Dr. McDougall

Role: Art Direction · Brand Strategy · Visual Identity · Digital · Photography
Agency: AkinsParker
Illustrator: Sheila Martinez

Best-selling author and physician Dr. John McDougall built a following around his whole-food, starch-based approach to health, but his growing catalog of courses and meal plans had expanded into a series of disconnected initiatives.

Brought in to revitalize the brand, I introduced a design system and photography direction aimed at a new target audience, with an editorial-meets-farmers-market approach that makes healthy eating feel joyful rather than clinical. Natural food photography, cropped to feel larger than life, paired with custom illustration, makes the whole system warm and human while unifying McDougall's offerings into one confident, optimistic identity across social content and brand merchandise.