The member magazine had become a zombie. It couldn't be killed; too many people relied on it for information about exhibition dates and programming.
But no one actually wanted to read it.
02 — Creative process
I created a 'wrap,' a standalone magazine that could overlay the more prosaic (but still essential) information about scheduling. This covered stories people actually wanted to read—essays about the role of poison in art history or how doctors at the medical school used the collection to develop empathy in their students.
As part of a brand identity project with design consultants 2x4, the wrap helped to position the museum as one of the most exciting, forward-thinking organizations at Harvard, leaving behind its former reputation as a dusty, academic storeroom.
