Brief
To create a bold, engaging identity for a city-wide food movement, to be rolled out across brochures and campaign materials.

Public Health needed to communicate a vision for a more sustainable food city — transforming the way people source, cook, recycle and educate around food to support a healthier, more sustainable future.

Concept
I developed the idea of a Food Revolution — positioning sustainable food practices as a powerful, collective movement. The concept aimed to inspire action and shift mindsets across communities.

After developing several creative routes, I presented the concepts to Public Health stakeholders. Once the direction was selected, I led the visual development of the campaign.

Creative Approach
To bring the revolution theme to life, I travelled across the city to local organisations with a photographer to art direct some of the photography to get the shots that communicated the idea — capturing the full journey of food:

• Growing
• Preparing
• Distributing
• Educating

The visual language was optimistic and empowering — encouraging residents to rethink how they source and prepare food, understand nutrition, address food poverty, and embrace more sustainable habits.

Outcome
We developed a series of brochures and multi-channel campaign assets that told a compelling visual story about the work being carried out by organisations and volunteers across the city — much of which often goes unseen.

Through documentary-style photography and bold campaign messaging, we highlighted grassroots initiatives supporting sustainable growing, food education, redistribution and community nutrition. The aim was to shine a light on the hidden network of people driving change locally, while inspiring wider public engagement in building a more food-sustainable city.