Kia ora and welcome to Design Assembly Conversations. In this series we talk to Aotearoa NZ designers, hear their stories and celebrate their work. I’m Louise and today I’m talking to Samantha Haehae from The Native Creative. Sam is an artist, neo-generalist, change-maker, and digital explorer. With around a decade of diverse experience in digital technology and design Sam’s expertise has been in demand across range of industries including branding, advertising, digital and future tech (with a focus on the wellbeing sector, education, start-ups, public service, tourism and arts and culture.) Shes been invited to be a judge at best awards, was chosen to participate in the kingsize scholarship and has recently completed the Oyster Workshop Māori and Pacific Creative Business Programme with North Asia Centre of Asia-Pacific Excellence. Sam is passionate about Te Ao Māori, cultural preservation, mental health awareness, the arts and education - but most of all her passion lies in creating solutions for the Māori community and her whānau. Sam offers photography, AR/digital design, illustration and developing contemporary Māori design identity. She also mentors young creatives, works part time at a few galleries and is studying tikanga maori. Sam's creative focus is currently devoted to the exploration of identity and whakapapa. This work crosses creative technologies, story-telling , cultural preservation, and social innovation and equity. For more inspiring stories of designers and their work, visit https://designassembly.org.nz/