SF

Samuel Freeman

Available to hire

I'm Sam. I run Penta Studio, which is my solo studio; it's an independent brand and design studio for ambitious businesses.

About

I’m Sam. I run Penta Studio, which is my solo studio; it’s an independent brand and design studio for ambitious businesses. We help brands figure out who they are, what makes them different, and how to make people care.

  • Joined September 2026

Industry experience

  • Consumer Goods
  • Education
  • Financial Services
  • Media & Entertainment
  • Non-Profit Organization
  • Travel & Hospitality
  • Software & Internet
  • Real Estate & Construction

More experts in London, United Kingdom

Projects · 6

Inrehearsal - A human-first content library, built for L&D, Loved by Learners.

https://www.twine.net/signin We teamed up with Inrehearsal to flip their dated identity on its head, bringing it to life in a bright, ambitious, and dynamic digital world. Inrehearsal believe that L&D teams create real change when they have a learning partner who dares to innovate. While their software and content library were impressive, the brand itself lacked the energy and personality that defined their service. We tore it down to its core, explored the L&D landscape, and rebuilt a vibrant, engaging identity that champions colour, typography, and play. Motion played a key role in bringing the brand to life, animating their platform, boxsets, contributors, and content. The result is a brand that feels alive, energetic, and full of movement across every touchpoint. From a dynamic colour palette to expressive, confident typography, we crafted a toolkit and guidelines designed for maximum flexibility, allowing the brand to dial its personality up or down as needed.

  • Art Director
  • Brand Designer
  • Creative Director
  • +2
Stenn - Next-gen branding for a next-gen capital platform

https://www.twine.net/signin Stenn enlisted Penta for a global rebrand, aiming to transform their outdated visual identity into something fresh, dynamic, and digital-first. With a significant shift in their brand strategy and a new approach to communicating their services, Stenn needed an identity that was both bold and adaptable—something that could scale creatively depending on the message. As they prepared to launch groundbreaking digital products and services, Stenn was ready to make a bold statement. The new brand identity needed to reflect that energy while maintaining flexibility and ease of use. The result was an engaging, digitally-focused brand that blends simplicity with sharpness, perfectly complementing their “Finance that flows” message. We developed a clean, angular flow graphic that could tessellate, move, stretch, and evolve alongside the messaging, becoming a key visual element in their communication toolkit.

  • Art Director
  • Brand Designer
  • Creative Director
  • +2
Braze - Multi award-winning visual and campaign identity for a customer engagement platform

https://www.twine.net/signin Braze is a powerful SaaS marketing platform designed to handle the complexity of modern customer engagement. Since launching the new brand identity, Braze and Penta has won multiple awards and has featured in various publications: Muse - Silver winner 2025 Titan - Platinum winner 2024 - Global World Brand Design Marcom Platinum Winner Additionally, Braze reported: Our refreshed brand campaign activations across Forbes, Marketing Dive, Adage, Display and LinkedIn helped drive 254M impressions, 1.4M clicks and 449K website visitors. A26% increase in keyword rankings post-launch, improving visibility for new users 114% improvement in scroll depth on key resource pages, leading to better content consumption 38% improvement in key organic web conversions, from the impact of improved user flow and content, turning more visitors into leads

  • Art Director
  • Brand Designer
  • Creative Director
  • +2
New Square Property - Crafted with care. Built to inspire.

https://www.twine.net/signin New Square Property is a family business that has evolved through the generations, bringing both awe-inspiring and intimate spaces to life with craft and care over the last thirty years. NSP's branding was outdated and no longer reflected them as people or their business; it didn't reflect their attention to detail, their love of craft or the amazing home and spaces they create. In typical Penta fashion, we got to know NSP on a personal level and broke down what really matters to them. Tom, the founder of NSP, was keen to ensure that everything we did was considered and carefully crafted. We created an identity that was simple, elegant and timeless. Everything from the logo to the colours and fonts was meticulously crafted to convey a sense of craft. The logo itself consists of a flexible, moving format — dynamic and evolving to fit spaces. The NSP emblem is a seal of approval, secondary but significant in meaning. The website is built in Webflow, allowing for ultimate flexibility and client control — a shopfront to the business like no other, something completely different from their competitors, offering a beautiful viewing experience and their very own unique space to share.

  • Art Director
  • Brand Designer
  • Creative Director
  • +2
Element Studio - Visual Identity for an industrial design studio

https://www.twine.net/signin Element Studio is a UK-based industrial design studio designed to connect people with product. Our identity needed to be as considered as their approach — minimal, editorial, and built with focus. We took the visual identity loosely from the name itself, developing a soft, playful colour palette inspired by nature and the elements. Considered typography and a modular structure keep the focus on the work, not the brand. The site is built in Webflow: fully responsive, with a robust CMS system. A modular structure lets content flow effortlessly, framing key information in clear, intuitive modules.

  • Art Director
  • Brand Designer
  • Creative Director
  • +2
Stork - The launch of a new drinking system. Engineered for the Way You Move.

https://www.twine.net/signin Stork is a drinking system built from a single design DNA: the squircle. Penta Studio led the project from first principles, defining strategy, language and visual identity in parallel with product form, ensuring the brand and object were designed as one system rather than an identity applied after the fact. Rather than treating branding as a surface layer, the squircle was established as the brand's core geometric language from the first working session — informing everything from the logotype and packaging to the silhouette of the bottles and cups themselves. Strategy, tone of voice and visual system were developed concurrently with product form, Industrial design, packaging system and CGI which was lead by Element Studio, so the identity is structurally embedded in the product rather than decorated onto it.

  • Art Director
  • Brand Designer
  • Creative Director
  • +2

Work experience

Founder and Creative Director · penta-studio.comNov 2018 – Present · 8 yrs 1 mo

Certifications and awards

Featured project on the World Brand Design Society2026
Muse Silver Winner - Corporate Identity Redesign2026
Marcom Platinum Winner - Strategic Communications | Marketing Campaign2026

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