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BMJ publishes over 60 of the world's leading medical and allied science journals, as well as medical education and clinical decision support tools.

Their consumer marketing team asked us to help simplify the way they produce marketing collateral across their portfolio.

We 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.

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