It all starts with the editorial content. What are the stories that will immerse the audience in the subject matter? This factor is especially important for member-based publications. The good news is you have the audience—now you just have to inform them, engage them, and tell them things they don’t already know.

If the editorial content is engaging, it is important that the visuals are as well. This means art-directing photographers to capture the meaning behind an article, whether it is through a portrait shoot or a photo essay. Take time to research and find imagery that is unexpected and spectacular. Work with illustrators to create images that add a layer to the story.

Great design grows from good content—when the designer truly connects with the edit to bring meaning to the surface. It is this synergy that ultimately engages the reader and will bring attention to your publication—including awards.

But it doesn’t end there. The quality of the final product is what makes a print publication unique. It is important that paper stock and printing are not short-changed. If the budget is an issue, the “less is more” approach should be used—less pages, more quality.

Take time to conceptualize visuals. Brainstorm beyond your first idea. Think about different ways that visuals could enhance the material: For illustrations, what style would be suitable? If you’re using photography, would color be better, or black and white? Would incorporating infographics be appropriate? Uncover the theme of the material and develop ideas that will bring the core message to the surface.

Brainstorm with your team. Discuss the goals of the piece. What is the message, and how can that message be conveyed visually? Be willing to share ideas, even ones that might not come to fruition—one person’s initial thought can evolve into a well-developed concept. It can be tempting to try to come up with a final solution quickly, but it is important to remain open to ideas at this stage.

Begin the creation of imagery. If you are used to working with stock photos, creating the imagery can be a nerve-wracking process. You are now responsible for developing the perfect image, not retrofitting an existing one. You have to find the right artist to visualize your message and communicate it clearly. You don’t want to stifle the artist’s creativity, but you also want to make sure that he or she understands the editorial direction. Most illustrators share sketches, and this allows for a checkpoint on direction. But unlike stock, you can’t alter what you get in the end, so the direction needs to be clear.

Don’t forget the editorial. The collaborative process of creating imagery means that multiple creative people are bringing their talents to the project. Be open to direction and look at strengthening the piece by fine-tuning the editorial after the final imagery is delivered. It is that last touch that can take a piece to the next level.