AAAS - Member Central

Objective

Member Central serves as the hub for AAAS Members, providing an array of exclusive benefits and resources. Members can access a wealth of member-centric content and resources, including weekly issues of Science journal and unlimited online access to Science News. The platform fosters connections among scientists and science enthusiasts through the AAAS Member Community, where they can privately share research, engage in discussions on the science landscape, or message colleagues and classmates. Additionally, members enjoy attractive discounts on a diverse range of consumer products and services. The objective was to create a series of supportive marketing materials for AAAS members aimed at informing them about the advantages of joining AAAS and familiarizing them with all the benefits at their disposal.

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Design Solution

The design of Member Central stories and the Member Welcome Kit brochures utilized an eye-catching silver metallic color combined with AAAS red for their covers, featuring an impressive oversize format that distinguished them from other magazines. Throughout, large, clean serif typography was employed to evoke a sense of tradition, sophistication, and formality. This font choice was selected for its readability, classic aesthetic, and ability to enhance reading experiences, particularly in magazine and brochure layouts. Additionally, a combination of stock photos and proprietary Science journal images were strategically utilized in hero and double-spread formats to ensure visually striking layouts.

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Results

Our execution of Member Central print booklets and collateral materials earned us prestigious Silver and Gold Marcom Awards. Additionally, we received glowing feedback from members and stakeholders regarding both the execution and content of the brochures.​

The Member Central brochure was crafted to highlight AAAS members and their distinctive, inspiring stories as prominent scientists driving discovery and the pursuit of knowledge.

A selection of Science Journal covers was featured in AAAS marketing materials

The Member Central Welcome Kit comprised an attention-grabbing mailer accompanied by a rack brochure highlighting member benefits, featuring captivating imagery of scientists in the field.