The Brief
In a tight four-week window, the task was to create a new membership program: a community built around expertly curated weekly meal plans, exclusive recipes and video content, supported by an app offering digital magazine subscription, exclusive cookbooks and additional content.

My Role
I led the project end to end, naming and branding the product and creating a visual identity built to adapt quickly to a rapid rollout. I directed a product designer on the user onboarding experience and the site updates needed to introduce paywalled banners, ribbons and other entry points.

I also shaped and launched the content series: briefing newly signed talent for cooking videos and in-depth masterclasses, and leading organic and paid social campaigns, social video content, and a full EDM suite, covering regular weekly and monthly series, plus onboarding, lapsed, missed-purchase and win-back journeys.

Brand & Visual Identity
Using the established AWW brand DNA as a foundation, I developed new visual guidelines for the product, designed to live within the wider brand world while standing apart with its own identity for marketing purposes. These guidelines were quickly adopted and built on by the wider team; I created supporting elements as needed, including badges, motion graphics and custom illustration for onboarding.

For the EDMs, I wanted to create a genuinely editorial experience: rich in design, with animated GIFs and handwritten fonts, to feel warm, premium and interactive. I designed the framework and visual system, which editors then populated with live copy, while I directed developers on custom functionality, including modules that dynamically pulled website content based on individual member preferences.

Video Production & Storyboarding
I managed an in-house videographer to establish a house style for the video series. Given the tight turnaround, we shot three videos a day across multiple weeks to build a full content library.

Food content rarely allows for rigid storyboarding, but for this project I created a generic shot list needed for each edit: close-up, texture-driven shots to capture the food's luxurious detail; shots designed to carry graphic overlays; and talent captured in a range of positions for later use in the launch sizzle reel and social content. To plan these, I used still external video references and existing footage from our portfolio as direct visual references.

Every shoot also included a stills component, with a photographer capturing authentic behind-the-scenes kitchen moments with talent for use in print advertising.

Launch & Results
Post-production, my focus shifted to the launch marketing rollout. I planned and edited a dynamic social sizzle reel, combining our own footage, stock footage and AI-enhanced food video, an approach I developed to unlock new content from our existing food photography archive, and one we've continued using in weekly meal-planning content.

The launch was a strong success, with the first EDM driving instant customer conversions. My Women's Weekly has since been nominated for Innovation of the Year at the 2026 Mumbrella Publish Awards.