Rosy Tsai Info

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.

[email protected]
+44 (0)7964 684144
@rosytsai

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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.