Best of CASE District VII Award
 

Institution: University of California, Berkeley

Title of entry: Berkeley Haas Magazine

About this entry: Berkeley Haas is the alumni magazine for the Haas School of Business at UC Berkeley. Published three times a year and sent to alumni, donors, and peer business school leaders, it impacts our community’s robustness as well as the school’s reputational strength. This year, Haas celebrated 125 Years of Reimagining Business, and we let that theme guide our storytelling.

Our summer issue took the theme to heart in both form and content, reimagining what an anniversary issue could be (no timelines, sepia-toned photos, or covers with photo collages or 125 as the dominant design element) while also putting a forward-looking spin on an article celebrating history. Each pioneering achievement we showcase is complemented with examples of its ripple effect, illustrating how the past led to even more trailblazing moments reimagining business and business education. The idea was to connect the dots of the Haas story in a way that honors its present and looks ahead to its future. The most ambitious article offered every piece of established business wisdom that originated at Haas, like the definition of brand equity or the importance of corporate social responsibility.

One member of the Haas community wrote that the issue “made me prouder to be part of Haas than I think anything ever has.”

The fall issue featured alumni impacting generative AI as well as members of the Haas community who helped alumni to reimagine business. The latter article demonstrated the Haas network’s impact on inspired business ideas.