Dig In: President's Choice Magazine
President’s Choice Magazine was Canada's first custom-published consumer newsstand magazine to focus exclusively on food and food culture. It was launched to wide-acclaim for the premium, national retail food giant, Loblaws. As founding Creative Director, I produced award-winning art direction and design, cultivated and collaborated with a uniquely talented group of photographers and the country's best food and prop stylists to create a cutting-edge food magazine that reflected the high-end food retailer's brand with a bold, elegant approach to food photography, typography and page design.
Consumer Newsstand
Custom Publishing
Brand Launch
Creative Direction
Photo Direction + Editing
Art Direction
Design
Food
Covers
Bold typography and design details in combination with lush food photography produced fresh, modern and lickable covers and interiors.
"Carol delivered a magazine that surprised and delighted customers with relevant content that encouraged purchases of President's Choice products coupled with the desire for it to be perceived as a reward for shoppers." —Robert Chenaux, Senior Vice President, Brand Development, Loblaws Inc.
Over a period of 3 years, President’s Choice magazine would garner over 30 gold awards for art direction, design and photography from the National Magazine Awards of Canada, The Advertising and Design Club of Canada and the Society of Publication Designers.
"Carol created a stunning, sensual food magazine that won a clutch of National Magazine Awards; she negotiated wisely and bravely with contributors, staff and suppliers; she found and nourished exciting new creative talent; and she fought to produce a magazine that was consistently well-designed, aesthetically exciting and user-friendly." Jack McIver, Publisher, President's Choice Magazine
