CASE STUDY
Transforming bip:
Award-Winning Magazine Redesign That Inspires and Engages
“It feels like our voice,” one member shared, “like this magazine was made for us, not just about us.”
Therium Studio partnered with the National Association of Benefits and Insurance Professionals (NABIP) and editorial experts at ContentOvation to reimagine bip, NABIP’s quarterly magazine. This project marked a significant milestone under NABIP’s new leadership—a bold visual and narrative overhaul designed to reflect the association’s core values of innovation, empowerment, and advocacy. Therium led the design, art direction, and layouts, creating a publication that is visually striking, strategically aligned with NABIP’s mission, and recognized for excellence. The results are award-winning design and a magazine that members proudly share and display.
The Challenge
Prior to bip, NABIP’s publication, America’s Benefit Specialist, struggled to convey a clear and cohesive editorial voice. Its dense layouts, reliance on stock imagery, and monthly cadence prioritized quantity over thoughtful, future-focused content. The magazine did not fully reflect the impact of NABIP’s work or the professionalism of its members. NABIP needed a publication that would deliver mission-aligned insights, elevate the association’s professional identity, and serve as a strategic tool for member recruitment, retention, and engagement.
BEFORE
The Results
The redesigned bip magazine quickly became more than a member publication—it became a source of pride. Readers noticed the difference immediately, describing it as “fresh, professional, and truly representative of who we are.” The thoughtful balance of content and design invited readers to linger on stories, engage with ideas, and share the publication with peers.
The design’s clarity and visual rhythm, grounded in Gestalt Principles, helped members navigate complex policy and industry updates with ease, while original illustrations and photography gave every issue a sense of personality and authenticity. “It feels like our voice,” one member shared, “like this magazine was made for us, not just about us.”
That renewed connection didn’t go unnoticed. The revitalized bip went on to earn both Gold and Platinum MarCom Awards—a recognition of its powerful collaboration between editorial storytelling and design innovation. For NABIP, the publication now stands as a benchmark for association communications—proof that when strategy and creativity work hand-in-hand, the result is something members can see, feel, and celebrate.
Your publication can make the same impact. Therium Studio specializes in elevating magazines, newsletters, and member communications through award-winning design, original art, and strategic storytelling. Reach out to see how we can transform your publication into a visually compelling, mission-driven platform that engages your audience and amplifies your brand.
Custom illustrations and a clearly defined editorial voice are essential for creating a publication that resonates with readers and reflects the brand’s identity. Original artwork brings personality, energy, and a human touch to content, helping complex ideas become approachable and memorable. When paired with a consistent, mission-driven voice, the magazine communicates authority, clarity, and purpose, ensuring that every article feels intentional, relevant, and aligned with the organization’s values. Together, these elements elevate the publication from a collection of articles into a cohesive, engaging storytelling platform that readers connect with and trust.
AFTER
Let us help you
create a platform your audience will read, share, and remember.
The Opportunity
With the arrival of a visionary new CEO, NABIP aimed to transform its magazine into a quarterly, member-focused platform. The goal was to create a publication that reinforced NABIP’s strategic pillars of advocacy, innovation, and empowerment while engaging members with original reporting, custom illustrations, and professional photography. Therium Studio recognized an opportunity to make design a central element of this transformation, ensuring that the magazine would not only support the editorial vision but also serve as a visible representation of NABIP’s evolving identity.
The Strategy
Therium’s approach to the bip redesign emphasized clarity, modularity, visual storytelling, and human perception principles. Gestalt Principles of design played a central role, ensuring the magazine’s layouts were both aesthetically cohesive and highly readable. Related content was grouped intuitively to demonstrate relationships between ideas, while consistent typography, color blocks, and illustration styles created visual harmony across departments. Flowing visual lines, section dividers, and structured grids guided readers naturally through the content, supporting both quick scanning and immersive reading. Illustrations and infographics were intentionally designed to suggest meaning even before reading the full text, and modular layouts allowed key messaging and visuals to stand out against the background, creating a clear figure-ground relationship.
The overall design was modular and clean, supporting a layered reading experience where readers could engage with highlights or dive deeply into content as desired. Original photography and illustrations replaced stock imagery, highlighting the people behind NABIP’s work and reinforcing the human impact of the profession. Each editorial department—NABIP in Action, Industry Innovation, and Professional Development—was visually distinct, aligning design with strategic priorities. Pull quotes, sidebars, infographics, and summary boxes provided multiple points of engagement, making the magazine accessible, informative, and visually compelling. Every design choice was purposeful, guiding readers through content, emphasizing key messages, and reinforcing NABIP’s thought leadership.
Custom photoshoots are vital for creating a publication that truly reflects its readership and the real people behind the stories. By capturing authentic members, professionals, and environments, photography becomes a tool for connection, showing readers themselves represented in the content. This approach builds trust, reinforces relevance, and adds a human dimension that stock images simply cannot provide. When readers see their experiences, challenges, and achievements reflected visually, the publication becomes more engaging, meaningful, and memorable.