This is a conceptual project done as part of university coursework. The goal was to select a magazine
article for which I would then develop a visual metaphor to illustrate its content. The article in
question, 'America Has Entered Late-Stage Protein', explains the dramatic rise of popularity of protein
products within the food industry. Additionally, it discusses the validity in claims that consuming more
protein is beneficial along with highlighting the otherwise nutritionally void nature of many protein
'enriched' products, overall labeling the phenomenon as yet another health trend.
My visual metaphor
incorporates the language of the article's title, which references the concept of late stage capitalism, to
depict a dystopian mega-city dominated by protein bar skyscrapers. This cover design illustrates both the
proliferation of protein within food advertising and product offerings, along with offering a critique on
the less than adequate nature of the US food market, especially when it comes to the marketing of
nutritionally devoid products, such as protein bars, as health and fitness promoting.
The interior spread
continues these messages, reimagining the visual metaphor as a globe plastered by protein bar wrappers
which together create the silhouette of the US. Again, this visual showcases the proliferation of protein
products while highlighting the systemic lack of access to high quality food many experience.
The concept
was developed through brainstorming and iterating, with the final designs being created in Adobe
Illustrator and Photoshop.
