1
Take a break, step away from the computer, find a different spot than where you usually work, grab a pencil and a blank sheet of paper, and leave your worries and your phone behind. Think big—you can change the world! Turn this project into the coolest experience right now. With the right mindset, you can change the world—or at least your own universe.
2
All right, enough daydreaming! Put a plan down on paper. Think about your audience, your goals, and how you can create an amazing experience for them while working toward those goals. The key to this stage is understanding your audience. If you don’t know them well enough, it’s time to go out and get to know them.
3
There are no limits! Write down the boldest way to win over the audience. There’s no right or wrong way here—it’s all about courage or the lack thereof. Come up with as many ideas as you can.
4
Maybe you already know your audience, or maybe you don’t. Either way, write down information about them—what they want, how they interact (offline, online). Talk to at least three people to validate your ideas, and create at least one profile for one person —create personas (learn more about personas here: https://www.hubspot.com/make-my-persona).
5
You have a plan, you already have a design concept—that’s great—but now it’s time to get back to your goals. One of them is to align your work with the brand. To what extent does what you’ve created align with the brand elements and the style guide? Make sure they’re aligned. It’s not easy, but that’s where even cooler ideas come from.
6
All right, you already have a lot of ideas and a series of sketches. Turn them into a concept. At this stage, you’ll need to simplify and refine them, keeping your audience in mind.
7
Too many stages of analysis, strategic thinking, and sketching. It’s time to bring the concept to life. Create a version that will allow you to gather initial feedback— the prototype.
8
Take 2, 3, or 4 days to analyze and reflect. Ask for feedback, discuss, and analyze. Don’t rush this stage—it’s a crucial period for finding that spark of genius.
9
You’ve probably gathered a good amount of feedback and come up with a number of new ideas. Go back to Step 3, think about your audience, and simplify, simplify, simplify.
10
You already have all the information you need; move forward and build on everything you’ve gathered so far, especially what you learned in Step 8. It will be an uphill journey.
11
Take a break, look back! Is what you’ve created clear enough, simple enough, and appropriate enough for your audience? Is this content meant for them? Simplify it!
12
Step 11 is important; approach it with honesty and responsibility. If everything is fine, move on and finish the project; if not, go back to step 10.
13
There you go—you’ve reached the final stage. You’ve created content that’s relevant to your audience, capable of inspiring and bringing about change. Perfect—next time it’ll be even easier and better. Don’t stop looking far ahead!
How We Can Help You – Toud Services
Strategy. Design. Impact.
Toud has been in business since 2007. We help companies define their direction and grow through brand strategy, design, and inbound marketing. Today, we combine AI with human creativity and expertise to accelerate growth in a sustainable way. We’re not just a branding agency—we’re a strategic growth partner.
Frequently Asked Questions
Strategy. Design. Impact.
1. Who is this 13-step guide to better design intended for?
This article is aimed specifically at people who work in a marketing department and want to learn how to better manage the design process. It is described as easy to follow, with step-by-step instructions, regardless of prior design experience.
2. What is the first recommended step before starting a design project?
The first step is to step away—that is, to get away from the computer, find a different place than where you usually work, and put your worries and your phone aside. The idea is to think big, with the right mindset, before putting anything concrete on paper.
3. What role do personas play in the process described by Toud?
In Step 4, the article recommends talking to at least three people to validate your ideas and create at least one persona—that is, a detailed profile of the typical user. Personas help ground the design project in reality, rather than letting it remain an abstract exercise.
4. Why is it important to align with the brand and style guide during the process?
In step 5, the article calls for revisiting the objectives and checking to what extent the concept created aligns with the brand elements and those in the style guide. It’s not an easy step, but according to the article, it is precisely this constraint that gives rise to even better ideas.
5. What is a prototype, and why does it appear relatively early in the process?
The prototype is the first concrete iteration of the concept, created specifically to gather initial real-world feedback. The article places it at step 7, immediately after transforming ideas and sketches into a coherent concept, precisely to test the direction before investing much more effort.
6. How many days does the article recommend for the analysis and feedback phase?
The article recommends setting aside 2 to 4 days for analysis and reflection, during which time you should seek feedback, discuss, and analyze the prototype’s results. It emphasizes that this stage should not be rushed, as it is essential for finding that element of originality that makes all the difference.
7. What does “simplify, simplify, simplify” mean in this context?
This is the repeated call in steps 9 and 11, after the feedback rounds, to refocus on your audience and objectives and to remove everything from the concept that isn’t strictly necessary. The goal is for the final result to remain clear, easy to follow, and perfectly suited to the audience you’re addressing.
8. What happens if the result isn’t right yet in steps 11–12?
The article clearly states that if, upon conducting the honest self-assessment in Step 12, things aren’t quite right yet, you need to go back to Step 10 and continue to build and refine. Only when everything is in order can you move on to completing the project.
9. How does this 13-step process relate to Toud’s design services?
The process described accurately reflects how Toud approaches graphic design projects, brochures, presentations, and other materials, with an emphasis on understanding the audience, aligning with the brand identity, and repeated testing based on feedback. It is a practical method that Toud recommends to anyone who wants consistent results, not just improvised ones.
Do you have a marketing, branding, or design challenge? Let’s talk!
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