Lauren Nash: designing brands and building a creative business

Lauren Nash is the founder and director of Culture Fox Creative Agency. While still completing her visual communications degree at the University of Technology Sydney (UTS), Lauren began freelancing in her spare time. As her client base grew, so did her ambition. By the time she graduated, she had already laid the foundations for her own creative agency – one that now works with high-profile clients including Hilton Hotels, Marriott and Four Seasons, as well as a range of small and medium-sized businesses.

Culture Fox specialises in designing and developing visual identities and marketing communications across both digital and print formats.

Lauren didn’t get into her preferred degree straight away. Feeling disappointed, she instead enrolled at UTS College to study a Diploma of Design - a first-year university qualification that enabled her to pursue what she was passionate about. She achieved distinction average in that course and moved into the second year of UTS’s Bachelor of Design in Visual Communication.

Launching Culture Fox meant wearing many hats: meeting clients, developing each project’s design, and managing accounts, marketing and social media. “Without that experience, I’d never be where I am today,” Lauren says. She took calculated risks and stepped outside her comfort zone – embracing every element of her business from creative to administrative.

Sometimes you need to get out of your comfort zone and do something different to challenge yourself.

One of Culture Fox’s standout projects was the rebrand of Hugo’s Lounge in Kings Cross, transforming it into the Flamingo Lounge. Lauren designed floor‑to‑ceiling decals featuring palm trees and floral motifs and created a hand‑drawn logo to capture the venue’s new identity.

Her advice to aspiring design students and aspiring creatives? “Stay true to yourself—don’t get distracted by expectations around you.” She emphasises perseverance, ambition and carving out creative routines – whether through exercise, rock climbing or rugby sevens – to recharge and stay focused.

Lauren continues to lead Culture Fox as founder and creative director, steering the boutique Sydney agency to new heights. Based in Greater Sydney, she now balances strategic leadership with client-facing creative direction, overseeing brand collaborations with both high-profile clients and innovative local businesses.

Lauren also holds a board position with Variety – the Children’s Charity NSW/ACT. She’s committed to engaging with the broader community and giving back in a leadership capacity beyond her design practice. She remains actively involved in mentoring, design advocacy and sustaining the growth of her agency within Sydney’s creative scene.