Tobi Designs Process

We use a tried-and-true process that keeps project goals in mind, helps the team go in one direction, and avoids some of the common pitfalls of our field.

Phase 1.

Discovery, Research, and Consultation

First thing’s first: get wet. We learn about the purpose and goals of the publication and how the new piece fits into your existing communications and branding. The design process begins by defining and agreeing on clear objectives for the look-and-feel, tone, design, technical specifications, and message or theme that is the “heart and soul” of the book.

Phase 2.

Goal Setting

We work closely with you in planning sessions and review relevant materials. We produce an “objectives brief” that identifies your goals, each audience’s needs, and general content. Fly? How high? Where are we going?

Phase 3.

Art and Design

And how do we get there? We present design directions for the key representative parts of the publication—the cover, section dividers, and sample pages with artwork in place. We research and present images from photographers and illustrators that visually support your theme and strengthen your message. We art direct any commissioned photography and illustration. Whether commissioned or stock images are chosen, we handle all arrangements for procuring artwork. Our copywriter interviews the key managers. Your staff provides relevant materials, outlines, and rough drafts as agreed. Editorial copy is written, refined and finalized for client review. Once approved, final text is produced for typesetting.

Phase 4.

Design Implementation

All systems… check. We refine the approved design and typeset the book with final approved copy. We commission all photography and illustration. We create information graphics (charts, tables, and graphs) with final, approved data.

Phase 5.


All pages are copyedited; changes and corrections are made as necessary. We prepare final digital files for the printer. Our art director proofs matchprints of all photographs and bluelines of the composed pages. All this at cruising altitude.

Phase 6.

Print Management and Delivery

We coordinate with the printer, mailing house, and other vendors. We check proofs, oversee final corrections, and present proofs to the client for final print approval. We manage press checks and oversee every aspect of production, including delivery to the mailing house and client. And your project makes a big splash.