Presentation Design: How To Pitch Your Designs To Your Clients | Steph F. ~ A Brand Apart Design | Skillshare

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Presentation Design: How To Pitch Your Designs To Your Clients

teacher avatar Steph F. ~ A Brand Apart Design, Freelance Designer & Coffee Guzzler

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

8 Lessons (20m)
    • 1. Presentation Design Intro

    • 2. Chp1 - The Overview

    • 3. Chp2 - The Setup

    • 4. Chp3a - The Mockups

    • 5. Chp3b - The Booklet pdf

    • 6. Chp4a - The Pre-Approved Conceptfinal

    • 7. Chp4b - The Deliverables

    • 8. Chp5 - The Project

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About This Class

If you work as a freelancer or do independent work for clients, the presentation is oftentimes just as important as the designs themselves. Sending a bunch of concepts as separate jpgs over email rarely gets the point across, nor does it represent your ideas in a professional manner.

Displaying your concepts so that clients can clearly see the work that went into it, understand the concept behind it, and can picture the designs in use in their own business - whether for social media, promotion designs or branding - play a huge role in selling the ideas and avoiding any ambivalence or uncertainty from your clients.

In this class I'll walk you through my steps of putting together a concept package for my clients using a recently designed logo. I'll go over the different pages I include, the design process and the final package I email out.

I'll also breakdown the deliverables I include when sending the final work to the client.

Meet Your Teacher

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Steph F. ~ A Brand Apart Design

Freelance Designer & Coffee Guzzler


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1. Presentation Design Intro: explaining stuff. I'm a freelance graphic designer in Vancouver, designing for clients like fitness companies, tourist destinations, artisans and canvas businesses. If you work as a freelancer, the presentation of your concepts of the client is oftentimes just as important as the designs themselves. Rather than just sending it a bunch of J pigs compiling your concepts quiets could see that work that went into it. I understand the concept behind it and can picture the three lines and use in their own business, play a huge role in selling the ideas and avoiding any ambivalence or uncertainty in this class, were walking seem like steps of putting together a concept package for my client. Seasons previously designed local go over the different pages. I include the design process and the final package. I email eight on gold with projects you could work on based on the concepts of light here. So let's dive right in 2. Chp1 - The Overview: I think this video over the presentation package for a recent little design that I did. So I usually offer three concepts to which are kind of in line with what they asked for. And then one that's a bit outside of the box or a departure just to give them something that they might not have considered before. Normally, I just send a pdf booklet, but for you guys, I uploaded it to issue. Um, just gives it this need a little flip ability aspect. Um, so this first page is basically just my logo, my contact information. What the project is, what it includes when it was sent. If you do revisions or whatever, then just updating the date on the side each time and changing what the concepts include. If there's their revised versions, etcetera, just Teoh every time send this, it should just be updated on the front page. Um, first page is just a recap of some of the terms and the information that they provided at the start of the project s Oh, that's beats on a questionnaire that I send them. Um, just asking what terms they feel describes them. What they hope to see out of the logo. And then I just explained that these air initial concepts that they're not set in stone, and it's just the first round toe, get some ideas out there and then work on financing it with them into the final product. So I started with the logo first, just black on a white page, and then the second page is black version and a white version so they can see how it looks on both the light and a dark background. I don't like to start it with colors right away. I just like to introduce the colors or the locals in black and white, because color is gonna really influence a client's decision on the logo. So this way just shows them the design like the base design. First, Um, after that, I would move on to the same concept with colors, but I didn't do colors for this one. I was just going to be a black and white, very minimal logo idea. So to give them an idea of what the local would look like in use, I put it on a few different mockups that are applicable to their business. So because this is a festival. I did a stamp, a little grab bag, a mug. And then I like to do something in a larger format so that they can see how it would print on, say, a billboard or a sign ege of some sort. So that's what that little flight markup is. Um, And then since I'm presenting a lot of these over email, I like to include a little page at the end that gives information about what the point of or like what the idea behind the concept was. So the 1st 1 is a union symbol and just symbolizing harmony between the species. So, yeah, I put that at the end. Just so once they've had a chance to take in the design ideas, they can see what the concept was behind it rather than presenting that up front. So I do that same process with a second logo, black and white small mock ups version on the signage. And then the concept which behind this one was that I took a chicken illustration that I done, and I emerged it with both the heart and um, the initials of the Festival of the F so it puts all of those into one image. Then my third concept was, uh, well, you have the black one on the left page, black and white versions on the right page, the exact same all cups. So I like to use the exact same ones every time. So it's easier to compare, um, the concept on this one, which is heart into the initials VVS. It's a bit more abstract, but I like that about it. It's a little bit open interpretation, and it's it's not really, um, recognizable right away. And then once you see what it is, it makes it kind of cool. On my last page is a breakdown of the icons on one page together in gray scale, so that we can see them all side by side and compare them. So, yeah, that's the end of the first package. So the next video we'll show you how I set this up in Illustrator and Export it and how I go about doing the mock ups 3. Chp2 - The Setup: So you will show you my set up in a hole. I put the booklet together. You can use four shop or illustrator or in design. I really love in design. But I find because I'm designing the logos in Illustrator, it just is easier to copy and paste from one tab into another rather than exporting and importing and doing all that. So I and these booklets are pretty small, so it's not like they're gonna take up. They're not gonna be massive files. Um, so, yeah, I just did an illustrator. And then, um, I like this. Do it all in landscape orientation. It just gives a lot more room to play with. And so I usually send up in a six by for orientation. 21 pages toe also, but that in here. So I've started here. Um, with this one, we're going to look at put the third concept in here. So this is a little design I've done for a, uh, event center. Um, and so you can see the first page. I've got the same logo presentation up here in my email. What? This is flooring that the client and the date that it was sent. So I do the same preamble put in the terms that they gave me and what they were hoping for . And then I started out with a little boat. So I've done the 1st 2 already so that you guys can see eso. I've set it up the same way. So I've got the basic the graphics here. And then I do the mock ups and the preamble. It's just easier for me, Teoh organize it in View it this way if I have it set up in the three columns. So this one I did do colors. So have colors. I have the color design of the logo and then I have different local variations. So these ones would be Fresi and Instagram or Facebook profile, Um, and then proposed color palette. So I have, like the typical red and green. And then I have later versions of each of those and then just a neutral Um, so I put that all for them to see, and then I have the mock up. So since this is an event hole, I did mock ups that are applicable to their business on then that type of sign injury here . And then I give the concept where you know this icon. I like to show what the reasoning is behind it. So it's not They don't think I just plot stuff in there. There is a whole, you know, concept behind this. So, you know, pillars are big in in the Italian architecture, and then I use that negative space to form a wine bottle since they have a lot of events and they have a full bar there, and then just to give a bit of context, I put the silhouette of Vancouver Island in behind on same thing for the 2nd 1 So the black will go the white local on the black and white pages. This is the color swatches for this one. Sort of a more modernized version of the typical red and green. Um, seeing mock up says up there and then the preamble, it just says, um, basically, I did icon of a ring, a diamond ring, and, uh, beer because they host both weddings and more casual events like Octoberfest parties. Okay, so let's just get into it. So we're gonna do the 3rd 1 together. I've done some of the mock ups already. Just, uh as placeholders. So what you want to do is go back to of the rough Umm tab where you have the concepts that you were working on. Um, this is what my concepts page looks like. It's a little bit messy, but I as I'm working, I just keep making new art boards and keeping stuff on the side. I never delete anything because you never know when you want to go back to it. So this is just what my our board looks like we're gonna be working on this one. This is another concept that I came up with. So I put all of the elements that I'm going to need for this package on this one. Art boards. It'll make it easier to copy and paste and put that here. And I kind of like to keep all of the locals approximately the same with so that, uh but they're all pretty similar when the when the client opens up the package, um, and then the next one is going to be the black in the white. So I copy this black appear pasted below. Copy this over and resize it a little bit so that it fits in the weight speeds on. I drag it onto the black and easy way to convert it to await. Lobo is just to invert the colors. So you have those two pages. Um, thanks for this one. I wanted to show. So this is the color version of the logo. It's like that here where I've already put the title for this one. Based on the earlier to I just kept seeing the same titles along this. I hear just says way to organize it. Um, this is the more minimal version of the logo. So again, I just try to keep everything about approximately the same with I could do it up in a transformed box. But it's just easier to use a little transform tool on this is a stacked version of the logo. Um, so concept behind this was the I age for Italian hall. Just, um, has one little monogram, kind of, um and then this is the mark. I hear you for instagram, etcetera. On this one, I ended up doing a pattern because I know it's when the I ages together. It sort of forms this little gingham style so I put a bunch of those together just to form that. So this is I didn't do a pattern for the other ones, but I thought I'd present this to them. And if they like that, we could consider it for for some of the other logo's and then the color palette, which is here. So for the color palette again, you have a red in the green and then lighter versions of each of those and then not neutral . 4. Chp3a - The Mockups: wait. So the next step is putting in the mock up. So I've done the 1st 3 already. So I just used the exactly and files and displaced in these. But I'll do the 4th 1 here so that you guys can see how to do it. The important thing is that when you're finding mockups, you should use visual examples that would resonate with the company. So if you're doing logo designs for a gym, for instance, you wouldn't put a concept of like, you know, a beer bottle or a cutting board or something like that in it you want to find something that they could relate to, like a gym bag or a water bottle or something like that. Eso here a few sites that I like to use for mock ups, Olodum have free and paid items. I also purchase bundles from design cuts they have you in every two weeks, and sometimes they have some with mock up packages in them. Okay, so going back to the presentation. So the fourth mock up is this sign right here. Okay, so this is actually one that I got from one of the design cuts bundles so you'll burn it up in here and then what happens is they in bed? These a smart objects. So if you guys aren't familiar, smart objects of basically means that once use placing your image here, it will skew it, uh, and place it on to the science so that it looks like it's actually on there. So this is what it looks like when you open up the smart object. If you take your, um, here, I think I'm gonna use the color version on the sign. So I just called me that I paste it into the smart object size it that turn off the initial layer. Close it. Say that. And that's how it looks. It's a little bit change it to a multiply layer, just so it looks like it's the same waiting as the sign Mom. And then you would just see that, and then you would go back into your presentation. I just copy it from this one based in police. And then if you click on the White Arrow, which is just the direct selection tool rather than the black one, it'll just select the image, and then you can re link that So then you can just take a bit of time to put down the preamble. What? This is where the pattern came from. Um, and then put all of thumb back on here in Greece, scale just to cut it. Any color distractions And this little prion or this little note to say, These are all his concepts. They're not final. They can't be used for any type of promotional stuff yet until the final version. Once they own it'll. Um Yep. So that's it. So we want to take a look at the final package. I'll show you that in the next video, and you can see how came it? 5. Chp3b - The Booklet pdf: Wait. So this is the hue version of the project that we just put together so that you can see it all with a flammable pages. Um, initial concept mark ups, but explanation. Next concept. Markups with color explanation. Third concept, This is one we did together on the markups. Andi, the grayscale images. So I sent this off to the client and they gave a bit of feedback. And based on that, I did a revised version which I'll go over with you in the next video. 6. Chp4a - The Pre-Approved Conceptfinal: So the client ended up asking for something kind of in between concept one and two from the previous booklet. They like leaves of the icons, but they prefer the flock choice from the first concept. So they wanted something was a little bit in between the two, and then they wanted the icons to be both drinks rather than a ring in a dream. Um, so this is the revised presentation package that I put together with them. I just noted that here they also wanted a change to the color palette. Um, so I put that year, but that is a revision number two. And then what? I changed the date on it. So, um, since the same information up here and then I just said it's the final version of the logo with the revised color scheme. So, um, for this when I swapped it, the ring for the glass of wine and kept the mug of beer just symbolizes the variation and events that they can host there, from more upscale, to more casual on gun. I just put all the same things on here. So this is the change in the logos I just listed what they were, what their uses were and the new color palette. And then I did a couple more mock ups, not as many as before. They've already seen it, but I just wanted them to have an idea of what the new one that look like on the same signage and the same mug. Um, And then I just gave a little explanation of this, uh, the new ideas point, this one. So that was approved. And so then why went about setting up the delivery bols? And in the next video, we'll show you guys how I explored everything. And, um, and what I actually found to the client when this is all done. 7. Chp4b - The Deliverables: once I got approval of the final logo. Um, I went about exporting everything to provide the assets to the client. So I set up folders that, uh, just to give them the black and white and color versions of all the designs. So I provided, including GJ paye pdf formats on that. I put them all in separate folders and zip it for them. And then I keep the illustrator files the raw versions for myself, in case they ever need any changes or anything like that. Ordinarily, all put together a brand style guide as well. You guys have probably seen that just gives information of it, the required spacing on the logo when and how to use it when not to use it for this company . I just put together a brand breakdown, which is one page visual that they can print out. Um, this is just for for their reference, for using it for Facebook imagery or, you know, just little things that they're gonna be working on it, designing themselves on a daily basis. So this just gives the main logo at the top. The different variations the primary and secondary color palette, the typography used. So I include that in the folder with the delivery Bols. If you guys are really familiar with the style guides, there is this site called Brand Style Guide and has PdF copies of a bunch of companies, including Starbucks, Google, Twitter, which shows you their spacing, spacing issues, the correct usage. So that's kind of handy to refer to when you're setting up your own style guide. 8. Chp5 - The Project: for your project, you can set up a document either the same way actually new here or you could do your own version on Submit that for me back the way I've done it is just a formula I've been using for a while. That I think, makes it easier for clients to, um, just to consider and decide on logos. And it's a much better way presenting them than just sending a bunch of G pigs. But that's not to say this is the only way it can be done. I'd be interested in seeing how you guys, but you're your own books together, Um, and if you some of these tips and ideas or you do something completely different, um, if you have any questions along the week, feel free to leave a comment in the discussions tab and I'll get right back to you. But thank you very much for taking my second class. I'll be learned a little something, and you're able to incorporate some things concepts into your own proposals. Thanks