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Project: "BCM Quarterly"
Company:Thinkso Creative LLC
Designer(s): Brett Traylor, Julia Thomas, United States
Category: Print, Professional
User's Profile : User's Profile

Entry Description: Despite a strong legacy as an innovative research institution, BCM had fallen in the US News medical school rankings. The new president and CEO engaged us to create a framework of publications that would help reclaim their former position and reestablish the image of Baylor College of Medicine as a thought leader. We developed a newsy quarterly report called BCMQ that features a unique format and distinctive photo-illustrated cover art to grab the attention of industry peers. We then created guidelines and templates for the interiors so that they could be easily implemented by BCM’s creative services group. “In a single year, our overall institutional ranking went up from 22 to 21 and the peer reputation score increased by 0.2. These publications were the backbone of this effort.” Debra Passner, Executive Director, Academic Marketing and Communications

About the Designer/Company
Brett brings more than 15 years of brand identity and design experience to Thinkso. He provides creative leadership on every project and has attracted a diverse clientele of corporate, cultural and nonprofit organizations with his conceptual strength and bold execution. Throughout his career, Brett has worked on high profile projects for a variety of clients. For the New York Jets football club, Brett executed a sweeping redesign of the team’s brand identity program, including collateral, stadium signage, and the introduction of “Gameface,” the team’s first-ever mascot. As a design consultant to United Airlines over the last ten years, he has been instrumental in the creation and rollout of a comprehensive identity program that has included the creation of a new paint scheme for the entire fleet of aircraft, onboard service initiatives, environmental signage and the creation and management of United's online brand standard database. Brett’s work has been widely acclaimed in publications such as Communication Arts, Print, ID, Wired, Metropolis, and The New York Times. His work is included in the permanent collection of SF MoMA and has garnered an array of awards. He has been recognized by the American Institute of Graphic Arts, the Society for Environmental Graphic Design, the New York Art Directors Club, Black Book AR100 and was twice nominated for a British Design and Art Direction (D&AD) award. Brett earned a BFA in graphic design from Brigham Young University and has worked at some of the country’s most prestigious design firms, including Landor Associates and Pentagram Design. At Pentagram, among other honors, he was elected Associate Partner in 2003.