Work
The Mission is the Guiding Principle
Warren Alpert Medical School of Brown University / Medicine@Brown
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.
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.
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.
