RESEARCH
Research enabled CtrlM to diagnose operational pain points within its design lifecycle. By mapping creative workflows, identifying delays, and benchmarking industry best practices, the team could develop structured systems tailored to high-volume brand execution. This data-driven insight formed the backbone of all subsequent design and process interventions.
DESIGN
CtrlM’s new design methodology prioritized consistency, usability, and brand fidelity. Standard operating procedures (SOPs), visual guidelines, and centralized creative templates ensured that all assets aligned with brand expectations — reducing rework and ensuring output consistency across campaigns and touchpoints. Design became a structured, scalable function rather than an ad-hoc service.
DEVELOPMENT
Building Operational Infrastructure for Design Execution Development efforts focused on implementing tools and workflows that could support large-scale creative production without compromising efficiency.
Project management software was introduced to streamline task tracking, approvals, and delivery. Team training and collaborative tool onboarding ensured consistent adherence to SOPs. These infrastructure improvements accelerated turnaround times, reduced creative bottlenecks, and established a high-performance creative delivery engine.
The result was a design delivery system optimized not only for technical precision but for business impact — enhancing client confidence, reducing operational friction, and unlocking growth through repeat engagements.
📌 Company Snapshot
CtrlM Print Management India Pvt. Ltd. | Print & Design Execution | India
A full-service print management firm offering graphic design, production, and last-mile delivery, CtrlM handled high-volume brand deployments across multiple industries. But behind the scenes, its design operations needed urgent rethinking.
⚠️ The Problem
How do you scale a design team without losing consistency, speed, or sanity?
Between Dec 2016 and Dec 2018, CtrlM struggled with:
* Long turnaround times on creatives
* Frequent rework cycles
* Design inconsistency across touchpoints
* Bottlenecks in approvals and task tracking
This wasn’t just an efficiency issue — it was affecting client confidence and project profitability.
🔍 The Turning Point
This was where the foundation for future workflow thinking was laid.
The challenge was clear: CtrlM needed to shift from a reactive design process to a structured design system — one that could handle high volumes without compromising on quality or brand coherence.
🛠 Intervention
During my time at CtrlM, I had the opportunity to lead a transformation within the design team’s day-to-day execution.
Key initiatives included:
1. 🧩 Design Process Structuring
* Created a step-by-step creative workflow, from intake to delivery, reducing ambiguity and delays
* Introduced standard operating procedures (SOPs) for common asset types to reduce errors
2. 🛠 Tool & Tech Integration
* Onboarded advanced design software for speed and precision
* Integrated a project management system for task assignments, timelines, and feedback tracking
3. 🔄 Team Alignment
* Conducted feedback loops with designers and leadership to refine the workflow
* Trained the team on collaborative tools, visual standards, and delivery protocols
📈 The Ripple Effect
The result was a design function that could scale without slipping
* ⏱️ Turnaround time dropped significantly, allowing faster execution of high-stakes campaigns
* 🎯 Design quality and consistency improved, earning stronger trust from key clients
* 💬 Client feedback turned positive, with repeat business growing as CtrlM became known for its reliability
🪞 Reflections
Have you designed the process behind the design?
While this transformation happened during my time as an employee, it was a defining moment in how I understand creative systems today.