Transforming a Sales Deck into a Strategic Brand Asset: A Case Study with HRS

Step 1: Understanding Their Needs for a Professional Design

When we met HRS, a boutique real estate advisory firm and our newest client, we learned they were looking for a more professional sales deck. Their in-house efforts resulted in something visually unappealing. While they knew their business well, they admitted they were not designers and needed our expertise to create a visually appealing and professional sales deck for presentations to prospects and clients.

“Sales presentations that use professional design principles, including visual aids and structured narratives, can significantly enhance audience engagement and retention. According to research, 65% of people are visual learners, and presentations that leverage visuals can improve knowledge retention by up to 55%​” - (Reaching the Visual Learner: Teaching Property Through Art)

Step 2: Strategic Advisory

Our initial step was to meet with them. We like to understand what our clients truly need. Is it just a sales deck, or is there more to the story? We examined the company and brand as a whole. 

We said, "We'd love to help with your sales deck, but let's back up and talk strategy. There’s a necessary first step we need to take to inform how we approach the sales deck. What supports the sales deck? How is it being presented? Is it in person? Is it Email? What is the purpose of it, and what are you looking to achieve?"

Their current format was spiral-bound laser prints from a PowerPoint document. We all know PowerPoint's visual limitations. We suggested starting with a strategy session to dive deeper into their brand's essence, target audience, and overall goals.

A study found that consistent brand presentation across all platforms can increase revenue by up to 23%. This underscores the importance of a cohesive visual identity in building recognition and trust with potential clients (Influencer Marketing Hub)​.

Step 3: Exploration Session for Sales Deck Transformation

During our exploration session, we asked probing questions to get to know them better. How long have they been in business? What’s their vision? How do they differ from the competition? We learned that HRS is a family-owned boutique real estate advisory firm, with seasoned expertise and a personalized approach. Our goal was to understand their brand essence, target audience, and overall business vision. We asked questions about their company history, team size, competitive differentiation, and long-term goals. This approach ensures that we create not just a beautiful sales deck, but a tool that truly supports their business objectives.

Brand consistency and trust are pivotal. A study by Edelman found that 81% of consumers need to trust the brand to make a purchase, and 86% believe authenticity is a critical factor in their decision to support a brand​ (Influencer Marketing Hub)​.

Step 4: Brand Refresh and Alignment

After understanding their needs, we proposed a brand strategy that aligns their mission, purpose and financial goals. They didn’t have a mission statement so we helped them write one that aligns with their purpose. Their new mission statement is: “HRS is dedicated to delivering unparalleled strategic advisory and brokerage services with excellence and integrity, fostering long-lasting client relationships built on mutual trust and respect.” With this foundation, we moved on to a brand refresh. Their existing logo, "HRS Commercial," needed an upgrade. We evolved it to maintain brand equity while adding "Advisory" to reflect their core strength.

We discussed their color palette, predominantly blue and gray, and suggested adding warmer complementary colors like burgundy or orange. We then developed several logo concepts, evolving their existing design while introducing fresh new elements.

Step 5: Professional In-person Presentations

We believe in the power of in-person presentations. We prepared a professional setup with printed boards and organized a face-to-face meeting. This approach allowed us to interact dynamically, read their reactions, and adjust on the spot.

We presented four logo concepts, each with a color palette, font system, and application examples (e.g., on polo shirts, business cards). This tangible presentation made the concepts more real and relatable.

Personalization enhances customer experiences significantly. According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences, which can be effectively communicated through tailored in-person presentations​ (Influencer Marketing Hub)​.

Step 6: Decision Making for Revenue Goals

We laid out all concepts and engaged them in the decision-making process. They eliminated what didn’t work and provided feedback. By the end of the presentation, they selected their favorite concept, which was a significant upgrade from their original logo.

Effective user research and a well-integrated user experience design process can improve business metrics by 30%-70%. Companies that prioritize user experience tend to have higher conversion rates and customer satisfaction (UserZoom)​ 

Step 7: Beyond the Logo

To align with the new brand identity, we also created a mock-up of their new sales deck. This visual teaser demonstrated how the refreshed brand would inform their sales materials.

Conclusion: Achieving Revenue Goals through Brand Strategy

The entire process underscored the importance of aligning visual design with strategic business goals. By starting with a comprehensive understanding of HRS’s needs and vision, we delivered a brand strategy and brand refresh that exceeded their expectations. Our comprehensive approach ensured that HRS's new sales deck wasn't just visually appealing but strategically aligned with their brand's essence, fitting into the overall strategy that we built for them. This case study highlights our commitment at Clark Studios to go beyond aesthetics, creating a cohesive and professional brand identity that drives real business value and helps our clients stand out in their industries.

If you're ready to discuss your brand and take it to the next level, don’t hesitate to reach out. We're here to help you reach your revenue goals and beyond.