I'm Sam. I lead product design, writing and brand together, because a company's story is only understood if every touch point tells it the same way, from the interface to the campaign to the text on the pricing page.

At Mondra, an enterprise AI data scale-up, that approach added £12M to pipeline and underpinned a Series B raise. Before that I designed for the sharp end of finance: TransferRoom, a real-time marketplace where professional football clubs trade players under pressure, and analytics platforms used by AlixPartners teams inside high-value corporate restructurings. Very complex, data-dense products are my home ground and like to bring consumer-grade UX to these high-stakes systems.

I build with AI properly, through production workflows I've wired myself, but the tools only matter because someone keeps asking the old-fashioned questions. Is this clear? Is it true? Would a busy user care? I deliver a lot. None of it is careless.

I've been doing this for 25 years. I founded a design agency, grew it and sold it, ran one of the UK's first rural coworking spaces, and led design at agencies and scale-ups for organisations like ARM, Lonely Planet, the Post Office, Schneider Electric and the University of Oxford. Some recent work sits behind NDAs, and I'll happily walk through it on a call.

I also work with paint - a lot of it. Specifically, I'm the vision behind the trackside graphics painted onto some of the world's great motor racing circuits, including the Sochi Autodrom, Charlotte Motor Speedway, Mandalika and the 2022 Miami F1 GP street circuit. Taste survives at 200mph or it isn't taste.

Still fond of a pencil, too.

Email me: hello@samcranwell.com