Dani Sampson
Founder, Strategy Director
In their own words
Not just a patch, but a full patchwork.
Well done team Collins. A notable shift from ‘buttoned-up militance’ to ‘expressive free-form’.
Strategy gives function to form. It front-ends the design process to validate, challenge and add value to the client brief.
Articles & interviews3
- "Dani Sampson Launches STYX, a Myth-Inspired Water Brand"
The Brand Identity’s May 2025 edition of The Edit spotlights five global design projects. Highlights include Dani Sampson and Marcus Cheong’s mythologically inspired water brand STYX, Faith Studio’s sustainable identity for Label-Up, KUYA’s campaign for Floyd Mayweather’s supplement brand, TRiC’s refined refresh for BASSIKE, and Tino Nyman and Yatofu’s vibrant packaging for EnjoyaBowl. Each project showcases distinct approaches to storytelling, typography, and materiality.
- Dani Sampson on Strategy: Girls Scouts
BP&O’s Dani Sampson reviews Collins’ rebrand for the Girl Scouts of the USA, describing it as a vibrant, fashion-influenced identity that modernizes the organization for Gen Z. The project celebrates individuality and community through a patchwork-inspired design system, updated apparel, and expressive visual language. Sampson praises Collins for transforming the brand from rigid tradition to a lively, inclusive lifestyle identity.