Publication design at scale
Salesmasters
Skills
Publication Design · Content Writing · Illustration · Infographic Design · Print Production
Output
15+ playbooks across 12+ months
The Challenge
No existing content
The only input is a sales process map. From there I research the client, write all copy from scratch, typically 3,000-3,500 words, and make sure it's accurate and useful to the sales reps who'll actually use it in the field.
Full brand compliance, every time
Every playbook is built to a different client brand, new fonts, colours, imagery, and layout each time. Nothing carried over from the last job.
Keeping text-heavy documents engaging
Playbooks run 30-50+ pages of process-driven content. Typography, hierarchy, pacing, and visual variety all have to work harder than usual to keep the reader moving.
Autonomous delivery
Once the process map arrives, I work independently from first draft to final handover. The workflow has to be airtight.
The Process
1
Research and content writing
Single input: a process map. I research the client, write all copy from scratch, 3,000-3,500 words, and weave in sales techniques like BANT, STAR, and Triplicate of Choice with supporting infographics.
2
InDesign Architecture & Brand Setup
Built from scratch every time: master pages, full style systems, linked table of contents, brand fonts and colours configured per client. When amends come in, they take minutes rather than an hour.
3
Custom Illustration & Infographic Design
Every playbook gets a Sales Wheel, a circular diagram of the client's full sales process, redesigned each time. Technique infographics built in Illustrator to sit naturally in the layout.
Site Ware Direct
Cutek
Alpha Lifecare
Technique infographics for frameworks like BANT, STAR, and Triplicate of Choice are designed to sit naturally within the document layout — clear, on-brand, and genuinely useful rather than decorative.
Site Ware Direct
Site Ware Direct
Bus 4x4
4
Section Openers & Imagery
Full-page visual break between each stage. Client photography where it exists, Midjourney where it doesn't, matched to their brand and finished in Photoshop.
Bus 4x4
Criterion
Active Medical
5
Title Page & Cover Design
Custom cover in Illustrator and Photoshop, reflecting the client's brand.
Bus 4x4
Connected Platforms
Site Ware Direct
Alpha Lifecare
6
Quality Control & Delivery
Full preflight, then delivered as print-ready or optimised digital PDF.
The Outcome
Fifteen playbooks delivered across healthcare, manufacturing, technology, storage, and professional services. Each one unique in design, consistent in quality, on time.
The playbooks are a core part of what Salesmasters sells, used by sales teams in the field and brought into live workshops by the founder. The volume of repeat work over the past year is the clearest signal the output is doing its job.
The above are selected pages from a single playbook. A full 60 page document cannot be shown due to client confidentiality. Please contact me if you need further information.