Steady production
Presentations
Event decks built for a stage and a room, plus the general material for sales, affiliates and management. The client kept changing, and the format changed with them.
- Presentations
- Graphic design
What it was
The decks fall into two kinds. Event ones, 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.
Sometimes marketing was the client, sometimes management was. That changed the format, the deadline and who signed the work off.
The ecosystem went through several rebrands over that time and the decks swung along with it, from plain and almost faceless to as loud as it gets and back again. The owner would ask for calmer, then for louder, round and round.
At the time I put it down to mood. Looking back, there was a structural reason: the brand was serving two audiences and had no rule about which register went where. A trader wants it strict and to the point, the affiliate network wants it loud, and every single time somebody had to decide that from scratch.
Three versions follow, one after another. Decks show the swing better than anything else, because the versions sit side by side and you don’t have to describe the difference.
Version 1, the early one
This is where it started. Light background, thin lines, barely any effects. Calm, and faceless with it: you could set this deck next to any other fintech company and never notice the swap.
Version 2, the loud one
Then it swung the other way. Dark background, neon, glow, dimensional graphics, type running the full width of the slide.
You can see it from the back of the room and you can’t read it up close. On a stage a slide like this works. On a laptop in a call it starts fighting the content.
Version 3, where it landed
A middle that actually holds. It keeps the brand colour and the character from the loud version, and the calm background and the air around the text from the early one.
That’s the working answer to the swing. Not a compromise between two extremes but a set of rules that gives you a restrained slide and a loud one without either leaving the brand.
Webinars and events
A category of its own with a job of its own: show it in a call, announce an event, dress an offline venue.
Nobody reads these slides, they look at them. Someone joins, sees the frame, and has a second to work out what’s happening, who’s talking and when. So there’s very little text and a hard hierarchy.
