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Presenting work

Lesson 4 of 11 in The practice.

How To Present Logo Designs and Identity Projects to Clients · The Futur

Lesson

A presentation is where work is accepted or dismantled, and most of that is decided by the order things are shown in rather than by their quality. Restate the problem, remind everyone what was agreed, then show the work.

The arc of a project, with the widest point in the middle and one narrowing at each end.

An ink drawing of a designer in a meeting room pointing at a photo of a crowded shelf, beside an easel covered with a grey cloth, while a client and the client's boss watch from the table. — A designer starts by pinning up the old problem while the new work waits under a cloth, so the room remembers what it is judging before it sees anything new.

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Question 1, locked
Why should an identity presentation not open with the logo?
- A mark shown cold triggers an instant aesthetic reaction, and the rest of the hour goes on defending a preference
- The logo is the weakest part of most identities and lands better once the room is tired
- Clients cannot read a mark properly until it has been printed rather than projected
- Opening with the strategy leaves less time for the client to raise objections
Question 2, locked
Which of these words means this? “Why the work is what it is, tied to the brief rather than to taste.”
- Time and materials
- Rationale
- Value-based pricing
- Assignment
Question 3, locked
Which of these words means this? “The work shown where it will be met. Almost always more persuasive than the artwork alone.”
- Client-side dependency
- In-context
- Result
- Utilisation

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