Salman Anjum

Website and portfolio

Optimum Nutrition Winter 2015/16

Editorial design of full issue

A worthwhile read.

Cover-to-cover design of the Winter 2015/16 issue of Optimum Nutrition magazine.

ION produces a quarterly magazine on nutrition for the public as part of its charity remit. This magazine has been produced since 1984 and has always been outsourced to a design company. In Spring 2015 the decision was made to bring the design of our magazine in-house, with myself being solely responsible for the design. I collaborate with the editor, sub-editor, CEO and dean when designing the magazine.

I have tried to produce a magazine that is progressive in its design, yet does not fall victim to trends/fads, while taking into consideration its broad audience. This audience ranges in age from early 30s to late 70s, with various professional and educational backgrounds.

I produced a full redesign of the magazine in 2015, with a further minor revision occurring in 2019. The redesign has been positively received, with circulation being increased to 12,000. It has a 95% pick-up rate in free locations. Since August 2018 it has also been made available for free online, where it has increased readership every single week.

The magazine is located in supermarkets, spas, 4 and 5 star hotels, and various City of London locations.

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