Sam Southwell
Founder · Creative Director
In their own words
Design is not just a profession; it is a life commitment.
When culture is right, you can feel it.
We certainly weren’t setting out to create a stark or minimal piece of design.
Articles & interviews
- Sam Southwell on building (South) and the book that documents it all
The Brand Identity interviews Sam Southwell, founder and executive creative director of Auckland-based studio (South), about the studio’s 21-year journey and its new book, 'Moments in Time.' The 290-page publication documents the evolution of (South) from its origins as Aplus Design Studio to a multi-division consultancy encompassing brand, communications, and fabrication. Southwell discusses the challenges of independence, the importance of culture, and the studio’s commitment to design as a lifelong pursuit.
- Studio South
The Brand Identity interviews Sam Southwell, Founding Creative Director of Studio South, about the studio’s evolution from APLUS, their design philosophy, and key projects including The International, At Your Request, and Meg’s Tailoring. The discussion highlights their focus on refined, concept-driven branding and collaborative processes with developers and clients.