For the January/February 2012 issue of Propane Canada, I designed the cover and a four-page feature spread reporting on the annual Weber Canadian Grill Watch Survey. The article presented nationwide data collected by Leger Marketing, highlighting trends, habits, and attitudes around outdoor grilling in Canada. While I maintained the magazine’s required folio treatment, vertical section title, and body font, I had full creative control over the visual direction of the feature. I developed a distinct look and feel using a rustic, western-inspired display font, bold colour treatments, and large headline compositions to give the article its own identity within the publication.
The layout leaned heavily on large photography, custom infographics, and prominent stat callouts to make the information easy to skim while still encouraging deeper reading. I built all of the infographics from scratch using the supplied survey results, carefully selecting which data points to elevate into large visual moments. A bright orange and pink palette added energy, while rough textures and hand-drawn flame elements were layered throughout to reinforce the rustic tone associated with grilling culture.
One of the main challenges was balancing clarity with visual playfulness, making the data accessible without sacrificing personality. I used oversized type, flexible grid structures, and bold callout boxes to help pace the content across four pages without it feeling sparse. I also designed the cover to visually connect with the feature, creating a cohesive experience from the front of the magazine through the full article. The project was completed using Adobe InDesign, Illustrator, and Photoshop, working directly with the magazine’s editor while serving as both designer and art director for the piece.
