Hi, Hello!

I’m Samantha Locke—a multidisciplinary designer and creative partner with a love for bold ideas and striking design. With over a decade of experience, I work with brands to shape who they are and how they show up, through thoughtful strategy, identity, packaging,
and visual storytelling.

Before co-founding Studio Vermilion, I spent five years at IDEO, collaborating with brands like Clif Bar, Perrier, and Patagonia to imagine the future of food, wellness, and sustainability. My background blends conceptual thinking with hands-on craft—I’m equally comfortable building a brand strategy from scratch or noodling with pixels on a logo.

My design philosophy is rooted in the belief that form should follow function—every decision should serve a purpose. I’m drawn to work that’s clear, intentional, and pared down to its essentials, but never at the expense of personality. I value simplicity not as a style, but as a way to communicate with impact—and I’m always looking for opportunities to push ideas forward through thoughtful experimentation and fresh perspective.

Currently based near Detroit and Ann Arbor, I’m open to creative collaborations of all kinds.