Redesigning a member magazine to engage a wider audience

The Marine Biological Association of the United Kingdom (MBA) was formed in 1884 at a meeting of the Royal Society in London. Today it is one of the world’s longest-running societies dedicated to promoting research into our oceans and has a growing membership in more than 40 countries.

The challenge

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.

The solution

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.

A quick note to say how much I have just enjoyed reading the most recent issue of The Marine Biologist. A really interesting read, a great variety of articles and all well written and eminently readable. Good job!

Professor Nicholas JP Owens, CEO, SAMS Enterprise

Client

  • Marine Biological Association

Sector

  • Membership

Expertise

  • Content strategy
  • Design
  • Editorial
  • Media sales

Deliverables

  • Media sales
  • Print magazine

Expertise

  • Content strategy
  • Design
  • Editorial
  • Media sales

Deliverables

  • Media sales
  • Print magazine