When we joined the project, the only asset in place was the logo. The client needed everything else: branding, layout styles, production systems, and a repeatable editorial process. We led an in-depth discovery phase, working directly with their editorial team to establish section structures, design workflows, and custom content layouts. We also provided the tools to manage each issue — from planning and writing to layout and review. This wasn’t just a design job; it was full editorial architecture.
- Custom editorial layouts for interviews, letters, industry updates, and profiles
- Branding elements like folios, section openers, and visual hierarchy
- A full style guide for typography, spacing, imagery, and callouts
- Print-ready cover designs and layout templates for future issues
- Branded call-to-action blocks, QR integrations, and advertising zones
The Lead was designed to feel luxurious and professional. We guided the client through paper selection, cover finishes, and print vendor coordination — ensuring a result worthy of their audience. For the digital version, we adapted the content into a responsive flipbook edition. We replaced print QR codes with clickable buttons and links, optimizing the digital edition for intuitive navigation while maintaining layout consistency.
Since launching the first issue, The Lead has grown from a U.S.-based publication to a global platform for DSO professionals. Now in its fourth issue, the magazine continues to serve as a showcase of leadership and innovation. The Lead has become more than a magazine — it's a flagship touchpoint for a growing movement in dentistry, driven by great content and top-tier design.
