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Hi! I’m Sammy. Hire me?   Just some sweet design talk baby.   


About
    I’m a multidisciplinary graphic designer and young creative based in Sydney, Australia, with a focus in both print and digital mediums. My work is contemporary and playful and exists in both physical and digital spaces, all the while prioritising notions of sustainability and designing with purpose.

I have an outgoing and driven personality, which allows me to employ strong leadership, communication skills, and enthusiasm into my confident work ethic. Additionally, I have a desire to take risks to further my knowledge and skill-set, with a resilient, curious and optimistic attitude.

Contact
Ph: 0423 103 863
Email: sammyleevisuals@gmail.com


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FLIGHT.





Client:
Casula Powerhouse
Art Centre
2022
Pitched brand identity concept for a new exhibition at Casula Powerhouse Art Centre. FLIGHT aimed to encapsulate the essence of forward thinking, inspiring and forever changing future possibilities for young creatives through event collateral and landscapes in both physical and digital spaces. It’s a safe space designed for all walks of life, with a focus on big ideas, meaningful conversations and purpose. Everyone is encouraged to contribute their inspiration, innovation and creativity at FLIGHT.





The identity originally grew around the narrative of journey and exploring out of curiosity. This lead into a tone of voice that was approachable, wholehearted, conversational, trusting, and cool. The logo was inspired by all things dynamic, with notions of movement. The slight jumble of letters offer a tumbling effect, Allowing the logo to come to life through a casual and inviting visual. The logos variety allows for flexible and interchanging design outcomes. It’s fun, active and can be applied over both digital and printed mediums.


The shapes are applied as an additional key visual asset. These shapes are inspired by floating clouds and honour the form of the Liverpool LGA community. These have then been traced and modified to further enhance a modern and abstract brand identifier that’s meaningful and brings communities together.





This project nurtures freedom, ideology and simply the need to just make things. Printed collateral at the exhibition will emulate an envelope for visitors. As they unfold the envelope, they are treated with a sticker, passport and postcard activities. The Envelope doubles up at a map of the exhibition and an invitational poster, where guests are able to scan the QR code for further information on the exhibition. The passport will be included in the envelope upon arrival.


This passport activity is an immersive way for visitors to tick or stamp off their visit at CPAC. This acts as an incentive for visitors to come back to the exhibition or acts as a traveller log book.






DIY paperplanes are another activity visitors can enjoy at FLIGHT. These print outs have templates teaching users how to fold a paper plane, whilst allowing for full creative freedom by colouring in and doodling on the plane. These templates include easy instructions and patterns that fits the FLIGHT. branding. In addition, fun facts or questionnaire can be found and a possible paper plane flying competition can be held for visitors further enjoyment.


DIY postcards will be included in the envelope upon arrival. This is another keepsake or giveaway for visitors. There is client potential for a pop up post box at CPAC, where visitors can mail off their postcards to their loved ones from CPAC. Allowing for the visitor to have full creative freedom and fun at FLIGHT.

There will be motion design graphics projected within the walls of the Main Turbine Hall. These projections allow for the overall concept come to life and allow visitors to engage in a full immersive experience! Public collateral includes A2 posters to help advertise the exhibition. These posters are exciting and interactive. The public are lead with curiosity through the QR codes and destination coordinates. The QR code may redirect the scanner to the CPAC website or a google map link that leads directions to location from their whereabouts of scanning.
Social tiles for follow a simple and fun layout, easy to read and understand for all audiences. All flight related posts are encouraged to be reposed on story highlights to keep with audience engagements. For further audience reach, multiple interactive AR filters can be created with FLIGHT assets. The hashtag #FLIGHT or #CPAC_FLIGHT is highly recommended for communal contributions.

Web banners and EDM’S are highly encouraged to be applied over direct digital communications. These will help further integrate the flight exhibition smoothly and separate an equal divide with the existing CPAC grounds. Keeping open, updated and consistent communication is key.