Conceptualised and developed the launch of Jamie Magazine, art directing shoots and commissioning illustration using world-class photographers and illustrators. Decisions from the size and paper stock collectively gave Jamie its USP and impacted on the overall Jamie Oliver brand. I also produced Jamie at the Home catalogue from inception through to design and launch. Commissioned a unique typeface and devised a pull-out gatefold and bellyband device to hold the catalogue.
The launch magazine sold over 100,000 copies. New design subsequently impacted on the overall Jamie brand as well as redefining food magazines. Now internationally licensed around the world