A Magazine That Positions Lemdell as a Cultural Authority in the Sydney Markets.
Branding • Quarterly MAGAZINE • 2025 to present
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Jamie Henshall, Creative Director
Mike McCammon, Designer & Art Director
Jake Cootes & Nicole Maloney, Photography
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Brand Identity
Website Design
A4 Corporate Profile
A4 Trifold Flyer
Micro-brand
Quartley Magazine
Coffee Cart Design
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2025
What began as ideas for a coffee cart activation with a branded newspaper evolved into a quarterly magazine celebrating Sydney’s mushroom legends, complete with a new logo and visual identity. And we kept the coffee cart.
Working closely with the creative director, I helped conceptualise a new marketing pillar that became Coltivare. Each issue features a story from Lemdell, a grower, a chef, and seasonal recipes that bring Lemdell’s produce to life.
To make the launch memorable, Lemdell paired the magazine with a vintage Italian-style coffee cart activation, supported by a nostalgic design direction using textured fonts and sectional layouts (working well with our new brand direction) that nod to the brand’s heritage.
DOWNLOAD Issue 4
As the typesetter and magazine designer for Coltivare, and occasionally contributing photography, I developed a consistent grid, typographic hierarchy, and layout system to ensure clarity and readability across the publication. Within this framework, selected feature articles intentionally break the rules, allowing each issue to develop its own distinct rhythm and personality.
Now four issues in, Coltivare has become a cornerstone of Lemdell’s marketing, strengthening the brand’s connection to its growers, chefs, and wider community. Alongside editorial design, I was responsible for art direction, photography selection, and the creation of product advertising for each issue, ensuring visual consistency and alignment with Lemdell’s broader brand direction.
