With the legendary Loaded Magazine making its highly anticipated return in May 2024, I was brought in to lead the social media rebrand and establish a fresh, dynamic visual identity that reflects both its rich heritage and its modern revival.

As part of this project, I created over 40 bespoke templates designed for daily content across multiple platforms, ensuring Loaded’s voice remains bold, engaging, and unmistakably iconic. These templates provide the team with a consistent yet flexible framework to showcase everything from celebrity interviews and nostalgia-driven throwbacks to cutting-edge features and digital-first storytelling.

Loaded originally defined ’90s lad culture, blending irreverent humour, gonzo journalism, and lifestyle content into a cultural phenomenon. Now, under new ownership and editorial direction, it’s back—not just as a magazine, but as a fully-fledged digital platform for a new generation. The rebrand ensures Loaded’s legacy continues while evolving for the modern media landscape, bringing bold design, personality, and attitude to its online presence.