Club Management Association of America
Publication Redesign
Services
The brief
The Club Management Association of America (CMAA) sought to refresh its monthly publication, Club Management, with a more modern look and stronger engagement for its members. Six Half Dozen Creative Studio (6HD) partnered with Profitable Associations, Inc. (PAI) to propose a comprehensive redesign that included a new cover and interior layout, more relevant editorial structure, and a refined advertising strategy.
Our Goal
CMAA’s primary objectives were to modernize the magazine’s design to help increase readership, to reinforce the magazine as a member benefit, and to refine the advertising model to drive stronger revenue. A fresh approach would create a more reader-friendly design, which impacts audience growth and the magazine’s value to advertisers.
The Solution
The key approach was simplification. Instead of busy, cluttered covers competing for attention, the new design highlights striking photography from CMAA member clubs with a single compelling image per issue. In addition, we focused on page layout improvements through strategic selection of font styles and intentional use of white space.
The Process
The masthead and supporting callouts were redesigned to complement the photography through thoughtful typography and color selections that enhance the overall visual impact. The CMAA team immediately embraced this idea, recognizing its ability to elevate the publication’s overall look and appeal.
Inside the magazine, we developed a consistent typographic system and flexible page structure for both feature articles and department sections. This framework streamlined production while allowing creative flexibility to bring editorial content to life.
On the editorial side, the 6HD communications team focused on developing content that reflected the real-world challenges and interests of CMAA members. Articles were shaped around topics frequently requested by industry professionals and leaders, ensuring the magazine delivered practical insights, relevant trends, and thought leadership. This shift toward more member-driven content helped strengthen reader connection and led to increased engagement. The digital readers grew from 8,500 in 2022 to 18,000 in 2025. More than double the growth in just 3 years.
The refresh delivered a sleek, modern publication that better reflects CMAA’s professionalism while strengthening the visual identity and improving value for all stakeholders. The refresh publication resulted in:
- Increased membership
- Stronger advertiser interest
- Growing Advertising revenue
The Results
The combined strategic publishing insight from PAI and thoughtful design by 6HD delivered greater value to CMAA members while establishing a stronger foundation for continued growth and member satisfaction.