On set art direction & design. Photographys & video by Patrick Giordino
Conceptual art direction. Foods so good they are illegal. Photographs Jobe Lawrenson
Design. Photographs by Levon Biss
Design and commission. Photographs by Paul Calver
Fashion art direction. Photographs by Rick Guest
Conceptual art direction. Stress relief at work; the business of the UFC. Photographsy by Sun Lee
Illustration commission, fashion alphabet. Illustrations by James Graham
Art direction & design. Photograph by David Clerihue
Art direction. Photograhs by Luke Kirwan
Illustration commission. Artwork by Grundini
Harrods sports x fashion supplement
Art direction, commisions & design 
Design & art direction. Photography by Sam Barker
Concept & art direction. Photography by Sam Hofman
The Brief
Men’s Health wanted to shake things up. Although it was the UK’s top-selling men’s magazine, it wasn’t connecting with a broader, more style-conscious audience—and that meant it was missing out on bigger advertisers. The brand was still seen mostly as a fitness mag, and they wanted to show there was more to it than gym routines and protein shakes.
What We Did
We gave the magazine a complete refresh. The design was stripped back and simplified to create a cleaner, more modern look—something that felt easier to read and more visually inviting. Instead of cramming pages with dense data, we focused on making the content more approachable. Scientific info was still there, but now it came to life through clever, concept-driven photography that made it easier (and more fun) to digest.
We also brought in a new group of photographers to update the overall feel. Their work added a fresh polish to the magazine that helped shift its image. And by putting more time and care into fashion content, especially the styling and art direction, we started attracting higher end advertiser.
The Outcome
Men’s Health began commanding higher ad rates, and the refreshed look helped draw in premium brands—like Harrods, who asked us to create a custom quarterly sports supplement. The rebrand didn’t just modernise the magazine; it opened the door to more exciting collaborations and positioned Men’s Health as a platform for high-end partnerships.
And as a bonus—I got to meet Wolverine.
Credits
Group Creative Director: Declan Fahy
Art Director: Jamie Sage
Designer: Marianne Ashton-Booth
Photography: Rick Guest, Patrick Giordino, Luke Kirwan, Carlos Serrao, Jobe Lawrenson