AFR Rich List

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 was deeply involved in the promotional creative process from initial concept through to final delivery, ensuring the campaign reflected the prestigious, authoritative identity expected of a major national publication.

The Brief: Conceptualise and execute a premium, cohesive promotional campaign for the annual Rich List, establishing a unified visual language across the entire Australian Financial Review.

The Challenge: Seamlessly compose Australia's most prominent business figures into a single, high end, aspirational landscape while maintaining strict visual continuity across vastly different print, digital, and commercial layouts.

The Solution: I drove the visual strategy by overseeing photographic retouching and digital compositing to create the campaign’s core imagery. This polished aesthetic was scaled seamlessly across the AFR ecosystem, including print magazine covers, dynamic homepage takeovers, hero banners, and engaging social media tiles. Additionally, I designed premium commercial integrations for luxury and corporate sponsors, successfully bridging each partner’s brand with the sophisticated and authoritative look and feel of the Rich List.