IdeaSelling (prop) by Sam Harrison

Author:Sam Harrison
Language: eng
Format: epub
Publisher: Adams Media
Published: 2019-11-13T16:00:00+00:00

Know what you want to say, and say it. DON’T RAMBLE.

HELP CLIENTS

visualize your ideas.

“When presenting, we strive to create an experience and help clients visualize ideas as reality,” says DJ Stout, a partner at Pentagram.

When Lexington, Kentucky, asked Pentagram to develop an identity reflecting the Bluegrass Region’s personality, Stout and Michael Bierut conjured up a mythical mascot, Big Lex. To create Big Lex, they took the majestic horse in Edward Troye’s 1868 portrait of the great racehorse Lexington and switched its color to blue.

“When we showed city leaders Troye’s horse colored bright blue, their initial resistance was evident,” says Stout. “But then we displayed examples of ads and billboards—and a prototype of Big Lex as a small model that could be sold in gift shops.

“We also showed how Big Lex could be a mascot, with a person wearing a blue horse suit and educating school kids about the racehorse Lexington. The decision makers began to visually experience where we were going with the idea. Before long, everybody in the room was suggesting ways Big Lex could promote the city.”

Helping clients visualize success is customary at Pentagram, says Stout. “I remember Paula Scher presenting packaging ideas for a technology product. In the conference room, she had shelves stacked with product boxes of competitors. Paula opened her presentation by placing an unadorned orange box on the shelves.

“‘Look how your box would attract attention,’ she said. Then she slowly applied graceful graphics to the box, helping clients visualize how refinement and simplicity would pull in buyers and easily explain the box’s contents.”

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