Insights

Finding Your Institution’s Voice

Finding Your Institution’s Voice

One of the questions I ask when working on magazines is “Why this story for this magazine and this audience?” The New York Times Magazine will tell a story one way, while O will have a completely different approach based on their readerships. An alumni magazine needs...

Creative Solutions for When You Can’t Take a Portrait

Creative Solutions for When You Can’t Take a Portrait

In the current state of affairs taking someone’s portrait for a story is out of the question. Yet it is important to maintain a high level of quality for your communications. Creative solutions are needed. And one that we highly recommend is working with an...

Inspiration vs. Plagiarism

Inspiration vs. Plagiarism

I recently read an article in an industry magazine about the process and conceptual development behind the issue’s cover. The design agency and editor shared work from other designers and labeled the work “concepts.” The final cover was virtually a direct replication...

Branding an Alumni Magazine

Branding an Alumni Magazine

Target and Nike know the importance of consistent, strategic brand communications in positioning their companies apart from the competition. It is just as important that a school’s communication tells their unique story from enrollment to alumni engagement. An alumni...

Integrated Marketing

Integrated Marketing

This term may be somewhat of a buzzword, like “content marketing,” but the power of an integrated marketing campaign could never be overemphasized. Audiences are interacting with messaging everywhere; browsing social media, surfing the web, reading magazines and...

Run Your In-house Group Like a Design Firm

The past few years college and university marketing teams have been impacted by budget cuts, department restructuring, layoffs, and increasing job competition. Marketing and communication offices play an important role in telling the story of their institutions. It is...

The Role of a Creative Director

The Role of a Creative Director

A job title is like a tagline. It’s a quick way to convey what a person does and what their value is to a company. Titles not only help clarify a person’s role to an outside audience but they also help people within an organization understand roles and...

All Alumni Magazines Are Not the Same

All Alumni Magazines Are Not the Same

Earlier this spring I attended the CASE Editor’s Form to present on magazine cover design. Along with the dine-arounds and peer presentations the magazine exchange is an enlightening experience. It is the one time a year where dozens of alumni magazines are together...