Get more from your publishing projects: Why design matters (and when to outsource it)
Want your impact reports, brochures or service guides to work harder for you? Great design – and the right support – can help your content hit the spot. If you’re thinking about your next publishing project, here are some things to consider and how to make it a success.
One of the most frustrating things for marketing teams is knowing your organisation is making a difference yet struggling to show that in a way your audience connects with. You might have powerful data, meaningful stories, and well-written content – but if the design doesn’t do it justice, a lot of that value gets lost.
That’s where long-form content – like reports, white papers and brochures – can really help. With the right design and publishing approach, you can turn complex information into something engaging, credible, and easy to understand.
Brilliant content deserves better visibility
Well-designed publications can also be brilliant PR tools. I’ve worked with teams who’ve had their reports shared more widely, quoted in media and used as key tools in funding conversations – all because the design helped people see the value that was already there.
Design brings structure, hierarchy and visual storytelling to your content. And that makes it easier to navigate, more engaging to read and far more likely to make a lasting impression – especially when it comes to long-form communications.
Client project: Prospectus design for Invest Hertfordshire features maps, graphics and bold statistics to clearly highlight important information
Design that brings your message to life
Over the years (25 and counting!), I’ve worked with lots of businesses and charities producing high-value publications: magazines, impact reports, annual reviews, brochures, service guides and more.
I’ve seen how much more effective these longer forms of content become when the design is thoughtful, clear and well-aligned with the brand. It’s not just about looking good – it’s about good communication. Good design can help your audience understand what you do, connect and take action.
Before running my own design studio, I was part of the London agency scene, working at a creative communications agency that specialised in publishing and editorial design for some well-known and much-loved brands, including Sainsbury’s, Eurostar, Princes Trust and Scope. I absolutely loved those projects. Many of them were award-winners – and for very good reason. They were for organisations with clear ambitions and a real appreciation of how design can bring content to life to really make an impact.
Maximise the potential of your content
For me, one of the most rewarding parts of publishing design is taking a simple Word document and transforming it into something tangible that’s not only clear and on-brand, but something people genuinely want to engage with. Whether that’s a printed report or an interactive PDF, it’s about maximising the potential of what you already have. Design plays a crucial role in making that happen.
These days, most of the publications I work on are designed for digital sharing, but the same design principles still apply. And if it fits your budget and is relevant, there’s still huge value in beautifully tactile print – especially for high-profile reports or publications that need to stand out.
Client project: Editorial design for House of Colour’s brochure-workbook, refined and elevated in print
So, why outsource editorial design?
When done collaboratively with your existing team, publishing and design outsourcing can expand your creative capacity and give you access to specialised expertise.
I love guiding project leaders – sharing insights of what has worked well for others in their sector, and helping them increase brand recognition along the way. With years of hands-on experience, I bring design know-how that gives your content a competitive edge when you’re trying to stand out.
The difference design makes
Clients often tell me about the stories in their work or powerful statistics that highlight the importance of what they do. But without design, these details get lost in the black and white.
That’s where visual devices like infographics come in. Smart layout choices make a huge difference. They help bring clarity to complex data, make key statistics stand out and highlight the information you really want your audience to notice.
Good design draws out the important details, presenting them in ways that catch the eye and makes sure they’re seen, not buried in the small print. Ultimately, good design can engage people, create understanding, increase advocacy and raise your profile above your competitors.
Client project: An infographic-rich white paper for Business Culture Awards brings data to life and serves as a standout PR tool
What can I outsource?
Put simply, anything you’d like to make a high impact – because the right visuals make all the difference. When you strategically outsource your editorial design, you can increase opportunities for stakeholders and audiences to access your organisation’s key messages, creating longer-lasting impact.
Consider these things when they’re next on the horizon:
Corporate annual reports: Turn data into compelling visuals
Comprehensive impact reports: Weave your stories seamlessly with your branding
Brochures: Take readers on an engaging visual journey
Service guides: Showcase the best of what you do
Prospectus design: Make a strong first impression
Magazine and newsletter design: Great for engaging both internal and external audiences
Why outsourcing can really work
Outsourcing design isn’t about handing things off and stepping back – it’s about working with someone who can help you maximise the potential of what you already have.
It’s a way to bring in fresh ideas, specialist skills and extra capacity when you need it, without losing control of the project. When it’s the right fit, it feels like an extension of your team – collaborative, creative and genuinely useful.
The right design support can help you expand your impact – reaching more people, highlighting what matters most and giving your work the recognition it deserves.
Client project: Retrofit interactive brochure for Hertfordshire Climate Change and Sustainability Partnership, designed to present technical content clearly
“Andrea always made sure we were on the same page. The project came in on time and on budget – despite both being, as ever, on the tight side! Thank you for your honesty, pragmatism and design flair, and for taking on board stakeholders’ thoughts with such calm, friendly responses.”
— Helen Burridge, Hertfordshire Climate Change and Sustainability Partnership
Choosing a designer
Every designer has their own approach, so finding someone whose style and perspective aligns with your needs is important.
As you’re reading this, you likely already know a bit about me and my work (and if not, feel free to browse my previous projects), but I’d still like to share a few pointers for choosing who to work with.
Here are a few helpful questions to consider:
Do they have a portfolio that resonates with you?
Do they have a clear, collaborative process that makes you feel guided and supported through every stage of a project?
Do they show an understanding of your sector’s challenges?
Do they demonstrate expertise in accessible design and visual communication?
A strong partnership is built on mutual respect and understanding – bringing your knowledge of your organisation and audience together with a designer’s creative expertise can lead to powerful results.
Whether you’re planning a one-off project or looking for a more ongoing design relationship, there are lots of ways to shape creative support to fit your organisation’s needs.
Some of my clients work with me on a project-by-project basis, while others benefit from more regular input on a retainer or fractional creative director model. It’s all about what works for you.
Take a look at my services page for the full range of how I support organisations.
Taking the first step
(Well, second technically, if you’ve already read this post). If you’re working on a report, brochure, or guide and want to explore how design could elevate its impact, get in touch and we can get some ideas rolling.
I’m always happy to chat through your big challenges, share examples or help you get clarity on what kind of design support might make the biggest difference.
Book a no-pressure call here to start the conversation. You invest time and care into your content, so let’s make sure people engage with it!
