Case Study 03
Pitch & Product Decks
ART DIRECTION, VISUAL DESIGN. BRANDING
Self-sufficient and having experienced rapid growth, the team at Peachjar was well on its way to achieving their mission of improving the Trajectory of children lives. However, it was evident that to gain traction and fund further growth they would need to seek investment.
Pitching a tech-related startup to investors is a daunting process. Increasingly more design savvy, a presentation must be easily scannable, fluid, and have a perceptible flow. In short, a delightful visual narration that tells a story that stimulates and connects emotionally.
Starting with a simplified logo and word-mark, the objective was to build a premium brand vision that would communicate to investors, gen-xrs and millennial audiences. These designs would become the cornerstone to the style-guide and future branding initiatives.
Before starting the design phase of any project, stakeholder feedback gives critical to understanding the business needs, requirements, and creative vision. I met briefly with each stakeholder, reviewing previous decks and gathering their opinions, insight and perspectives.
With a clear understanding of requirements, I set a schedule for draft, review, and final deliverables.
The anchor of the brand, "the peach", was simplified, streamlined and separated from the word-mark to stand boldly on its own.
A bolder, brighter color palette was introduced adding crispness, contrast, yet still retaining much of its brand equity.
In a deck, text is the dominant vehicle for conveying ideas. The typography should be bold, visually balanced, and readable
I added whitespace to separate cognitive groups and defined a strong hierarchy to draw attention to important concepts.
Break slides carry the weight of connecting emotionally with the audience.
They are responsible for setting mood, creating empathy, and delivering on design intent. They should be playful and bold.
I used images to convey a sense or modernity, simplicity, richness, and minimalism that would appeal to the broad audience.
This project was an enjoyable break from my daily routine and a provided a welcome chance to exercise my creative muscle. I found myself applying UX principles throughout the design process. The more you embrace "Design Thinking" methodology, the more it pervades everything you do.