About Us
Hoffman Media is a Birmingham, AL-based publisher of premium lifestyle content, with a portfolio of magazine brands spanning women’s lifestyle and food, plus a full-service boutique book publishing division. Bake from Scratch, one of our beloved food brands, celebrates the magic that happens in the kitchen—from flaky crusts and golden loaves to decadent cakes and the stories behind them. We bring beautifully designed content, recipes, and storytelling to bakers and food lovers everywhere.
We’re looking for an Art Director to own the visual voice of the Bake from Scratch brand across print, digital, social, books, and events. This role owns the look and feel of the magazine from cover to cover—designing and overseeing every layout, directing photography for covers and features, and managing print production from concept through press. You’ll also guide the broader team’s social and digital design output to keep the brand’s aesthetic consistent at every touchpoint. A love of baking or food knowledge is a nice to have but not a requirement—what matters most is a sharp eye for editorial design, lifestyle photography, and building a brand at scale.
Key Responsibilities
Brand Oversight & Aesthetic Direction
- Own the overall visual identity and aesthetic of the Bake from Scratch brand across print, digital, social, books, and events, ensuring a cohesive look and feel at every touchpoint.
- Set, document, and maintain brand and style guidelines; serve as the gatekeeper for visual brand consistency.
- Partner with editorial, advertising, marketing, and executive leadership to translate brand strategy and editorial voice into visual execution.
Print Production & Layout Design
- Design and oversee all magazine layouts from concept to press—feature spreads, recipes, tutorials, covers, and special issues.
- Manage the full print production process, including typography, copy flow, prepress, and 4-color magazine production, ensuring accuracy and quality under tight deadlines.
- Review and approve layouts and edits following editorial review.
- Maintain and evolve the magazine’s design system, typography, and templates over time.
Photography Direction
- Provide on-set art direction for brand photography to ensure imagery matches the brand’s aesthetic.
- Lead photo shoot planning, including concepting, mood boards/inspiration, prop styling direction, and set logistics.
- Review, select, and approve final images for use across print and digital platforms.
- Source and manage relationships with photographers, stylists, and other creative vendors as needed.
Digital & Social Brand Support
- Guide and approve social and digital design direction (templates, graphics, video assets) to keep the brand aesthetic consistent across web, email, and social channels.
- Support the adaptation of print content for digital use and oversee creative for baking classes, retreats, and online course content.
- Collaborate with the digital/social team on campaign creative, product launches, and brand collaborations.
Team & Cross-Functional Collaboration
- Partner with the Editorial and Test Kitchen teams to keep art and edit flow on schedule; communicate proactively on production status.
- Collaborate with advertising and marketing teams on custom content, branded partnerships, and merchandise/product collaborations.
Requirements
- 5+ years of experience in a senior design or art direction role at a national magazine, publishing, or lifestyle brand.
- Bachelor’s degree in Graphic Design, Visual Arts, or a related field.
- Advanced proficiency in Adobe Creative Suite (InDesign, Photoshop, Illustrator) and Mac OS.
- Proven experience directing photography, including on-set direction.
- Strong understanding of prepress workflows and 4-color magazine production.
- Exceptional typography, layout, and composition skills, with meticulous attention to detail.
- Experience building or maintaining brand guidelines across both print and digital platforms.
- Strong communication and organizational skills; comfortable juggling multiple concurrent projects and stakeholders under deadline.
- A love of baking or general food/culinary knowledge is a plus but not required.
- A portfolio demonstrating editorial layout design, brand identity work, and photography direction.
What We Offer
- Ownership of the visual direction for a beloved, growing brand with a passionate audience.
- A collaborative, creative environment with room to lead and grow.
- A flexible hybrid schedule in the Birmingham, AL, area.
- Delicious perks: tastings, baking events, and more.
- Additional benefits including group health and dental participation, paid time off, 401K with company match, and more.
How to Apply
Ready to shape the visual future of Bake from Scratch? For consideration, please submit your resume, a brief cover letter, and a portfolio or link to work samples showcasing your editorial layout design, brand work, and photo direction.
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Employee discount
- Flexible spending account
- Health insurance
- Paid time off
Application Question(s):
- Do you have experience with editorial design, lifestyle photography, and building a brand to scale?
- Briefly describe your proficiency in Adobe Creative Suite.
- Do you have experience working with print and digital design platforms?
Education:
Experience:
- sr. design or art direction: 5 years (Required)
Location:
- Birmingham, AL 35203 (Required)
Work Location: Hybrid remote in Birmingham, AL 35203
