Case study
Alt-Meat
Brand and Site Launch
Brand identity, magazine, enewsletters, and responsive news site for MTG's alternative protein property.
Problem
A new editorial brand on a 90-day clock.
MTG needed a complete editorial product covering alternative proteins, ready to launch on January 1. Brand identity, print magazine, enewsletters, and a responsive news site, all from a standing start. Three months.
Solution
One identity system, four products, on time.
I designed the brand identity, the magazine, the enewsletter system, and the responsive news site as one connected system. The visual language carries MTG's editorial discipline so Alt-Meat reads as a peer to the company's other titles, with a typographic voice tuned for a younger industry audience.
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One identity, four products
Brand, magazine, enewsletters, and responsive site sharing a single design system.
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Editorial templates
Article, profile, and category layouts built for fast publishing across plant-based, cultivated, fermentation, and blended coverage.
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Portfolio fit
A visual system tuned to live alongside Meatingplace and the rest of MTG's B2B titles.
Results
Site, magazine, and enewsletters in 90 days.
- ★Launched January 2021
- ★Brand, print magazine, enewsletter system, and responsive news site shipped together
- ★Designed end-to-end in under three months