Eric Evan Ponce

Art Director + Design Lead


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Index

  1. OSMO
  2. Feature Articles
  3. Amex - Secret Menu
  4. City2Surf - Cool-Down Kick-Ons
  5. Nike
  6. Schweppes




Secret Menu
Design + Art Direction (2025)
Urban List x AMEX





Design and Development: Eric Ponce
Production: Kylie O’Connell
Photography: Various
A series of restaurant collaborations between Urban List and Amex delivered across Melbourne, Brisbane, and Sydney. The project brought together hospitality, editorial, and brand storytelling, with a focus on creating cohesive experiences across physical and digital touchpoints. Involvement spanned art direction for promotional shoots, development of the logo lock-up, and design of menus, posters, and social content. 

Coordination with photographers, clients, and production teams ensured consistency across venues while allowing each location to retain its own character. The work balanced the premium positioning of Amex with Urban List’s editorial voice, resulting in campaigns that felt considered rather than overtly commercial. These collaborations successfully activated multiple restaurants at scale, demonstrating an ability to manage complex, multi-city projects while maintaining strong creative direction and brand alignment.




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