The Institute of Asset Management

Redesign and relaunch of Assets magazine


  • Membership


  • Content strategy
  • Design
  • Editorial
  • Digital development


  • Digital magazine

The client

Established in 1994, the Institute of Asset Management (IAM) is a global organisation with more than 2,000 individual and 300 corporate members, and a network of more than 30,000 people. These members are experts in maximising and increasing the value of physical assets – a discipline that straddles major infrastructure sectors including transport, construction and energy.

Assets magazine is a quarterly publication providing IAM and industry news, as well as case studies and professional advice for members.

The challenge

In early 2021 the IAM carried out a tender exercise because it wanted to revamp its approach to the production and distribution of the magazine, with the aim of increasing its value for money for members, as well as updating its design. Assets had recently moved from print to a flat PDF-only publication, and the IAM wanted to explore how this digital-only format could be better exploited. After winning the competitive tender, CPL was tasked with providing editorial, design and project-management support for Assets, as well as to run a one-off project advising on the IAM’s long-term digital strategy.

The solution

CPL extended the current content to involve more of the people who make up the asset management profession. This meant introducing new features, including a ‘big profile’ interview, regular opinion columns from industry leaders, and Q&As from some of the Institute’s many volunteers. The redesign led on from this direction – we created a modern graphic look, with a strong photographic style. It is corporate and slick, but not stuffy or grey. Developing it solely in a digital format meant we were able to employ embedded video, animation, links and pop-out boxes to lift the content and engage readers.

You can view the digital magazine here. 

The results


The percentage of IAM members who said they value Assets as a major benefit


Average number of pages of Assets read per session, well ahead of the industry average


Average number of minutes readers stay on the Assets site, well ahead of the industry average

We needed to update the visual appeal, transition to a fully digital format, and balance the editorial content between knowledge and membership. I spent many hours discussing, researching, and then working on the design and content with the fantastic editorial and production teams from the IAM and CPL, and I couldn't be more thrilled. It's now a magazine that reflects the future of the brand and makes a statement about the quality of the organisation, while giving new depth to the content.

Liam Nolan
marketing manager, IAM

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