Reimagining Leeds Magazine
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CLIENT
The Leeds School of Business at the University of Colorado, Boulder.
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MISSION
Business at Leeds magazine, formerly Portfolio, was in need of a refresh. The current Portfolio magazine had been used for close to a decade and our goal was to reinvigorate the look and voice by crafting a new name and updating the design to better capture the current Leeds School of Business brand.
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IMPACT
Since the re-designed Business at Leeds magazine hit coffee and conference room tables we received positive feedback from many connected to the Leeds School of Business from staff and faculty to board members and business partners. Recipients have been excited about the updated brand look and proud to share the new magazine with their network.
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SERVICES
Art Direction
Graphic Design
Illustration
Identity Design
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OUTCOME
We renamed the magazine Business at Leeds and designed a new masthead that feels modern, fresh and bold — helping position Leeds in the forefront of business education. We refreshed the look of the magazine interior and created a design guide that maintained the strong and clean visual voice. The magazine was brought onto the web providing a digital version, which we emailed to Leeds board members, students, faculty, staff and others connected to the school.
The Process
Masthead
We brainstormed several options for the new name of the magazine. Once we landed on our top pick “Business at Leeds” I designed options for the masthead, working with CU Boulder's creative director to narrow down to our chosen masthead.
Magazine Layouts
In order to keep up with the regular work still coming in while producing the magazine we outsourced designing the first few drafts of the interior spreads of the magazine to a freelancer who based their layouts on a few spreads I mocked up. Additionally, I created a design guide to help further direct the look of the magazine.
Cover Photo
I art directed the photoshoot for the cover of the magazine with CU Students and working with one of our talented CU campus photographers. We timed the shoot with the sun setting behind the Flatiron mountains, capturing the beauty of the campus and the aspirational and forward looking vibe Leeds School of Business embodies.
Finishing Touches
Once the freelancer had a solid start I was given the creative files to make any final changes before printing. We carefully checked over each spread coming off the press and color corrected when necessary to make sure the final product would have the best colors possible.
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