Branchlines Magazine

About Project

>The Publication

Branchlines began as a newsletter in 1990. Since its inception, the publication has highlighted UBC Forestry’s research, education and community outreach leaders and activities, and announced opportunities for readers to participate in UBC Forestry and campus events. Prior content followed a linear structure of mostly two-page articles written by faculty members. Today, content varies from text snippets accompanying rich graphical elements to feature-length, eight-page articles. All content is now produced by a specialist writer with input from faculty and additional sources. Graphical elements are crafted by a professional designer who creates unique content showpieces to draw in readers.

The Faculty of Forestry at the University of British Columbia’s reimaged flagship Branchlines magazine features high-calibre, engaging content and a professional design. The digital and print publication is produced in-house and distributed to UBC Forestry alumni and other subscribers twice per year. Initiated in 2022, the redesign has dramatically improved the quality of the magazine to better inform and engage our readers. The result (as shown in the Fall 2022 Branchlines issue) is a stylish, clean-lined publication with a consistent, narrative writing style presented in various formats that offer unique content entry points for our diverse readership. Equity, Diversity and Inclusion (EDI) are now baked into all articles and visuals in the magazine, as we strive for greater representation of traditionally marginalized groups, including women, Indigenous Peoples and people of colour. Newly introduced themed issues align with UBC Forestry alumni events and faculty priority areas, expanding event promotions and attendance and streamlining the dissemination of UBC Forestry key messaging.

>The Team

Branchlines is managed by three full-time staff at the University of British Columbia's Faculty of Forestry. The roles of the three staff members as related to Branchlines are: Project Manager (25% of their time), Writer/Editor (50% of their time) and Graphic Designer (50% of their time) dedicated to the magazine. Branchlines expenses are part of the Faculty of Forestry's regular operating budget and are approximately $101,000 Can.

>The Product

We use uncoated paper, which gives the magazine a more tactile, matte finish. There are no specific coatings or folds. We opted for this route because it is more environmentally friendly, and adds a natural look and feel to the magazine. The natural and more environmentally friendly materials used for Branchlines issues were also selected because they are more relatable to our audience and are more in keeping with our industry focus, i.e., forestry, sustainability and conservation.

>The Redesign

Our entry highlights the dramatic change to the strategy, content and design of our publication.

>>Strategy

Beforehand, content was produced ad hoc by faculty members who responded to a call for contributors. Today, the editorial team follows a production scheduled that begins with an editorial meeting and consultation with senior leadership to identify upcoming issue themes, such as 'future forests' or 'fires and floods'. Each issue theme informs the editorial team's decision-making surrounding content, and is used to develop a webinar targeted at UBC Forestry readers/alumni. This approach is a first for Branchlines, and perhaps across all UBC campus publications. The editorial team prioritizes Equity, Diversity and Inclusion in our storytelling and image selection. Our strategy now communicates a clearer message that drives home UBC Forestry priority areas and themes.

>>Content

Previously, Branchlines articles were written in the voice of each author, and often contained dense, technical information. Content is now written in a consistent voice that is accessible to anyone, regardless of their educational background. Branchlines articles also now contain calls to action that direct readers to additional opportunities to learn or engage with content, such as visiting a website or participating in upcoming UBC Forestry or campus events.

>>Design

The publication's before and after issues speak for themselves. As of Fall 2022, Branchlines features professional graphics, photos and design. Graphical elements are selected for their ability to offer readers additional insights that expand the storytelling of each article. These high-quality Branchlines visuals also elevate the UBC Forestry brand.

>The Response

Given that we are a small, in-house production team, we believe that the quality and content of Branchlines is quite impressive. Since our redesign, we have received ample positive feedback from our readers, including UBC Forestry alumni; faculty within UBC Forestry, as well as from other UBC departments; and UBC Forestry students and staff.

Below is a selection of reader feedback we received regarding the Spring and Fall 2022 issues of Branchlines, listed numerically:

1.
"A short note to let you know how much I like the revamped Branchlines. The use of a theme is an excellent idea. This issue on the future of forestry has very informative articles that nicely link together to provide a wide perspective and viewpoints on the theme. I am retired (2015) from my career in forest fire science and management with Natural Resources Canada. I really appreciate different ways I can keep updated on forestry and the UBC faculty, students, staff, activities and programs. Each article has its own unique layout and design that assist in reading and comprehending the information. The photographs and figures/graphics are carefully chosen and displayed in a manner that helps so much in understanding the article's content."

2.
"Just to tell you that Branchlines fall 2022 is a "must" for an old forester like me. I cannot wait to hear more of the Trimble technology. Excellent work by someone. In my old age I have a real need to hear more about carbon capture and the economics thereof."

3.
"At this time, I wish to express my thanks and congratulations for the well written article you did for us in the Fall Edition of the Branchlines. My family in Hungary are very pleased, including also here in B.C."

4.
Members of the Association of BC Forest Professionals shared this tweet on Twitter: "Nice re-branding job and great articles."

5.
Following the release of a feature story in our Spring 2022 Branchlines issue that highlighted their work, a UBC Forestry faculty member shared with us that they have received interest from graduate students from across Canada, including Toronto, Montreal and other parts of BC. Another faculty member imparted to us that several people have approached them at Canadian Institute of Forestry meetings and in the hallways of the UBC Forestry building to compliment them on the coverage they received in the Fall 2022 issue of Branchlines. They also noticed increased awareness about their work in general, which they hope to leverage to secure additional media coverage and funding for their research and that of their grad and postdoctoral students.

>Submitted PDF documents of past Branchlines issues

>>The Fall 2022 issue of Branchlines represents the newly redesigned format and an even more established voice throughout the publication.

>>The Spring 2022 issue of Branchlines is an example of the publication prior to the redesign, but following the introduction of a more consistent voice and one main writer.

>>The Summer 2021 issue of Branchlines is an example of an issue prior to the redesign, when content was written by various authors instead of one consistent voice.