Yellow tennis ball with a gray shadow on a white background

PURSUIT | DELOITTE

Beyond the Baseline

Spread across enough places, any organization starts to look like several. The answer was already in what the client was known for.

ROLE

Creative direction, art direction, photography, illustration, print production

DELIVERED

A pursuit at this level ran six months to a year and produced a system, not a document. Websites, printed books, digital delivery, presentations, a constant stream of meeting materials, and pieces that had no precedent.

Cluster of colorful overlapping topic bubbles with “These are moments that matter” at the bottom.

The Work

The theme came from the client's tennis sponsorship, which had nothing to do with the engagement and everything to do with who they were.

I ran creative direction from concept through production. Every photographer got the same short kit: a green screen, a lighting setup, an angle. That is what let a shoot in one country cut together with a shoot in another. Cutout illustrations brought movement without leaving the palette.

Every name, face and line of copy in the Deloitte work shown here has been replaced or obscured. What survives is the design, which is the part I can show you.

THE CENTERPIECE

Three black and white design cards with blue circular patterns on a brown surface

A document carrying it could not have been meant for anyone else.

What made it hard

The pursuit had to prove local delivery in every market the client operated in, without reading as a scattered collection of offices. The work itself gave us nothing to look at.

constraints

The work had no pictures in it

The standard answer made it worse

Every face was photographed in a different room

Showing everyone was the point and also the risk

Open spiral notebook with blue and white pages, fish graphic, and “Genius in information” text
Open spiral notebook with blue and white pages, fish graphic, and “Genius in information” text
Open spiral notebook with blue and white pages, fish graphic, and “Genius in information” text
Yellow tennis ball with a gray shadow on a dark background
Green tennis player silhouette with racket and “Team composition” text on a lime background

What lasted

The green screen visualization became a leading practice at the firm and was used on pursuits worldwide.

The constraint was specific to that pursuit. The method was not. When something needs to look like one thing, stop describing it and find the image that already holds it together. That is still how I work.

This is how I work with founder-led businesses now.
An in-house creative director, without the cost of hiring one.

Not meant for anyone else.

Brand, website and systems built for your business and no one else’s.