The University of British Columbia is one of the world’s most-renowned research institutions, so when alumni UBC embarked on a magazine redesign, the question was clear: How can we squeeze in more brainpower?
The answer was in the packaging.
Now each issue of Trek is anchored by a thematic package that tackles a complex topic from multiple angles — and proves UBC’s global impact. The debut issue unites UBC experts in law, journalism, political science, sociology — and even poetry — for an omni-dimensional dialogue on migration and human rights.
Working with the alumni UBC team, Zehno prototyped the anchor package, gave the visuals an attention-grabbing punch, fleshed out new story types, and reimagined content for print and digital spaces.
![Who belong Who belong](https://zehno.wpenginepowered.com/wp-content/uploads/2022/10/who-belong.jpg)
Challenges
- Move toward a digital-first content strategy — with both reader-friendly breadth and advertiser-friendly depth.
- Position UBC as a leader in addressing worldwide challenges.
- Draw more younger readers.
- Elevate the storytelling behind academic research.
- Set the visual tone for a new magazine website.
Results
![Circle Graphic EX Circle Graphic EX](https://zehno.wpenginepowered.com/wp-content/uploads/2022/10/Circle_Graphic_EX-150x150-1.jpg)
Expansive Reach
On top of 200,000 print subscribers across the globe, UBC’s smart, substantial stories are reaching broader digital audiences. In the first quarter following launch, website users jumped +20% and page views increased +40%.
![Circle Graphic star Circle Graphic star](https://zehno.wpenginepowered.com/wp-content/uploads/2022/10/Circle_Graphic_star-150x150-1.jpg)
AWARD-WINNING
The redesigned magazine won awards from Educational Advertising Awards, UCDA and CASE, including a CASE Circle of Excellence Grand Gold for design.
![Circle Graphic PL Circle Graphic PL](https://zehno.wpenginepowered.com/wp-content/uploads/2022/10/Circle_Graphic_PL.webp)
World-class content
Working with top illustrators and photographers lifted storytelling to new heights. We added extra space so that the content was never cramped.
![Inside Inside](https://zehno.wpenginepowered.com/wp-content/uploads/2022/09/Inside.jpg)
![Inside 2 Inside 2](https://zehno.wpenginepowered.com/wp-content/uploads/2022/10/inside-2.jpg)
![Inside 3 Inside 3](https://zehno.wpenginepowered.com/wp-content/uploads/2022/10/inside-3.jpg)
What Zehno did
- Audit and strategic recommendations.
- Editorial consulting to map out story types.
- Mood boards.
- Prototype and templates.
- Layout of first issue’s anchor package.
- Ongoing consulting.
![Trek Trek](https://zehno.wpenginepowered.com/wp-content/uploads/2022/09/Trek.jpg)
Tips for your team
- Break it up. Create modular features that can be disassembled for digital channels.
- Upgrade photos and illustration. In the battle for reader attention, where your true competition isn’t just college magazines, top-notch imagery matters.
- Shake up the format. Write in the way that tells each story best — from Q&As to archival photo essays to eyewitness narratives.
Does your magazine matter?
Next time budget slashers descend on your office, be prepared to answer what it actually accomplishes.