Sugar Ribs
ROLE
Art Director / Designer
CATEGORY
Branding / Editorial
SKILLS
Art Direction / Design
OVERVIEW
Sugar Ribs is a magazine dedicated to shining light on women’s stories. Too often, their contributions are left out. This publication needed to be loud, take up space, and leave no room for apologies.
MILLION PIECE
MISSION
THE GOAL
ADDITIONAL
CONSIDERATIONS
It started with a list of badass women. Roxane Gay. Dessa. Patricia Bath. Artemisia Gentileschi. Gisella Perl. Mae Jemison. I knew the publication had to cross many industry and representational lines. I started researching what contributions they gave, how they operated in the world. Each spread had to be unique and designed specifically for the stories they represented.
Keeping with
a vision
WORKING WITH PEOPLE
SUGAR RIBS
DJ HELIOS
BRINGING IT TO LIFE
RISE ABOVE
A GUINNESS
WORLD RECORD?!
WELCOME TO ZULILY
ENHANCED HUMAN
COGNITIVE OPS
Women are multi-faceted. We are healers, destroyers, pillars of strength and vulnerable. Too often, we are called combative for being women with opinions. Our flexibility or lack there of is intentional, and we will not be silienced. We deserve to shine. No more cliff note credits.
STOP, AND LISTEN
AND THEN,
COVID HAPPENED
HOW IT WENT
It was my responsibility to help define the kind of world we were going to build. In working with a copywriter to develop ideas for the scenarios mom would be in, we landed on a Willy Wonka meets Wes Anderson visual look with an unexpectedly delightful tone. The copywriter and I were also responsible for helping with scripts, storyboards, art direction, photography, selecting the production partner to work with, casting, wardrobe and set design.
THE VIRTUAL AIRMAN
We filmed our Airmen using a data capture camera that we could overlay effects on. Coaching our talent to sound like a helpful guide through the experiences was a great way to spend the day.
RAPID RECON
In this head-to-head style game, users competed to press the color of the word listed on the screen. “RED” could be seen in yellow, but only the yellow button is the correct answer.
Lessons Learned
- Do the opposite of your instincts. We expect certain categories to be portrayed a certain way. It can be unexpected and unique if we try to do the opposite of the first solution we try.
- Find the story. There are so many perspectives that haven’t gotten the airtime they deserve. It may take a bit extra time, but it’s always worth finding the voice that hasn’t been heard.
FANTASTIC PEOPLE
I WORKED WITH
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