My work: Crafts and Hobbies
This sector gave me a great deal of scope to hone my storytelling skills. I have solid professional knowledge of arts, craft and hobbies from both an industry and consumer perspective. This is grounded in the work I have done for Mitsubishi Pencil Company and as a magazine editor for trade title Craft Focus and consumer titles Let’s Get Crafting, PaperCrafter, Make it Today and Homemaker magazines. My various roles has involved…
Devising content and writing editorial for the above and its accompanying social media and websites
Sourcing and commissioning illustrators and manufacturers on supplements and cover-mounted gifts for Let’s Get Crafting, PaperCrafter, Homemaker and Make it Today magazines
Commissioning designer makers to produce original projects for the above
Casting models
Styling and art directing photo shoots
Appearing on YouTube and TikTok Art and Craft Tutorials
Hosting consumer and industry workshops
Designing logos and brand identity for Colchester MakerSpace and Tilt Ceramics
The brief for Make it Today was to make dressmaking look up-to-date and fashionable. Each magazine contained a dressmaking pattern, it was my job to select the pattern, the fabric and create an overall look to transform the pattern into wearable fashion. I also worked with a stylist for the final look, selected the models and art directed the shoots.
My aim for Homemaker was to elevate the image of craft and handmade and incorporate it into a relatable everyday lifestyle story. In the above image, art directed by me, you can see how handmade items are given a contemporary feel and sit comfortably within a stylish festive home setting. We mixed complex projects with easy, accessible ‘quick wins’ to make it easy for the reader to add an individual touch to their home.
For every craft publication I worked on it was imperative that I built great relationships with designer makers, bakers and illustrators. I devised, commissioned and sourced these talented people for creative projects and kits. I originated the concept and briefed illustrators for PaperCrafter kits and also came up with the colour ways for yarn kits for LGC Knitting and Crochet.
It was essential that I was expert in this area. I mastered certain crafts so I could write from a position of authority. Not only did I come up with projects and guides for the magazines I worked on, I also was able to present paid-for partnership films for Duck Tape and uni-ball pens. Click on the slightly awkward image of me to see me in action.
Photographic styling and art direction was key part of my role. We needed to create a lifestyle feel with minimal budget I sourced many of the props myself and even provided some of my own floristry. Images by Cliqq photography.