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When Anna started this team, one of the most common questions from new team members was “what’s the mission?” But Anna didn’t really have a catchy slogan… what she had was better!
She described to each person on our small team how she wanted the readers of our online magazine to FEEL when they were visiting us;
Cared for, like we’d read their minds and understood what the questions behind the questions were – and always make you feel like we’re 2 steps ahead and “have your back”.
The other significant aspect of the feeling was NOT making our readers feel unsophisticated or patronised – as with so many food-magazines which make assumptions about ingredients you have available – and the “maturity of your palate”.
If it’s hearty classics, the basics of ingredients, or intrigue about takeaway food your family regularly enjoys – you should feel seen.
When Anna described it this way, we could ALL relate to what she was passionately conveying. It’s been a fantastic foundation and guiding light for our small team of #foodies and we’ll continue to keep our readers at the center of our minds in everything we do because of it.
Designer, Initech — Paris, 2017-2020
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Designer, Hooli — Tokyo, 2016-2017
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Photographer, Acme — London, 2014-2016
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- School of Design — London, 2015
- College of Art — Paris, 2012
- Institute of Technology — London, 2010