Forks Over Knives
Food & Wellness Brand Storytelling
Served as Lead Art & Creative Director for the Forks Over Knives brand and client partnership, driving the visual strategy and execution of multi-channel editorial content. Developed concept-driven creative that aligned with brand objectives and audience engagement goals, translating insights into cohesive visual storytelling across all features.
Authored detailed creative briefs and led cross-functional teams—including photographers, stylists, and production partners—through all phases of development. Directed on-set photo shoots, ensuring high-quality execution and consistency with brand standards.
Designed final layouts and presented creative to client and internal stakeholders, articulating strategic rationale and guiding feedback to successful outcomes. Oversaw end-to-end production workflow, delivering press-ready files while maintaining efficiency, accuracy, and brand integrity.
Forks Over Knives | Art Direction & Content Optimization
CHALLENGE: Evolve recipe layouts to improve readability for a 50+ audience— without compromising the brand’s elevated visual identity.
APPROACH
Led cross-functional alignment around a new readability standard across editorial and studio teams
Partnered to develop an AI-assisted recipe formatting system to standardize typography, spacing, and measurements
Directed pre-production and on-set execution—aligning photographers, stylists, and production teams to support clarity through lighting, composition, and surface choices
Established visual references and guidelines to ensure consistency across all content
IMPACT
Successfully improved readability across the entire issue while maintaining the brand’s premium aesthetic
Recognized by Editor-in-Chief as a long-standing challenge solved in a single issue
Implemented a scalable, AI-supported workflow now used at the start of each issue—improving efficiency and consistency across production
I lead the visual direction of editorial stories from concept through final production, partnering with editorial to shape story ideas and translate them into cohesive, strategic creative.
I develop and own comprehensive shoot briefs, directing photographers, food stylists, and prop stylists across lighting, composition, styling, and overall visual narrative.
Across six issues annually, I lead 12 days of on-set production per issue, managing a team of 5–6 creatives and acting as the client’s voice to ensure every detail aligns with brand standards. I approach each story with an editorial lens—crafting imagery that builds a narrative arc, balances hero moments with supporting details, and creates a sense of flow from page to page.
Post-shoot, I oversee image selection, design magazine layouts, and present work to client and leadership stakeholders. I also partner closely with post-production to guide color and final output through print.
Shown below are some of my favorite stories I art directed for the brand in 2025-2026.
