a bit about me…

With 15 years of experience in the creative industry, I have cultivated a versatile skill set, huge network and an unwavering passion for transforming ideas into reality. After studying Graphic Design at Newcastle Uni, I learnt the intricacies of production by working at printers, signage companies and screen printers. I went on to become a graphic designer at some of Sydney’s top studios, learning the complexities of creating strong brands.

Driven by a hands on approach to design to create captivating experiences, my expertise grew in experiential design, specialising in transforming spaces for retail, hospitality and events. Working in-house for Havaianas played a pivotal role in crafting my skill set at creating engaging, authentic experiences. This major role put me in charge of design and production of their retail window displays, point-of-sale and product line.

A significant turning point in my career was my stint at Gloss Creative in Melbourne, where I had the privilege of contributing to large-scale creative projects that brought branding into the three dimensional space to huge audiences. It was a period of growth and realisation as I expanded my confidence and reached new levels in my knowledge of production and design.

In 2012, I returned to Sydney and founded COMMUNE, a collaborative co-working, photography studio and events venue aimed at nurturing Sydney’s creative community. Over the span of 10 years my business grew to three venues, providing me with countless experiences that broadened my skills and exposed me to diverse challenges.

From negotiating with landlords and pushing for development changes with Council, to managing full-time staff, payroll, partnerships, leaking roofs and running 10,000 person events for massive brands. Every hurdle overcome was a testament to my determination, adaptability and broad skill-set across disciplines and industries. It made me a clear headed, rational problem solver that can rise to meet any challenge.

Following the closure of my business due to the Covid lock-downs, I discovered a new purpose and passion – empowering small businesses and startups to flourish. Guided by years of invaluable skills and experiences, I am committed to fostering growth, innovation, and success in the entrepreneurial landscape. Embracing this rewarding path, I look forward to continuing to make a positive impact and contributing to the success stories of those I have the privilege to collaborate with.

– Sam Ali

  • "An absolute Swiss army knife, his knowledge and expertise made our big idea the smoothest of sailings I've ever experienced"

    Adam Trovarelli
    Creative Director - KASPA

  • "In the early years of Young Henrys, we constantly collaborated with Sam/COMMUNE and enjoyed the mix of energy, creativity, execution and discipline he brought"

    Oscar McMahon
    Co-Founder - Young Henrys Brewery

  • "An inspiring leader in his field. His vision and tenacity to get things done is what you need on a high functioning team. We've loved working with Sam"

    Anthony Stevenson
    Founder - Tonicka Kombucha

  • "Always has everything under control. He's a creative genius who executes to perfection"

    Kate Jones
    Events Manager - Vegan NSW

  • "A collaborative, innovative and progressive thinker. Someone who makes ideas become reality and can bring the brightest minds together to create community & change"

    Mary Hoang
    Founder - The Indigo Project

  • "He really cut to the core of our brand. What he was able to achieve in such a short amount of time was perfect"

    Ronny Haryanto
    General Manager - Abbey Road Institute

  • "His fresh perspective and keen eye for detail was a God-send. His calm head and open communication when complications arose was also appreciated"

    Tanya Nicole
    Cellar Door Manager - Tatler Wines

  • "I’ve known Sam for many years to be a diligent and intelligent person with integrity and kindness built in"

    Hemang Savla
    Director - Crank Furniture

  • "Working with Sam's broad creative ability took a lot of stress off our projects. I highly recommend him"

    Neil Troost
    Project Manager - Tiny Mobile

  • "Sam is an exceptional colleague with a remarkable skill set and dedication to his work. He's such a positive and professional lad"

    Lawrence Nyarko
    Project Manager - Ironmark