Art direction during my time at Construct for Synchro Yards, Porto Montenegro.
A campaign starts with a narrative. For the new Synchro Yards campaign, a story called ‘One-thousand-four-hundred-and-forty’ was crafted – the number of minutes in a day.
Agency Construct London
Photography Pion Studio
Assistant art director Mariana Alcobia
The story takes a day in the life of a Synchro Yards resident – the bold thinkers and big dreamers who make each minute count, from morning to night.
Photographic Assistant Paweł Miśko
Styling Andrea Samardzic
MUA Marija Ivanovic
Producer Nikola Cavor
Design / Identity / Logo design
Brand creation during my time at Construct for SÔMA, a new brand that provides global HNW travellers with secluded lodgings, reimagining the hospitality experience.
The project began with a thorough strategic phase, taking the time to understand the vision, ambition, cultural nuances, and design intent of this new proposition. We crafted a unique brand positioning framework and narrative anchored by the ethos: “Bespoke hideaways that feel like home.”
Agency Construct London
Strategic positioning Laura Stephens
Design Charlotte Cross
The name ‘SÔMA’ is derived from the Ancient Greek word for ‘body,’ aligning the brand with feelings of tactility, connection, and protection. This name embodies the vision of @somahideaways, creating spaces where guests can reconnect with their minds and bodies to rebalance and reset.
Inspired by the simplicity and purpose of the interior design, we crafted a wordmark that draws from cues of Chinese calligraphy—melding Western expedition with Eastern hospitality, and blending Ancient Greek sanctuary with the school of Zen.
Film KHOOGJ D.O.P Herdy Herqury Editor Mu Suan Producer Roystern Goh CD Chee Khiang Low
Creative direction / Design / Identity / Logo design
Brand creation for Shih Kuang International Liquor.
Named after a word that translates to “times,” Shih Kuang is a brewery that strives to reimagine craft beer on the Chinese mainland.
Illustration Cynthia Kittler
Each individual beer’s bottle features an illustration, based on the founder’s concept of his daughters dancing on clouds. These characters – a Sun, Moon and Star (which also nod to the concept of time) – live above the clouds, and are depicted wearing boldly patterned clothes that reference the flavour of the beer, as well as Seventies, Eighties and post-Nineties fashion.
Neon and pastel colours – inspired by combinations found in the work of artist Bridget Riley – were chosen for their association with good vibes.
Typeface Laica by Dinamo
Design / Identity
Brand creation during my time at Construct for Cake & Flowers — at the iconic London hotel, The Dorchester.
The logotype was crafted as an illustrative organism, capturing the wild beauty of flowers and the decorative flair of confectionery. It is then used as a supergraphic on packaging, where its organic design becomes a key visual element. This treatment enhances the brand’s aesthetic and adds intrigue, reinforcing its identity. The colour palette draws from nature, particularly the bold hues of flowers and patisserie ingredients.
Agency Construct London
Design team Marnie Boller, Eliza James, Bilgin Bernard
Design / Identity
Conceptualised during the COVID-19 pandemic, Taipei Fine Arts Museum’s 2021 exhibition Affect Machine: Self-Healing in the Post-Capitalist Era reflects on global overproduction and explores how, in a post-capitalist age, art can empower people to slow down and confront their own subjectivity.
The visual concept—applied across all elements, from the identity to exhibition collateral and catalogue—was inspired by Rebecca Horn’s Titanus Yellow (1988), a sculpture that rhythmically releases yellow powder from a wall-mounted machine into a glass funnel on the floor.
The yellow circles in the main visual are arranged according to the funnel’s cross-sections, with progressively smaller circles and rhythmic graphic elements evoking a mechanical funneling motion.
This art installation appeals to the senses, encouraging viewers to reconnect with their own bodies and experiences—making it a fitting starting point for the exhibition’s identity. The aim was to create graphics that resonate with the featured artists while, conceptually, sending out a healing wave to gallery-goers.
The exhibition brochure is bilingual, with the Chinese translation typeset on yellow pages.
Creative direction / Design / Identity
Meditation app Manjit has a noble aim: empowering the mind to fulfil an individual’s creativity and potential, thereby bettering society. The identity design reflects this, reimagining the landscape-driven visuals typically associated with meditation offerings.
Logo design Or Type; CG & VFX Art Jace Harrison Crowley; Teaser campaign Toby Lewis Thomas; Photography Hugo Yu,Launch campaign Alexander Ingham Brooke
The graphic language used across the brand has its foundation in sacred geometry, while the art direction – including for the launch video – uses conceptual photography to elevate recognisable objects, showing them in a new light. Each session is understood like a music single (one part of a broader project) with poetic titles to draw users’ attention and appeal to their imaginations. To create an ambient mood, like that experienced in an in-person class, the session starts with a looped 3D animation that induces a light trance-like state.
Identity / Logo design
Post is an independent boutique in Stoke Newington, London.
Playing on its name – which has associations with time, visual displays and mail – led to researching the history of postmarks. The logo design is intended to act as the official stamp of the shop’s well-crafted, considered curation.
Design / Identity
JALIÉ et PONGA is an independent fashion label. Its clothing is designed to be worn every day, without looking everyday; the emphasis is on design details, be it an interesting cut or an unexpected fabric. The logo is crafted to fit this ethos, with a design based on a mono-spaced typeface that implies the creative balance of the two founders’ partnership.
Photography Raymond Tan
Art direction
Actress Eva Green embraces broad characters and personas, so this series – shot remotely during the Coronavirus pandemic – explored how she adapts and finds liberation through character development.
Directed to draw inspiration from Cindy Sherman’s Untitled series (Murder Mystery and Bus Driver, 1976), Green took a series of self-portraits using her iPhone.
Soho House House Notes, May 2020. Photographer Eva Green; Collage Miriam Tölke, gallery Bildhalle
Logo design
Ketley Miller Joels, a solicitors firm in London’s Marylebone.
The logo draws upon the partners’ long-term collaboration; each of the initials supports another, creating a solidarity and connection between the individual (and reduced) forms.
Creative direction Micha Weidmann
Creative direction / Design / Identity
An independent kombucha brewer based in Shanghai, What A Day knowingly picked a name that can be read in two ways. The idea? Whether it’s a great day or an awful one, this kombucha is there to improve your experience.
The double-disc logo is a simple, straightforward play on the duality of the brand’s name – both tonally and in the doodle-like faces, one happy, one sad. This is combined with a label inspired by the foam netting used to individually package delicate fruits, a hint that this drink contains produce that’s organic, precious and carefully farmed.
Together, the street-style logo, playful art direction and the punchy coloured foam design, look to appeal to a younger generation of consumers.
Art direction / styling
A nod to Irving Penn’s still-life photographs, the campaign aims to present and celebrate the cutlery set in a playful, timeless fashion.
Soho House Stonewashed Cutlery. Photographer Tina Hillier
Art direction / Design / Identity
The first opening in the Far East, Soho House Hong Kong portrays an exotic fantasy. Referencing colonial typography and Wong Kar-Wai’s cinematographic style, every detail is considered and intentional; every asset – from signage to photography, illustration to moving images – produced in close collaboration with local talent.
Film Max Wu – the 11th film; Photographer Amanda Kho, Jocelyn Tam, Billy Ha; Calligraphy Wei-Hang Tseng; Global social media manager Rachael Cooney; Assistant content editor Charlotte Harding; Creative & content director Belinda White
Art direction
Inspired by the sensitively lit images of Robert Mapplethorpe’s Flowers series, the campaign sees hero pieces framed by geometric platforms and cast in summery shadows – a study of time and space.
William & Son, Spring summer 2014. Photographer Dan Tobin Smith; Stylist Sam Logan; Creative direction Material Organisation
Art direction / Commission
Article Magazine’s regular feature, The Circular Project spotlights artists whose work features a circle. Each issue sees a new guest artist presenting ten such works throughout the magazine.
1 Leon Chew; 3 Daniel Freytag; 4 Lucy McLauchlan; 5 Vaughan Oliver; 6 Andy Goldsworthy; 7 Supermundane (Rob Lowe); 8/9 Martin Parr; 10 Heidi Locher
Art direction / Design / Identity
A biannual celebration of British output, Article Magazine considers themes including design, lifestyle and culture, from an independent, individual point of view.
Its timeless identity utilises a bespoke-cut logotype by Colophon called Article – a modernised version of VandenKeere (c.1570). Longevity and reinvention is inferred by the four-dot cover motif, an abstraction of the traditional button’s silhouette, while Radim Peško’s Agipo typeface (used throughout) brings a modern quirk to the pages.
15 Collaboration with G.F. Smith; 21 Tate Modern’s extension in built. Creative director and fashion director Kenny Ho; Feature editor John-Michael O’Sullivan; Digital partner Campbell Hay
Art direction / Design
An alcoholic drink or two can endow our experience of the world around us with a slightly hallucinatory quality, effectively transporting us to another dimension.
These five evocative designs for Cecconi’s, which incorporate iconic Venetian landmarks to reference the restaurant’s roots, reinforce that sensation by taking inspiration from the work of Italian Surrealist Giorgio de Chirico’s Metaphysical Town Square series.
Illustrator Charlotte Taylor
Design / Identity
Quadraturin is a film adaptation of a short story by Sigizmund Krzhizhanovsky, set in the Soviet Union in the 1920s. The choice of contrasting type sizes and the inclusion of the Russian alphabet are informed by narrative details, such as the protagonist’s experiences the transformation of his shoe box-sized home to something much grander.
With a history dating back to 1706, Twinings is an English manufacturer specialising in tea blends. The gift range packaging reinforces this heritage, making a feature of the portico seen on the company’s London flagship store at 216 The Strand, (which also happens to be the oldest tea shop in London).
Creative direction Micha Weidmann
Design / Identity
Bridge Cottage Bistro, an artisan restaurant in Whitby, North Yorkshire.
The Barcelona typeface by Ed Benguiat is chosen for the logo, reflecting the bistro’s intentions: a casual dining experience with delicate plating.
Design / Identity
The Collector (2016) is a short film by Laura Hypponen, inspired by Gearbox Records’ jazz archive.
Following on from the director’s own inspiration, Bande à Part (1964), the design is based on recognisable 1960s style – a bold white san-serif typeface set against the image.
Director Laura Hypponen; Starring Zoë Grisedale
Design
Hus Gallery, a contemporary art gallery founded in 2010, has locations in London and Copenhagen. The brochure design, tailored to each exhibition, has a flexible format that can be manipulated to best reflect the artwork on display. Bold typography was later introduced for use within collateral for group exhibitions at the gallery.
1/3 Space Age, Ophelia Finke, Konrad Wyrebek, Santiago Taccetti & Nathan Green; 4/5 The Back of Beyond, Adam Bainbridge, Sam Irons & Neil Raitt; 6-9 Floating Perspectives, Seung Ah Paik; 10/11 Afterimage, Purdey Fitzherbert; 12/13 Casting the Line, Howard Tangye
Art direction / Logo design
Rosebank is a residential development in Acton, London, spearheaded by Family Mosaic housing association. The logo and the opening campaign depict the interior of one of the development’s tranquil, contemporary residences, with the house’s wood-clad exterior referenced via wooden screens in the set design.
Photography Ben Anders; Set design & styling Hannah Bort; Creative direction Campbell Hay
Design / Identity
British-Japanese author Erin Niimi Longhurst’s work provides a view of Eastern culture, as seen from the West, and focuses on the Japanese art of compassion and contentment. Her dual heritage influenced the direction taken in designing a brand identity.
Bespoke Kanji design and edo komon – a traditional Japanese pattern made with countless tiny dots – were blended with principles from Herbert Bayer’s Bauhaus typeface; the round features and minimum angles lend the typeface a cheerful and restful feeling that aligns with the writer’s subject matter. To match this and create a cohesive brand language, the sharp angles were removed from the joints of the typeface for the English script. The logo itself uses both typefaces, creating a visual connection between the two languages and their respective cultures.
A pale orange tone was chosen as a nod to chiyogami, a type of hand-screenprinted paper that originates in Japan; its single colour range often features soft and harmonious shades. The complementary colour was also derived from this research – it’s based on the hue of raw washi paper before it’s dyed.
Design
Made in Ratio, is a contemporary furniture and lighting studio based in London, which embraces experimental processes and works alongside some of the finest craftspeople in Europe.
Each catalogue incorporates smaller leaves detailing each design’s inspiration, with the purpose of walking or guiding buyers through the designer’s creative mind.
Art direction
A magazine, an internal publication by British multinational retailers, Arcadia Group.
Katherine Hepburn sported high-waisted slacks, suit jackets and button-down shirts as early as the 1930s. Exploring this kind of androgynous fashion, the campaign shapes a different image of the womenswear brands under the Arcadia umbrella.
A Magazine by Arcadia, Issue 12, pre-fall 2015. Photographer Mattias Björklund; Stylist Marie-Louise von Haselberg; Publisher Fitzgerald Shurey Tarbuck
Art direction / styling
Edit of still life photography.
1/3 The Best Possible Taste, Home Brew, Article Magazine Issue 10. Photographer Joakim Blockström, Stylist Andrea Mongenie; 4 Just My Type, Article Magazine Issue 3. Photographer Owen Heard
Logo design
Tuckshop, an under-railway café located in Shoreditch, East London.
The hand-written logo is designed to draw comparisons with the venue’s namesake – a casual shop selling food and drink treats on school premises. The typeface is light-hearted, ambiguous (is it a tuckshop or a luckshop?) and perhaps even a little naughty.
Rosy Tsai is a creative director with a strategic flair and over 16 years of experience across branding, art direction, and editorial design. She has worked with both leading agencies and independent brands in fashion, arts & culture, hospitality, and publishing.
With a background in Theatre and a sharp eye for detail, her work is emotive and rooted in storytelling. Rosy is the co-founder of Article Magazine and was Group Head of Design at Soho House until 2020. From 2022 to 2025, she served as Creative Director at Construct London.
Rosy approaches design as a collaborative process—focused on clarity, strategy, and purpose. For her, branding is not about imposing a style, but expressing a client’s identity with timeless intent.
She works with a trusted network of collaborators across photography, film, strategy, illustration, print, and digital—ensuring seamless, high-quality results from concept to delivery.
Rosy lives and works in London, and is fluent in English and Mandarin Chinese.
