About “us”
Clap Clap Creative is a branding and content studio in Toronto, helping consultancies, agencies, and other expertise-driven businesses stand out from their peers.
About “us”
Clap Clap Creative is led by me — Sam Boyer (more on me below) — a founder, strategist, and creative with 20 years’ experience at the intersection of journalism, strategic communications, and brand storytelling.
But Clap Clap Creative is not all me. I have a team, but not in a traditional sense.
I’m solo, but I’m not alone. So when you see “us” or “we” on this site, it kind of means “me”. But it also means “me + a team of other expert agency owners and experienced freelancers”. If and when they’re needed.
What other agencies do
With many other agencies I’ve worked with and worked for, you meet the owners and directors who sell you on the project. You’re paying for their expertise, but they’re putting junior staff in charge of the work. Or they tell you they can do a certain type of work, but really they’re outsourcing that work to freelancers and adding 30 percent commission onto the work.
I hate this model. It’s misleading, dishonest, and unfair to their clients. Unlike those agencies, I don’t farm work out to junior staff or white-label someone else’s work as my own.
What we do instead
At Clap Clap Creative, I lead every project personally. When you contract us, you work directly with me every time. And I do the heavy lifting: strategy, planning, and majority of work listed on our services pages.
But I don’t do everything. And I don’t pretend I can do everything. That would be a disservice to you and to me. What you get with Clap Clap is transparency, honesty, and the right team built specifically for your project.
When a project calls for specialized brilliance that is outside my wheelhouse, I bring in a crew of elite creators — designers, developers, photographers, illustrators, videographers, and more — each an expert in their craft, each delivering founder-level attention to your project.
What drive us
What drives us is ensuring that when you’re doing cool stuff, you’re damned well getting noticed for it. That your brand has a succinct and consistent story to tell. That your company has a clear — and differentiating — vision and voice. And that every content touchpoint helps you build audience, build trust, and build revenue.
What drives us is helping the underdog win. Helping the newcomer hit the scene. And change the scene. Helping good people make the world better in any and all wonderful ways.
About me
Sam Boyer, Principal
Work
Journalism: Award-winning work that honed my skills in asking the right questions, finding the hook, and building narratives people actually want to read.
Communications: Deep understanding of the challenges organizations face in aligning strategy, messaging, and audience needs.
Content + Branding: Where it all comes together — translating intellectual intangibles into language and strategy that connect with the right audience.
Not-work
What you get: No BS. Some decent chat. An accent which you’ll almost certainly guess incorrectly (clue: it’s not Aussie). An occasional Zoom visit from my dog or one of our foster dogs. A baseball fan (sorry, not the Blue Jays).
Our guiding principles
These principles define how we work. They set the standard for every interaction we have, every decision we make, every collaboration we undertake, and every project we deliver.
Life is too short for bad vibes and ego trips. We collaborate with cool people to create cool stuff. When we vibe with our clients, partners, and projects, the best of all of us shines through. Kindness is non-negotiable.
Cool people, cool stuff
[Be nice]
If a client needs something, we say so. If they don’t, we say that too. We don’t push or sell anything that won’t make them better. Sometimes we need to be the bad guy — but we’re the experts, so we tell it like it is.
Tell it like it is
[Be honest]
Blending in gets you ignored. And it’s dull. So, be bold, be brave, be confident. Show personality, have fun, take risks, be yourself. Everyone else is playing safe, so be a badass. Because why the hell not.
Stand the f*ck out
[Be bold]
We give our expertise, advice, and excitement freely, without holding back. And we encourage our clients to be generous too — with their personality, perspective, and culture. Sharing what makes you special is what sets you apart.
Share your secrets
[Be generous]
We fight for the little guys. The ones who care. Those with strong ethic, relentless drive, and exceptional work. The big firms aren’t the answer. We help the underdog win, because they deserve their success.
Back the underdog
[Be a champion]
Ready to stand out?
If you want founder-level attention, expert collaboration, and results that actually move the needle: book a free brand audit.
