- Men’s Health could see an opportunity to become the market leader in the men’s magazine sector. They wanted to know how art direction could help them achieve that goal.
- The challenge was to avoid making health and fitness stories feel repetitive. The pages needed to be constantly benefit driven but also be full of aspirational lifestyle journalism. This involved taking an innovative and ideas-based approach to commissioning the magazine’s art and creating its design.
- Under my creative direction the magazine reached 250,000 copies a month - an all time high for the brand. It took over 50% of market its share and won two PPA Editor of the Year awards.