Mayo Clinic Magazine, Issue 1 2024

Mayo Clinic, a world-renowned healthcare institution known for integrated clinical practice, education and research, revitalized its flagship magazine, transforming a previously discontinued publication into a fresh multi-channel platform celebrating the institution’s medical advancements and the generous benefactors who make them possible.

The vision for the publication was to create a complementary print and digital experience to engage with the audience across multiple channels. Published biannually, the print edition showcases inspiring stories of Mayo Clinic's innovations, profiles of world-class physicians, patient healing journeys and impactful philanthropic partnerships. These narratives are brought to life through bold, beautiful imagery and art. Complementing the print publication, a dedicated website hosts additional stories, videos, podcasts, and supplementary content, enriching the overall reader experience.

To create this premium storytelling platform, Mayo Clinic partnered with McGuffin Creative Group. Together, they developed a design that reflects Mayo Clinic's reputation for first-rate patient care. To provide an elegant and sophisticated reading experience, the magazine was produced oversized at 9.6875" x 11.75" with a matte finish on Mohawk Superfine paper stock.

The magazine's visual identity builds upon Mayo Clinic's iconic brand, leveraging bold, colorful, and authentic imagery to complement the inspiring stories within. Each article is designed to stand alone, celebrating imagery and embracing white space to create a contemporary, high-end feel. Custom artwork and illustrations, specially commissioned for the publication, further enhance the storytelling experience.

Since its relaunch, the magazine has reached over 16,000 global recipients. The new direction and premium quality have garnered high praise from Mayo Clinic's philanthropic partners and internal leadership, solidifying its role as a key communication tool for the institution's mission and impact.