Fostering early concept identification, refining to clear and articulable product and value proposition.
Developing brand identity and assets, advisory on marketing principles and strategy, generating advertising content.
Simple product, game or interactive experience development for MVP or early adoption ready products.
Hobby Projects
AI Learning Hub
A series of business focused tools created and shared with how to guides to enable small to medium businesses to pick up and create tools to enhance their business operations and try something new with AI
Designed and built with Claude Code.
Tinks
A personal portfolio hub alternative to linktree that brings a bit more creativity to standard link share pages. Designed to grow as new things get built.
Designed and built with Claude Code.
Into the Aether
A 2D pixel art indie game project to play around with the Aether brand and game building.
Sprites, map assets and environments designed in Aseprite; gameplay logic, mechanics and UI built with Claude Code.
LockedIn
A personal health tracking PWA built for me and my partner. Habits, workouts, nutrition and body metrics all in one app. Includes AI powered food logging via natural language chat, full light and dark mode, and a structured 8-week challenge meal plan.
Built with Next.js, Supabase and Claude Code. Deployed as a PWA for iOS and Android.
D*mm
A discovery research tool for product teams designed to stem the rush of qualitative data (interviews, transcripts, feedback) and turn it into structured, evidence-mapped insights you can actually act on. Built as a working interactive prototype with contextual AI chat, streaming responses, and a full simulated product experience.
Designed and built with Claude Code.
Design Portfolio
CONNECT3Dx
Graphic Design & Illustration / Brand Design & Strategy / UI & UX Design / GTM Support
Stage
Pre-funding
Year
2023 - Present
CONNECT3Dx is a B2B retail SaaS provider and franchiser combating the counterfeiting of physical goods through a unique 2FA system built using blockchain technology, along with an innovative customer rewards programme. They are currently in the pre-funding phase as they go to market for their Series A raise via an NFT and token focused launch which serves as a community builder and capital raiser.
Brand Design & Strategy
Designing the brand and brand identity including logos, typography, colour palette, voice & tone, art direction, and brand strategy. Focusing on simplicity and consistency to build a strong and distinct brand within the target market.
Tailoring the brand strategy to focus upon creating emotional experiences for current and future consumers to build mental awareness and familiarity. Cementing a dual focus where there is a sixty to forty split between current and future demand.
- 60% focus of branding, messaging and advertising on creativity and emotional experiences to foster future demand.
- 40% on rational and informational marketing to capture current demand.
Product Design
Collaboratively working through the initial four steps of the product design process for the design of the 2FA and loyalty rewards programme SaaS products.
1. Discovery: Stakeholder interviews to clearly articulate and understand needs and objectives.
2. Definition: Synthesis and confirmation of key problem statements the SaaS products will solve. Journey mapping and user flows for each SaaS product.
3. Prototyping: Development of lo-fidelity designs, components, animations, high-fidelity designs and prototypes. Iterative testing and refinement in parallel with the validation phase.
4. Validation: Initial usability testing to confirm whether the prototype successfully resolves our problem statements along with the identification of any bugs, UI or UX improvements.
Build and launch phases are planned to be undertaken post raise.
Go To Market Support
Supporting the planning and scheduling of a social media based GTM campaign, in alignment with the brand strategy and guidelines.
Developing supporting infographics, light paper documents, animations, promotional content, product walkthroughs and interactive experiences.
Journey
Ideation / Service Design / Brand Design / UI & UX Design
Stage
Ideation/ Concept Design
Year
2024
Journey is an AI powered, self-service research tool providing insights into the performance of business ideas in future consumer markets. Its purpose is to make it easier for businesses to explore and test an ideas’ future market fit, in real-time, in-house without breaking the bank.
Journey is one of my own concepts within Tasman Creative and is still in the ideation and concept design phase. It is currently being used as a means of testing different design ideas, iterating and exploring is' value proposition and potential market fit.
Ideation
The ideation phase defined and then explored a guiding problem, working through idea brainstorming and mapping, ranking and finally selection for progression.
Problem:
Traditional approaches to researching the future fit or viability of ideas are costly, time consuming and often require external resources and capabilities, making them inaccessible or ill-suited for many businesses. Increasing the risk that businesses make decisions which are not robust or resilient to future conditions, or have limited proactive planning and flexibility, leading to the loss of revenue opportunities and sunk costs.
Idea Selected:
Create a self-service research and insights tool that can test the resilience/fit of a business idea in potential future market conditions to enable small, medium and large businesses to make more robust strategic decisions for the future, at an affordable price, in real-time.
Design & Early Prototyping
Early design of the steps and supporting processes that the platform will need to provide to move through idea entry, generative future market condition considerations, idea testing & refinement, future planning and tracking.
Manual testing of potential automated AI prompting and functions that can be used to enhance the tool and enable real-time or "near real-time" application and insights.
Early wireframing and lo-fi prototyping to test and iterate user flows, platform process and value proposition/ market alignment with input and lessons learnt from additional founders and businesses.
Eon Labs
Graphic Design & Illustration / Brand Design / UI & UX Design / Gamification Strategy
Stage
Pre-Funding x Series A
Year
2024
Eon Labs is a Venture Studio cross SaaS company creating unique experiences, ventures and digitals tools for the Aptos Blockchain ecosystem. They provide a range of defi, crypto and NFT focused tools and experiences including:
The first Aptos based NFT lending platform
The first Aptos based social media raiding and community building tool
The first Aptos based arcade claw game experience for community members
The first Aptos based peer-to-peer NFT and cryptocurrency swap tool
The first Aptos based V2 NFT customisable experience and idle collector game experience
Brand Design & Illustration
Designing the brand and brand identity including logos, typography, colour palette, voice & tone, art direction for Eon Labs and a number of sub-brands within their ecosystem of products. Focusing on simplicity and consistency to build a strong and distinct brand within the target market.
Illustration, character design and game elements/ UI design for NFT collections, immersive gaming ecosystem and characters within the Eon Labs ecosystem of products and experiences.
Product Design
Collaboratively working through all steps of the product design process for the design and launch of a number of different digital tools, products and experiences.
1. Discovery: Investigation through client knowledge and comparative research from more established blockchains to articulate and identify potential market gaps and user pain points.
2. Definition: Synthesis and confirmation of key problem statements for each individual product. Scoping and journey mapping the potential solution for each product, and creating user flows for each digital product.
3. Prototyping: Development of lo-fidelity designs, components, high-fidelity designs and prototypes. Iterative testing and refinement in parallel with the validation phase.
4. Validation: Usability testing to confirm prototypes resolve the problem and meet user needs prior to beta launches.
5. Build: Handover documents and guidance for developers to support build, in alignment with prototypes for more complex back-end functions.
6. Launch & iteration: Beta launch and on-going iteration with some products shifting into scale up and expansion.
Sam helps start ups and small teams teams remove friction across product, brand, and go to market.
He works in product discovery, experience design, and applied AI, building experiments, prototypes, and experience-led tools to ship product, brand experiences and clearer value.
Hands-on, get sh*t done, and focused on products that people actually want to use.
