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.
I created and developed the brand illustration style. Each illustration was created to evoke the freshness and saturation of real food and the movement of energetic cooking. Illustrations were featured across all assets including packaging, print, and product.
