"Colleagues in Care" was an existing publication brand from the University of Michigan Health System, who came to us, looking for a design overhaul. This was one of several new brand treatments that we presented, but in this one, they felt, the existing brand seemed too minor an element, compared with the new "c.i.c." device. They opted for a treatment that favored the words over the abbreviation.
We went through a number of brand designs for The Association of Pool & Spa Professionals' magazine. In the end, they elected to keep their existing brand (AQ; check it out on the "New in 2012" board). This was one of our favorites of the unused group.
As the branding for the official publication of the Enlisted Association of the National Guard of the United States was being developed, the plan was to polybag each issue. In the end, it proved too expensive, and this vertical treatment was scrapped in favor of a horizontal brand that left room for a mailing panel.
A proposed brand treatment for a new magazine by the Interlocking Concrete Pavement Institute. The client felt that "Segments" didn't cover enough segments of their industry and went with "Interlock Design."
A proposed brand treatment for the relaunch of the publication of the United States Geospatial Intelligence Foundation. No one really disliked the brand but, ultimately, the name "Trajectory" covered a wider terrain and was selected.
One of a dozen rebranding ideas for Inova Health System's magazine. The redesign coincided with a corporate rebranding on their part, so the more direct name "Inova Magazine" was chosen. But "Innovations" survived as a department name.