Since 2011, Varoom, the quarterly magazine published by the Association of Illustrators (AOI), has featured in-depth editorial content on contemporary illustration. Wanting to raise appeal with both current and new readers, they looked to designers Joe Hales and James Lunn to refresh their identity. But with Joe in London and James in New York, the duo used everything from Dropbox to text messages to exchange design ideas. Their team was small but multifaceted, drawing on the talents of type designer Kia Tasbihgou and illustrator Jack Sachs. The journey saw them go back to basics, asking what makes a magazine successful in an increasingly digital climate. Here, Joe and James offer insight into the process behind these carefully considered pages, the challenges of designing across an ocean, and how restraints can reap imaginative design solutions.