Overhauling In the Pipeline, the digital magazine for members of The Pipeline Industries Guild, was no mean feat. To widen the appeal of the magazine, we needed to respect its highly technical content while injecting fresh energy and breathing new life into its pages. So we introduced more reader voices to add authenticity and approachability, and drew on our creative talent pool to combine striking visuals and bold headlines with clever boxouts and pullquotes to better engage members. In short, we stripped the boring out of B2B (did we really just say that?!) to produce a magazine that truly reflects the dynamic, exciting industry the Guild represents.