The Insider was the organization’s flagship print publication and the communication donors sought out most. Produced quarterly in a magazine-style format, it showed how Como Friends helped the Como Park Zoo and Conservatory thrive.

Because of that reach, it became the first platform for introducing the new brand. This was intentional. The newsletter was where core supporters were already paying attention, making it the most strategic place to reset the visual and narrative tone.

The rebrand emphasized ownership. Como Friends was not simply supporting the campus, it was driving measurable improvements.

Visually, that shift appeared through the large-scale Como Friends ring watermark and a stronger brand presence. The Como Insider became Como Friends Insider, clarifying authorship and reinforcing that donor impact flowed through Como Friends.