Jane Hayward, part of Beth Israel Deaconess Medical Center’s media services department, oversees the design of BIDMC Quarterly, the hosptial’s employee publication. In the initial design of the quarterly publication, Keating and the communications team were presented with five different designs.
“We could have gone with four of them,” he says of the five options. The team finally settled on one, incorporating various aspects of the other four designs. “It’s very modular, but modular in a funky way,” says Keating. “It felt fresh, clean and distinctive. It really follows through from first page to the last. Our design department came up with amazingly beautiful magazine.”
A curved horizontal line across the bottom distinguishes the cover, and we see these curves repeat throughout the magazine. This gives the publication a sense of natural flow from one page to the next.