Driven by a passion for the visual aesthetic, Samantha began her journey studying interior architecture and design. During her studies, she often found herself alone in her interest in corporate design. She didn’t just see walls and spaces, she saw something bigger. She believed that everything about a company should start with “why?”... from the font on the business cards to every intricate design detail of the space. Because of this drive to “tell the story” she minored in psychology with emphasis in the study of how people act and interact within their environments. She saw a bigger umbrella on the horizon. She believed in branding and creating and communicating a clear, concise story via all of the senses. She knew that it was going to be the only way for companies to grow, differentiate themselves and sustain loyalty in the growing competitive marketplace. And she was going to be a part of it.

Upon graduation she discovered there were marketing positions, merchant positions, advertising positions…but nothing that included the bigger idea encompassing the visual world…. yet. So in order to continue to sharpen her skills she combined her love of design, her dedication to research and her need to be challenged daily and sought out a role at a leading architectural firm in hospital and rehab facility design. Here she honed her skills in technical design while imparting her desire to raise the level of the design aesthetic within healthcare design. She found that the beauty with the world of healthcare design is that every plan of execution has to answer the question “why”, as strict standards and governing laws regulate all design decisions. This furthered Samantha’s desire to bring this added value of “why” to the larger world. She didn’t believe that something should be designed or showcased simply “because”… it needs to add value, tell a part of the story and have a reason for being and/or born/created from a point of “why”.

With the climate of branding accelerating and identifying a need in the market for an elevated level of visual experience, she then chose to take her talents to the world of retail branding. Drawing upon her passionate obsession to eternally answer the question “why”, she began to forge her career and showcase her understanding and expertise in branding in her executive leadership roles in several groundbreaking international retailers and specialty marketers while under the mentorship of notable leaders in their respective industries.

With an extensive career in executive brand building, Samantha has collaborated to help build some of the most notable and recognizable retail brands worldwide including Abercrombie & Fitch, Hollister, Ruehl and Gilly Hicks. Her executive leadership role within the Abercrombie & Fitch family of brands allowed her collaborate with some of the leading creative and marketing minds worldwide to create iconic retail brand experiences, campaigns and brand environments. She brings this passion, leadership and experience to each project driven to create and deliver brand experiences of distinctive excellence.