The British edition of the American magazine Men’s Health was launched in February 1995 with a separate editorial team, and is the best-selling monthly men’s magazine in the United Kingdom, selling more than GQ and Esquire put together. The magazine focuses on topics such as fitness, sex, relationships, health, weight loss, nutrition, fashion, technology and style.
Brandiful Design Bromley was approached by Men’s Health UK, after being introduced and recommended by a client with connections at the publisher. The brief was to create a set of bespoke images that would lead each of their six ‘Survival of the Fittest’ features.
The client was keen to experiment with a line art style of illustration that would express a loose but technical feel to the images. Brandiful Design’s Creative Director Dan White’s extensive skills and knowledge of creating bespoke imagery was ideal in exceeding the client’s expectation. A visual story was created for each feature that ran over six editions. Dan’s personal interest in fitness and functional training gave extra insight and understanding with creating the artwork.
Images and video reference were supplied by the client. This helped to ensure accurate character poses were created to populate the scenes. The scenes were modeled in 3D and careful digital retouching was used to bring out a sensitive illustrative feel.