The Color of Change

The Challenge

The client was built from the merger of several specialty chemicals companies, each with deep expertise in pigments, coatings, and color science. The newly formed company needed to go to market fast, with a proposal that communicated both the depth of that combined expertise and the confidence of a unified organization.

Standard stock photography wouldn't cut it. The work needed to feel proprietary, precise, and alive with the science the company actually practiced.

The Work

The solution came from the product itself.

Working with the pursuit team, I developed a custom photography approach — shooting dyes, pigments, and inks mixing with oils and water, capturing the precise moment color becomes something extraordinary. The resulting images weren't illustrations or stock. They were the client's own science, made visible.

Those photographs became the visual backbone of the entire proposal — used across spreads, covers, and section dividers to create a document that felt as distinctive as the company it represented. Every image was art directed to ensure visual consistency and strategic alignment.

The prints were striking enough that several now hang framed. The work outlasted the pursuit that created it.

The Outcome

The client response was strong. The creative approach landed.

But the longer impact was what happened inside Deloitte. The custom photography method — shooting product and process to create proprietary imagery for client pursuits — became a firm-wide practice. Teams across the country adopted the approach for their own high-stakes proposals.

Some innovations are made for one client. This one was made for the firm.

The fluid art photography was combined with hand-drawn vector graphics to create a visual language as layered and dynamic as the merger itself.

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