Author

Sam Wilhoit

Founder, Surface

Sam founded Surface after spending years watching wrap shops and brand teams fight the same Illustrator-shaped problems on every project: panel-by-panel layout in a 2D tool, blind guesses at how a design would land on the actual vehicle, reprints when reality didn't match the flat mockup. Surface is the design tool he wished existed when he was building campaigns himself — one that knows what a panel break is, ships print-ready files by default, and treats vehicles, billboards, and physical surfaces as first-class citizens instead of as printer-output afterthoughts. He writes about wrap design, the economics of physical advertising, and the production-side decisions that determine whether a campaign actually ships.