As part of the founding team at The Established, my role as Creative Director has been to shape the platform’s design identity and build a visual language reflective of a generation moving fluidly across culture, fashion, technology, business, and activism.
From designing the logo, website, and typography to shaping the overall design system, I’ve led creative direction across every touchpoint. My work spans art direction for shoots, directing reels and video content, and guiding brand collaborations and native content.
Today, as Creative Director, I continue to steward the platform’s evolving identity, ensuring it remains forward-thinking, culturally plugged in, and visually distinctive. My focus is on building a world that feels rooted in the now, while always looking ahead to what’s next.
Creative Director
Publication: The Established
BRANDING THE PLATFORMAt its core, The Established represents a modern, dynamic, and diverse world. Our visual universe is intentionally bold and energetic, mirroring the people and cultures we represent. It exists effortlessly between the sidewalk and the catwalk, where street culture meets high fashion, and where individuality, self expression, and unique perspectives take centre stage. The identity is self-assured and reflective of a world that is constantly evolving.
The Established website was conceived as the digital equivalent of the coolest independent magazine. it was always meant to be a space that feels immersive, tactile, and intuitive, like flipping through pages that surprise, provoke, and inspire. The experience is designed to feel editorial. We see ourselves as cultural trailblazers, covering everything from fashion, tech, art, design, travel, and music to business, sustainability, LGBTQ+ narratives, and beyond.
