How do you present an idea? How do you pitch to clients? How many options do you present to a client for them to make a decision? What happens when the clients don’t like the work?
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In episode 5 of Building a Brand, Matthew Encina and Ben Burns, drive up to Rancho Cucamonga to present their brand stylescapes to the Hamiltons. They hope to get approval on one of the directions, so they can go back to the team and begin designing the brand identity for Hamilton Family Brewery.
Clients do not always know how to express what they are looking for when it comes to visual concepts. Designers have historically shown clients various samples of published work to help guide them through the design process to understand what style they are interested in. Before the internet designers showed clients physical tear sheets from magazines.
The “Stylescape” is the digital version of the old tear sheets in a client presentation. Because we are only using the work to educate and help our client understand the style it prefers, and then creating new and original works for the client once we understand this preferences in style, we are not recreating the already published works. Fair use under copyright law promotes freedom of expression by permitting the unlicensed use of copyright-protected works in certain circumstances. In our video, we are using the sample material for reference and an educational experience, a use different from the original purpose of the samples, to sell products and services. This is the type of use that is is permitted under copyright.
🎬 Episode breakdown:
00:50 – Previously On
01:53 – Editing last minute
02:34 – Emily’s second Stylescape
03:07 – Ben and Matthew work on naming Sang’s Stylescape
05:07 – Why name them?
05:41 – Planning the presentation
06:20 – Arriving at the Brewery
06:38 – Ben opens the presentation
07:46 – Emily’s Stylescape “Ornate Heritage”
10:04 – Sang’s Styelscape “Built To Last”
12:42 – Min’s 1st Stylescape “Merit Badge”
13:51 – “Part of our job is to listen and watch what they do”
15:32 – Min’s 2nd Stylescape “The Daring Artisan”
17:20 – What Matthew and Ben think of “The Daring Artisan”
19:12 – “Client’s need to see something to react to”
20:21 – Josh giving feedback on all the Stylescapes
21:19 – Crysten giving feedback on the Stylescapes
22:32 – “Which one feels like Hamilton Family Brewery?”
23:25 – Ben recaps the choices made
23:51 – Ben explains his biggest concern
26:01 – How the presentation went
27:31 – Next On
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Host– Chris Do
Content Director– Matthew Encina
Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor– Stewart Schuster, Kevin Ramlal
Social Team: Elle Money, Alex Burlui
Futur Theme Music – Adam Sanborne
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song— Adam Sanborne