From the Editor’s of SELF magazine, Self-starter is a meal plan program making your life easier, cheaper, and more delicious.

My creative team at Condé Nast was tasked with creating a secondary visual identity for SELFstarter that would extend across it’s landing page, branded collateral, emails, and sponsored ads. With the meal plan being an extension of the SELF brand, it was important to create an identity for SELFstarter that felt unique to the product’s benefits and features, while still maintaining a unified appearance with the overarching brand.

The result of our time working with SELFstarter resulted in a visual system that had a colorful and optimistic story to tell. With an emphasis on the exploratory nature of SELFstarter’s meal plan recipes, the identity captures the feeling of variety, whether it’s a variety of ingredients or exploring new flavors in your very own kitchen.