Sam works in the messy part of design (change), and crafts playable experiences about being human that are sometimes uncomfortable but always reflective. They care about building capability in noticing, reframing, and intervening on patterns so that we can bring effective use of self when tackling complex problems.
Moving from Singapore to London in 2021 for a game design MA, Sam discovered the joys of sculpture and performance art at Goldsmiths and is weaving strategic design, OD, coaching, and serious games into an integrated practice. They were previously Co-Head of Experience Strategy & Design at GovTech, a public service agency driving Singapore’s digital transformation.
