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Just in time for Labor Day Weekend, meet the new AbilityFirst Magazine.

Two years ago we designed the publication as a semi-annual replacement for the Southern California-based non-profit’s annual report, and supplemented it with a second issue mid-year. We primarily targeted donors and corporate sponsors, so the distribution was narrow and the cost per issue was relatively high. It was well-received, but it always felt more like a corporate brochure than a “real” magazine.

A few months ago, AbilityFirst asked us to take another crack at it, to see if it could become more magazine-like and engage a broader audience. We were thrilled. We made the publication larger, suggested they incorporate their sponsors’ advertising, and energized the  pages graphically. My colleague Ted Bickford pushed to make it more dynamic. Our wonderful designer Anat Rodan was inspired to make it even more beautiful and lively. And our client AbilityFirst let us run with it, encouraging our efforts and championing the result.

The first issue is about to hit the streets, exposing to a wider and more diverse audience the amazing work AbilityFirst does with developmentally disabled kids and adults.

But guess what? You get a sneak peek at the newly transformed AbilityFirst Magazine right now.

Let me know what you think.