About
I’m Sam White, a brand, product and design lead with over 15 years experience spanning brand identity, campaign design, and enterprise product across B2B SaaS, telecoms and financial services. I work across the full range, from corporate identity and through-the-line campaigns to product, eCommerce and app design, holding brand relationships over years rather than one-off projects.
I’ve had the rare experience of carrying brands and design systems through two company acquisitions, Everlytic into Vox and FM:Systems into Johnson Controls, integrating identities and product experiences so each combined business looked and behaved as one. Along the way I’ve led and mentored design teams, owned quality and delivery, and acted as the brand quality gate across a multi-subsidiary telecoms group.
I pair creative direction and brand-system thinking with real product and UX depth. In short, I design brands and the products that carry them, and I do the “overthinking” so the work looks effortless.
Career
2007
Started in design
Began my design career in brand identity, editorial and campaign work.
2015
Everlytic Design Team Lead
Led the marketing design team and delivered a full corporate identity refresh.
2016
Everlytic into Vox
Carried the brand through acquisition and became brand quality gate across Vox, Everlytic, Frogfoot and Braintree.
2022
Enterprise product, FM:Systems
Led UX/UI across the IWMS portfolio and the FM:Systems Design System.
2023
FM:Systems into Johnson Controls
Led integration into OpenBlue, then Senior Product Designer on enterprise and AI-driven features.
Now
Brand, Product & Design Lead
Leading brand and product design end to end, ready for the next opportunity.
Recommendations
Sam has a rare blend of creative vision and user-centered rigour, able to translate complex business needs into elegant, intuitive designs that delight users and drive measurable outcomes. She’s a strong leader who elevates those around her, builds scalable design systems, and consistently delivers high-impact results.