The Decision to Redesign
1. Have an internal discussion about why you feel it is time to redesign. Define why you feel your publication needs a redesign. Look at the questions above and open up a discussion with your key stakeholders. Don’t redesign your publication purely because you want to update the aesthetic, a thorough redesign takes into consideration design, editorial, production, and advertising.

2. Get your team (art, editorial, production, and sales) on board. A redesign takes effort across the board. Make sure everyone buys in.

3. Define your objectives. Is the publication aligning with the business plan? Is the publication still enforcing the mission? Are you meeting reader expectations? Are you losing readers to other media?

4. Complete market research. Who is your readership? What other publications are they reading? What other resources are they using? What is your readership reacting positively to? What are they not responding positively to? Who are your competitors?

5. Create a Request for Proposal. Including, but not limited to, the following: publication mission, definitive scope of work (including versions), software/technical requirements, deadline, samples, desired launch date, and budget.

6. Research design firms. Review publications you admire, call editors and art directors for referrals, review annuals, and organizations listings (Folio, SPD, ASME), conduct Internet research. After you have a list of contenders, conduct initial interview, with a quick review of project, and budget. Also note how you felt the discussion went.

7. Distribute RFP/select design firm. After selecting three to five design firms, distribute your RFP package, arrange for proposal presentations, contact references, and select the firm.