In this work, we introduce a novel multiple access scheme which is based on the joint design of the system signature matrix at the transmitter and the successive interference cancelation (SIC) based detector at the receiver. The symbols of the different users are judiciously spread in the frequency (space) domain, which can be effectively exploited by the SIC based technique, such as the iterative message-passing algorithm (MPA), to cancel the multi-user interference as well as to obtain diversity gain. Numerical results show that the non-orthogonal system based on the proposed successive interference cancelation amenable multiple access (SAMA) paradigm employing the iterative MPA achieves significant performances gain over the orthogonal one for the same spectral efficiency with affordable complexity.