Design RDs
Framework
A framework by Sam Birouty for mastering the creative design process
I invented the Design RDs as a way to bring structure, clarity, and intention to the creative process. After nearly two decades of working across branding, publishing, events, and marketing, I realized that most design chaos doesn't come from creativity — it comes from the lack of a straightforward process.
The RDs stand for Request, Data, Research, Design, Revise, and Deliver — six phases divided into three intuitive pairs. Each “R” sets up the “D” that follows. Together, they mirror how a designer thinks, plans, creates, and completes a project. It’s not a rigid formula, but a flexible system that ensures nothing important is skipped, from the first question to the final file.
This method was born from experience, refined through failure, and sharpened by real client work. Whether you're a solo designer or part of a larger team, the RDs will help you manage projects better, communicate your process with clients, and design with both purpose and professionalism.
Requist
Is the moment everything begins — not with design, but with listening. It’s where the designer gathers the essence of the project by asking the right questions, understanding the client’s goals, and aligning expectations. This is the phase of inquiry, clarity, and mutual grounding, where objectives are translated into actionable insights.
Data
follows naturally, giving structure to the request. Here, the designer collects all necessary materials — brand assets, competitor benchmarks, mood references, audience profiles, and technical constraints. It’s about equipping the process with knowledge and resources before any creative action is taken.
Research
comes next and serves as the strategic eye of the process. The designer delves deeply into the visual landscape, exploring trends, analyzing user behavior, and identifying design opportunities. It’s the phase where creativity is informed by intelligence, not just instinct.
Design
Is where the hand meets the idea. Guided by research and driven by intent, this is the crafting phase — from sketching rough ideas to developing polished concepts. It’s where style meets substance, and where visual storytelling begins to take shape with purpose and personality.
Revise
shifts the focus from creation to collaboration. Feedback is welcomed, not feared, and the design evolves through dialogue. Every refinement is a step closer to clarity, coherence, and excellence. It’s a test of the designer’s adaptability and attention to detail.
Deliver
marks the final act — but it’s not just about sending files. It’s about delivering value. The designer ensures every asset is production-ready, communicates usage clearly, and hands off the work with pride and support. A good delivery leaves no confusion, only confidence.
