Work

The Mission is the Guiding Principle

Warren Alpert Medical School of Brown University / Medicine@Brown

The Mission is the Guiding Principle

To make an authentic connection with its community, it is crucial for an alumni magazine to become the voice of its alma mater. Without this unique articulation, the magazine risks alienating its readers and disconnecting this important audience from its school.

When our strategic partner Vicki Glembocki conducted a critique of the Warren Alpert Medical School of Brown University’s alumni magazine, she found it had many strengths but didn’t portray the school’s unique character or personality. Known simply as Brown Medicine, the publication lacked a connection to its alumni and campus.

To strengthen the magazine’s editorial direction, editors Kris Cambra and Phoebe Hall created a brand positioning statement for the magazine: “Medicine@Brown reminds alumni why they studied medicine, and specifically why they chose to do so at Brown Medicine.” Used as a guiding principle, and with the new name, this statement continues to direct the development of every story and its related imagery, ensuring the magazine remains uniquely connected to the school and its alumni.

A brand positioning statement helps to define storytelling.
Artwork, photography, and illustration fill the pages to connect with the Brown Medicine graduate, someone who typically has a liberal arts background. After images by: Infomen, Jamie Chung, and Jesse Burke

To bolster its visual presence and deliver on the new mission, 2communiqué completely redesigned the magazine. By incorporating the school’s identity system, we strengthened the relationship of the magazine to the Brown brand. Open and fluid design with longer articles and engaging imagery entices readers to engage with the publication.

New nomenclature was developed to make the magazine uniquely a medicine magazine.

Reinvented in both its editorial and design, Medicine@Brown is a proud reminder of why its community chose to study medicine at this prestigious institution. Through a continued partnership with the editors, we ensure each issue fulfills the brand positioning statement and connects authentically with its alumni.

Recognition: AM+P Gold for Redesign and Silver Award for Design Excellence; CASE Silver for Publishing Improvement; UCDA Award of Excellence

“When we began the process of relaunching our medical school alumni magazine, 2communiqué took a deep dive into our campus culture and ethos. They did more than create a magazine; they translated an ephemeral feeling of who and what we stand for into a tangible thing. They captured those emotions perfectly, and I think that’s why our redesign has been so successful with our multiple audiences.”

—Kris Cambra, Director of Biomedical Communications, Brown Alpert School of Medicine

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