Case study
Alt-Meat: Launching a Brand and Platform in Under 8 Weeks
MTG was entering the alternative protein market and needed a credible brand and publication before the moment passed.
What was unclear
A new market, and a short window to be credible in it.
MTG was entering the alternative protein market, the growing non-animal protein space, and needed a credible brand and publication before the moment passed.
What I led
Brand, magazine, enewsletters, and site as one system, in under 8 weeks.
I built the brand identity, the magazine, the enewsletters, and a responsive news site as one system, in under 8 weeks. The visual language tied them together so the new title read as a peer to MTG's other properties.
Who I influenced
Brand and product design, across the business.
I led brand and product design, working with the owner and president, the Publisher, the editor, and the developers.
What changed
MTG launched a new property on a tight timeline, aimed at a growing audience.
- ★Brand, magazine, enewsletters, and responsive site shipped together
- ★Built in under 8 weeks, from a standing start