Transforming Organizational Communication
LLE In Focus
For years, the LLE Review served as a quarterly report that fulfilled an important reporting requirement, but little else. Dense, highly technical, and anywhere from 80 to more than 300 pages long, it effectively served its funding audience but provided little value beyond that.
A challenge from a University of Rochester trustee sparked an opportunity to rethink the publication from the ground up, transforming it into LLE's flagship magazine for visitors, elected officials, prospective students, sponsors, and the broader scientific community.
The Challenge
Leading the Transformation
As Creative Director, I led the creative strategy and design for the publication's transformation from a technical quarterly report into LLE's flagship publication. In partnership with senior leadership, I helped redefine its purpose, develop a new editorial approach, and establish a collaborative process that brought together scientists, writers, editors, photographers, and designers around a shared vision.
More Than a Magazine
The publication became far more than a communications project. I used it as an opportunity to rethink what my group could contribute to the laboratory.
Created opportunities for designers to apply advanced illustration, publication design, and visual storytelling skills.
Advocated for staff development, leading to new capabilities and expanded responsibilities.
Mentored team members as they grew in their roles.
Raised expectations for the impact the Publications & Design Group could have across the laboratory.
See for Yourself
Browse every issue of LLE In Focus to see how the publication has evolved, from editorial strategy and cover design to photography, illustration, and visual storytelling.