Sam I Am has turned 20 and has given itself a bright, upbeat creative rebrand to let the world know it’s forging ahead.

“It was important to update the brand identity to acknowledge how far we’ve come. My brief was to soften and warm our style while staying true to our kinks and the colour world we inhabit. 
We are at a place where we can make bold decisions and I want to represent that – it’s fun to be a mature and established brand,” founder, Samantha Simpson, explained.

The rebrand for the much-awarded international production and photography agency was designed by Kristen Doyle at Killanoodle with copy creation by writer, Marrianne Little. It reflects on Sam I Am’s longstanding creative collaborations, talent development and the client service team’s ability to instil confidence in projects.

The core SIA team, including producers and agents, is now six strong and the agency represents 11 photographers and two stylists. Sam I Am has also recently welcomed world-class automotive, architectural and lifestyle photographer, Derek Swalwell.

Sam I Am has also launched a stylist division with featured creatives, Jana Bartolo and Jess Johnson.

2022 is a year to focus on putting into practice the key insights the team has learnt over the past two years of change and rebirth, Simpson noted. “I’ve made some wonderful people choices over the past few years. With their support, I’m now able to focus on SIA’s future vision, which is wildly satisfying and rewarding. These have been growth years in many ways, despite the challenges. I can wholeheartedly attribute the current success of SIA to the team behind it; together we’ve learnt to become obsessed with our individual goals as well as watching our photographers smash theirs.”

Over the past year, Sam I Am photographers, Benito Martin and Tobias Rowles, have worked with Special Group shooting various Uber brand campaigns. Rowles also shot a Samsung brand campaign with CHEP creative director, Kirsty Gavin; and photographer, Billy Plummer, worked on campaigns with Leo Burnett for the National Disability Gateway.

Simpson added, “Thinkerbell and Benito Martin also collaborated on a fun one for Bonsoy and we’ve recently shot a couple of gigs with new agency It’s Friday. Our rising star, Ted Min, shot for Vogue and is regularly producing stunning fashion photography for Australian label, Romance Was Born. I’m definitely looking forward to seeing what comes next.”