Introducing: Sam Rogers of Drive Creative

In the early days of Neon Flex Studio -  when it was just a brainchild in Danni’s mind -  the thing we came back to over and over again was the focus on support to Aussie business. It wasn’t just part of our service, it was part of our values. And when we think of an impressive growing business we think of Sam Rogers and Drive Creative. We think of the way that Sam has structured it, building a valuable team of expertise, who inherently work as a team. We think of the challenges she overcame, starting out on her own and taking risks along the way. We think of her passion and drive, motivated not only by the growth of the business but by building something meaningful. 

I first met Sam at a birthday party at a Brunswick piano bar. I couldn’t quite hear what she was saying, she had to lean down to speak to me - I was wearing heels but it's not any good when you’re up against the majestic height that is Samantha - she tried to explain her work but Elton John renditions were far louder. 

“She’s the best wrapper in Australia!” Danni boasted on Sam’s behalf. I thought she meant a hip-hop rapper and it only got more confusing from there. 

I’ve learned since then that Sam is definitely not one of Australia’s top hip-hop artists and that she is humble - almost to a fault. You’d think that humility wouldn’t have a place in a cut throat business but she makes it work. Her approach to anything in business is considered and collaborative. That’s what makes working with her (or even knowing her) such a huge pleasure, she's a powerhouse of hard work, dedication and perseverance. Watch out! The rest of this piece only gets more gushy, we’re super biased when it comes to Sam and Drive Creative. 

Starting out almost a decade ago as a sole trader, she worked from her spare room to build up the business. She credits her skill set and professional outlook to her mentor, Nick Caminiti from Exotic Graphics where she sharpened her abilities and learned her limitations.  Like any savvy entrepreneur she learned how to do it all, design, print set and installation, managing projects from start to finish streamlining her service to clients which also  meant that she was working non-stop. She built up a portfolio of clients pretty steadily, taking on work where she could and managing all aspects of the business on her own.

A defining turning point was the start of her relationship with BMW in 2020, a year later she was in her current lodgings at Braeside and Drive Creative was born. It wasn't overnight and it was certainly not achieved without the support of others, or a bunch of hurdles to get her to today - and Sam would never give that impression. Her collaborative approach is what makes DC such a unicorn in the industry, that and her awesome team. 

Making bold move after bold move, Drive Creative took on new staff, upgraded its equipment and defined itself in the vehicle branding space. Today it offers the same high quality service, wrapping fleets of cars, vans or trucks for some of the most well known brands out there. The team has grown to four including Sam, Dominic Browne the Print Production Manager, Shaun Payne as Head Installer and Isaac Jackson as vehicle wrap installer.

Each team member has been selected and nurtured by Sam, “I’ve been able to bring together such respectful, dependable and good-hearted people” she reveals. When I ask her what she is most proud of when it comes to DC, “Without question, the team.” she declares and then adds  “I’m proud that we’ve built a workplace full of respectful, professional and dependable people who genuinely care about what they do.” It is undeniable that each team member brings their own high standard and the camaraderie to the table. After a short walk through the pristine workshop the communication and collaboration style is plainly visible - it is respectful and results focused. It’s also evident that everyone is hands on - if a job needs to be done, they will all pitch in to do it.

This work environment was no accident, a deliberate manifestation of Sam’s own values, it is built on  “an environment that felt respectful, supportive and calm.” she explains. The work isn’t the only defining characteristic, “I think people do their best work when they feel trusted, respected and supported. I want our workshop to be somewhere people can grow their skills, communicate openly, and feel proud of the work they’re producing together.”

As the business grew with clients and job sizes, Sam refined a process to keep things moving and accountable. Utilising job cards to track the essential information, progress and approval, ensuring consistent work and easy reference for returning clients. The business is built on a number of these systems, along with making time for team input to keep the business moving and growing.  Ultimately however, Drive Creative remains entrenched in Sam’s visual style and creative process “I keep a large A3 notepad underneath my keyboard that acts like a running mind map for the week.” she adds as an afterthought. 

This combination of Sam’s leadership style and the team’s excellence is arguably what gives Drive Creative its 4.8 star Google rating! A fact that Sam did not mention in our sit down for this piece. It is also what makes them a trusted partner for Melbourne's International Film Festival (MIFF) held annually, the festival entrusts Drive Creative to deliver their branding on the MINI sponsor cars that roam the city. As a huge fan of the festival myself I was thrilled to learn that DC are behind the iconic vehicles promoting this longstanding and prestigious event. 

Even as I gush over these accomplishments, Sam's humility and measured tempo is steadfast, “I think being a good business owner is partly about knowing where your strengths are, but also recognising when to lean on good people around you.” 

That’s just who she is though, the quiet achiever, beavering away in the background while the rest of us watch in awe. I’ve only met Sam a handful of times up until this interview, the first of which I couldn’t really hear her until we went outside to walk her to the car parked in the dark backstreets of Brunswick. On the walk over she was full of questions and was keen to swap instagram handles. What resonates with me about Sam, is that she is who she says she is. There is no pretending, the humility isn’t forced, the achievements aren’t minimised. She’s tough, savvy and magnanimous.

“There’s something very fulfilling about building something from the ground up and watching it evolve over time. Every challenge I’ve worked through has also made me more confident in myself and my capabilities.

I still care deeply about the creative side of the work, but I also really value the relationships, the team environment and the sense of purpose that comes with building something meaningful.” 

When I question her on any fears or trepidations, she simply replies, “I’ve learnt that growth often comes from stepping into uncomfortable situations and trusting yourself enough to work through them.” 

Looking forward Sam doesn’t talk about a bigger space or more people, growth here looks different. It’s steeped in trust. Trust within the team. Trust from clients. Trust in the self. The future isn’t about bigger, it's about being better and  “strengthening long-term client relationships and continuing to position Drive Creative as a trusted branding partner rather than just a supplier.” she explains. 

I’m pretty sure I’m older than Sam, but I’m definitely younger in the building-a-business years so I’m taking away her bit of advice to a younger self: “I think these days we’re constantly exposed to overnight success stories and quick results, which can make people feel like they’re falling behind. But in reality, honest hard work compounds over time.

Even improving one percent each day is still progress. You can’t really shortcut experience, resilience or consistency, they’re built slowly through doing the work over and over again.” 

Bang! She nailed it I reckon. I’m super inspired! I’m off to do some hard work and push Neon Flex Studio along a bit more, I might pull out my notebook for some old-school brainstorming too. I can’t wait to return to this chat with Sam another time.

⬅ Here's Danni and Sam when they first met... check out their cars just behind them.😉

 

 - irina.a.