In Episode 60 of the HerStory Podcast, Kylie King chats with graphic designer Rosie Cass, co-founder of Chaos Agency, about what it really looks like to go from corporate design work to building a full-service creative agency. Rosie shares her journey from working as a graphic designer at JD Sports to launching Chaos Agency with her business partner Rachel and what changed when she swapped tight brand guidelines for creative freedom and a diverse client base.

This episode dives into the difference between corporate branding and small business branding. Where big brands often have strict style guides, but many small businesses start out DIY and only realise later how important consistency, file formats, and strategy really are. Rosie breaks down what Chaos Agency actually does (brand identity, brand strategy, websites, packaging, motion design and more) and why they don’t offer “just a logo” because branding is bigger than a logo, it’s how customers experience your business everywhere.

Kylie and Rosie also talk about the real challenges of running a creative business, the feast-or-famine workflow, balancing working in the business vs working on it, and the importance of communication with clients. Rosie shares a powerful tip for service-based businesses: if a client won’t jump on a call or won’t provide feedback, it’s a red flag because good branding outcomes require collaboration, clarity, and honest back-and-forth.

What You’ll Learn in Episode 60

• Rosie’s journey from JD Sports to co-founding Chaos Agency

• Why small business branding needs more than “just a logo”

• The difference between a brand refresh vs a full rebrand

• Why communication (calls and feedback) makes or breaks creative projects

• What to look for when hiring a designer (and why cheap platforms can be risky)

• How to build a consistent visual identity that grows with your business

Before Chaos Agency, Rosie worked as lead designer, designing and producing content for digital out-of-home provider Motio and crafted stunning digital assets for JD Sports Australia, one of Australia’s fastest-growing retail and e-commerce brands to launch in the Aussie market.

As the founder of Chaos Agency, Rosie combines creativity, strategy, and leadership to continue to innovate and smash goals for both Chaos Agency and their clients.

She’s a chronic TikTok scroller, vintage camera collector, and loves a cheeky marg.

Find Rosie:

Website: www.chaosagency.com.au
Instagram: www.instagram.com/chaosagency_

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