Channels

• Print publication
• Digitized (Zmag) and web articles

Frequency

• Published once a year in print; translated to web articles and digitized as a Zmag

Goals

• Showcase the school’s key stories, programs, initiatives and news
• Instill pride in its stakeholders
• Encourage engagement with the school
• Raise awareness of school and its accomplishments

Process

School magazines are one of the quintessential publications a university or, in this case, a business school within a larger institution, produces primarily for its alumni and external community. The Leeds School was in need of an update to its school magazine, Portfolio, which had been deprioritized during a leadership turnover.

Our team determined a new name, Business at Leeds, and a reimagined concept for the layout and overall tone of the piece. The result is a fresh take on content and design that highlights the faculty’s cutting-edge research, the dean’s initiatives, unique programs and, most important, the stories of its vibrant, diverse community.

I was responsible for writing half of the articles for both the 2019 and the 2020 Business at Leeds magazines. The other writer on the team and I shared responsibility for editing all the content, while maintaining the brand voice and tone we established in the Leeds School of Business brand style guide, which we co-wrote in 2018.

The articles I wrote include:

2020 Business at Leeds

Table of Contents, Dean’s Message, Facing COVID-19 (special 4-page section), Decade at Leeds infographic, Career Impact (2-page spread), Diversity and Inclusion programs (2-page spread), faculty and research features (2-page spread), Academic Centers of Excellence – Real Estate and Finance (2-page spread), Faces of Leeds (co-wrote)