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. Bates Creative collaborated with the editorial team to redesign Dartmouth Medicine, which had not undergone any major design changes since the 1990s.





Bates Creative worked closely with the editorial staff to develop a completely re-imagined format and layout for the magazine. Every aspect of the publication was addressed, from the nameplate to content strategy. The team collectively wanted to excite, inform and engage the readers by design. The redesign was launched in Spring 2013 and the subsequent issue for Fall 2013 is now available.

Dartmouth Medicine

Dartmouth Medicine

Acknowledging data collected from a readership survey completed in summer 2012, the new design has a well-balanced look that evokes emotion while still having a level of seriousness appropriate for a top-rated medical school. The new design of Dartmouth Medicine 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. Typography alone was addressed with surgical precision by the Bates Creative design team to ensure interesting letterforms, combined with a range of visual hierarchy options and versatility to provide an exciting structure for the content.

Dartmouth Medicine

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 subsection 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.


Dartmouth Medicine is distributed to all alumni, staff, faculty and students as well as key figures at other medical schools and waiting rooms at regional hospitals and doctor’s offices. The total circulation of the publication is 37,000. The upfront strategic work for the redesign took into consideration this range in demographics and audience segments. In general, those who read Dartmouth Medicine magazine do so for enjoyment and because they have a genuine interest and connection to the medical school.

Visit Portfolio

Visit our Portfolio to see more final samples of Dartmouth Medicine's magazine redesign.