Created and optimized digital assets including banner ads, landing pages, email templates, and POS materials. Collaborated with commercial and regional teams to support digital strategy and elevate user experience. Designed UI for a key retail partner in Lithuania and developed a wellness and beauty hub from wireframes to interface design, now live in bilingual markets.
Designer at Gumtree / eBay
January 1, 2014 - September 22, 2025Designer
Graphic Designer at SapientNitro
January 1, 2014 - September 22, 2025Designed UX and UI for Force Fit app.
Senior Creative Specialist / Creative Director at The Warehouse Group
January 1, 2024 - PresentLeading the creative direction for Warehouse Stationery, spearheading a brand refresh across photography, digital, in-store, and social. Reigniting the iconic ‘Blue’ with a refreshed identity system by updating brand guidelines, typography, photography, and tone of voice. Built the creative framework, campaign roadmap, and strategic rationale to align with the long-term marketing and trade calendar. Aligned brand codes across marketing and trade to create a consistent, high-impact customer experience. Concepted and art directed campaigns that reframed stationery as bold, relevant, essential, and occasionally sexy. Led end-to-end production of brand and product campaigns: creative strategy, briefing, styling, photography, art direction, and post-production. Elevated the visual identity to cut through a cluttered market and rebuild brand distinctiveness.
Creative Services Chapter Lead / Art Director at The Warehouse Group
January 1, 2024 - September 22, 2025Directed creative direction and delivery across multiple internal category and in-house brands, leading a multidisciplinary team in an Agile environment. Supported a hybrid role of bringing back ‘The Big Red Shed’ to life with revitalised creative direction, photography and brand storytelling. Oversaw campaign ideation and delivery across social, print, digital, TV and POS. Guided a team of designers, copywriters, stylists, photographers, and producers. Captured guideline framework and ensured creative alignment across brand platforms and touchpoints.
Creative Director / Board Member at Level Playing Field (Charity)
January 1, 2023 - PresentLeading the creative and marketing direction for a national charity focused on improving youth wellbeing through grassroots sport. Oversee brand, campaigns, and communications across digital, social, and print channels. Develop marketing calendars, campaign KPIs, and contribute to budgeting and operational planning. Create community-led, purpose-driven work that champions equity, connection, and real-world impact. Support governance as an active board member, balancing strategy with hands-on creative execution.
Art Director at Lotto New Zealand
January 1, 2023 - September 22, 2025Directed design strategy across a portfolio of nine brands, including Lotto, Instant Kiwi, Strike, and Smart Play. Created and led concept development for major campaigns, including Lotto and Instant Kiwi TVCs. Delivered seasonal and retail campaigns across print, digital, and OOH. Worked closely with external agencies to ensure integrated, consistent creative. Balanced high-level CD responsibilities with hands-on design and execution.
Team Leader & Senior Designer at Lotto New Zealand
January 1, 2020 - September 22, 2025Led and mentored a team of graphic and UI designers to deliver high-impact national campaigns. Designed end-to-end across digital, social, in-store POS, and OOH, ensuring brand consistency. Partnered with the Creative Director and CMO to shape brand expression that supported business growth and strategy.
Art Director & Senior Branding Designer (Contract) at Telos Group
January 1, 2020 - September 22, 2025Refined brand identity and collateral for a boutique real estate group. Developed clean, modern design systems and templates. Created a strong social presence and visual tone.
Senior Graphic Designer at Saatchi & Saatchi
January 1, 2016 - September 22, 2025Designed UX and UI for Force Fit app. Created accessible visual systems for multi-level fitness programs.
Designer at A.S. Watson Group
January 1, 2016 - September 22, 2025Delivered eCommerce and UX design for luxury health and beauty brands across Europe. Created and optimised digital assets including banner ads, landing pages, email templates, and POS materials. Collaborated with commercial and regional teams to support digital strategy and elevate user experience. Designed UI for a key retail partner in Lithuania and developed a wellness and beauty hub from wireframes to interface design, now live in bilingual markets.
Designer at Gumtree / eBay
January 1, 2014 - September 22, 2025Graphic design work for marketplace platforms, producing digital assets and promotional materials.
Graphic Designer at SapientNitro
January 1, 2014 - September 22, 2025Produced graphic design outputs and contributed to digital campaigns for a London agency.
Senior Creative Specialist / Creative Director at The Warehouse Group
January 1, 2024 - November 10, 2025Leading the creative direction for Warehouse Stationery, spearheading a brand refresh across photography, digital, in-store, and social. Reigniting the iconic ‘Blue’ with an updated identity system, brand guidelines, typography, photography, and tone of voice. Built the creative framework, campaign roadmap, and strategic rationale aligned with the long-term marketing and trade calendar. Aligned brand codes across marketing and trade for a consistent, high-impact customer experience. Concepted and art directed campaigns reframing stationery as bold, relevant, essential, and occasionally sexy. Managed end-to-end production of brand and product campaigns including strategy, briefing, styling, photography, art direction, and post-production. Elevated the visual identity to cut through clutter and rebuild brand distinctiveness.
Creative Services Chapter Lead / Art Director at The Warehouse Group
January 1, 2024 - January 1, 2024Directed creative direction and delivery across multiple internal category and in-house brands in an Agile environment. Revitalised ‘The Big Red Shed’ with refreshed creative direction, photography, and brand storytelling. Oversaw campaign ideation and delivery across social, print, digital, TV and POS. Led a multidisciplinary team of art directors, designers, copywriters, stylists, photographers, and producers. Captured guideline framework and ensured creative alignment across brand platforms and touchpoints.
Creative Director / Board Member at Level Playing Field (Charity)
January 1, 2023 - November 10, 2025Leading the creative and marketing direction for a national charity focused on improving youth wellbeing through grassroots sport. Oversee brand, campaigns, and communications across digital, social, and print channels. Develop marketing calendars, campaign KPIs, and contribute to budgeting and operational planning. Create community-led, purpose-driven work that champions equity, connection, and real-world impact. Support governance as an active board member, balancing strategy with hands-on creative execution.
Art Director at Lotto New Zealand
January 1, 2023 - January 1, 2023Directed design strategy across a portfolio of nine brands, including Lotto, Instant Kiwi, Strike, and Smart Play. Created and led concept development for major campaigns, including Lotto and Instant Kiwi TVCs. Delivered seasonal and retail campaigns across print, digital, and OOH. Worked closely with external agencies to ensure integrated, consistent creative. Balanced high-level CD with hands-on design & execution.
Team Lead & Senior Designer at Lotto New Zealand
January 1, 2020 - January 1, 2020Led and mentored a team of graphic and UI designers to deliver high-impact national campaigns. Designed end-to-end across digital, social, in-store POS, and OOH, ensuring brand consistency. Partnered with the CD and CMO to shape brand expression that supported business growth and strategy.
Art Director & Senior Branding Designer at Telos Group
January 1, 2020 - January 1, 2020Refined brand identity and collateral for a boutique real estate group. Developed clean, modern design systems and templates. Created a strong social presence and visual tone.
Senior Graphic Designer at Saatchi & Saatchi
January 1, 2016 - January 1, 2016Designed UX and UI for Force Fit app. Created accessible visual systems for multi-level fitness programs.
Designer at A.S. Watson Group
January 1, 2016 - January 1, 2016Delivered eCommerce and UX design for luxury health and beauty brands across Europe. Created and optimized digital assets including banner ads, landing pages, email templates, and POS materials. Collaborated with commercial and regional teams to support digital strategy and elevate user experience. Designed UI for a key retail partner in Lithuania and developed a wellness and beauty hub from wireframes to interface design, now live in bilingual markets.
Designer at Gumtree / eBay
January 1, 2014 - January 1, 2014Delivered design across digital and print, contributing to brand materials and e-commerce assets.
Graphic Designer at SapientNitro
January 1, 2014 - January 1, 2014Creative direction & strategy; Storytelling & concepts; Photoshoots & production; Brand voice + identity.
Education
Qualifications
Industry Experience
Media & Entertainment, Retail, Non-Profit Organization, Professional Services, Software & Internet, Other, Education
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Hire a Creative Director
We have the best creative director experts on Twine. Hire a creative director in Auckland today.