Amber Samdahl is the Director of Design & Innovation for PBS Wisconsin, where her role involves shaping our creative and design-based strategies. She is also responsible for leading our path in emerging media, while ensuring that our brand and content maintain the highest level of visual consistency and quality.

At the helm of a dynamic Design team, Samdahl oversees a group of animators, graphic designers, motion graphics specialists, scenic designers, and experts in interactive media and environmental design. You'll find their work everywhere you look, from our local productions and website to the printed monthly Airwaves program guide. The design team also produces animated stories for broadcast and educational settings, with a strong emphasis on inclusive storytelling that authentically reflects the unique communities in Wisconsin. Furthermore, Samdahl’s team is at the forefront of developing immersive content for emerging media platforms, exploring Virtual Reality and interactive storytelling games and experiences.

Previously Samdahl served as an Executive Creative Director at Walt Disney Imagineering, spending 14 years in the Research & Development and Creative divisions, making her uniquely positioned to meet our Wisconsin audiences on new media platforms through innovative digital storytelling experiences.