AAAS: Member Central Campaign
and Welcome Kit

Objective

Member Central serves as the digital and print hub for AAAS members, offering access to exclusive content, including weekly issues of Science, Science News archives, community forums, and member discounts. The objective of this campaign was to create a series of engaging marketing materials that clearly communicated the full spectrum of member benefits, while reinforcing the value of joining and remaining part of the AAAS community.

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The Challenge

The key challenge was to design a suite of materials that stood out visually, felt cohesive across formats, and aligned with the AAAS brand and its prestigious family of journals. Each piece also had to be practical, mailer-friendly, cost-effective for large-scale distribution, and easy for members to handle and keep.

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Design Solution

We designed a striking Member Welcome Kit and Member Central campaign materials using a sophisticated palette of silver metallic ink and AAAS red. Oversized magazine-style formats with large serif typography conveyed tradition and authority, while enhancing readability and presence. The origami-inspired welcome brochure was tactile, compact, and mail-friendly, unfolding in a surprising, interactive way. Hero images combined stock photography with proprietary Science journal visuals, laid out in full spreads to create a visually immersive experience that communicated value at a glance.

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Outcome

The campaign earned both Silver and Gold MarCom Awards for its design and strategic impact. AAAS stakeholders and members responded enthusiastically, praising both the form and function of the campaign materials for their clarity, elegance, and effectiveness in elevating the member experience.

The Member Central brochure was created 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 were 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.