The School of Social Policy & Practice (SP2) dates to 1908. As one of the oldest social work programs in the world, SP2 conducts leading-edge research and educates students who go on to effect change at the individual, community, policy, national, and global levels. Faculty areas of expertise include child abuse, criminal justice, domestic violence, gerontology, homelessness, and mental health. SP2’s annual magazine, SP2 Review, is part annual report, part alumni magazine, highlighting the year’s progress and achievements.
BAJ Design was given a copy of SP2’s existing magazine and charged with a complete graphic redesign. Formerly an in-house piece, the magazine is sent to students, alumni, and faculty as well as donors and leaders in social policy work across the country. While filled with articles describing the thought-provoking educational and social leadership efforts of SP2, the magazine wasn’t engaging its readers. Its graphic design felt too academic and not representative of the contemporary work being done at the school. SP2 sought a new creative approach.
BAJ began by thinking about how messaging and design influence perception of both the magazine and the school. Redesign focused on strengthening the SP2 community by adding impact to its stories. Developing a concept that balanced UPENN graphic requirements with an SP2 graphic identity was the biggest challenge. New graphics were based on the belief that “less is more” with increased white space, clean typography, and bold colors. The refreshed design standards lend the book a sense of vibrancy, encouraging readership. Each of the article titles was rewritten to create a theme and sense of narrative. Color-block pages with quotations serve as pacing devices, while accentuating important information. New map and chart graphics were developed to convey enrollment details at a glance. BAJ also helped map plans for future publications that will streamline internal processes of writing, image selection, and art direction and make all aspects of the future publication process work together more efficiently.
