Challenge – The Geisel School of Medicine at Dartmouth, rated one of America’s top medical schools, strives to improve the lives of the people it serves: students, patients, and local and global communities. The School recently went through magazine staff changes and also acquired a new Dean and VP of Communications. These changes spurred an interest in a redesigned look for the School’s publication Dartmouth Medicine, one that would translate the School’s mission and goals to readers in a fresh and modern way.
Solution – Bates Creative collaborated with the editorial team to redesign Dartmouth Medicine, which had not undergone any major design changes since the 1990s. Acknowledging data collected from a readership survey completed in summer 2012, the new design features a slightly larger size, typography to accommodate longer journal-like articles, and imagery to complement the content and illustrate the relevance of the information. In addition to the redesigned look and feel, the editorial team was also interested in bringing the previously separate School’s Alumni News & Notes into the publication. Although it would be a part of the publication, the design needed to differentiate the section to give it its own identity. Using a change in column structure, color accents and typography alternatives, Bates Creative was able to create an engaging sub-section that the in-house team would be able to work with to build out on-going designs that align with the rest of the publication.
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