The Process: Revamping Boston University's Everett Magazine
Redesigns 10.30.13
Matthew Guemple takes us step by step through the process of rebranding and redesigning the Boston University alumni magazine.
Coming to Boston University from the commercial magazine world was an interesting challenge. Alumni magazines usually serve a fairly well defined purpose for the University's individual colleges and schools and are a key to keeping alumni engaged and informed. They are also used to raise a school's reputation among peer institutions, attract prospective students, and encourage potential donors to give funds, time, or resources. With so much riding on a magazine's success, there are a lot of stakeholders--an individual school's own marketing department, plus its dean and various other administrators--meaning you'll often get at least a couple of competing agendas. When you add other elements like the faculty or the University's department of alumni relations, you get a lot of different viewpoints and voices.