"We've all been really impressed. The designs are really working for us and all of our stakeholders are happy!"


Head of Consumer Marketing



BMJ started out over 170 years ago as The Provincial Medical and Surgical Journal. Today it's a global brand at the forefront of healthcare, publishing over 60 of the world's leading medical and allied science journals, as well as medical education and clinical decision support tools.

With responsibility for end-user marketing across every journal as well as digital point of care products, the Consumer Marketing team in London are a very busy bunch. So they asked us to help address their need for simplifying the way they produce marketing collateral across its vast portfolio of titles. We were also required to manage the project so it minimised disruption to the team’s ongoing schedule.


We thoroughly studied BMJ's brand guidelines, and created a unified design language based around a set of icon-based illustrations – one for every journal. These provided each journal product with a unique brand style, while the unified look and feel helped maintain an overall brand consistency.

Starting with one of the journals, we created a master set of templates (print ads, A5 leaflet, flyer, web banners and event collateral etc). Once these were approved, we then set about rolling them out across all other journals.