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In the summer of 2019 I was asked to rethink and modernize the Quebec and Canadian editions. I worked with the International Brand Director to make sure the brand's ethos was respected all the while enabling the unique Canadian cultures to shine and give the magazines a fresh visual identity. I was very familiar with the ELLE brand, having art directed ELLE Québec from 2011-2015. At the time, I was responsible for all cover shoots, magazine look and feel, launch of the tablet edition, as well as participating in editorial meetings. Putting out a 200+ page monthly taught me a lot about teamwork and leadership. How to delegate to increase productivity and who to delegate to in order to maintain (hopefully increase) quality month to month.
This is what i did on this project.
Magazine art direction // Mood boards // Graphic Guidelines // Photo Art Direction
This is my art direction for 2019.
This was my art direction from 2011-2015.
This is what i learned from this project.
How a global brand with a strong DNA needs to keep evolving to be relevant.
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