KATIE ROSEN

In 2020, Gousto began a shift from a functional, explainer-led brand to one grounded in emotion, focusing less on what a recipe box does and more on how eating well with Gousto can make life feel. As Head of Creative, I set the vision for this evolution, introducing a clearer sense of confidence and swagger into the brand,not for its own sake, but as an expression of the product and the role it plays in people’s lives. Working closely with design, copy and senior stakeholders, my role was to align the business around this shift and establish the foundations for how that swagger shows up in the work. The resulting brand guidelines gave teams permission to be bolder, warmer and more expressive, while remaining coherent and consistent at scale.