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
Design system
The component library behind this build is still browsable.
The original Pattern Lab from the project, and the same patterns rebuilt recently in Storybook with interactive controls on the core atoms.