Sam Roberts

Man sat in a chair reading a magazine.

I am Sam Roberts, editor and publisher of BLAG (Better Letters Magazine), the world’s only print and online publication dedicated to sign painting.

I arrived at this point through my work on Ghostsigns, and authoring numerous books and articles about historical and contemporary aspects of hand-painted signs.

I am open to freelance/contract work, and my CV below outlines some of my skills, competencies, and past experience.


NB. I don’t paint signs myself, but can always recommend someone that does.

CV / Resumé

I am an independent, organised, and versatile project manager and producer. I collaborate with creative professionals to deliver publications, events, installations, and learning experiences. I am just as comfortable producing a global online conference as ghost writing a technical book, or providing personal effectiveness coaching.

I thrive on autonomy, enjoy bringing order to chaos, and relish the challenge of new projects and experiences. These have been abundant while running my own business where, in addition to the core products and services, I have been responsible for everything from sales to social media, customer service to content management. I love seeing a plan come together, and being at the heart of making it happen.

Project ManagementIndependence
WritingLogical Thinking
PublishingAttention to Detail
Customer ServicePersistence

Self-Employment History

2022–Present: Founder, Editor, and Publisher at BLAG

BLAG (Better Letters Magazine), the world’s only print and online publication dedicated to sign painting. I have overarching responsibility for all aspects of the magazine, and since launching in 2022, I have:

2006–Present: Founder, Blogger and Chief Tour Guide at Ghostsigns

Ghostsigns encompasses my typically voluntary projects in the realm of fading hand-painted signs. I am now considered to be something of an authority on the topic and, via my various initiatives, have:

2014–2021: Founder and Executive Producer at Better Letters

I founded Better Letters in the context of my interest in traditional sign painting and built a global following. I championed the craft via a range of commercial and voluntary activities and, in doing so, I:

Employment History

2013–2015: Professional Development Consultant at D&AD

I used my learning and development experience, and knowledge of the creative industries, to support D&AD’s open and bespoke creative workshops programme. I worked as a freelancer and:

  • Identified new business opportunities by using a variety of research methods to conduct a sectoral learning needs analysis.
  • Sold dozens of bespoke workshops by collaborating with creative directors and human resources professionals in their development.

2011–2012: Marketing & Management Advisor at Cambodian Rural Development Team

I was a Voluntary Service Overseas (VSO) volunteer at this local non-governmental organisation. My role was to develop skills through project-based training and coaching and, in doing so, we:

2009–2010: Programme Delivery Manager at The Work Foundation

Managed a year-long research initiative, liaising with industry, union, and public sector leaders to develop a series of published reports.

2008–2009: Learning & Development Manager at iris Worldwide

Ran the learning and development function at a global advertising agency, working with internal leaders and external training providers.

2004–2008: Qualifications Manager at The Institute of Practitioners in Advertising

Managed a team to deliver a programme of professional advertising qualifications, overseeing its growth from one to four qualifications.


  • PRINCE2 Practitioner, Association of Project Management
  • MSc Human Resources, London South Bank University
  • BA Philosophy and Mathematics, University of Bristol


  • 2021: Best Documentary, Dam Short Film Festival
  • 2015–2019: TripAdvisor Certificate of Excellence
  • 2017: Type Directors Club
  • 2007: National Training Award


Each of the projects on this site has a testimonial referencing my involvement. Here are a handful of other nice things people have said about working with me.

Sam is dedicated, self-motivated and a great problem solver. He’s not only a reliable forward thinking Project Manager but also an inspiring individual. As a collaborator and consultant, Sam earns my highest recommendation.

Martina Flor, Lettering Artist

Working with Sam over the years has been an absolute pleasure and he’s always been beyond helpful to bring my event ideas to fruition.

Jo Pitts, Brand Production Manager, G . F Smith

Sam’s approach of listening, questioning and advising were crucial in getting me to where I am now which is relaxed, productive and enjoying the best bits of my work without the other stuff suffering. He’s also incredibly easy to work with. The whole experience could have been a real chore but he made it seem fun!

Gabriel May, DJ & Producer, The Heatwave

I found Sam to be mature, hard working and responsible. He was self-motivating and dynamic. He had a clear vision as to where he intended to take Burst FM during his period as Station Manager and he achieved all of his goals within the demanding timetable he had set himself.

Keith Brackstone, General Manager, Bristol University Student Union

Sam is an excellent lecturer who engages the groups he works with very effectively. Very good presentation and facilitation skills, and an excellent knowledge of his subject area. Conscientious and hard working with a very strong sense of humour. To be recommended.

Jan Rae, Lecturer, London South Bank University

I have worked with Sam over a number of years in a couple of different organisations. He is very pro active, positive and fun to work with. He has strong creative industry knowledge and delivers more than is expected. I would highly recommend working with Sam.

Jo Maude, Freelance Senior Project Manager and Producer