Ethan Major's journey to the Tate Britain

From there, he progressed to our BA (Hons) Visual Communication course (since rebranded to BA (Hons) Communication Design and Strategy), advancing from a love of graphic design that began during his GCSE years at Winton School for Boys.

Fast-forward to 2026, Ethan has spent over four years working at Rose, a multiple-award-winning design consultancy in London, where he's worked on an impressive portfolio of projects, from a brand evolution for King's College London to sub-branding for the Olympics. And, most recently, a flagship exhibition catalogue for Tate Britain.

While studying at AUB, Ethan's choice was driven by a keen eye for the granular detail of print, typography and grid systems. It was here that he achieved an ISTD (International Society of Typographic Designers) Award, a rigorous credential that cemented his technical expertise before he even graduated in 2018.

Transitioning from a graduate to a professional required more than just a portfolio – it required a strategy. Ethan didn’t just email CVs; he designed his way into studios. To land internships, including one at Rose, he created and printed a type specimen poster showcasing the typeface Avenir, which he mailed directly to studios.

“You’ve really got to put effort into getting your foot through the door,” he explains. “I wanted to show my skills through something all designers could appreciate.”

His tenacity took him even further afield to Zagreb in Croatia, where he spent four months on another internship at the studio, Bunch. There, he worked on a variety of branding projects within a tight-knit team in a fast-paced studio environment.

After a few years of freelancing and gaining experience at the studio, Bolter, Ethan’s return to Rose as a permanent member of the team is a lesson in the power of networking. After his initial internship, he made a point to stay in touch, even sending a quirky postcard from Croatia to the team at Rose.

“One of the creative directors had told me to stay in touch, because when designers leave, they choose who comes on next. If you stay in their mind’s eye, you have more of a chance.”

That chance arrived four years ago when a former colleague messaged him out of the blue. Since then, Ethan’s been permanently back at Rose and has evolved his skills and expertise by working directly under creative directors Simon Elliott and Garry Blackburn.

While Ethan shifted toward branding, because of the nature of the industry, his love for editorial design, nurtured at AUB, recently flourished during a dream project, an exhibition catalogue for James McNeil Whistler at Tate Britain.

“I never thought in a million years I’d do a book of this size, especially for Tate,” Ethan says. “It was a 224-page project filled with dense essays and stunning images. Designing it felt very reminiscent of being back at uni, just diving deep into the specialism, and smashing through the design of each spread.”

Beyond the gallery walls, his work with Rose is visible across the capital, from helping define design systems for King’s College London, to Welcome signage in Brent Parks, and an award-winning brand campaign for HMS Belfast.

Now a seasoned designer, Ethan's advice to current students is grounded in the fundamentals.

“First, you need to master the basics. Learn the basic principles of design, because they can be applied across any software. It’s not just about the tools or AI; it’s about understanding design systems, typography, and the core principles of good design. Those apply to everything.

“Be relentless. If you’re trying to get a placement, be creative in how to grab someone’s attention, keep emailing and calling until you get a ‘no’. Don’t give up on a ‘maybe’ or no response.

“And finally, stay inspired. Inspiration can come from anywhere. Reference the masters and always look at books! And stay passionate for things outside of design.”

For Ethan, the thrill of seeing his work "in the wild" hasn’t faded. Whether it’s a hardback book in a museum shop or a sign in a local park, the journey that started in an AUB studio continues to make its mark on the world.

Ethan concluded by reflecting on the people who helped shape his journey and the importance of collaboration throughout his career. He credits his parents for encouraging him to pursue his passion, his school friend Wei Prior for sharing his early enthusiasm for art and design, and his university classmate Viktor Mihalevs, with whom he spent countless hours discussing editorial design systems.

Throughout his internships, colleagues generously shared industry advice, while at Bolter, fellow designer Lucas Garcia reminded him of the fun, illustrative side of design. Today, Ethan continues to learn and grow under the guidance of Rose’s creative directors. A reminder that a successful creative career is built through collaboration and a willingness to keep learning.

The James McNeill Whistler exhibition is on at Tate Britain from 21 May – 27 September, for more information, visit the Tate Britain website.