kirkgate
market
A passion project, to create a new marketing campaign focused on the organic food markets within Kirkgate Market, in Leeds. Inspired by Atipus Barcelona's - Madrid Munciple Markets campaign.
Art Direction & Graphic Designer : Anna Featherstone
Photographer : Hayley Hamilton
Model : Harry Wynne
Through this passion project, the aim was to develop my skills in the art direction of food photography. Inspired by Atipus Barcelona's successful Madrid Markets campaign, we used Kirkgate Market as inspiration. Our focus centered around Kirkgat Market's offerings, and the amount of organic food stalls in there.
The moodboard above was a loose creative direction which I created, with the main aim being on producing a batch of assets which focused on community, the organic nature of the produce, and using monochromatic palettes to make the overall aura feel not too polished or commercial.
We honed in on the innate and organic forms of the fruits and vegetables, and chose not to retouch out scratches or marks as this is the beauty of shopping organically, everything is fresh and imperfect.
The objective once we began shooting was to evoke a sense of beauty inherent in locally sourced organic produce. This led to the styling remaining quite neutral in terms of clothing, and the background being something slightly vibrant but not so much so it would take away from the produce.
Through the visuals, we convey the narrative that choosing such products not only supports local business, but also brings the intrinsic natural allure of fresh organic goods to the forefront of the customers mind, whilst reaffirming to them that they are also helping the community to thrive at the same time.
The below are mockups are a representation of how we would see the posters being used around the city, to influence customers to visit the market which is 10 minutes away from the train station, and right bang in Leeds city centre.
