By KarI Y. Snyder, MFA
The Resolute 'insurtech' start-up was given sharp criticism by the company's mentors regarding the design of its pitch deck. Comments such as "This is super text-heavy, and definitely lacks a designer's touch," "I am not sure what this company is," and "There needs to be an entire slide on the team" revealed serious communication gaps. A new design was needed to best communicate the proposed company's value in under 12 slides to try and win investment.
- Creative Director
- Graphic Designer
- Lead Writer
- Eleanor Kitzman, Co-writer
- One Month
- Adobe Photoshop
- Adobe Illustrator
- Powerpoint
The original design combined too much text; illustrations that lacked context to the problem; no design consistency or breathing room; and lack of hierarchy. In addition, branding did not exist. There was no color palette or brand font set. The writing style was very technical and not relatable to investors that were not familiar with the home insurance industry.
The revised design featured a new brand color palette, font family and new custom patterns. The layout was opened up and included high-level punch lines for an investor to quickly grasp a main point within a slide. All additional graphs or icons featured the correct band colors. Custom icons were created to enhance key points. In addition, custom illustrations were created to emphasize major selling points to the start-up's value. The financial projections were re-modeled with all content using the brand color palette and fonts. Personal and relatable story points were added to enhance the human-centered aspect of the company's model and peek investor empathy.
