Affinity Health System

In 2011, A2Z Design partnered with the Affinity Health System marketing team to reimagine its quarterly publication, About Health. Readership surveys clearly showed that the community was not engaged with this publication, which was being produced by an out-of-state publishing house. The template-driven content and design lacked the voice and passion of Affinity’s core mission of delivering “personalized care.” It needed to better connect readers to the Affinity brand. 

A2Z Design led the marketing team through an extensive renaming and rebranding process while developing and launching a successful new publication. We packaged shorter, punchier content by various themes, usually highlighted in the feature stories. Friendly call-to-action breakouts at the end of each story encouraged readers to seek more information online or by phone.

While studying other regional publications (competitors), we made a bold decision to use only original artwork or illustration for the covers. No other major healthcare publication in Northeast Wisconsin was using original artwork, and it allowed Affinity to better communicate complex and in-depth health and wellness issues. Photography would be the driving visual force for features and other departments. Together the balance of art and photography would unlock a whole new channel of creativity. 

In summer 2011, @Affinity magazine launched to more than 120,000 homes in Northeast Wisconsin. Not only did it re-engage readers and create an exciting buzz for the health system, but it also cost considerably less to produce than the former publication — a win-win!

A2Z Design continues to provide ongoing art direction, design and production for @Affinity in close collaboration with Alison Fiebig-Mayer, publication coordinator and external communications manager at Affinity Health System. Combined with illustration talent from around the world, photography from Image Studios and many other regional vendors, @Affinity continues to inspire and engage readers. The magazine has won several Addy Awards for design excellence.

A reader survey conducted in 2013 showed that 80% of readers believed that @Affinity magazine strengthened their personal connection to health and wellness. Additional survey data is charted in the corresponding bar graph.

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Insight Publications

A2Z Design has worked with Insight Publications since its inception in late 2007. Starting with Insight on Manufacturing, this magazine first launched in December 2007 as a quarterly publication. It fulfilled a need to connect manufacturers and educators on workforce needs, globalization challenges and best practices within the industries of Northeast Wisconsin. Insight on Manufacturing is now published bi-monthly and simply known as IOM.

Insight on Business, known as Insight, launched in April 2008. Co-publishers Margaret LeBrun and Brian Rasmussen conceived this monthly publication with the vision to connect businesses and people in the New North. The goal was to bring the most dynamic, interactive package of information on what is happening — and who the influencers are — within the business world of Northeast Wisconsin, both online and in print. 

For both publications, A2Z Design led the design development from the ground up, including:

  • Branding and nameplate development
  • Ad specifications and sizes based on an optimal page column grid system
  • Pacing and design of all editorial content including departments, columns and feature wells
  • Editorial word count estimates 
  • Technical specifications: size dimension options, page count, paper stock and print vendor selections
  • Premiere issue and first year media kits. 

A2Z Design continues to lead all aspects of art direction, design and production for Insight. A2Z also helps produce a number of other projects and special publication inserts including the New North mid-year and annual reports, as well as the United Way Fox Cities campaign report.

A2Z Design has worked closely with Shane Van Boxtel of Image Studios on all cover story photography for Insight since the premiere issue. This strategic partnership has forged a creative collaboration that continues to surprise and engage readers. Over the years, A2Z Design has received numerous Addy Awards for its work on Insight.

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