The University of Baltimore recently underwent a comprehensive rebranding and we were asked to redesign their alumni magazine to compliment the new look. The big “B” is the cornerstone of the University’s visual identity, helping to establish a strong, recognizable brand.
Incorporating the typefaces and color palettes of UB’s new brand, we created a fresh, reader-friendly publication with emphasis on powerful photography and compelling stories. Portraits of alumni, students and faculty put a human face on the University, while conceptual illustration reflects the ongoing intellectual curiosity, meaningful programs, and faculty research at UB.
Setting the Tone
The new magazine opens with “Snapshot,” a recurring photographic spread that tells a campus-related story. Preceding the table of contents, this spread serves as an attention-getter for readers — incentive to turn the page and keep reading.
The cover story for the fall ’18 issue, on UB’s large percentage of women in the MBA program, features profiles on a range of accomplished graduates and current students. “The Power of a Helping Hand” highlights two programs that empower people in challenging circumstances — the Second Chance program, providing post-secondary education to incarcerated students; and the Roper Victim Assistance Academy that trains advocates for victims of crime. A third feature describes a summer college readiness program at UB for high school students.
“I am so thrilled with the magazine. We’re lucky to have such amazing partners in you and Elizabeth — and so appreciate all of your help, advice, and support along the way.”
Paula Novash, Managing Editor
Table of Contents and Departments
The contents page clearly captures the editorial hierarchy: three feature stories sandwiched between “B Noted” (campus news and faculty research), and “B Connected” (alumni profiles and class notes).
For readers who want an online experience, UB offers “web extras” in the form of slide shows and expanded stories.