Sam Humble is a graphic designer specialising in key art for film, television, and theatre. With a career spanning some of the UK's most recognised productions, the work sits at the intersection of concept, image-making, and typographic craft — always in service of the story being told.
From early-stage concept development through to final delivery, every project is approached with the same attention: understanding the tone, finding the right image, and making sure the typography and composition hold up at every size — from a phone screen to a 96-sheet billboard.
Available for freelance engagements with studios, theatres, agencies, and production companies. Happy to work directly with clients or alongside in-house creative teams.
Good key art starts with a clear idea. Before any image is made, the brief is interrogated: what is the essential truth of this project, and how does that translate visually? The best work is never arbitrary.
The difference between good and great often lives in the retouch, the kerning, the colour grade. Time is taken at every stage — not just the initial concept — because the details are what make work last.
Key art has to work across an enormous range of formats and contexts. Every piece is tested from thumbnail to billboard — composition, legibility, and hierarchy checked at every size before sign-off.