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Connecting Donors to Impact

The Foundation for Barnes-Jewish Hospital

We reimagined Giving Magazine to better engage donors at the Foundation for Barnes-Jewish Hospital.

A collage of magazine covers featuring close-up shots of two hands clasped together and a person hiking in a mountainous landscape, with the title GIVING displayed on each cover.

The Foundation for Barnes-Jewish Hospital asked us to reinvigorate Giving magazine, creating a modern, donor-focused publication that highlights its impact.

The Foundation for Barnes-Jewish Hospital helps donors make a difference through investments in patient care, education, research, and community health. As the philanthropic partner to Barnes-Jewish Hospital and additional select entities within BJC HealthCare, the Foundation advances work that touches lives across the region and beyond.

When the Foundation approached us, their goal was to reinvigorate Giving magazine, the publication that connects donors with the impact of their support. Their editorial team already had a clear vision for the stories to tell—our role was to elevate those stories, while using this publication to continue to develop and refine the Foundation’s brand.

We created a new design system and content hierarchy that brought much needed structure to the piece. A reorganized table of contents and new “front of book” section with smaller articles now make it easy for readers to jump around to the stories they find engaging. Features were given a stronger visual presence, while captions and sidebars bring out key messages that reinforce the Foundation’s priorities.

Design updates aligned the magazine with the Foundation’s brand colors and fonts, while a new photography approach was developed, bringing in perspectives from a suite of photographer partners. Covers are designed to leverage the new photography, with full-bleed images, making them instantly recognizable as part of the Giving series. Printed on uncoated stock with perfect binding, the magazine feels special — the kind of piece that finds a home on a donor’s coffee table or in the hands of a patient at Barnes-Jewish Hospital, where it is freely available throughout the hospital.

Together with the Foundation’s outstanding editorial team, we’ve helped transform Giving magazine into a publication worthy of its mission.

Print
An older man with gray hair sits on a sofa, smiling and pointing to his temple. He is wearing a red patterned shirt, and behind him, a wall is filled with framed certificates, awards, and proclamations.
A woman with long blonde hair, wearing a sleeveless taupe top and white pants, stands confidently on a quiet residential street lined with houses and trees on a sunny day.

Ajla Zigic

After her father’s lung transplant at Barnes-Jewish Hospital, Ajla Zigic created a fund at the Foundation for Barnes-Jewish Hospital to ensure other families have the same chance at a future.

By day, she’s VP, Business Development Officer, Commercial” for Bank of Washington. By heart, she’s someone committed to giving back — through  community and to the Foundation.

Photography by Theo Welling.

A curly-haired black and white dog stands upright on its hind legs, supported by a person holding its front paws. The dog is panting happily with its tongue out, and they are outdoors on a grassy lawn.

Best Friends

Ajla, with Bernie, her father’s Bernadoodle.

A man in a black shirt and shorts stands on a residential street holding a camera, with cars parked along both sides and houses and trees in the background under a partly cloudy sky.

Theo Welling

The Man. The Legend. The Photographer.

theowelling.com

A woman poses on a residential street while two men set up photography equipment, including a light reflector and softbox, under a blue sky with scattered clouds. Houses and trees are visible in the background.
A woman poses on a residential street while two men set up photography equipment, including a light reflector and softbox, under a blue sky with scattered clouds. Houses and trees are visible in the background.
Three open magazines lie on a blue surface, displaying articles with text and images. The center magazine shows hands holding a book; others feature people, documents, and text layouts with blue headings.

Virginia Herold

Photography by Virginia Harold.

Double hospital doors, partially open, reveal medical staff in blue scrubs and masks inside a bright operating room. Photos and papers are posted on the left door. A room number sign (331) is visible on the right.
Three scientists in white lab coats stand and talk in a modern laboratory filled with equipment, shelves of bottles, and computers. One person gestures while the others listen attentively.

On site at WashU Medicine

Drs. Ian and Andrea Hagemann with Dr. Gary Patti.

Photography by Gara Elizabeth

A magazine titled Giving with a cover image of painted rocks appears next to an open spread featuring articles, photos of people, and a building against a blue background.
Colorful painted and decorated rocks, some with words and patterns, are arranged on large dark stones outdoors, surrounded by green leafy plants.
Two people hold hands, each wearing a white wristband that reads No One Fights Alone. The scene is warmly lit, emphasizing the support and connection between them.
Two open magazines on a blue surface display interview articles with headshots and text. One features Sam Koplar, the other Denise Murphy. The layout is clean with blue accents and columns of text.
An open magazine on a blue surface displays articles, photos of people, and a letter. The left page features a message with an outdoor photo, while the right pages show a woman sitting and a group portrait.
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