When approaching the media kit for the Muscle & Performance (M&P), it was more important than ever to really showcase the welcoming and sophisticated atmosphere on which the brand prided itself. Our editorial team educated audiences on body building and fitness while the Creative Director and I brought that message to life through open layouts, crisp modern type and vibrant colors. M&P sought to be the thinking lifter’s resource. To further differentiate our brand, I put one of the best female competitors (and a wonderful person to work with) on our cover. We wanted our brand to stand out from the aggressive, gritty, vein popping norm commonly associated with competitive lifting. I felt like it really stood out and I’m still very proud of all that our team accomplished.