American Academy of Pediatrics: Pediatrics^® Journal Redesign

CHALLENGE
The Journal of the American Academy of Pediatrics is the Academy's flagship journal. As such, its design should convey the abundance of knowledge and research that the Academy has, but in a way that entices its audience. The Journal was dense and not drawing in readers, while a focus group found the Journal cold and too research-based. A change was needed to keep from losing readers.

SOLUTION
We created an updated design for the Journal which included bringing in more color to the cover and inside. We placed content into sections to enhance scanability, and created icons for certain data types.

RESULTS
The response to the redesign has been overwhelmingly positive. The readers have been so impressed with the new look that they have written in to AAP to convey their gratitude. Many mention how the fresh new design has brought some life to the Journal and after reading it for tens of years it's never been better.

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