Marketing Illustration for Dennis Publishing

Marketing campaigns for many Dennis Publishing magazines have featured my bespoke illustrations and artwork.

LAND ROVER MONTHLY MAGAZINE - 200TH ISSUE ILLUSTRATION

Dennis Publishing's Subscriptions Marketing team were so inspired by an illustration I produced for evo magazine (below) that they commissioned a similar one for marketing Land Rover Monthly magazine's 200th issue. They'd never run a visual campaign like this before so there was pressure to get it right.

The impactful artwork I created depicts an open copy of the magazine revealing a blend of natural environments typically featured in the magazine's content, sculpted as large 3D type.

The illustration featured in print advertisements and email marketing, as well as in various social media activity gaining a massive positive response. The overall success of the campaign saw it claim the Integrated Campaign of the Year award from PPA Customer Direct 2015, with the judges citing the illustration as key to the campaign's creativity and consistency.

CYCLIST MAGAZINE - TOUR DE FRANCE CAMPAIGN ILLUSTRATION

The Tour de France is a landmark event of Cyclist magazine's content calendar and so a great deal of planning goes into structuring the title's promotional campaigns for selling subscriptions around the event.

One year in particular I was tasked with producing some classically yellow illustrations to adorn the marketing material, and I made it my purpose to stray as far as possible from the typical photographic visuals Cyclist normally champions.

I took reference from vintage Tour de France posters with a contemporary vector leaning and produced a trio of semi-abstract compositions.
Ultimately, the work was so well received that it traversed the forecast email templates, print ads and online landing pages, and were reproduced as collector's edition prints distributed to a lucky few of the magazine's readership as well as audiences live at the start of the Tour.

CYCLIST MAGAZINE - CHRISTMAS CAMPAIGN ILLUSTRATION

One Christmas Cyclist approached me with a concept for an illustration they wanted creating - a Father Christmas flying through the sky set against moonlight, but with the stipulation that instead of traditional winter coat and sleigh, he be very trim in Lycra and be riding a magical road bike.
I designed the illustration with versatility in mind; since it'd appear on double-page spreads right down to tiny digital banners it had to work at scale and be adaptive to varying degrees of negative space. I also ensured the final artwork reflected the house style for consistency.

Andi is incredibly creative - particularly in his illustration work. He always takes great care and has a sense of pride in his work.

Rebecca Jezzard
Creative Design Manager
Dennis Publishing

COMPUTERACTIVE MAGAZINE - WINDOWS XP FEATURE ILLUSTRATION

To accompany their advertorial on the end of Microsoft's support for Windows XP, Computeractive magazine commissioned me to design and code a landing page promoting subscriptions to the related articles.

I went further and created a bespoke illustration for the page referencing themes from the articles. Situating XP's signature wallpaper graphic within an hourglass (a subtle nod to the OS) I depicted it crumbling away as if sand to reference the imposed deadline.

AUTO EXPRESS - 1500TH ISSUE CAMPAIGN ILLUSTRATION

Auto Express magazine sought to run a marketing campaign ahead of publishing its 1500th issue, to drum up engagement and boost conversion.

Initial ideas for an illustrative focus from the Subscriptions Marketing team weren't wholly on message, so I presented an alternate approach; the salient headline merged with a diagrammatical, exploded-view illustration of a mock engine block.
The idea was to emulate the artwork style of original vehicle repair manuals, adopting the monochromatic line-work and limited texture.

As a hidden bonus I ensured that all of the “part numbers” depicted were in fact legitimate publication dates and issue numbers of choice issues from the 1500 Auto Express collection.

OCTANE MAGAZINE - 150TH ISSUE ILLUSTRATION

To celebrate the publication of Octane magazine's 150th issue the team commissioned me to generate a bespoke illustration for the associated marketing campaign. The campaign would run across print ads, emails, online landing pages and merchandise.
The concept of having three classic cars of different calibre and era presented in one-point perspective against a background 'cityscape' comprised of issues of the magazine. Emblazoned on the bonnet of each vehicle are the racing numbers 1, 5 and 0.
The three car models depicted were chosen by the editorial team, with particular note paid to the central Jaguar E-Type which bears the registration plate of the oldest surviving iteration of this car.

MOTORING MAGAZINES - FATHER'S DAY CAMPAIGN ILLUSTRATION

A cross-platform marketing campaign focusing on selling gift subscriptions for Father's Day was pioneered by Dennis Publishing's Motoring division. Supporting this was a retro-style illustration featuring archetypal “dad” characters referencing the demographics each of the Motoring magazines in the portfolio are targeted at.

EVO MAGAZINE - FREE ISSUE CAMPAIGN ILLUSTRATION

evo super car magazine invited would-be subscribers to complete either an online or telephone survey in exchange for a free issue. To lead the marketing around this recruitment campaign the Subscription Marketing team commissioned a bespoke illustration to accompany the tag line "evo - Wherever the road takes you".
I produced this artwork featuring a 3D elevation of the magazine, rendering each letter of the title's logo in different textures inspired by the geography of the vehicle test drives and article photography.

MEN's FITNESS - FIT FOR LIFE CAMPAIGN ILLUSTRATION

A limited-time New Year’s campaign ran for health title Men’s Fitness Magazine promoting discounted subscriptions. The campaign was named Fit For Life and for the accompanying artwork I was commissioned to illustrate several figures posed performing various exercises. Loosely based on the magazine’s house style diagrams these figures would be positioned around the campaign text.

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AGE UK DENNIS PUBLISHING MARKETING DESIGN