DIMENSIONS

Sleek art direction aligned with strategic vision for a publication that positions the firm as problem-solving experts in service to communities.

Legacy of lending insight

For over 40 years, Dewberry’s editorial publication, DIMENSIONS, has showcased their subject matter expertise in a broad range of services and markets, aiming to build trust with future clients, partners, and hires.

By positioning the firm as collaborative thought leaders, DIMENSIONS serves as a powerful marketing tool that increases their credibility and visibility in many strategic fields, and ultimately leads to growth via new business opportunities.

Through the kaleidoscope

To accelerate business growth, the firm surveyed its clients and readership, using the data to update the content strategy and establish a new community-centric vision for the publication.

DIMENSIONS evolved into a year-round publication series, offering readers a dynamic experience in every issue with 3 themes:

• Sustainability Report, a data-rich report laden with infographics
• Annual Review, showcasing the best projects and performance across the company
• Fall Report, a flexible, contemporary, in-demand themed report highlighting thought leadership responding to emerging trends

Serving as the lead graphic designer providing art direction, our redesign goals were to:

1. Modernize the time-honored publication with a fresh perspective through large imagery, bold colors, and structured typography
2. Streamline delivering the new elevated presentation by building a modular, fluid design system for our updated content structure

Our strongest existing visual assets were our people and project photography. Through design and art direction, we built a strong layout structure that created opportunities to highlight these impactful, high-quality images by giving them the grand scale they commanded, with ample white space to breathe. Maximizing these images drew the reader's attention and created memorable experiences that resonated with our readership.

Balancing with the strength of the imagery, we introduced lush fields of color that paired nicely with our signature berry brand color. We fortified this with a typographic structure: Proxima Nova, robust and architectural, for our headings, complemented by Open Sans, offering an organic, humanistic body type. Additionally, we integrated small uses of Univers for our number-based infographics to add interest and clarity.

Additional design choices, like using eco-friendly, biodegradable clear protective mailing sleeves make intentional connections between the messaging and presentation.

The redesign garnered positive feedback from both the firm and its clients, aligning with the new brand identity and effectively communicating the quality and expertise of their work. This enhanced presentation has continually bolstered their marketing efforts. As an in-house designer, I've seen our design system adapt to meet evolving needs, including the transition to digital-exclusive Corporate Social Responsibility (CSR) Reports. Despite these strategic evolutions, our fluid design system has remained resilient, accommodating new narratives while maintaining consistent, high-quality design.

A well-designed publication is all about reputation and proving leadership, because only a successful company has the material and knowledge resources necessary to create a high-quality, leading publication.

It’s a powerful investment in design that supports several business-critical objectives:

• Reinforces the brand, registered trademarks, and business strategy in key markets and geographies by promoting project stories and thought leadership.
• Supports recruiting through the target audience of AEC-industry professionals and showcasing cutting-edge projects, eye-catching photos and visuals, and a thriving culture bursting with opportunity for growth.
• Amplifies awareness of successful projects which boosts consideration in association benchmarking and award shows.
  

Investing in high-quality design tells your clients and peers that you’re serious about earning their trust. By being conscientious and thoughtful about every detail, clients gather the impression that you’d apply that same level of care to their problems and projects.

You’ll become their trusted advisor and one-stop-solution when new work arises, which will ultimately drive their business to you improving your conversions, leading to sales and business growth.