Sam Laurie
Sam is Creative Director and Co-Founder of One Menagerie, responsible for translating strategic direction into distinctive, authored brand worlds. With over 25 years’ experience, Sam brings instinct, taste and cultural intelligence shaped by deep immersion in elite and rarefied environments, where standards are exacting and influence is earned over time. Sam’s perspective has been shaped by early moves, including founding BOYD, a digital platform that anticipated the shift in UHNW communications and was recognised by the International Academy of Digital Arts and Sciences.
Guided by Brand First-Sight™, Sam leads the creative realisation of One Menagerie’s work — shaping identity, imagery, environments, content and experience as one cohesive system. Recent projects include The OWO, where brand, experience and digital expression come together at a landmark global destination; TWW Yachts, repositioned for a new generation of superyacht clients; Ocean Independence, including its evolution into content, culture and sustainable ventures; and collaboration with Kengo Kuma on visionary architectural projects.
Sam’s work consistently helps brands shift perception, elevate desirability and move markets — culturally as well as commercially — with a creative approach that is confident, human and quietly authoritative.
