SAM DESIGN
BRAND MANAGEMENT / SOCIAL MEDIA & ONLINE / GRAPHIC DESIGN & PRINT MEDIA
Building a Brand BlueprintSAM is a true interior design powerhouse in our city. Born from owner Susan Drover’s vision to introduce modern design and furnishings to our province over 12 years ago, SAM has evolved into a thriving interior design and furniture brand that continues to innovate and inspire. As SAM’s Brand Manager, I’ve been lucky to work with Susan to build SAM’s reputation as a nationally recognized design authority. Highlights of my work include orchestrating high-profile media placements, such as SAM Design’s House & Home Magazine cover and feature spread in the September 2024 issue, cementing SAM’s place on the national design stage, and securing mentions for two consecutive years on the prestigious HH100 list of top Canadian Interior Designers.
SAM’s modern brand was already striking, but it has been incredibly rewarding to extend that vision across new business facets, building on the momentum this talented team is gaining in the design world. Now, with several other branches of the brand in play, it's been a fun challenge to give each one a unique personality and voice while staying true to SAM's distinctive style.CASE STUDY
SAM x HOUSE & HOME MAGAZINE
When I began working with SAM Design, one of my biggest ambitions was to share the knowledge and passion that Susan and the SAM team bring to every project. I envisioned elevating SAM's story and positioning them at the forefront of Canadian design, with a particular focus on gaining recognition in renowned publications. House & Home, a magazine close to Susan’s heart, was at the top of my list; she’s a devoted reader who has collected hundreds of issues over the years. With this in mind, I set out to make this dream a reality, aiming to bring SAM’s unique vision to the pages of one of Canada’s most beloved design magazines.
After securing features in several notable Atlantic Canadian publications, including The Maritime EDIT, I set my sights on a national stage, reaching out to House & Home with a selection of SAM’s standout portfolio pieces. Susan and SAM’s work soon earned a spot on the prestigious inaugural HH100 list in December 2023, sparking the editors’ interest. Susan’s design approach resonated with the House & Home team, and during our next interaction, discussions for a feature began to take shape. By September 2024, we were thrilled to see Susan’s own beautifully designed home on the cover and as the centre spread of the magazine — a career milestone for everyone involved. Following this, Susan and SAM were once again honoured with a place on the HH100 list in November 2024.
In the competitive world of design, landing a client on a cover is a thrill that’s hard to match. This feature has propelled SAM’s brand visibility and solidified its reputation across Canada, strategically positioning them as experts in their field.
