Tasked with creating a magazine concept, article ideas, layouts and ad designs, I created Balanced.
“Balanced is bi-monthly publication for the foodie interested in pursuing a healthier, more plant-based diet. Unlike vegetarian and vegan communities that can be polarizing, off-putting, and holier-than-thou, Balanced delivers a message that communicates not only the importance of a balanced diet, but also acknowledges that food, for many people, (including food that isn’t plant-based) is more than food. Balanced features the food that brings people together, food that is a reflection of culture, food that is a form of tradition and love.
Instead of guilting readers into believing they can never eat their grandma’s cookies or slice of pizza ever again, Balanced recognizes that food can take up more of our lives than simply fueling our bodies. We aim to encourage people to transition to a diet that incorporates more plants by making easy substitutions and setting simple goals. While we want to demonstrate that a plant-based diet doesn’t have to be restrictive and boring, we also don’t want to perpetuate a common attitude that many people seem to have: you should be 100% vegan 100% of the time or don’t bother at all. It’s okay to take baby steps. And it’s okay to take cheat days. The decline in the health of our population and our planet isn’t due to an occasional cheeseburger or milkshake -- it is the sheer volume and frequency with which it is consumed.
Balanced strives to change the way people view their plates and debunk misconceptions about vegan and non-vegan lifestyles. Balanced covers the benefits of plant-based living from ethical, environmental, disease-preventing, performance-enhancing, and health-promoting points of view.
At Balanced, we believe that honest facts and realistic solutions surrounding the food we eat are the best ways to increase the health of our planet and the people on it.”