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1. Hello!
Sam Janzen / / Creative Designer / / PDF Portfolio
Website: samjanzen.co.uk
Email: [email protected]
Phone: [phone]

2. About
Hi, I’m Sam Janzen, a creative
designer based in London.
I currently work as Creative Director as part of a close
team of designers at LUMA-iD delivering product design
as a consultancy and as Head of Branding for Freefly VR, a
trailblazing virtual reality startup producing one of the first
smartphone headsets of recent years. Trained as a product
designer and experienced as a graphic designer, I bridge the
gap between marketing and production. During my four years
of experience designing and marketing, I have taken a variety
of new products from concept to market, collaborating with
high profile clients and leading small businesses in creating
branded visual content that drives company revenue.
I love the thrill of mastering new software or repurposing
old software, which I can feed back into my work, creating a
unique style. While I have a fascination with many different
mediums, my skills largely centre around product visualisation
and my passion comes with applying these skills to the
appropriate role. I believe that all design tasks can be simplified
to the same problem-solving techniques, like finding the right
piece of the puzzle. The product designer in me strives to
the ‘less is more’ mentality, but the branding designer in me
ensures that my work has personality and soul.

3. Sam Janzen
Phone: [phone]
Website: samjanzen.co.uk
Email: [email protected]
LinkedIn: linkedin.com/in/sam-janzen
Location: London
Key Skills
Graphic Design
Product Design
Marketing
Rendering
Prototyping
Manufacture
3D Printing
Photography
Presenting
Key Software
Adobe Creative Suite
Autodesk Fusion 360
Keyshot
SolidWorks
Wordpress
Recent Clients
BBC
NHS
Rough Trade
Björk Digital
Rewind Co
Warhammer 40k
LDF
University of Oxford
MOMA
Mind Candy
Experience
Creative Director
LUMA-iD
June 17 - Present
• LUMA is a team of industrial design
consultants, where my work focuses
on visual impact and presentation. I
identify situations where a project is
limited, and think laterally to offer new
options to the team. I can tell whether
current solutions are correct, and
promptly brainstorm with colleagues
to resolve when they’re not.
• Whilst maintaining my role as a
3D-modelling product designer, I
oversee all graphic design and image
creation. This involves producing
product branding, marketing renders
and occasionally crowdfunding videos,
while also providing templates and
teaching valuable skills to the rest of
the team.
• Representing LUMA by giving talks and
attending trade shows is an important
part of our marketing. Alongside this
B2B marketing, I create online content
to bring potential new customers to
our site. Once the clients contact us,
I am the first port of call for meetings
and project instigation.
• The close-knit nature of the LUMA
office makes us a perfect training
ground for interns and apprentices,
so over my three years I have seen the
prodigious development of 14 young
designers. I managed and trained most
of them and am pleased to continue
advising them whenever they need me.
Head of Branding
Freefly VR
Sept 15 - Dec 17
• The past three years has been a
rollercoaster for the VR market, and
during my time with Freefly I have
seen a new technology develop into a
worldwide phenomenon. We launched
before most other smartphone VR
headsets and as such were a significant
part of developing commercial virtual
reality technology as we now know it.
• All branding and content creation for
Freefly VR was my responsibility. After a
year of balancing the ideas of my three
directors, I quickly realised the need for
brand guidelines. Finding that I didn’t
have the time in my daytime hours, I
created the Freefly VR brand guidelines
in my own time to make sure I was
proud of them and could rely on them.
• Running trade shows and being the
public face of Freefly was an important
part of marketing. B2C shows working
to KPIs were common, and whilst
difficult at times, they provided a great
connection to my market. I would
organise, negotiate, design and run
the shows, using connections wherever
necessary to make it all a success.
• Part of my time at Freefly was spent
in the Dominican Republic in order
to work alongside my CEO. I relocated
for three months to work on sales
documents and to instil the brand
values within the remotely-based sales
team. Living and working in a less
developed country was an experience
I cherish and one that I would love to
repeat.
• Before the launch of our second
edition of the Freefly, I represented the
company in Shenzhen, China, for final
pre-production checks. This involved
last-minute problem spotting and
solving, as well as resolving bottlenecks
in the production, before pressing the
button on 100,000s of units.
Product Designer
LUMA-iD
Jan 15 - Jun 17
• The primary role of everyone at LUMA
is as a product design consultant. I
handled my own projects utilising
CAD, prototyping, production and
marketing skills to take a client’s dream
to the next stage. Most projects would
be directed and executed by myself,
while larger projects would be a team
collaboration amongst the team of up
to six.
Achievements
London Design Festival
2017 Design Talk
• LDF talk giving an overview of LUMA
and our design process.

The Apprentice (BBC)
2017 Graphic Design Expert
• During the 13th season of the classic TV
show, I advised as a graphic designer
for a task (e.g. my mum's proudest
moment).
• I also trained my then-intern to
represent us on the show.
Complete Guide to Virtual Reality
2017 Contributor
• I was commissioned to write three
chapters of a VR reference book, using
the expertise i had acquired while at
Freefly.
Björk Digital
2015
• Organised the launch event for the first
VR music video, Björk’s Stonemilker,
at both Rough Trade London and
the MOMA New York, .and then
Carriageworks Australia.
Education
University for the Creative Arts
BA (Hons) 1:1
Product Design & Interaction
2011 - 2014
• Shortlisted for NESTA, ‘Hands Off My
Bike’ competition and Electrolux, ‘De-
sign Lab’ global design competition.
• Exhibitor at Łódź Design Festival, ‘Make
me!’ and New Designers graduate
show.
• Asked back to UCA as a successful
graduate example and to give a guest
KeyShot lecture.
• Student course representative during
my time there.
CV

4. Freefly VR // Head of Branding
The design, production and marketing of the Freefly VR products.

6. Freefly VR
Freefly VR, v1
Adobe CC
Graphic Design,
Product Design,
Manufacture

7. Freefly VR
Freefly VR Beyond, V2
Wordpress,
Adobe CC
Marketing,
Production,
Branding

8. Freefly VR
• My role as Head of Branding within
Freefly VR gave me creative control of
our image, be that online advertise-
ments, weekend events, collaborations
and even the style of the product.
• Over three years we released three
versions each were met with stellar
reviews and large numbers of sales
worldwide, with our website peaking
at 150k visitors per month. The first
version, Freefly VR, launched alongside
the first VR music video with musician
Björk, with only the Google Cardboard
headsets as our competition in smart-
phone VR. As the market exploded, we
had time ahead of the competition
to develop and improve our original
design, culminating in our second
edition, the Freefly VR: beyond. Most re-
cently we innovated within immersive
technology again, with a mixed reality
headset Freefly VR: horizon.
Freefly VR Horizon: V3
Keyshot,
Photoshop
Branding,
Product Design,
Marketing

9. Freefly VR
Visuals
• Over the course of the previous two
versions I felt like we needed a different
graphic style to bring together our 'cool
tech' brand. The hero image for the
latest Freefly VR was a developed out
of combining a few experimental ideas.
• After becoming fascinated with fractals
and the nature behind incomprehen-
sible shapes that fire produces, I dis-
covered an obsolete piece of software
called 'Apophysis7x'. It uses graphs and
mathematical functions to calculate
'flames' like you can see opposite.
• Combining these flames with KeyShot
renders in Photoshop gave an incredi-
bly rich effect at a low-cost, although I
found it was easy to overdo it. Scaling
back the effect over the course of my
experiments, I finished on a magic
glow emanating from the headset.
Keyshot,
Photoshop
Rendering,
Marketing

10. Freefly VR
Branding
• Maintaining a consistent brand
image is crucial. After instigating the
Freefly VR brand, I laid out the brand
guidelines to solidify the rules. While
intended as a tool for others who cre-
ated content, the guidelines helped to
identify the coherent brand image that
was already there.
InDesign
Branding,
Marketing,
Graphic Design

11. LUMA-iD // Creative Director
Starting the life of products for a variety of clients.
Rendering, modelling, marketing and pitching.

13. LUMA-iD
Brighter Bikes
SolidWorks,
Keyshot
Product Design

14. • LUMA-iD has given me the chance to
see many products start their life, and
within the team my role is usually that
of branding, visualisation and market.
• Most of the team at LUMA commute to
the south London office on their bikes,
so we all know the need for a relia-
ble and easy to use indicator system.
Brighter Bikes is designed to be highly
adaptable, containing:
• An indicator control point strapped to
your handlebars, easily removed from
the bars and helmet with a rubber
strap, so they can be charged and
secured;
• Two slimline brake buttons slid onto
your brake handles;
• A wireless indicator light attached to
your helmet, bag, bicycle, or wherever
else you would like.

15. LUMA-iD
Warhammer 40k PowerFist
• As a collaborative marketing project
with Rewind Co for Warhammer,
LUMA-iD designed and produced
a pneumatic fist to smash through
everyday bothersome tasks. Hilarious
and awesome - search for ‘Power Fist
Infomercial’, you won’t regret it.
• As part of the London Design Festival
2017 I gave a talk and demonstration
along with other designers in the local
community to showcase the PowerFist
and pitch the work we do at LUMA-iD.

16. LUMA-iD
3D Printing,
Rapid Prototyping,
Marketing,
Presenting

17. Personal // Other Work
Side projects or for myself.

19. Personal
Rendering
• In the same way that a camera is a
tool to produce my vision, computer
rendering becomes a valuable tool for
product designs. I use KeyShot output
straight to Photoshop – always output
to Photoshop. When taking photos it’s
often the aim to reduce imperfections,
but the secret to CG work is to design
in imperfections.
• As a personal project, I rendered a
set of three photorealistic images of
insects - a dragonfly, a beetle and a
hornet - in their natural surroundings
in order to push keyshot to its limits.
Keyshot has many limitations, but
what it can’t do can be made up for in
Photoshop, making it very powerful in
the long run. Check out the other bugs
on my website!
Keyshot,
Photoshop
Rendering,
Personal Work

20. Photography
• Bridging the gap between design
and marketing is creating the correct
image. I shoot lifestyle marketing shots,
clean product images, and event doc-
umentation. My skills in Lightroom and
Photoshop allow for a dark exposure
or unwanted scuff. My work - freelance
and professional - has been used in
printed magazines and online publi-
cations, as well as billboards and event
material.
• An offshoot of my photography work,
I have directed and created successful
product crowdfunding campaigns. I
use Premiere Pro and After Effects, and
experiment with fringe plugins when
I get the chance. I also began a series
of 360 music videos for a handful of
clients when promoting a product for
Freefly VR, using a plugin called Mettle
360 and manually editing metadata.
Personal
Lightroom,
Premiere Pro
Photography,
Videography

21. Thanks for your time!
Sam Janzen / / Creative Designer / / PDF Portfolio
Website: samjanzen.co.uk
Email: [email protected]
Phone: [phone]