LCGC International - MJH Life Sciences
July 2019 - October 2023, Rebrand for January 2024
While working at MJH Life Sciences, I worked on the LCGC brand, which originally included LCGC North America, Europe, Asia Pacific, and The Column. Over time, these titles were consolidated and rebranded as LCGC International.
After years of working on the individual publications, I led the rebrand and design evolution of the new, unified publication. The goal was to create a look that felt more modern, stylish, and updated, something that matched the brand’s mission of delivering peak, up-to-date insights for separation scientists around the world.
Project Scope
Logo Design, Brand Identity Design, Publishing Design, Digital Publishing
The Challenge
The rebrand of LCGC needed to honor its established presence while giving it a fresh, modern look. As a long-time industry leader, the brand had to stay recognizable, but also evolve to better support sales and reinforce its competitive edge. A key challenge was balancing editorial’s need for more content space with sales' push for advertorials without compromising clarity or usability. I focused on blending technical precision with clean, design-forward layouts that maintained the integrity of complex scientific figures while giving the brand a more engaging, up-to-date visual identity.
The Solution/Final Deliverables
To accomplish this, I collaborated closely with teams across sales, editorial, design, and experienced scientists to ensure the new layouts struck the right balance, allowing space for critical scientific content without letting design overshadow it. I worked with editorial to make sure that all key sections, categories, and components from the original publications were preserved and thoughtfully combined in the new layout, while also reserving the necessary space for advertorials and other sales-driven content.
I led multiple design meetings with the full LCGC team, including editorial, sales, and leadership, to make sure everyone’s needs were addressed throughout the process. The final design was modern, bold, and instantly recognizable, with improved structure that allowed for more content, something the team had been aiming for from the start. The updated branding was then extended across marketing materials, the website, and other brand assets to maintain consistency across all platforms.
