Role: Art Editor
Sector: Consumer Publishing (Angling)
Scope: Editorial Redesign • Display Graphics • Art Direction • Campaign Strategy • Video Editing
Established in 1979 by Trout Fisherman magazine, Troutmasters is Europe’s largest fly-fishing competition. The core of the relationship the magazine has with its readers, there are Junior, Youth and Senior categories to accommodate all ages.
In the run up to the 40th anniversary, it was the perfect opportunity to refresh and expand upon the brand. A whole wealth of assorted materials were created, covering editorial, display, merchandise and video.
Editorial
The design of the results listings pages had become quite cluttered. I improved page navigation by removing non-essential details, creating clearer labelling and high contrast panelling between sections. This allowed the gallery photos more breathing room. To enhance the community aspect of the editorial, I added a “My First Badge” section for reader’s stories.
To mark the 40th anniversary, I pitched, researched and designed a retrospective feature. It covered the history and appeal of the competition, featuring testimonials from long-term participants and a historical photo gallery.
Display
The competition is advertised at competing stillwater fisheries in the form of poster and counter display advertising, promoting an all inclusive competition. Branded display boards and table cloth decorate the competition runner-ups and winners prizes booth.
Merchandise
Sew-on badges are a large appeal to competitors. For the 40th anniversary I created an exclusive redesigned badge for participants at the final, many of which would add to others covering their fishing vests.
Working with the Troutmasters Co-ordinator I produced a range of branded items to enhance the Troutmasters brand. Initially created for distribution at the Junior Competition final, they were made available for purchase.
Video editing
As part of the anniversary coverage, I storyboarded and art directed a highlights video of the live final on location at Draycote Water Reservoir. Editing and soundtrack selection was completed by myself.
Publisher: Bauer Media
Leigh Johnson Creative 