Designing with Purpose: Sam Wilkes on Packaging, Persistence and the Power of Ideas
From her beginnings in Connah’s Quay to leading major design projects in New York, Sam Wilkes’ creative journey has been anything but ordinary. Recently named one of GDUSA’s 2025 People to Watch, Sam spoke with us about her formative years at Wrexham University, her love for packaging design, and the surprising classroom moment that ignited a lifelong passion.
From Connah’s Quay to NYC
Who knew a Food Tech class side project would launch a design career in New York City? At just 15 years old, Sam found herself in a Food Technology class, tasked with designing packaging for the meal she was preparing. What started as a simple assignment became a journey that would define her career for the next 25 years.
She presented her packaging design to her school career advisor and asked, “What career is this?”. This simple question cemented her career aspirations in her mind, as evident in her school report, which declared, “I want to be a graphic designer.” Sam says that it was the opportunity given to her by Wrexham that allowed her to turn her passion for design into a professional career. She graduated from Wrexham in 2002 and secured a job as a Junior Designer at Iceland Frozen Foods. This first professional role took her back to her roots in Connah’s Quay, and the packaging design that had started it all.
The packaging that started the journey.
Sam’s independence and determination continued to grow as she landed Design roles in the Middle East and Amsterdam, building her reputation internationally. Eventually, she was headhunted by Vault49 in New York to lead their design studio as Creative Director. Despite the scale of her work, Sam remains humble and collaborative.
“Hire people that are better than you. I learn from my team every single day.”
Sam has led projects for globally recognised brands including Baileys, Gatorade, Johnnie Walker, and Häagen-Dazs, but she still finds it surreal to see her designs on shelves and in everyday life. One project especially close to her heart is the limited-edition packaging series for Johnnie Walker, a seven-year collaboration with artists from around the world. Sam played a key role in bringing the concept to life, and the resulting work now resides in the brand’s official archives as part of its design legacy.
Resilience and Redirection: Life’s Unexpected Turns
Sam’s resilience is truly admirable. Living independently from the age of 17, she overcame numerous obstacles on her journey to higher education and onto a successful international career. However, her life took an unexpected turn last year that led her to discover a deeper role for design, creating positive impact for those that need it most.
Last year, Sam experienced sudden sensorineural hearing loss due to a viral infection. Despite months of treatment, her condition proved irreversible, forcing her to adapt to a new sensory reality from being deaf in one ear. In response, Sam took action. She enrolled in American Sign Language (ASL) classes at a deaf-owned and operated school near Vault49. She’s now working with the school to refresh its brand identity and increase enrolment, combining her design skills with a newfound advocacy for accessibility.
“We’re incredibly proud that you understand our culture,” the school’s founders told her – a compliment Sam considers one of the most meaningful she’s ever received.
Industry Insights & Advice
Looking to the future and offering advice to others in the field, Sam shared some invaluable insights. For university students, embrace the melting pot of your peers. You’ll engage with people from diverse life experiences, backgrounds, and cultures. Share ideas and have dialogues with them and this is where your ideas will multiply.
Keep working after your degree – even if it’s self-initiated work. It’s crucial to maintain your skills as the next cohort of talent enters the industry. You can’t afford to be out of the design loop. Ensure you’re continuously developing and maintaining your skillset.
Sam also touched upon the importance of values in the industry. Values matter. Conscious design – especially when tied to sustainability or social good – is what makes brands and designers stand out.
Finally, Sam emphasised that you don’t always need to jump on a trend. Don’t be afraid to be different. Following trends can easily lead to “Blanding,” and you don’t want to look the same as your competitors. When seeking inspiration, take time to step away from the screen and find resources and inspiration in the wild.
And above all, be supportive to those around you. You never know who you will cross paths with again in your journey, so be supportive, collaborative, and inspiring to everyone you meet.
At Wrexham University, our updated Graphic Design degree blends core principles of graphic design and visual communication, packaging, branding and advertising along with motion design and AI, equipping designers with the skills to adapt and innovate in a changing industry.
At Wrexham University, we provide the tools needed for success, with clear pathways into employment, freelance work, or further study. Want to know more? Join us at an open day or explore the course in more detail.
