For the past fours years I have designed an annual publication telling stories of our research and innovation to a referring provider audience. In 2020 we pivoted from a 60 page book to a quarterly magazine. I am skilled in designing within the Children's Colorado brand for the physician audience already but for this project I got to work with my fellow designers to create a new brand evolution. We sourced diverse inspiration in order to create a new style for this specific piece. I am proud of the final the result and how I was able to collate all the inspiration and direction from tour marketing strategy team and translate it into the brand. I took great care to make sure the design enhances understanding and appeals to the physician audience.

Materials and vendor
Dilley Printing
2o-page saddle stitched magazine
26,000 copies printed per issue

Mood board

Layout inspiration
A large, simple masthead and large illustration like Disruption magazine was my inspiration for the cover. A flat, modern illustration on each cover sets us apart from our competition.
To create a feeling of sophistication and uniqueness for this publication I use a limited color palette, only using 4 colors besides black and white.
I also employ black and white photos and introduced color in geometric shapes. Each feature story is visually unique so that the magazine is easy to navigate; I use one dominant color in each. 
I stick rigidly to a grid to increase clarity and comprehension. 
Photography inspiration
For this B2B audience of physicians with limited time we wanted to get right to the point. Instead of using larger hero images of patients we zero in on the technology or innovation.
We use still life style photography with a very deliberate photo composition when applicable. These still life photos are sophisticated way to display objects; it feels modern and fresh and different than our competition’s illustration style. In other instances we aimed to have a child as part of the composition but the innovation becomes the hero. 

Issue One
I created this illustration for the cover to visually and symbolically represent a kidney with its cell's regenerating.
      Shown above is the icon style  I created as variation of the Children's Colorado icon style for this audience. 

Issue Two

Issue 2 was a specific challenge was it was produced in the midst of the coronavirus pandemic. The articles were added and the cover story changed. To mitigate risk and avoid unnecessary use of PPE we were not able to photograph in the patient areas of hospital. I used existing photography assets or provided art direction to photograph objects like the 3D hearts. 
Cover design featuring story about innovations in the cath lab prior to COVID-19 pivot.