This is the design world of Sam Lee. It displays some of my passion in design, type, and illustration


Sam Lee is a Sydney based hand-lettering artist, illustrator, and designer who visually communicates great ideas, and spends his free time working on lettering projects.

Here is my story on who I am, what I do, and why I do it.

I fell in love with all things design in my final years of high-school, especially in the area of typography. As I grew in my design discipline, I began focusing primarily on illustrations and hand-lettering, and in my spare time I have and continue to work on personal lettering projects to refine my craft. When I entered university, I was mostly interested in strategic thinking and making objective design decisions in my projects. I found that well thought out and well researched works resulted in the most interesting conclusions. Over time, I merged my artistic background with strategic thinking and this formed my style where at first glance is visually engaging, but upon further inspection, is meaningful and rich with content.

First and foremost, I believe in strong concepts derived from thorough research. This ensures that the design work is relevant and meaningful, and not merely a decoration. The direction I take goes to the core of the brand resulting in an uncomplicated and timeless design solution.

Secondly, I believe in beauty. Strong concepts designed poorly result in something boring and unexciting. Beauty gives design a strong sense of personality and attention to detail that garners the attention of viewers, which leaves them with a memorable experience.

Lastly, I consider how to most effectively communicate an idea or a message and ultimately provide value that is beneficial to a brand. Through this journey, I strive to understand the needs of the client and overcome problems with creative solutions.

This process comes together to create a nice balance between concept and execution.

When I’m not designing, you will find me working on personal lettering projects, writing blog posts, selling merchandise, creating case-studies, and sharing my process work as well as my resources in the hopes of helping somebody else find what they love to do.











I am very reserved and introverted. If I don’t seem very friendly, I’m sorry!

I promise I like you.

On the plus side, I am highly focused and I commit my time to things that matter.


I was born on Valentines Day! So naturally I like roses, chocolate and the color red.


I cut my burgers in half before I eat them. Nothing weird about that.


Nature continues to inspire me on a daily basis. I love that sublime feeling. I value things that grow over time.


Cats or dogs? Both! I’ve had animals around me all my life. My first dog was a golden retriever.


I love riding bicycles, although I’ve stopped ever since I started living in the city. In turn, I go on regular runs.


My personality is calm and collected and my strengths lie in patience, objective understanding and a strong sense of right and wrong.


However, I can also be harsh, stubborn and demanding of high standards. I don’t mind saying it like it is.


I love good stories, whether it be books or film. Lately I’ve been interested in psychology and seeing why people do what they do.


My favorite pastime is to listen to good music. Some all time favorite bands include Bon Iver, Coldplay, and Mumford and Sons.


I am an avid coffee drinker. I still use the same red mug I’ve had for the past 10 years.


I was lucky to travel the world in my early life living as a local in Thailand, Korea, India, America, and Australia and visiting many other places!


I value creativity. I find beauty in things that people took the time to create such as literature, songwriting or objects like wooden tables.

Here are some designers and illustrators who continue to inspire me on a daily basis. Their work continues to motivate me in the work that I produce.