In 1999, BioMed Central revolutionised the academic publishing world by pioneering the Open Access model, making peer-reviewed research freely available online. However, as Open Access became more mainstream, BioMed Central’s groundbreaking role began to feel dated. Despite their success, the company struggled to maintain relevance in a more competitive landscape, unable to capture the attention their work and publications deserved.
By engaging with stakeholders, we discovered that BioMed Central’s commitment to continuous innovation was as strong as its original breakthrough. Their culture was defined by a constant drive to ask, “What’s next?” – a mindset that reflected their ongoing evolution and commitment to improving the quality and impact of research.
We framed BioMed Central’s brand around “Research in Progress,” capturing its commitment to advancing how research is shared. Renamed BMC, the shift broadened its reach into markets beyond biomedical sciences. The new identity, inspired by turning a page, embodied this forward-thinking ethos. We streamlined their brand architecture, clarified product roles and equipped teams to integrate the brand into their daily work.
In just 12 months after rebranding, BMC launched over 300 new journals, increased article publications, attracted 45 million users, and boosted annual article downloads to 195 million.
“This is a fantastic achievement, thanks so much to everyone at True North for helping to make this happen. We are delighted with the new strategy and visual identity.”
Grace Baynes, Data and New Product Development, Springer Nature
