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CL Duck logo_577.jpg

Country Living Magazine is the biggest selling homes title in the UK. I was honoured to be the Creative Director there at an exciting time of change
and growth where I was able to commission and work with world-class photographers and illustrators.

Introduced a 360 redesign to
the magazine across all physical
and digital touch-points, including the iconic duck motif which I had redrawn.

The redesign increased brand awareness securing partnerships with brands such as DFS, Yeo Valley and Interflora. As part of the redesign, I developed CL’s website, an online general store, Country Loving – CL’s dating site as well as TTL advertising and experiential design for the Country Living fairs.

General Store logo.jpg

The Country Living General Store was an online collaboration between CL and NowShop allowing fledgling makers and crafts people to sell products, I produced its branding and oversaw the overall look and feel.

Maximised the editorial breadth of the magazine by leveraging valued relationships with photographers, producing evergreen video content for online and social media, furthering brand credibility utilising existing budgets.

I also rebranded 90s concept
Farmer Wants a Wife, into a dating website called Country Loving, working collaboratively with Dating Lab – the team behind Guardian Soulmates – I developed the front end and UX of the desktop and mobile site. This inspired
the BBC2 show called Love in the Countryside hosted by Sara Cox.

Took over producing all brand marketing materials, photoshoots, video and wayfinding graphics for the Country Living Fairs

Country Loving Logo.jpg
Fair logos.jpg


CL featured ongoing regular series in the magazine from craft, gardening techniques and how to create your own smallholding. The 360 strategy allowed me to accompany the features with practical video