Operating at the intersection of business, finance, and national interest, the AFR Rich List is a highly anticipated annual milestone for the Australian business community. I drove the creative direction and visual strategy from initial concept through to final delivery, ensuring the campaign reflected the prestigious, authoritative identity expected of a major national publication.

To seamlessly compose Australia's most prominent business figures into a single, high-end landscape, I led the photographic retouching, digital compositing, and visual execution across the entire AFR promotional ecosystem. From print magazine covers and dynamic homepage takeovers to high-impact hero banners and premium social assets, every visual touchpoint was crafted to deliver a polished, cohesive aesthetic that captured the ambitious spirit of the list.

Currently live in the market, is the AFR Young Rich List, a secondary release highlighting the achievements of young Australian entrepreneurs and leaders. Because distinct lists cater to unique audiences, each requires a tailored concept. Underscoring how critical it is to understand your target demographic and craft your approach accordingly.