A Better Way to Present to Clients - Building A Brand, Ep. 5
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- Опубліковано 20 вер 2024
- 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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💪 Take our course on Stylescapes so you can shorten the time between idea and visual direction: bit.ly/2JJKhEM
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Host- Chris Do
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I'm an art director for Samsung today. partly to religiously watching The Futur content like this from 2017 after I dropped out of my Architecture degree. Forever grateful, I try at every moment to put on designer to the channel.
Am I the only one that feels inspired with every episode that comes out?
I'm definettly with you
Can you summarize video on the one sentence
PLEASE MAKE A SEASON TWO!! This is the type of content I need in my life. It’s teaching me so much about design and branding and it’s so helpful to watch it every step of the way with the same company. Please please keep making more of these videos!
holy crap the stylescapes changed my way of dealing with a design path!
this series alone is worth more than $10K and it's FREE
You can always donate or buy a course ;) academy.thefutur.com/p/sustaining-member
@@thefutur nice ;)
🙏😎
With Channels like this, who is actually watching TV anymore?
Well put!
😎💯
No one 😂
@@ShaneGrossdesign Can we atctual contact Netlix and suggest for them to "buy" the show? Not sure how they do it in there.
Who wants to waste time on tv shows THIS IS THE FUTUR
this whole series its like you give us free courses about building a brand.
its 28 minutes of content but i feel like its 5 minutes, learn and enjoy every second of it.
this channel is like the best lecturer i've ever had.
Collaborate with your client, show emphathy, and listen to the client.
Salute!
Man, that cliffhanger at the end is killing me! Can’t wait for the next episode.
I got chills watching this! There are so many layers to your excellence here - good storytelling, quality production, educational content, talented design work, great client handling. Bravo team!
Matthew: I’m so relaxed right now and happy that I won’t present the stuff. That’s Ben‘s job.
Also Matthew: Starts presentation of every single Stylescape and has the most overall talk-time :D
Amazing job nonetheless!! Thanks for sharing!
Really felt this one lol watching a professional design consultancy going through the all-too-familiar client shakes really cements that those feelings never go away. Its really humanizing and I applaud you guys for allowing yourselves to show it.
I look forward to these videos every week.
Just wanted to also show my support. All the comments already mentioned things i enjoyed about the series. How Ben and Matthew come to an agreement with their ideas, body language through the meetings, how to speak to clients and involve them as much as possible. I love this series and wait each week for each episode!
This is light years ahead of any tutorial or course out there!!!! Kudos guys, being able to actually see the proccess and the reactions is so helpful!!! Can't wait for the rest of the series. As always quality Futur content!!!!
As a graphic designer, this show is absolutely the most realistic view of the day in the life of a designer. A lot of their style and presentation of business relations is mirrored to what I’ve been doing for several years now. And I have to say, thank you for showing me I’m on the right track.
I'm happy to see that everyone struggles with the same issue with client's feedback
Being a designer especially in ASIA where the clients are stubborn & super cheap and undervalue our work & skill. Always expecting a 2 dollar budget for a 2000 dollar return which doesn't make any sense. But after watching this, I can confidently soothe & convince them more effectively in the future! THANK YOU
After attending a small meet and greet hosted by a local bank, I come home and watch this. Now the internal inspiration dialogue is going full blast: Must rebrand the community bank!
Love you Futur Fam. You give so openly. I want more than anything to take all of the knowledge and technique gained from you guys and put it to good use in the community and the world at large.
First off, this is my favorite current show. I could see this on Netflix divided into 3 episodes per brand build. But, forget that, I like THIS medium. Keeps me coming back wanting more, every episode.
Two ideas I really loved in this episode:
1. Framing the different pitches with a name that captures that approach - great idea, and well explained. I also enjoyed hearing how "Built to Last" came to life in this context.
2. Ben making the executive decision to drop the 5th wheel because it was a "bridge" between two that would have muddied the waters. Great insight.
This series must be made compulsory for anyone studying Visual Communication. The important thing to takeaway, which unfortunately might hardly be taught at all in design school, is how to strategize and present to the client. If you make killer visuals but are unable to help the client through the process, they could end up misunderstanding almost everything about the project. Also take a note of how Ben and Matthew, with decades of experience, are so down to earth in this entire series. This should be ones attitude at the workplace and in life. For me work comes 2nd. Your attitude comes 1st.
And I'm waiting to see if Master Do makes a comeback in the series!
This series is by far the best thing you guys have made on this page. It is both informative and interesting. Please continue.
Have worked at many design agencies as a freelance account director, I have never met any design teams as collaborative as these guys. No ego and no bullshit but commitment to produce great work for your client. No wonder they are kicking ass!
I love knowing that, even with your experience, you (Ben) still get nervous when you're about to present your work.
Thank you guys.
when they flipped over the second board i wanted to cry the classic looking ones were so good for what their brand was wanting to do
I've learnd how to use language to present a design, loved the way Matthew was supporting Ben with his words to complete the story behind each stylescape. All the car chat comes to real deal here! Continue with this how to sessions please. Sometimes I see Chirs words and laugh through Matthew presentation.
I graphic design full time, and I watch these when I'm uninspired and frustrated. The systematic yet creative system you all have developed is essential and I'm really glad I came across this channel. This series in particular breaks everything down so thoroughly and every step of this process is something I will apply to my own technique.
Wait... Mr. Ben Burns gets nervous?! I really can't tell you how much I appreciate you guys being super real throughout this series... It can be really easy for me to think that because I get nervous prior to presenting that somehow that means something is wrong, or off. Thanks for continuing to keep it real...
Starting at 19:20 is pure gold... "these are all just conversation starters." One of the biggest shifts I have made in my work over the years has been approaching these sorts of presentations as collaborative engagements, instead of "sales pitches." Completely changed how I operate, made getting at something the customer is going to LOVE that much simpler, and it made my life a whole lot less stressful besides. That shift in my mindset is almost completely due to content from Chris and The Futur (with an additional shoutout to Blair Enns' "Win Without Pitching Manifesto" that also introduces this idea!) , and this show continues to be an excellent series of object lessons on why the approach is so powerful.
Thanks as always. I've been nudging a lot of my coaching clients towards this series in our work together because it's such a great conversation starter. Already looking forward to next week!
The way I look at it is the nerves mean you care. That’s a good thing.
@@mrbenburns Couldn't agree more! Honestly, the nerves are still there for me when I present, but I don't have them nearly as much now that I'm not also trying to *sell* a client on a direction... I'm no Don Draper... And I don't have to be! Anyway, mostly I just appreciate how real you're keeping it! (Not that I expected anything else. 😉)
@@MatthewEncina Totally. I'm not a fan of the phrase "game changer," but in this instance... It kinda was! 🙂
I loved the way you guys setting up the conversation with the client from presenting to asking the serious question. "The stylescape is actually a conversation starter". We want season two!
This is why I love this channel. You can take as many courses you want on design but its rare to find content in which you see, from start to finish, the process of working with clients. Not only did I learn about how to incorporate Stylescapes but I learned how the interaction with clients work. Every episode I felt like I was apart of this project and would love to see more seasons of this!
Edit: Content like this belongs on Netflix
Seeing this for the first time and am blown away! Hamilton is so blessed to have BLIND support them w their branding. I’m learning so much!
Loved the bit where y’all were in the car talking about naming the stylescapes. Such a simple moment, but I enjoyed seeing the prep before presenting to the client.
my question is... why is this series not on Netflix??!!! this deserves more audience! to make clients understand as well the process of how designers work, and for designers to have this standard and level of service. but over all, thank you for this documentation!
I learned a deeper understanding of branding and the process of working with clients. I’m not a graphic design person, but I am a videographer, just starting out, and there’s a lot here I can apply that’s more universal, I think, and not just for brand creation.
Thank you guys. You have no idea how much you're helping young designers to manoeuvre this crazy business of design. Best thing since sliced bread...actually better!
Thanks for sharing your process and also your struggles along the way. 🙏🏼 Each episode is a drop of concentrated knowledge.💖
19:29 How Matthew shared his learning/evolution towards wearing solution mindset-hat versus selling a design. Leadership and Problem-solving competencies always draws the line and clear distinction of a creative who provides value in the table over those who are married to their work and veer away from dialogue or feedback, great content as always!
@@MatthewEncina - yeah, love that space -- chill! Also, I shared the series + designer's bundle to my team :) love that it compliments. It helps set the tone and alignment on a better process and output, thanks!
I've replayed this episode for multiple times and still feel that there are a lot to learn - which means more replay :P The one thing I've learned today is that, clients don't usually know what words to describe what they want, but stylescape with significant differences can really help them tell things, and give them a clear direction too.
I learned that it is important to make them feel like they are building their brand with you. This series is honestly one of my favourite things you guys have done, so much valuable insight! Thank you, will be sharing!
Can we just take a moment to appreciate Min's design skills? The whole team is great, but she just has such a great aesthetic that really resonates with me.
she's a beast!
As a design student, this channel and series is making me feel more and more prepared and excited for the world of work
Encina has really grown on me, when I first started watching the futur I thought he seemed cold & uptight, but watching him with the client I was impressed by his focus and professionalism. Great job guys.
he's not cold or uptight. maybe more measured when he speaks and cool like a cucumber.
This is the BEST series you guys have ever done. It is so entertaining and the information within is infinitely valuable. My biggest take away from the series so far is how to properly communicate with clients. I love that this is done in real time. Not to mention that’s it’s shot so well it feels like watching a really classy reality show!
The thing that stood out for me here was learning the power of naming each comp. Thanks, guys! I’ll share this on my networks!
Liked this series before, now I love it. The most important I learned this episode was when Matthew talked about letting the client in on the process and letting them give their input, and then being able to see it in live! Love you guys!
What's impressive is you've given them dozens of marketing and sales ideas besides all the brilliant design work. 🙌👏
I was doing this in school as a “Moodboard” and I’m overjoyed to see people using that as a pitch.
I’m going into a meta way of thinking with this and will be using this as “spec work”.
From a marketing stand point the colorful set they chose, is a marketing gold mine! The merit badge idea has so many monetary avenues that could create so much revenue. Bravo 👏🏼
Thank you
Every episode is a new knowledge bomb to my head and the way i think! Im a rookie in design just learning by myself. And when i found this channel and start to see a few different videos. I cant stop! is so freaking helpfull the way you communicate to us. I think for sure, im in class. Is easy to understand, i dont want this series finish EVER. THANKS for your time to give us this.
Another golden episode!
One thing I learned (I mean, I learned 100 actually, because I am still a noobie in branding), was how important it is to show stylescapes and get a "no" direction, and hopefully "yes" direction (even if it parts). Having your client pointing at actual thing they like is super valuable. And ironically, I don't think every agency does stylescapes as part of the process. I have found many go from discovery straight into logo options.
One thing I learned...naming my stylescapes! So simple but effective and I shall be incorporating this into my next client meeting. Thanks as always to the whole team for such great content and insights.
This is about the most meaningful/real content I’ve seen yet.
Found this channel as I try to gain the courage to go into design after 6 year out of HS. Love the way Ben and Matthew presented. Encouraging that maybe a shy introverted person like myself possibly can do it too.
I was even nervous for y'all during that presentation. And Mathew, thank you for your insight in how you used to present design vs how you present now.
Love. This. Show. Especially the fact that it feels unscripted and real. If you do a second season, please keep it organic. Unlike that old show The Pitch, which even though unscripted, felt like they were being too dramatic, with the cliffhangers and feuds, etc. Hope you stay away from that and keep it real, like it is now!
This is one of my favorite series ever! I'm currently a student at Full Sail University in the media design program and this hits everything we have been working on. It's so helpful/enlightening/inspiring to see all of these design elements and steps in action!! It takes the abstract theory and makes it tangible/concrete which really helps the learning process.
Matthew Encina Interesting what does that engagement look like? Is it a different level of engagement from where your perspective if its only to one classroom of students?
I learned that the company is really precious to the owners and you should involve them in your process because we think of it in terms of money and stuff but we should look at it from their standpoint.
I have learnt about how to title Stylescapes and the importance of them. I am a graphic designer in the third world and I have totally being changed by this. Wow! I am glad I came across this channel. Now I can become the best graphic designer in Nigeria 🇳🇬 😃😁🙌🙌🙌
That's great!
Oooooooh that tension in the very last teaser! You know how to make us wait for the next episode 😋
Matthew Encina but that’s what is interesting. It went to smoothly until now, and we learn more from mistakes and problems, can’t wait to see how you dealt with it
😬
Looking forward to seeing the next episode. I have really been enjoying this series. It’s fun to see your process from the outside.
Phen Mas thanks so much Phen
MrBenBurns welcome man
Amazing series. This really helped me understand the import of stylescapes. Getting the client to be on the same page as the designer visually speaking really helps in the design process. It's clear there are so many deep layers of thinking in just coming up with these designs and I'm simply blown away. This is the best series currently out there as far as I'm concerned. Amazing job, amazing team, amazing episode!!!!
I've been binge watching this channel this past week more than any other channel
Love this series. As an art director and designer, this kind of collaboration with clients I love. Having a client understand the process is so vital, not only for the final product, but they also understand why designing a brand is important and not just a logo. This is why great design is worth the cost. Excellent job!
I've felt like I've been a part of this whole process from the beginning. I've never felt more engaged with a video series. You guys rock.
I've said it before and I'll say it again. This series, this content, is pure gold! By far the biggest thing that I've learned watching the series is about dialogue and how to communicate better with clients. What I love about this series is its authenticity. Thank you guys SO much for giving us this content. I'm not a young designer (I'm 45) but I've learned SO much from the channel. Keep up the great work, you guys ROCK!
Content like this is why I am a Sustaining Member.
l'm absolutely loving following this series. I'm a student, currently studying Graphic Design at college, and I'm watching this like a class. Very educational, top notch content, better than a lot of stuff I got at school for sure. This feels much more real than a classroom, it's so great to actually look into the project, with real people and real reactions and real problems to solve.
I'm currently designing an indentity with a partner for a school project and I'm certainly going to apply the methods I've watched you guys apply. Right now we're building a brief and I'm excited about creating a nice Stylescape to present to the teachers early on in the process.
In this particular episode what really stuck with me is how important it is to not only listen to the client but also let them be a part of the process. It's also good to see that hitting the perfect mark isn't easy and it's okay to not get it 100% right but improve on the idea following how the client feels about the direction you're going.
Thank you so much for sharing this, it really is amazing content and I'm looking forward to the rest of this series!
I love every single part of this video... actually of every episode. Thks a lot for sharing your experiencie... I never thought that the client needs to be envolve this much on the creative process, and I'm changing right now the way I present a brand. Thanks again
@@MatthewEncina totally agree!!! I feel silly coz I never thought like that. Thks a lot. Greetings from Chile
Hey guys, love this series. I wouldn't trade 1 x warts 'n' all process show for 30 x design blogs of false perfection. Excellent format, lessons every minute.
Agreed
Now looking back after this show is finished you can clearly see how you guys successfully blended the two stylescape options they went for.
Freaking awesome work.
Really proud of you guys that you have opened the gates and given an in depth tour into agency working and insights. Cheers !!!!
I like what the writers have done with the "Ben" character. I remember him struggling with how to describe the art. Now he's a freakin' poet.
Looking forward to the next episode.
haha. he's a good actor.
This series is amazing. My favorite is this episode of how you explain the style scape and presenting it from intentional naming to walking through the pieces included.
This content should be categorized as motivational. Really good job.
Bravo! love the series. In this episode the nugget of knowledge I got is that when presenting the stylescape the goal is not to convince the client to pick one but instead to include him in the design process. this is a collaborative effort and the client needs to feel involved in the process. Right on!
🖥 Catch up on the series and watch from episode 1: bit.ly/BuildingABrandShow
My fav takeaway from this episode was the importance of the words you choose to frame/summarize a concept, and how they act as an entryway into the idea you're presenting. Writing this one down. Thanks guys! Would love to see another season!!!! It's super cool to see behind the scenes and see how you guys actually communicate with your clients. Very useful.
This video is amazing, thanks for sharing some of your secret sauce guys. You are the only design firm putting out videos like this. Everyone is always focused on technique and we need more videos on how to meet and talk with clients. There is a certain language that needs to be used and this is a great insight into that area of design. Thank you soooo much!
To be clear this presentation is totally blowing my mind. I loved how you showed great variations of one brand and each one has amazing story to tell. Great job! Keep it up.
Cant stop looking at your shows. Too Much Power.
I love the hands-on approach to this series, it helps me understand the process and to some extend reverse-engineer it to fit my needs and improve my process. It brings a lot of value.
Funny thing is, I just got my first client for a branding project, and have been moving at about the same pace as the show. I was doing the stylescapes at the time the episode dropped, and just presented them last Saturday (and I had a clear win too ! client was 100% in love with one of the directions I showed her) The deadline is quite tight though, so I'm going to have to move things a lot faster from now on, but I have to say, so far, this show has been one of the most useful, value-packed piece of content you guys have put out on youtube, and has helped me in a very practical way with my current client.
The one thing I find most valuable here is that while you don’t shy away from the hard skill, you’re mostly demonstrating the soft skills required for the job, and that's pretty rare these days. People will either give you a very technical explanation on how to do what they do, or just profess "developing your soft skills", and then let you figure out how you do that. But seeing Matthew and Ben in a real (Hawthorne effect notwithstanding) situation is what sets this show apart and makes it my favorite piece of Futur content to date.
Thanks a bunch, Futur Crew.
These stylescapes are so cool!! Way better than the moodboards we did in class
One of the greatest series to be made on UA-cam.
I don't think if you guys can ever miss a mark completely, You always nail it. Waiting for the next episode.
This is my local brewery! So cool to see my design world collide with my physical community.
I cannot say this enough, but I am enjoying this documentary-style video series - props to you ladies & gents. Each stylescape presented was rich with appealing elements. I'm looking forward to watching your team grow through the challenges of making this fun (family) company into a brand. Next time I travel cross-country, I hope to have time to stop in and try their beer (and I don't drink).
Content like this is pure gold! Can’t wait to see more
Can't wait for the next episode!! This is the #BreakingBad of #BadassBranding. When you put great things into the universe, the universe gives you back great things!!
Such a helpful series, it really feels as though I'm in the room with the team/clients because in my head I'm forming my own ideas, explanations, questions, and responses to everything that comes up in the discussion. The only other time I get that situation is when I'm presenting my own work irl, but in that case I don't have the ability to zoom out and reflect upon what's happening like I do in this format. Imagine being a boxer who's only chance to train is _during_ the fight lol. THIS is the training I needed.
One thing I learned here is involving the client at each and every possible step. We didn't do it before. So we'll try our best to implement it now.
This is amazing. I'm studying now and just this semester, I'm taking Corporate Branding as a subject. Honestly, I really wish I thought of this sooner. So much to learn! I can see in your passion for teaching us creatives, especially when you're walking us through the process of work with tips strategically placed for us to understand.
Tease tease.....great enticement where I can't wait for the next video showing the evolution of this brand story. Hard work to cross these worlds of design to creation to presentation.
I think my favorite part was 19:25 - 20:20. Very needed. Thanks, guys!
These stylescapes are gamechangers. I learnt SO MUCH from this. Thank you.
Yess!!! I love this series and I don't think anyone else out there is going this deep in the one on one relationship the client and designer has from the very beginning!
My GOD! Each episode is a masterclass!
Love it! Can't wait to see more. Never occurred to me that the first thing you present to a client is your "mood board" rather than something you design yourself. Really great tip!
This series is the most valuable, yet amazing, I've watched in a while!!
This is pure gold. I'm watching this while I do a branding project for a friend. Trying to apply everything I'm learning here and at Stylescape course.
Love this series! Learned a lot from the communication you had internally and with client. Thanks for sharing the process and being so transparent.
ive just binged watched all 5 episodes. no regrets!