With a circulation of 45,000, JHU Engineering showcases the leadership and global impact of the Johns Hopkins Whiting School faculty, students and alumni as they innovate to solve challenging societal problems. The editorial team does this by sharing stories about their educational activities, groundbreaking research, translational work, and accomplishments.

www.Engineering.JHU.edu

THE CHALLENGE
In 2013, the Whiting School felt the publication’s design no longer reflected the dynamism and excitement of the school’s top-ranked programs and initiatives. The editorial architecture had become confusing and dull. The erosion of editorial integrity left too many opportunities for outside input. The covers didn’t entice readers to explore the content within. And everything from the table of contents to the design of feature stories needed an overhaul, both
aesthetically and functionally. 

READERSHIP INSIGHTS
We always recommend beginning the redesign process with a focused readership survey in order to gain the necessary insights into what matters most to the magazine’s target audiences. In John Hopkins Engineering’s case, this included the following audiences:

• Hopkins Engineering alumni, donors and friends
• Hopkins Engineering faculty and staff
• US deans of engineering and department chairs
• University leadership
• Undergraduate Admissions
• Parents of current students

THE SOLUTION
JHU Engineering was redesigned from the ground up, to communicate the leadership and global impact of the Whiting School more effectively. From an editorial design and art direction standpoint, the departments are very visual, with shorter, punchier stories that allow the editors to more effectively capture the breadth of the engineering enterprise at Hopkins. The cover treatment sets the stage for the telling of the issue’s main feature story while teasing several other key stories each issue. 

The magazine opens to a dynamic, color-coded Table of Contents with feature story images that function as story teasers. The editorial architecture is clearly labeled, color-coded, simple and elegant. This clear organization and architecture provides defined buckets for content, and creates a clear, easy path for readers. The feature stories are the magazine’s crown jewels – showcased strongly with conceptual photography and illustration.

Cut Once supports the ongoing editorial, design, and art direction needs for JHU Engineering. This includes strategic planning, department and feature story ideation, art budget negotiation and management, illustration and photography development, technical design layout, printing/production management, online asset preparation, and vendor sourcing and management.

SERVICES PROVIDED
Art Budget Negotiation and Management
Department and Feature Story Ideation
Design Layout (Technical)
Illustration and Photography Development
Mechanical Production
Online Asset Preparation
Print Communication
Printing/Production Management
Strategic Marketing Initiatives
Strategic Planning
Vendor Sourcing and Management

CLIENT TESTIMONIAL
Greg Bennett and his team at Cut Once take the time to dig deep and come up with inventive and original approaches that make an impact and that show a real understanding of the content and of our goals. Their dedication to understanding our needs, the needs of our audiences, and the subject matter we cover, has resulted in a magazine that is engaging, effective, and that reflects the quality and reputation of our school. Cut Once never approaches a new magazine issue—or even an article—with a one-size-fits-all attitude. Beyond the magazine design process, Cut Once also provides a full complement of services, including expertise in editorial oversight and management of production and our digital content, that have enabled us to streamline our projects and processes while creating cohesive and effective communications.

— Abby Lattes, Director of Marketing and Communications at Johns Hopkins University

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