Introducing ASME Demand
Bates Creative went to the drawing board to concept a name for the new publication while paving the way for its content strategy. Both teams unanimously agreed on dubbing the new publication, Demand —a name that reflects the industry’s demand for more involvement from mechanical engineers to help develop and deliver appropriate, technology-based solutions to benefit the environment, public health and infrastructure.
The quarterly publication is chock full of interesting nuances that deviates from standard publication design. The print design uses only one color, one typeface, custom illustrations and no photography – deliberate design decisions made to mirror how engineers are working to do more with less around the globe. Each issue of the publication is designed around a carefully selected pop color that is leveraged to create the illustrations for each article. The unique design approach taken for this case study-focused publication helps ASME excite readers and inspire engineers working in global development.
Because Demand was a new initiative for AGDR, the editorial team has since leveraged the same “do more with less” design strategy for marketing collateral, including printed conference brochures.
When the Demand print design files are completed, Bates Creative then evolves each issue into a digital edition to reach ASME’s global readership.