ART DIRECTION • EDITORIAL DESIGN
As Design Lead at Farmdrop I oversee and lead numerous projects, including the quarterly newspaper. We have a super talented Art Director/Designer who should take full credit for all the issues so far. For this issue though, they were away on maternity leave so I took the reins.
For the latest issue of the Farmdrop newspaper the focus was on waste. Specifically, food waste. The newspaper traditionally has out-the-box thinking when it comes to the front cover (see previous issues).
I came up with the concept of using a food waste bag this time. It starts with the idea and then the best part is figuring out how we achieve the result we want. The photographer and I worked together a lot to come up with the right, striking, look which we then excruciatingly photoshopped.
In this issue we decided to have a one-page feature on one producer and their products from a merchandising angle, which wasn’t done before (the newspaper is primarily used as a retention tool rather than for acquisition, hence a less salesy angle). I art directed this shot to compliment the striking packaging and make the whole page striking.
I also commissioned an illustrator called Josh Callaghan to help with the feature on charcuterie and beer. He is very talented and has since done a lot more work for us after the great response from this issue. Including our latest tube OOH campaign.