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
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
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; 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
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
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
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.
