Art Director, Garden & Gun
Takeaway: McKinney and his design team have been nominated for several industry awards, and have transformed a regional title into a national brand.
Marshall McKinney has a primary goal for Garden & Gunâ€”legitimacy. That is, he is focused on maintaining the magazineâ€™s regional appeal while elevating the brand into national conversations.
Despite the magazineâ€™s title and perceived editorial content, McKinney is quick to point out that two of its biggest markets are in New York and California.
â€śWhen we birthed the brand we wanted to operate with the big boys and reach a certain taste level that made us appear as though we could be amongst some of the older elite brands,â€ť McKinney says. â€śGrit, tenacity, hard work and passion goes a long way, but some of it is about surrounding yourself with the right people.â€ť
McKinneyâ€™s design work within Garden & Gun has been well received and the magazine has netted several industry accoladesâ€”including nominations in General Excellence at ASMEâ€™s National Magazine Awards.
McKinney describes his art style as somewhere between modern and classic, and he tries to incorporate that notion into the book. â€śThatâ€™s what gets me pumped, the opportunity to showcase the South, its people, its places, its heritage in a way that is succinct, present and exciting.â€ť
Moving forward, McKinney wants to further leverage the brandâ€™s recently launched digital edition by expanding content features while maintaining the print magazineâ€™s overall look and feel.â€ť