I design the parts people don't notice they need.
Welcome, I’m Sam, a UX/UI Designer. I started in print, moved into motion, and landed in UI/UX when I realised it was the one discipline that demanded both. I'm methodical by nature, I won't let a problem go until the solution feels inevitable. These days I specialise in design systems and multi-brand architecture, where that kind of thoroughness matters.
Good design is a balance of listening and experimenting.

Samuel James
Ui/UX Designer
I started out in print design, which taught me to be precise. Every pixel, margin, and decision deliberate. From there I moved into motion graphics, where I learned that design isn't just a static thing; it has rhythm, timing, and intention.
When I discovered UI/UX, everything clicked. It was the perfect convergence of both. The visual craft of print and the purposeful movement of motion, and I finally found the space where I could really push what I was capable of.
What keeps me hooked is the puzzle of it. Every brief is a new set of constraints, and I genuinely enjoy the process of working through them. Methodically, thoroughly, until the solution feels inevitable rather than forced. I'm meticulous by nature; I care about the details that most people never consciously notice, because I think that's exactly what separates good design from great design.
I'm a strong believer in self-education and staying sharp. The field moves fast, and I'd rather be ahead of it than catching up to it, so I'm constantly learning, building, and refining how I work.
Experience
UI/UX Designer
AXA UK
Feb 2022 – Present
Digital Designer
Graphic Designer
Redcat Marketing
Jul 2007 – Jun 2012
For more detail, download my resume

