Insider Collection

Creative Direction
Global, 2024 - 2025

The Insider Collection is a premium range of cultural experiences delivered by ExperienceFirst across several international cities. I led the creative direction for how the collection is visually represented across platforms.

My role involved shaping a clear visual language that could adapt to different destinations while remaining consistent in tone and storytelling. I worked across photography, video and visual identity, guiding how imagery was selected, combined and used to reflect place, people and experience.

My approach balances structure with flexibility, allowing each city to resonate with its own character while also having a cohesive system. The work supports a culturally grounded and distinct visual identity for the collection across global contexts.