Redesigning a member magazine to engage a wider audience

The MBA’s vision is to be the voice of marine biology, with a mission to understand and raise awareness about environmental change in the ocean. Bringing members the latest news in marine biology research and education, the Association’s quarterly membership magazine is a key platform for sharing information about the latest research and discoveries in marine biology. The magazine already had a good reputation among members, but the MBA wanted to use the magazine to increase its audience – reaching out to a broader, non-member audience and engaging them around the Association’s vital work.

CPL One undertook a wholesale audit of The Marine Biologist magazine’s design. This included: the masthead; use of cover imagery; colour palette; choice of photography; and section and page layout design.

The new design added visual impact and also sympathetically incorporated the Association’s updated brand colours. In the front section of the magazine, the contents and editor’s letter pages were overhauled to better reflect the exciting nature of the subject matter.

Across the editorial pages, improved feature design allowed beautiful photography to create impact and help to tell the story, with variations in design adding a sense of pace to draw readers in and extend their engagement.

Client

• Marine Biological Association

Sector

• Membership