Join me on a deep dive into the world of newsstand brands as I explore my design processes. Spanning editorial, branding, merchandising, display, web and digital design disciplines, there’s something for everyone.
40 years of Troutmasters Competition
Celebrating Europe’s largest fly-fishing competition as it enters it’s fourth decade
Scope: Event graphics • Campaign strategy • Art direction • Editorial redesign • Video editing
British Fly Fair International: Event graphics
Exploring Trout & Salmon magazine’s exhibition graphics at BFFI 2025
Scope: Event graphics • Branding • Art direction • Picture research
Bankside Clean-up Campaign
An environmental campaign to keep trout fishery banks clean
Scope: Environmental campaign • Branding • Display graphics • Editorial design • Art direction
Hardy 150: Anniversary feature
Trout & Salmon magazine celebrates a benchmark with famous tackle brand Hardy
Scope: Art direction • Picture research • Editorial design • Video thumbnails
Trout Fisherman: Magazine subscription photo shoot
Modelling an angler for a series of seasonal magazine subscription advertisements
Scope: Advertising campaign • Editorial design • Art direction • Studio photography
Flymasters Competition
Branding a fly-tying competition judged by Fly Dresser’s Guild Chairman Peter Gathercole
Scope: Branding • Art direction • Editorial design
Trout Fisherman: 500th issue editorial campaign
Celebrating an editorial milestone with a series of design-led features that reel in readers
Scope: Campaign strategy • Archival research • Editorial design • Art direction
Save Our Reservoirs Campaign
Launching an initiative to increase attendance at Stillwater Trout Fisheries nationwide
Scope: Campaign strategy • Branding • Editorial design • Art direction
Trout Fisherman: “Deadly Duos” underwater cover
Making a splash on the newsstands and in the studio, with a bold art directed cover
Scope: Art direction • Campaign launch • Studio photography • Editorial cover design
Trout Fisherman: Magazine redesign
Following the evolution of a newsstand brand through two redesigns
Scope: Branding • Editorial redesign • Art direction
248 Modern Flies and How To Tie Them
Launching a comprehensive guide to tying your own fishing flies
Scope: Book design • Art direction • Editorial design • Studio photography • Video editing
Trout Fisherman: YouTube channel refresh
Branding and restructuring of a social platform
Scope: Branding • Social media • Art direction • Video thumbnails
“Multi-fly set-ups” editorial series
A studio shot instructional series for fly-fishing all-year round
Scope: Editorial design • Art direction • Studio photography
Trout Fisherman: Website redesign
Rebranding for a new website platform
Scope: Branding • Website redesign • Art direction • Digital
Delivering an e-newsletter series
Establishing a series of targeted trade industry e-newsletters
Scope: Branding • Campaign strategy • Art direction • e-newsletter
Leigh Johnson Creative 