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The redesigned Medical Bulletin gives physical form to the school’s excellence and innovation. It is both more sophisticated and more structured than its predecessor.
The cover features a single, eye-catching image, with other stories previewed along the bottom. The contents page provides both a visual and editorial introduction to the magazine. The page grid helps organize the content while leaving ample room for variation. Feature stories are given more visual prominence, and regular departments are color-coded for easy identification.
Over a 16-year collaboration, we redesigned the magazine in 2005, and then executed a design refresh in 2016.
objectives
Position the Medical School as a national leader and innovator.
Improve the structure and flow of the publication with distinct sections, beefed up features, and navigational cues.
Increase the use of conceptual photography and illustration.
Engage and inform donors to increase philanthropy.
results
The magazine won awards for its new design and editorial excellence.
Reader surveys consistently yielded excellent reviews. Circulation increased by more than 2,000 to accommodate demand.
Gifts, pledges, and the University’s endowment more than doubled in the past ten years.
So often publications from institutions are easily dismissed because they look … well … institutional. Not the Bulletin. It grabs you by the lapels and says, “Read me!” I did read it, and the articles and graphics were as vibrant as the cover.
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