Hello, I'm Samir Safi

I begun my design journey on the shores of West Africa as a graphic designer in advertising and book publishing in the 80s. But the need to stay current in my area of expertise drove me to the UK, where I discovered FutureSplash animator in 1996 and pivoted away from the static world of print.

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This pivotal moment shifted my design passion toward animation and character design, and led to the forming of an animation studio in the heart of London where I co-produced interactive edutainment content for brands such as the BBC, Shell, Kelloggs & Roche.
 

In 2000, locked and loaded with a new game idea, I moved to California and cofounded a game startup. While the game was in beta, the .com bubble burst and our funding and dreams of creating a massive multiplayer game evaporated. So we rebranded and focused on creating interactive content for large and small businesses across the continent until Apple introduced the iPhone in 2007. I fell in love with the design opportunities and challenges of this gesture driven medium and quickly adapted my design skills for the mobile age.

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This portable medium and the myriad touchpoints of human and computer interactions continues to excite me and has remained my main area of focus, as I imagine the endless applications that have yet to be dreamed up in the pursuit of inventing the future.