ABOUT SHUGA DESIGNS
Designing Brand Identities & Websites Since 2009
One designer, and a hands-on approach to every project I take on.
Meet Sammy
The Person Behind Shuga Designs
I’m Sammy McWilliams, the founder and designer behind Shuga Designs. I’ve been designing brand identities, logos, and websites for businesses across the UK and internationally since 2009, building each one specifically around who the business is and what it actually does.
I trained in graphic and website design in Cape Town, South Africa, and knew this was the right path for me after I chose a school work-experience placement in high school with a graphic designer, something that’s never changed since. I’ve been based in the UK since 2016, and call Edinburgh home.
At home, I’m a wife, a mother, and a dog mom. Outside of work, you’ll usually find me in the garden, hands in the soil (when it’s not raining).
A Little Backstory
Where the Name Came From
The name Shuga Designs comes from my maiden name, Hartsuiker, a Dutch surname combining “hart” (heart, or deer) and “suiker” (sugar). My initials were S.H, for Sammy Hartsuiker, which is why it’s spelled “Shuga” rather than “Sugar.” It was the concept I came up with while studying, and it’s stuck with me ever since.
Industries I've Created For
I’ve worked with different businesses over the years to help them find their footing in their industries, adjusting to the unique needs of each one.
Accommodation & Hospitality
- Guest Houses
- Taxi & Touring
Luxury & Lifestyle Products
- Luxury Candle Company
- Craft Beers
- Corporate Gifting
- Pet Supplies
- Florists
- Caterers
Health, Beauty & Wellness
- Bridal Makeup and Hair
- Health & Beauty
- Yoga & Wellbeing
- Personal Trainer
- Consultant Surgeon
Creative & Artistic Services
- Photographers
- Interior Design
- Venue Styling
- Tarot
- Carpenters
Sustainable & Eco-Friendly
- Renewable Energy
- Farmed Goods
- Landscapers
Education & Professional
- Education & Coaching
- Marketing Agencies
- Public Relations
- Virtual Assistants
- Tech
See the Work
Curious What This Looks Like in Practice?
Take a look through some of the brands and websites I’ve designed.
Ready to Get Started?
Let's Build Something That Represents Your Business Properly.
Tell me what you’re building, and I’ll come back with the right approach and a clear quote.
