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 the professional services firm’s 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 diverse strategic fields, which ultimately leads to growth via new business opportunities.

Through the kaleidoscope

To streamline and modernize their flagship publication, the firm surveyed its clients and readership, using the data to update the content strategy and establish a new vision for the publication.

DIMENSIONS evolved by offering readers 3 dynamic themed issues each year:

• Annual Review, showcasing the best projects and performance across the company
• Sustainability Report, a data-rich report laden with infographics
• 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 — like one created by spinning a kaleidoscope — 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 reserved 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 and ample white space they commanded. Maximizing these images evoked memorable, human-scale experiences.

We fortified this with a typographic structure: Proxima Nova, robust and architectural, for our headings, complemented by Open Sans, organic and humanistic, for our body type, and reserving Univers for statistical-based infographics, adding an authoritative voice.

Balancing with the strength of the imagery, we introduced lush fields of color that paired harmoniously with our signature berry brand color. Playful, lively storytelling graphics can seemingly animate off the page, while the vibrant colors create dynamic building blocks that fortify our layout.

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

The fluid design system has proved resilient, accommodating evolving strategic developments such as the transition to digital-exclusive Corporate Social Responsibility (CSR) Reports, while maintaining consistent, high-quality design.

The redesign garnered positive feedback from both the firm and its clients, guiding the new brand identity and visually aligned with the quality and expertise of their work. This enhanced presentation has continually bolstered their marketing efforts and made a lasting impression on readership.

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.