Editorial & Brand Design.
Art Direction. Brand Illustration.
While at HelloFresh, I created, developed and designed the monthly in-box fold-out magazine.
The challenge was to create a customer asset which was approachable enough to interact with and unique enough to keep.
Each issue followed a seasonal theme and included featured editorial and an interactive component. I was responsible for the concept, art direction, design, and illustration of each issue.
I was responsible for the art direction for photography for all print and digital marketing campaigns.
In addition to design and art direction, I also created the brand illustration style. The style needed to evoke the freshness and saturation of real food while also feeling active to remind the viewer of energetic cooking. This style was adapted by the entire design team and was feature across all assets including packaging, print, and product.
