who we are

Founder-led studio specializing in long-term web design partnerships. We work alongside operators and teams to support seasonal initiatives, ongoing updates, and thoughtful brand evolution through consistent, high-quality creative support and trusted direction.

Meet Sam, Your Creative Caddie™

Sam DeLoof is the Founder of Divot, a studio built around long-term creative partnerships with established and experience-led businesses. She collaborates closely with operators and teams to support seasonal campaigns, ongoing updates, and thoughtful brand evolution through consistent, high-quality creative support and direction.

Her background in brand strategy, digital experience, and e-commerce informs a practical, partnership-first approach blending refined design, strategic clarity, and reliable execution that supports day-to-day operations as well as long-term growth.

Divot was built to serve as a trusted creative partner, helping brands stay aligned, polished, and adaptable as their priorities and seasons evolve.

  • Partnership Over Transactions

    The best work happens through long-term collaboration, not one-off projects. We stay close to the brands we support so decisions feel aligned, intentional, and consistent over time.

    Clarity Creates Confidence

    Good design should make things easier for customers, teams, and business owners alike. We believe clear systems, thoughtful structure, and intuitive experiences outperform unnecessary complexity every time.

    Taste Matters

    Trends come and go. We focus on creating work that feels refined, relevant, and built to last. Strong visual judgment is part of the strategy.

    Responsive by Nature

    Creative partnerships work best when communication is reliable. We value responsiveness, transparency, and being a steady presence behind the scenes.

    Technology Should Support the Human

    We embrace modern tools, including AI, as part of the research, organization, and strategy process. But final creative decisions, messaging, and design execution are always shaped through human perspective, taste, and experience.

    Built for Real Businesses

    We design with the realities of running a business in mind. Every recommendation should support growth without creating unnecessary operational friction behind the scenes.

  • Divot Design Co. began in 2019 as a founder-led studio rooted in a passion for design, strategy, and building brands with intention. What started as an independent practice evolved into something more focused: a creative studio built around long-term partnership, craftsmanship, and thoughtful execution.

    In the spring of 2024, that evolution became Divot, a studio inspired by precision, focus, and long-game thinking. The concept was shaped where our founder finds her greatest inspiration: out on the course. Like the game itself, strong brands are built through consistency, clarity, and strategic decisions over time.

    Today, Divot is a founder-led creative studio based in Grand Rapids, partnering with established and experience-driven businesses that value craft, consistency, and long-term brand evolution.

    Divot exists for brands that care about how they show up and are ready to play the long game.

  • Discovery Call

    Every partnership begins with a discovery call to better understand your business, priorities, current challenges, and ongoing support needs.

    From there, we’ll determine whether the Pro Partnership or Tour Partnership is the best fit based on the level of support, responsiveness, and strategic involvement your business requires.

    Partnership Onboarding

    Once we get started, we’ll establish communication channels, gather assets, define priorities, and organize an initial roadmap so work can move forward efficiently.

    The goal is to create a streamlined working relationship built around consistency, clarity, and long-term momentum.

    Ongoing Collaboration

    Divot operates as an ongoing creative partner, supporting evolving priorities, seasonal initiatives, digital updates, and day-to-day creative execution.

    Rather than restarting for every new project, partnerships are designed to create continuity, responsiveness, and a deeper understanding of your brand as the business evolves.