We were asked to refresh the University of Minnesota’s Carlson School of Management magazine. An integral part of one of the leading public research universities in the country, the Carlson School has a rich history of preparing and educating the world’s current and future business leaders. The spring 2020 issue focuses on the world, how the Carlson community takes part in global issues and makes our world a better place.
Masthead
The nameplate was modified to put the primary emphasis on “Carlson,” with “School of Management” aligned underneath. Refinements were made to modernize the typography, while still maintaining an ultra thin, all-caps, sans serif lockup.
Table of Contents
The structure of the magazine is now organized into three sections: “Discover” (campus news), “Focus” (features), and “Engage” (alumni news). In the substantial feature well, two stories are allotted more pages and visual prominence, while three other features are assigned to recurring departments: faculty research, programs & student life, and alumni profiles.
Features
Each issue focuses on a theme – this issue is about global learning. Stories cover the business perspectives of Carlson’s international students, the strength of Carlson’s student mental health program and support when traveling abroad, and student’s learning opportunities through international programming. Portrait photography, illustration, and conceptual photography enhance these compelling stories.
“Having a strategy behind the organization of the content helps everyone on the team. We can more easily plan for subsequent issues and we know the design is built around our messaging.”
Jamie Plesser, Editor
Departments
Care was given to create recurring departments that speak to the strengths and spirit of Carlson, from “Faces of Carlson,” a series of portraits and stories from the Carlson community, to “5 Things I’ve Learned,” an illustrated column sharing insights and tips from business leaders. Campus and alumni news, current research, a Q&A executive spotlight, and giving announcements round out the supporting magazine content.
“I have nothing but positive things to say about the process of working with Skelton Sprouls — from concepting to design to their working with third party creative talent to project management — they were collaborative, flexible and professional. Plus the work was on time and on budget. It has been an excellent working relationship.”
Jamie Plesser, Editor