Sam Thomas
(He/Him/His)Shaping the look, feel and creative identity of NKD’s programmes through brand direction, strong ideas and thoughtful design.
When I led the NKD brand refresh. It gave me the opportunity to build a design strategy around our core purpose, creating a more mature and consistent brand presence, from our visual identity and messaging to a new website that better reflected who we are.
My experience
I’ve been at NKD for 10 years, starting as a middleweight Designer and progressing through Senior and Head of Design to my current role as Design Director. Along the way, I’ve helped shape the creative output, process and quality across key accounts. My specialist area is defining the brand direction of our programmes, with the aim to create meaningful learning experiences that deepen connection between employees and the brands they represent, making the work feel memorable, engaging and purposeful.
Some of the most impactful projects I’ve worked on at NKD have brought together strong brand direction and meaningful employee experience.
I’m proud of our work on easyJet’s strategic alignment event which I shaped to feel like an easyJet concert.
I also worked on a safety campaign for a supply chain organisation which encouraged their teams to reflect on who they were staying safe for. The campaign used real photography and contributed to a 30% reduction in accident rates… Something I’m really proud of.
I designed this workshop as behavioural science experiments exploring human connection.
