From Connah’s Quay to New York – How a school project launched a design career across the Atlantic
Sam Wilkes’ creative journey has taken her from a school project in Connah’s Quay to leading major packaging design projects in New York City.
Recently named one of GDUSA’s 2025 People to Watch, Sam reflected on her career path, the role of her education at Wrexham University, and how a single class assignment ignited a lifelong passion for design.
At 15 years old, Sam was given a simple but pivotal task in her Food Technology class: to design packaging for the meal she was preparing.
“I remember presenting my design to my school career advisor and asking, ‘What career is this?’” she said.
“That moment confirmed her ambition to become a graphic designer. Her school report clearly stated, “I want to be a graphic designer.”
Sam graduated from Wrexham University in 2002 and began her career as a Junior Designer at Deeside based Iceland Frozen Foods.
This role helped her build a foundation in packaging design, a field she describes as her passion.
Her career soon grew internationally, with roles in the Middle East and Amsterdam, before being headhunted by Vault49 in New York to lead their design studio as Creative Director.
Despite her impressive achievements, Sam remains grounded. “Hire people that are better than you. I learn from my team every single day,” she said.
She has worked on packaging for global brands including Baileys, Gatorade, Johnnie Walker, and Häagen-Dazs.
One project especially close to her heart is a seven-year collaboration creating limited-edition packaging for Johnnie Walker, which is now part of the brand’s official design archives.
Last year, Sam faced a life-changing challenge after sudden sensorineural hearing loss left her deaf in one ear.
Rather than slowing down, she adapted by enrolling in American Sign Language classes at a deaf-owned school near her studio.
She now works with the school to refresh its brand identity, combining design skills with advocacy for accessibility.
“We’re incredibly proud that you understand our culture,” the school’s founders told her, a compliment Sam treasures.
Offering advice to aspiring designers, Sam stresses the importance of embracing diversity.
“You’ll engage with people from different backgrounds and cultures. Share ideas and have dialogues, this is where your ideas multiply.”
She also encourages continuous learning beyond formal education to stay relevant in a fast-evolving industry.
Sam highlights the value of conscious design, especially when tied to sustainability or social good, and warns against following trends blindly.
“Don’t be afraid to be different. Following trends can lead to ‘blanding’ – you don’t want to look the same as your competitors.”
Wrexham University’s updated Graphic Design degree reflects the industry’s evolving needs, blending core design principles with packaging, branding, motion design, and AI.
The course offers clear pathways into employment, freelance work, or further study.
For those interested, Wrexham University invites prospective students to join an open day or explore the course details online.
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