Steady production
Presentations
Event decks built for a stage and a room, plus general material for sales, affiliates and management. The client changed, and the format changed with them.
- Presentations
- Graphic design
What it was
Presentations split into event decks, built for a stage and a room, and general ones: announcement calls, material for sales and affiliates, an introduction to the CEO and the team.
The client was sometimes marketing, sometimes management. That changed the format, the deadline, and who signed the work off.
Over that time the ecosystem went through several rebrands, and the decks swung with it: from plain and almost faceless to as loud as possible and back. The owner asked for calmer, then louder, round and round.
At the time I took it for a change of mood. Now I see the structural cause: the brand served two audiences with no rule about which register belonged where. A trader wants it strict and to the point, the affiliate network wants it loud, and that had to be decided from scratch every time.
Three versions follow, in order. Decks show the pendulum better than anything else: the versions sit side by side, and the difference needs no describing.
Version 1, the early one
This is where it started. Light background, thin lines, minimal effects. Calm, but faceless: you could put this deck next to any other fintech company and not notice the swap.
Version 2, the loud one
The pendulum swung the other way: dark background, neon, glow, dimensional graphics, type running the full width of the slide.
Visible from the back of the room, hard to read up close. On a stage a slide like this works; in a call on a laptop it starts to fight the content.
Version 3, where it landed
A middle that holds. From the loud version it keeps the brand colour and the character, from the early one the calm background and the air around the text.
This is the working answer to the pendulum. Not a compromise between two extremes but a set of rules that produces both a restrained slide and a loud one without leaving the brand language.
Webinars and events
A separate category with its own job: show it in a call, announce an event, dress an offline venue.
Here a slide is not read, it is looked at. Someone joins, sees the frame, and has to understand in a second what is happening, who is speaking and when. So there is little text and a hard hierarchy.
