Sending off your initial concept(s) to your client can be nerve-wrecking … you’ve put so much work into your research and designs that there are so many things you can include, making it difficult to narrow down what’s important, what’s too much and what will convince your client that one of your concepts are right for them. There is no one right way to put together a concept presentation, and everyone needs to find what works for them and their clients. What works for me isn’t what will work for everyone but it could be a useful starting point for you the next time you need to send a concept along … so I’m sharing what I’ve decided to include what I include in presentations, divided into 1) initial logo concept presentations and 2) social media concept presentations.
1. Cover page & Introduction
I usually keep this brief … for design presentations I include the client’s name, the project I’m presenting, the version of the presentation, a short description of what they can expect to find in the document and how many versions/revisions they have left.
For Social Media presentations I include the company’s name, the date range and a “contents” list of what’s included in the presentation.
Logo concept presentation cover & introduction:
Social Media concept presentation cover & introduction:
2. Audience definition
Summarising the definition of your client’s audience’s from your research phase will firstly show your understanding of their market and introduce them to your thinking and what influenced your decisions.
When summarising a client’s audiences, I typically divide the information into the group’s demographics and their goals. Depending on the client I usually divide their audience into up to three different groups. Here’s an example of an audience I defined in a social media design presentation for a business targeting creative women.
Logo & Social Media concept presentation audience definition:
3. Mood board
I won’t go into too much detail about what a mood board is, but what I will share is that I usually have two mood boards when working on a project …
Secret Mood Board: One mood board is my own secret Pinterest board I use to get ideas and presentation together for the project. This is more of an mood board / research board.
Client Mood Board: The second one is a single page layout in the client presentation with curated images and ideas that convey the look and feel suggested for the project.
This is to get the client on board for the entire “vibe” of the brand or social media proposal and also to give them context for where the concept that I’m about to reveal is going to fit into. I also add keywords that describe the feel of the brand to strengthen the idea I’m communicating e.g. “feminine, simplistic, natural”.
Logo & Social Media concept presentation mood board:
4. The concept
For initial logo design concepts I always includes 3 concept options, so for each concept I will include:
- Three key words to describe the concept (this will be a variation of the mood board’s key words)
- The colour palette
- The main logo
- Logo variations for different uses
For social media presentations I include a page with a layout of all the post designs mocked up into an Instagram feed to show the bigger picture and then follow it with a detailed slide for each post or story/story series.
The single post slides include:
- The date & time it will be posted
- The channel (Instagram, Facebook etc.)
- The caption
- The hashtags
- Whether it will be boosted or not, the amount it will be boosted for and the audience it will be boosted to.
Logo concept presentation concept:
Social Media concept presentation concept:
I keep conclusions short and sweet with a thank you and simple instructions regarding where feedback can be sent.
Logo & Social Media concept presentation conclusion:
I hope this has been helpful to you, please leave any of your additional tips or questions in the comments!