Publication Design · Content Writing · Illustration · Infographic Design · Print Production
Salesmasters, Brisbane QLD
Overview
Salesmasters is a Brisbane-based sales consultancy that helps organisations overhaul their sales process through structured methodology, workshops, and coaching. Central to their client offering is the Sales Process Playbook — a bespoke, fully branded document built around each client's unique sales process, used by sales teams in the field and brought into live workshops and bootcamps by the founder.
I've been the sole designer responsible for producing these playbooks end-to-end for over a year — researching each client, writing all content, designing the document from scratch, and delivering a print-ready playbook tailored to their business.
title pages preview
The Brief
Each engagement starts with a single input: a sales process map developed by the Salesmasters team in collaboration with the client's internal stakeholders. The map defines the structure — typically five to seven stages, each broken into steps — and forms the backbone of everything that follows.
From there, the brief is total. I research the client, develop all written content, build the InDesign document from scratch, design all custom graphic elements, and manage delivery through to final output. No templates dropped in from the last job. No two playbooks the same.
The Challenge
The brief sounds contained. In practice, each playbook is a multi-disciplinary project that combines research, writing, information design, illustration, and production — all delivered to a consistent standard, autonomously, on time.
No existing content
The brief sounds contained. In practice, each playbook is a multi-disciplinary project that combines research, writing, information design, illustration, and production — all delivered to a consistent standard, autonomously, on time.
Full brand compliance,
every time
Every playbook is built to the client's specific brand — new fonts, colours, imagery, and layout each time. No reusing last month's master pages.
Keeping text-heavy documents engaging
Playbooks run 40–50+ 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 & Content Writing
Before anything opens in InDesign, I research the client — their market, product offering, customer profile, and sales context. This becomes the foundation for all written content.
Using the process map as a structural guide, I write the full playbook — typically 3,000–3,500 words — covering each stage and step in plain, practical language that a sales rep can follow in the field. Established sales techniques like BANT qualification, STAR methodology, and the Triplicate of Choice close are woven into the copy where relevant, with clear explanation and purpose-designed infographics to support them. Quick-reference tips are embedded throughout to break up dense content and give the reader a way back in if they lose their place.
2
InDesign Architecture & Brand Setup
With content in hand, I build the InDesign document from the ground up:
- Master pages with dynamic section headers, page numbering, and document navigation
- Full paragraph and character style systems — every heading level, body style, callout, and colour highlight defined upfront
- Linked Table of Contents generated automatically from heading styles
- Brand fonts, colour palette, and assets sourced and configured per client
This architecture investment pays off in feedback. A copy change or colour tweak that would take an hour in a poorly built document takes minutes here.
3
Custom Illustration & Infographic Design
Every playbook includes purpose-designed graphic elements built in Illustrator:
The Sales Wheel— a circular diagram mapping the client's full sales process — is a signature element of the Salesmasters format, redesigned from scratch for each engagement.
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
Each stage of the sales process gets a full-page section opener — a visual break that signals a new chapter and gives the document visual rhythm. Where clients have strong photography I work with that. Where they don't, I generate imagery in Midjourney, prompting in a style matched to their brand — technology clients might get a 3D glass treatment, a services firm something warmer and more human. Everything goes through Photoshop for colour grading and compositing before it lands in the document.
Bus 4x4
Criterion
Active Medical
5
Title Page & Cover Design
The title page is the most visually distinct element of each playbook. Working across Illustrator and Photoshop, I design a custom cover that reflects the client's brand and sets the tone for everything that follows.
Bus 4x4
Connected Platforms
Site Ware Direct
Alpha Lifecare
6
Quality Control & Delivery
Before handover I run a full preflight: copy proofread, style consistency check, image resolution, and — for print jobs — bleed, trim, and colour mode verification. Documents are delivered as print-ready PDFs or optimised digital PDFs depending on the client's needs. Where print is required, I manage production through to final output.
the OUTCOME
Fifteen playbooks delivered across healthcare, manufacturing, technology, storage, and professional services. Each unique in design. Consistent in quality. On time.
The playbooks are a core part of what Salesmasters sells — used by sales teams daily and brought into live client-facing workshops by the founder. The volume of repeat work over the past year is the clearest signal that 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.
What Was Delivered
Digital PDF optimisation
Technique infographics per playbook
Section opener design and composition
Brand setup — fonts, colours, assets
Sales context research per engagement
Playbook writing (3,000–3,500 words)
Photoshop — grading, compositing, finishing
15+ engagements across 12+ months
Title page and back cover design
Print preflight and production management
Midjourney image generation and prompting
Sales technique integration — BANT, STAR
InDesign document architecture and setup
Custom Sales Wheel illustration per client