Some careers begin with a plan. Sam’s began with a decision — to take a chance.

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“I dropped out of university when I was 18. At the time, I was living in the UK, in a city I wouldn’t recommend visiting, and to avoid following in the same path as my friends, I decided to start a business designing websites. At that time, I could not code, but through trial and error, I learned the basics and began building the websites I was designing.”

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What started as a one-person design experiment quickly evolved into something bigger. “This grew, as did my abilities in both design and development. Blending creativity with technology has always interested me; it’s the duality of the two, and that there are several places where they cross over in digital design, and to be an expert in UX you need to understand both.”

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After establishing his business in the UK, Sam took a leap of faith — closing shop and pursuing a long-time goal of moving to Australia. “It took several attempts and iterations to replicate what I had started in the UK, but Woolly Mammoth is the culmination of those learnings. We are a technology-led creative agency, working with start-ups and enterprise clients who share our values.”

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That leap paid off. “The most fulfilling aspect of this journey has been collaborating on complex projects and watching the team, also known as The Herd, grow from working on them.”

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One of Woolly Mammoth’s defining projects came from across the ocean. “One notable project was our collaboration with LaunchDarkly, a US-based startup. It helped put Woolly Mammoth on the map, and propelled us during the Covid lockdowns. Our work together was awarded an Agency of the Year recognition from a major web framework.”

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Sam’s passion for creativity goes back much further than his first business. “I’ve always had a passion for creating digital experiences. It all began with video and music production during my teenage years, primarily making skateboard videos and recording bands. This set me up with a creative and technical edge, making it easier to pick up new things as I ventured in UI/UX design and development.”

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Outside of the studio, his creative streak takes a more refreshing form. “I am learning to become a mixologist,” he says.

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But his personal milestones are just as inspiring. “I recently learnt to swim as a fully grown adult. It took 34 years, but now I am making the most of the water and the amazing Sydney beaches, including getting my skipper licence.”

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He’s also a devoted dog dad. One of his goals for 2024 was to adopt a brother or sister for his senior rescue dog, Dexter — and we’re happy to report that Daisy has officially joined the family.

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Professionally, Sam’s curiosity continues to drive new ventures. “I am launching a digital product. I love running an agency, but you’re selling time, and that’s a finite thing. I am working on something in the retail space with some amazing collaborators, which I am excited to share later this year.”

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When asked for one piece of advice for those looking to break into design, Sam’s answer is simple but sharp:

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“In every project, put yourself in the users’ shoes. Understand their needs, pain points, and behaviours. Design and develop solutions that are intuitive, accessible, and enjoyable to use. Constantly seek feedback and be willing to iterate on your designs, no matter how good you think they are. Nothing great is ever finished.”

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His go-to book and film picks reflect that same curiosity and creativity that define his work:

Book: The Design of Everyday Things

Movie: Stop Making Sense

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