Lachlan Bruce is a Sydney-based Brand Lead, Creative Director, designer and illustrator.

Working across brand, experience and content, leading projects from strategy through to execution, Lachlan’s work ranges from global organisations to local cultural initiatives, with a focus on building brand systems that operate clearly and consistently in the real world. In short, bands, brands, booze and everything in between.

Lachlan also works under the moniker The Heavy Metal Factory, his personal practice for illustration, painting and hands-on creative work.

Over the past two decades, Lachlan has worked with brands such as Meta, Amazon, Shopify, Hyundai, Cartier, Tourism Australia, Westfield, Ray-Ban, Luxottica, Yokohama Tyres and Tropfest to name a few.

Equally comfortable setting brand direction as he is building it from the ground up, his work spans creative leadership, design systems and hands-on illustration. He leads projects end to end, shaping the thinking, directing teams and delivering the visual output across campaigns, environments and content.

This combination allows him to move quickly and with intent, turning around complex, large-scale projects without losing clarity or craft. The goal is simple. Make it look rad, attention grabbing and cool as fuck, while answering the brief and delivering real commercial impact.