DESIGN INDIA:

GRAPHIC
DESIGN
MANAGEMENT
HANDBOOK
BY SUDHIR SHARMA
DESIGN INDIA:

GRAPHIC DESIGN
MANAGEMENT
HANDBOOK
PREVIEW COPY FOR
SEMESTER 6

GDUG20

17TH MARCH 2023

© Sudhir Sharma

THIS BOOK WAS DEVELOPED AS A

COURSE MATERIAL FOR STUDENTS OF
GRAPHIC DESIGN AT THE NATIONAL
INSTITUTE OF DESIGN, AHMEDABAD.

Sudhir Sharma
[Link] sudhir@[Link]
TO ENSURE
THAT EVERYONE
HAS A CLEAR
UNDERSTANDING OF
WHAT IS EXPECTED
FROM ANY PROJECT.
PROLOGUE
It gives me great pleasure to introduce this Design
Management Handbook, which has been speci cally written
for senior design students of the National Institute of Design.
As their teacher, I have witnessed their eagerness to learn
about the intricate world of design management, which led
me to create this comprehensive guide to help them better
understand the subject.

Over the last three decades, I have had the opportunity to

work on some remarkable projects, including Bajaj Auto,
Venkies, Commonwealth Youth Games, ICICI, Standard
Chartered, Bajaj Finserv, Bhikaram Chandmal, and many
others. In try class, I add some of my personal interactions
with these clients, which I believe will help students relate the
theories to real-life scenarios.

I dedicate this book to all my past, present, and future

students, who have been the inspiration for this project. I
consider this book a work in progress, and I will continue to
add new content to keep it relevant and up-to-date.

I would like to express my gratitude to ChatGPT for assisting

in turning this content into a cohesive book in just a few
hours.
I hope that this handbook will serve as a valuable resource
for you too, do interact and provide me feedback, so that we
can continue to improve and enhance the content.

Sudhir Sharma

sudhi@[Link]
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 1.
SCOPING A GRAPHIC DESIGN PROJECT
TO PREPARE A TIME AND COST
PROPOSAL.
1. De ne the project objectives: Determine the purpose,
goals and objectives of the graphic design project to ensure
that you are clear about the client’s requirements.

2. Gather information: Research and gather as much

information as possible about the project, such as the target
audience, brand guidelines, and any existing design
materials.

[Link] deliverables: Determine what the nal product or

deliverables will be, including the format, size, and number of
pieces.

4. Assess resources: Evaluate the resources you have

available, such as time, budget, and personnel, to ensure that
the project is feasible.

5. Determine timeline: Develop a timeline that takes into

account the scope of the project, the resources available, and
any constraints, such as deadlines.

6. Establish budget: Based on the timeline and resources

required, determine a budget for the project, including the
cost of labor, materials, and any additional expenses.
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7. Prepare proposal: Using the information gathered, create a
detailed proposal that includes a scope of work, timeline,
budget, and any additional information needed to provide a
clear understanding of the project.

8. Review and revise: Review the proposal with the client and
make any necessary revisions to ensure that both parties are
in agreement about the scope, timeline, and budget.

9. Finalize and communicate: Finalize the proposal and

communicate it to the client, along with any agreements or
contracts to ensure that everyone is on the same page.

COMMUNICATE IT TO THE CLIENT,

ALONG WITH ANY AGREEMENTS OR
CONTRACTS TO ENSURE THAT
EVERYONE IS ON THE SAME PAGE.
 2.
DEFINING PROJECT OBJECTIVES FOR A
GRAPHIC DESIGN PROJECT.
1. Review the brief: Read the brief carefully and take notes on
the client's requirements, goals, and expectations for the
project.

2. Clarify objectives: If necessary, ask the client to clarify the

project objectives and desired outcomes. Ensure that you
have a clear understanding of what the client wants to
achieve.

3. Identify target audience: Determine who the target

audience is for the project and what their needs and
preferences are. This will help you create a design that
resonates with the intended audience.

4. Research: Research the client's industry, competition, and

target audience to gain a better understanding of the design
context and challenges.

5. De ne success criteria: Establish speci c, measurable

success criteria for the project, such as increasing brand
awareness or improving customer engagement.

6. Document objectives: Document the project objectives in

a clear and concise manner, including any constraints, such
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as budget and timeline, and any speci c design
requirements.

7. Review and revise: Review the project objectives with the

client to ensure that they align with their expectations. Make
any necessary revisions to ensure that both parties are on the
same page.

8. Finalize and communicate: Finalize the project objectives

and communicate them to all stakeholders, including the
design team, to ensure that everyone has a clear
understanding of what is expected from the project.

ENSURE THAT YOU HAVE A CLEAR

UNDERSTANDING OF WHAT CLIENT
WANTS TO ACHIEVE.
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3.
ASSESS RESOURCES: TO ENSURE THAT
THE PROJECT IS FEASIBLE.
1. Identify resources: Make a list of all the resources required
to complete the project, including personnel, equipment, and
materials.

2. Assess personnel: Evaluate the skills and experience of

the personnel available to work on the project and determine
if they have the necessary skills and experience to complete
the project successfully.

3. Evaluate time constraints: Consider the timeline for the

project and any external deadlines that may impact the
availability of resources.

4. Assess budget: Review the budget for the project and

determine if it is su cient to cover all the resources needed,
including personnel, equipment, and materials.

5. Consider external factors: Evaluate any external factors

that may impact the availability of resources, such as weather,
availability of materials, or unforeseen events.

6. Prioritize resources: Based on the information gathered,

prioritize the resources needed to complete the project and
determine if any additional resources will be required.
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7. Revise project plan: Based on the resource assessment,
revise the project plan if necessary to ensure that the project
is feasible and can be completed within the available
resources.

8. Communicate with stakeholders: Communicate the

results of the resource assessment with all stakeholders,
including the client and design team, to ensure that everyone
is aware of the resources available and any constraints that
may impact the project.
4.
REVIEW THE BRIEF: CLIENT'S
REQUIREMENTS, GOALS, AND
EXPECTATIONS FOR THE PROJECT.
1. Read the brief thoroughly: Carefully read the brief, taking
the time to understand the client's requirements, goals, and
expectations for the project.

2. Take notes: As you read the brief, take notes on key

information, such as the project objectives, target audience,
timeline, and budget.

3. Clarify any questions: If there are any unclear points or

questions in the brief, reach out to the client to clarify them
before proceeding.

4. Assess the feasibility: Based on the information in the

brief, assess the feasibility of the project and determine if the
requirements, goals, and expectations are realistic and
achievable.

5. Evaluate constraints: Consider any constraints, such as

timeline, budget, and resources, and determine if they may
impact the project in any way.

6. Research: Research the client's industry, competition, and

target audience to gain a better understanding of the design
context and challenges.
7. Review with team: If working with a team, review the brief
together to ensure that everyone has a clear understanding
of the project requirements, goals, and expectations.

8. Document notes: Document the notes and information

gathered from the brief in a clear and concise manner, to
ensure that all stakeholders have a clear understanding of
the project requirements.

9. Prepare for next steps: Based on the information gathered

from the brief, prepare for the next steps in the design
process, such as de ning project objectives or assessing
resources.
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 5.
GATHER INFORMATION: RESEARCH AND
GATHER AS MUCH INFORMATION AS
POSSIBLE ABOUT THE PROJECT
1. De ne research goals: Determine what information is
needed to complete the project and what questions need to
be answered in order to gain a better understanding of the
project context.

2. Identify sources of information: Determine where the

information can be found, such as company websites,
industry reports, and competitor analysis.

3. Gather primary data: Conduct primary research by

reaching out to the client or target audience directly to gather
information and gain insights.

4. Review secondary sources: Review secondary sources,

such as industry reports and competitor analysis, to gather
information and gain a better understanding of the market
and target audience.

5. Evaluate brand guidelines: If available, review the client's

brand guidelines to understand the company's brand identity,
tone of voice, and visual style.

6. Review existing design materials: If available, review any

existing design materials, such as previous marketing
materials or website, to gain a better understanding of the
client's design preferences and style.
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7. Organize information: Organize the information gathered
into a clear and concise format, such as a research report or
summary.

8. Analyze information: Analyze the information gathered to

identify trends, patterns, and insights that can inform the
design process.

9. Share ndings: Share the ndings with the design team

and stakeholders to ensure that everyone has a clear
understanding of the project context and target audience.

10. Update project plan: Based on the information gathered,

update the project plan as needed to ensure that the project
is on track and that the design decisions being made are
informed by the latest information.
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 6.
IDENTIFY DELIVERABLES: DETERMINE
WHAT THE FINAL PRODUCT OR
DELIVERABLES WILL BE
1. Review project goals: Review the project goals and
objectives, as de ned in the brief, to ensure that the
deliverables align with the client's requirements and
expectations.

2. De ne scope: De ne the scope of the project and

determine what will be included in the nal deliverables.
Determine format: Identify the format for the deliverables,
such as print or digital, and the speci c speci cations for
each format, such as le size and resolution.

3. Consider audience: Consider the target audience for the

deliverables and determine the best format and size to meet
their needs and expectations.

4. Determine number of pieces: Based on the scope of the

project, determine the number of pieces required for the
deliverables, such as the number of graphics or pages in a
brochure.

5. Review budget: Review the budget for the project and

determine if the planned deliverables are within budget
constraints.

6. Discuss with stakeholders: Discuss the planned

deliverables with the client and other stakeholders to ensure
that they align with their expectations and requirements.
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 7. Con rm details: Con rm the details of the deliverables
with the client, including format, size, and number of pieces,
to ensure that everyone is on the same page.

8. Document deliverables: Document the details of the

deliverables in a clear and concise manner, including format,
size, and number of pieces, to ensure that everyone is aware
of what is expected.

9. Update project plan: Based on the information gathered,

update the project plan to re ect the agreed-upon
deliverables, and to ensure that the project is on track and
that the design decisions being made are informed by the
latest information.
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7.
DETERMINE TIMELINE: DEVELOP A
TIMELINE THAT TAKES INTO ACCOUNT
THE SCOPE OF THE PROJECT, THE
RESOURCES AVAILABLE, AND ANY
CONSTRAINTS, SUCH AS DEADLINES.
1. Review project scope: Review the scope of the project and
the deliverables identi ed to determine the overall timeline
for the project.

2. Assess resources: Assess the resources available,

including time, budget, and personnel, to ensure that the
project can be completed within the desired timeline.

3. Consider constraints: Consider any constraints, such as

deadlines or budget constraints, and how they will impact the
timeline for the project.

4. Develop a rough timeline: Develop a rough timeline for

the project, including key milestones and deadlines.

5. Review with team: Review the rough timeline with the

design team and stakeholders to ensure that everyone is
aware of the planned timeline and that it is feasible.
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 6. Re ne timeline: Based on feedback, re ne the timeline as
needed to ensure that it is realistic and achievable.

7. Allocate tasks: Allocate tasks and responsibilities to team

members based on the re ned timeline, ensuring that
everyone is aware of their responsibilities and deadlines.

8. Consider contingency time: Consider including

contingency time in the timeline to allow for unexpected
delays or changes.

9. Document timeline: Document the timeline in a clear and

concise manner, including key milestones and deadlines, to
ensure that everyone is aware of what is expected.

10. Update project plan: Based on the information gathered,

update the project plan to re ect the agreed-upon timeline
and to ensure that the project is on track and that the design
decisions being made are informed by the latest information.
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8.
ESTABLISH BUDGET: BASED ON THE
TIMELINE AND RESOURCES REQUIRED,
DETERMINE A BUDGET FOR THE
PROJECT, INCLUDING THE COST OF
LABOR, MATERIALS, AND ANY
ADDITIONAL EXPENSES.
1. Review project scope: Review the project scope and the
deliverables identi ed to determine the overall budget for the
project.

2. Assess resources: Assess the resources required for the

project, including time, personnel, and materials, to ensure
that the budget is realistic and achievable.

3. Calculate labor costs: Calculate the cost of labor, including

the cost of personnel and any subcontractors, based on their
hourly rates and the amount of time required for the project.

4. Determine material costs: Determine the cost of materials

required for the project, such as printing or software costs.
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 5. Consider additional expenses: Consider any additional
expenses, such as travel or shipping costs, and include them
in the budget.

6. Review with team: Review the budget with the design

team and stakeholders to ensure that everyone is aware of
the planned budget and that it is feasible.

7. Re ne budget: Based on feedback, re ne the budget as

needed to ensure that it is realistic and achievable.

8. Document budget: Document the budget in a clear and

concise manner, including the cost of labor, materials, and
any additional expenses, to ensure that everyone is aware of
what is expected.

9. Update project plan: Based on the information gathered,

update the project plan to re ect the agreed-upon budget
and to ensure that the project is on track and that the design
decisions being made are informed by the latest information.

10. Consider contingency budget: Consider including a

contingency budget to allow for unexpected expenses or
changes.
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9.
PREPARING A PROPOSAL: PROVIDE A
CLEAR UNDERSTANDING OF THE
PROJECT.
1. Review project information: Review all of the information
gathered during the scoping process, including the project
objectives, deliverables, timeline, budget, and any additional
information.

2. Organize information: Organize the information into a

clear and concise format that can be easily understood by the
client.

3. Write executive summary: Write an executive summary

that provides a brief overview of the project, including the
project objectives, timeline, budget, and expected outcomes.

[Link] scope of work: Outline the scope of work,

including a description of the deliverables, timelines, and any
additional information needed to provide a clear
understanding of the project.

5. Present timeline and budget: Present the timeline and

budget, including any contingencies, in a clear and concise
format.
 6. Include quali cations: Include information about your
quali cations, experience, and expertise in graphic design, to
demonstrate your ability to deliver the project successfully.

7. Add supporting materials: Add any supporting materials,

such as samples of previous work, case studies, or
references, to further demonstrate your ability to deliver the
project successfully.

8. Review proposal: Review the proposal to ensure that it is

complete, accurate, and clearly communicates the project
objectives, timeline, budget, and expected outcomes.

9. Present proposal: Present the proposal to the client, either

in person or via email, and be prepared to answer any
questions or provide additional information as needed.

10 Follow up: Follow up with the client after presenting the

proposal to determine their decision and to make any
necessary revisions or changes to the proposal.

11. Finalize proposal: Based on feedback from the client,

nalize the proposal and send it to the client for their
approval.

12. Update project plan: Based on the information gathered,

update the project plan to re ect the agreed-upon proposal
and to ensure that the project is on track and that the design
decisions being made are informed by the latest information.
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 10.
A SAMPLE PROPOSAL
Executive Summary:

ABC Design is excited to propose our services for your

upcoming graphic design project. Our team of experienced
designers has a proven track record of delivering high-quality
design solutions that meet or exceed our clients'
expectations.

We understand that your goal is to create a visually appealing

and e ective design that will help you achieve your
marketing and branding objectives. Our team is committed to
working with you to understand your needs, preferences, and
goals and to delivering a solution that meets those needs.

Scope of Work:
Our proposed scope of work for this project includes the
following deliverables:
Concept development and presentation of 3-5 design options
Revisions and nalization of selected design option
Final design les in the format of your choice (e.g. PNG, PDF,
JPG, etc.)

Timeline:
Our estimated timeline for this project is as follows:
Concept development and presentation of design options: 2
weeks
Revisions and nalization of selected design option: 1 week
Final design les delivered: 1 week

Budget:
The total budget for this project is $5,000, including all labor,
materials, and any additional expenses. This budget includes
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 up to two rounds of revisions and assumes that the client will
provide all necessary content and feedback in a timely
manner.

Quali cations:
ABC Design is a leading graphic design rm with over 10
years of experience in the industry. Our team of designers
has a wide range of expertise, including branding, marketing,
and web design. We have worked with a variety of clients,
from startups to large corporations, and have a proven track
record of delivering high-quality design solutions.

Supporting Materials:
Please nd attached samples of our previous work and
references from satis ed clients.

Conclusion:
We are con dent that ABC Design is the right choice for your
upcoming graphic design project. Our team is committed to
delivering a solution that meets your needs and exceeds your
expectations. If you have any questions or would like to
proceed with our proposal, please don't hesitate to contact
us.

Thank you for considering ABC Design for your project.

Sincerely,
[Your Name]
ABC Design
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11.
SAMPLE TERM SHEET
Introduction:
This term sheet outlines the terms and conditions for the
graphic design services proposed by ABC Design for [Client
Name].

Services:
ABC Design will provide the following services to [Client
Name]:

Concept development and presentation of 3-5 design options

Revisions and nalization of selected design option
Final design les in the format of your choice (e.g. PNG, PDF,
JPG, etc.)

Timeline:
The estimated timeline for this project is as follows:
Concept development and presentation of design options: 2
weeks
Revisions and nalization of selected design option: 1 week
Final design les delivered: 1 week

Budget:
The total budget for this project is Rs X,000, including all
labor, materials, and any additional expenses. This budget
includes up to two rounds of revisions and assumes that the
client will provide all necessary content and feedback in a
timely manner.

Payment Terms:
A 50% deposit is due upon acceptance of this proposal.
The remaining 50% balance is due upon delivery of the nal
design les.
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 Any additional expenses or revisions beyond the scope of
this proposal will be billed separately.

Intellectual Property:
ABC Design will retain all rights to the design concepts and
preliminary materials created during the course of this
project.

Upon receipt of full payment, [Client Name] will own all rights
to the nal design les.

Con dentiality:
ABC Design will maintain the con dentiality of all information
provided by [Client Name] during the course of this project.

Termination:
Either party may terminate this agreement upon written
notice if the other party breaches any material term or
condition of this agreement.

Dispute Resolution:
Any disputes arising from this agreement will be resolved
through binding arbitration.

Governing Law:
This agreement will be governed by and construed in
accordance with the laws of the state of [State].

Entire Agreement:
This term sheet constitutes the entire agreement between
the parties and supersedes all prior negotiations,
understandings, and agreements between the parties.
By signing below, the parties agree to the terms and
conditions outlined in this term sheet.

ABC Design [Your Signature]

[Client Name] [Client Signature]
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 ABOUT THE AUTHOR

Sudhir Sharma is a renowned Indian designer, design thinker,

and entrepreneur As a leading strategic design consultant he
has worked with numerous brands such as Bajaj, ICICI, and
Tata. Sudhir is also the founder of multiple design
organizations. Through these initiatives, he has contributed
signi cantly to the growth and development of the design
industry in India. Sharma is a strong advocate of design
thinking and education and has been actively involved in
mentoring and training young designers. His work has
received widespread recognition, and he has won several
awards

sudhir@[Link]
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