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Creative Director based in Sydney, leading an independent studio delivering brand identity, digital, print and campaign work across hospitality, media, property and service-based sectors. I build end-to-end creative—from strategy and concept through to rollout—partnering directly with founders and stakeholders to align creative outcomes with business goals. I’ve led integrated brand and campaign work for global and regional clients, and translate complex audience and channel needs into clear, commercially effective design. Recent wins include redesigning rider/driver journeys for higher sign-ups, building direct booking platforms to reduce third-party reliance, and delivering brand refreshes that improved inbound demand.…Creative Director based in Sydney, leading an independent studio delivering brand identity, digital, print and campaign work across hospitality, media, property and service-based sectors. I build end-to-end creative—from strategy and concept through to rollout—partnering directly with founders and stakeholders to align creative outcomes with business goals. I’ve led integrated brand and campaign work for global and regional clients, and translate complex audience and channel needs into clear, commercially effective design. Recent wins include redesigning rider/driver journeys for higher sign-ups, building direct booking platforms to reduce third-party reliance, and delivering brand refreshes that improved inbound demand.

Sam Reynolds

Graphic Designer, Creative Director, Art Director, +2

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Creative Director based in Sydney, leading an independent studio delivering brand identity, digital, print and campaign work across hospitality, media, property and service-based sectors. I build end-to-end creative—from strategy and concept through to rollout—partnering directly with founders and stakeholders to align creative outcomes with business goals. I’ve led integrated brand and campaign work for global and regional clients, and translate complex audience and channel needs into clear, commercially effective design. Recent wins include redesigning rider/driver journeys for higher sign-ups, building direct booking platforms to reduce third-party reliance, and delivering brand refreshes that improved inbound demand.…Creative Director based in Sydney, leading an independent studio delivering brand identity, digital, print and campaign work across hospitality, media, property and service-based sectors. I build end-to-end creative—from strategy and concept through to rollout—partnering directly with founders and stakeholders to align creative outcomes with business goals. I’ve led integrated brand and campaign work for global and regional clients, and translate complex audience and channel needs into clear, commercially effective design. Recent wins include redesigning rider/driver journeys for higher sign-ups, building direct booking platforms to reduce third-party reliance, and delivering brand refreshes that improved inbound demand.

Available to hire

Creative Director based in Sydney, leading an independent studio delivering brand identity, digital, print and campaign work across hospitality, media, property and service-based sectors. I build end-to-end creative—from strategy and concept through to rollout—partnering directly with founders and stakeholders to align creative outcomes with business goals.

I’ve led integrated brand and campaign work for global and regional clients, and translate complex audience and channel needs into clear, commercially effective design. Recent wins include redesigning rider/driver journeys for higher sign-ups, building direct booking platforms to reduce third-party reliance, and delivering brand refreshes that improved inbound demand.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Language

Spanish; Castilian

Fluent

Work Experience

Creative Director at Zinc Group

December 31, 2024 - October 9, 2025

Led a team of four designers, overseeing branding, campaigns, digital projects and ensuring high-quality, strategic outcomes with efficient processes.

Creative Director at Zinc Group

December 31, 2024 - October 9, 2025

Led creative direction across branding, campaigns and digital projects, working with strategic and client teams on large-scale briefs, evolving internal processes and ensuring high-quality, strategic outcomes.

Senior Graphic Designer at Zinc Group

December 31, 2022 - October 9, 2025

Led design work, mentored junior creatives and collaborated with strategy and client teams to deliver high-quality outcomes.

Senior Graphic Designer at Zinc Group

December 31, 2022 - October 9, 2025

Led a team of four designers in a fast-paced, collaborative studio environment. Oversaw branding, campaign and digital projects across print, social media, environmental and experiential touch points. Maintained a hands-on design role while managing workflows, mentoring junior creatives and ensuring the consistent delivery of high-quality, strategic outcomes. Collaborated with strategic and client teams on large-scale briefs, evolving internal processes to improve efficiency and creative output. Managed budgets, timelines and resourcing while aligning creative direction with broader business objectives. Delivered work for major brands including AMEX, Toyota, Paccar, ANZ, Tabcorp, Luxottica, DON Smallgoods, Twinings, Vicinity and Laminex. Contributed to award-nominated projects, including a 2024 APPA Award finalist for Promotional Product Innovation and Design for Kenworth’s Kenny and Katie campaign.

Creative Director at Zinc Group

January 1, 2022 - December 31, 2024

Directed integrated creative across brand, campaign, digital, retail and experiential channels for Australian and international clients. Led a team of four designers and owned end-to-end oversight across concept, stakeholder feedback, delivery requirements and commercial objectives. Led campaign creative direction including Kenworth’s Kenny and Katie’s Big Adventure anniversary campaign, developed with Zinc’s U.S. team and rolled out across Australian and U.S. markets. Designed UX/UI for Vicinity Centres’ Monopoly Shop Scan Win promotion across 50 shopping centres to streamline experience and campaign delivery. Redesigned American Express Shop Small point-of-purchase platform for the Australian market, improving consistency across digital and in-store touchpoints. Reimagined Toyota’s merchandise eCommerce experience with improved storytelling, navigation and presentation across audience-focused product ranges.

Owner | Creative Director at Around Creative

January 1, 2021 - Present

Founded and led an independent creative studio delivering brand identity, digital, print and campaign work across hospitality, media, property and service-based sectors. Owned end-to-end delivery including strategy, concept development, rollout and asset production; collaborated directly with founders and stakeholders to align creative outcomes with business goals and ensure consistency across touchpoints. Designed and built brands and launch assets across multiple channels. Notable outcomes include designing Oiii Net Cabs website to clarify rider/driver journeys and doubling driver sign-ups within three months; building My Stay Melbourne brand and direct booking website generating 50+ direct reservations in the first six months while reducing reliance on third-party platforms; and repositioning Loop Media with a full brand refresh that contributed to a 65% increase in inbound inquiries after launch.

Founder / Creative Director at Around Creative

January 1, 2020 - Present

Founded Around Creative, leading concept development, branding, marketing strategy and rollout across identity systems, websites, digital content and branded environments.

Founder / Creative Director at Around Creative

January 1, 2020 - Present

Leads all aspects of the creative process, from brand identity and design to marketing strategy and rollout. Works closely with clients to deliver practical, impactful visual solutions that strengthen brand presence and support business growth. Maintains a hands-on approach across concept development, execution and delivery, ensuring consistency and creativity at every stage. Projects span identity systems, websites, digital content, print collateral and branded environments. Clients range from early-stage businesses to established brands across property, sustainability, services and media. Brands include Oiii Net-Cabs, Closed Loop Recycling, Paloma Property Partners, Club Clean Services and Loop Media.

Senior Graphic Designer at Zinc Group

January 1, 2019 - December 31, 2021

Promoted to Senior Graphic Designer with increased responsibility across creative leadership, client delivery, team management and project oversight. Directed integrated creative work across print, digital and retail POS and promotional channels while balancing brand standards, stakeholder input and delivery constraints. Supported key integrated campaigns and digital UX/UI work, including Vicinity Centres’ Monopoly Shop Scan Win and point-of-purchase platform and merchandise eCommerce improvements for major brands. (Roles performed as part of Zinc Group’s integrated marketing and multi-channel delivery.)

Lead Graphic Designer / 2IC at Metcash

December 31, 2018 - October 9, 2025

Led in-house design initiatives, delivering brand collateral and campaigns and supporting cross-functional teams to maintain brand consistency.

Senior Graphic Designer at Metcash

January 1, 2018 - Present

Led creative output for key retail liquor brands including Cellarbrations, The Bottle-O, Porters Liquor and IGA Liquor. Delivered catalogues, POS, advertising, eDMs, digital content and campaign assets. Managed studio workflow, briefs and weekly WIPs to keep projects on deadline. Partnered with stakeholders to develop campaigns and creative assets from concept through final delivery across print and digital channels. Led major projects including building the Bottle-O Liquid Rewards website and national seasonal catalogue redesigns, plus ongoing retail marketing collateral.

Lead Graphic Designer / 2IC at Metcash

January 1, 2018 - Present

Graphic Designer at IVE Group Sydney

December 31, 2017 - October 9, 2025

Designed print and digital campaigns; contributed to brand identity projects and client briefs across multiple channels.

Graphic Designer at IVE Group

December 31, 2017 - October 9, 2025

Graphic Designer at IVE Group

January 1, 2015 - December 31, 2017

Produced print-ready artwork and design assets for POS, signage, booklets and retail campaigns in a high-volume production environment. Maintained production accuracy and brand consistency for clients including Dior, Clarins, COTY, La Prairie, Revlon and Glassons. Managed prepress, retouching and concept design for promotional displays, airport environments and branded collateral. Collaborated with internal and external stakeholders on presentations and day-to-day creative production needs.

Graphic Designer at October Sun

December 31, 2014 - October 9, 2025

Created visuals for campaigns and supported art direction across print and digital channels in a fast-paced studio.

Graphic Designer at October Sun

December 31, 2014 - October 9, 2025

Graphic Designer at October Sun (Beyond Communications)

January 1, 2014 - Present

Designed print and digital creative for clients including Metropolitan Police, Karen Millen, Guerlain and London Playing Fields Foundation. Contributed to concept development, brand guidelines, presentations and campaign materials across multiple sectors. Worked closely with clients from brief through development to translate ideas into clear visual communication. Produced and edited photography for print and digital applications.

Junior Graphic Designer at Primo Smallgoods

December 31, 2013 - October 9, 2025

Assisted senior designers on packaging and branding initiatives; produced visuals for marketing materials.

Junior Graphic Designer at Primo Smallgoods

December 31, 2013 - October 9, 2025

Junior Graphic Designer at Primo Smallgoods

January 1, 2011 - December 31, 2013

Supported in-house creative across packaging, signage, merchandise, stationery, brochures and branded marketing materials for Primo and associated food brands. Assisted with label launches and brand communications, and coordinated with local and international printers to deliver packaging and print work to production standards. Designed a co-branded recipe booklet for MasterChef Australia contestant Chris Badenoch distributed at the MasterChef live event.