Saint Louis University School of Medicine
The Saint Louis University School of Medicine is a leader in medical education and patient care. As it embarks on a five-year strategic plan and showcasing its lasting legacy in the St. Louis community, the School looks to share its innovations in medical education, impactful research and influential partnerships.
Explore Paradigm’s work in medical school branding as well as marketing for higher education in the School of Medicine’s biannual Grand Rounds Magazine.
Role
- Content Development & Copywriting
- Print Design
Industry
- Higher Education
Challenge
The School of Medicine publishes its Grand Rounds Magazine biannually to SLU Med alumni, donors and friends. In 2023, the School was looking for a renewed voice and enhanced design to showcase their inspiring stories of medical education, alumni achievements, donor impact and its overall brand.
The 2023 Summer Issue
Content Strategy
In the Summer 2023 issue, the School of Medicine asked us to center the stories around a signature theme “Innovations in Medical Education”. The goal was to highlight the School’s newly released five-year strategic plan and inform readers of the latest news. Our copywriters conducted numerous interviews with notable alumni, faculty members, medical students and donors to uncover stories of innovation and dedication to the School.
We began by outlining the feature story “Innovation Grounded in Tradition”. Our copywriters explained the modernization of the School’s curriculum, its goals for the future and informed readers on three key aspects of medical education. By breaking the story into the three pillars of medical education — we were able to construct a narrative that features key faculty involved in the curriculum updates and sets the tone for the issue. From there, we built out content to highlight its generations of prestigious alumni, impactful donor gifts, Match Day excitement, and current student stories.
Print Design
The refreshed Grand Rounds Magazine incorporated two key colors of the Saint Louis University brand, SLU Blue and Rooftop Teal. The color treatments gave the magazine its own unique look that can be carried into multiple volumes. In addition, our designers developed a colorful way to showcase the seven goals of the strategic plan by using the full scope of the University branded color palette and corresponding themed icons.
Throughout the 2023 Summer issue, our design team wove in graphic variations of iconic SLU symbols and others inspired by the medical industry. We placed diverse imagery throughout the book to showcase professor and student interactions, notable projects and other innovative approaches to medical education.
By effectively blending both copy and design, we gave the Grand Rounds the look of a magazine while placing a keen attention to graphic treatments and photos.
The 2024 Winter Issue
Content Strategy
The 2024 Winter Issue, titled “Shaping the Future of Medicine,” dove deeper into the strategic plan by placing a specific focus on the core values of the SLU School of Medicine. The values served as sections for key stories showcasing Cura Personalis, Scholarship, Discovery, Collaboration and Equity.
Led by the core values, stories emerged about the School’s new Music in Medicine Program, redesigned Student Wellness Center, research initiatives and impactful medical partnerships. We also included a new series titled “Talents Beyond Medicine” to explore faculty and student passions outside of their work in medicine. Reoccuring content also featured alumni stories, medical school reunion imagery and the Dean’s letter.
Print Design
The design of this issue introduced more of SLU’s university color palette by connecting a specific color to a core value. Each core value spread included a corresponding color and icon to denote the core value that served as the focal point of the stories on the page. We also introduced quotes from each story in a large core value banner to set the tone for each spread.
The 2024 Summer Issue
Content Strategy
Titled “Our Vision for the Future”, the 2024 Summer Issue capitalized on the School’s bold vision for educating tomorrow’s clinicians. We crafted a long-form feature story to detail the School’s dedication to recruiting students whose diverse backgrounds connect with the St. Louis community, providing top-tier educational environments, expanding its medical research and retaining excellent leadership.
Our copywriters interviewed the Dean of the School of Medicine in order to capture her outlook for the future and its goals to achieve it. Supporting stories also included an inside look at the medical school admissions process, latest innovations in surgical simulation-based training and its dedication to surgical research.
The content continued to feature recurring stories about alumni across generations, a second installment of “Talents Beyond Medicine”, student scholarship stories and the celebration of Match Day.
Print Design
With the 2024 Summer Issue expanding by 4 spreads, there was additional room for large photos, new graphic treatments and designed pull quotes. The new pages allowed for content to flow seamlessly and maintain a similar look and feel to previous issues. Our design team also broadened their horizons by creating a unique design for the feature story — allowing it to stand out among recurring stories themes.
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