Presentation for .defa. How we collaborated with our competitors

We were approached by .defa. It is an advertising agency that has been engaged in a full web integration cycle for almost 25 years. Among the clients are Kia, Sberbank, Leroy Merlin, LUKOIL, the Hermitage. The company ordered a presentation to combine all the information about itself in one place. 

The first difficulty is the amount of work, the experience of .defa is huge. Lucky for us, too. The second problem is the target audience. The presentation should be watched by managers of large companies, and their tastes are different. But what unites them is the lack of time. So you had to make a 100-slides presentation that reads quickly.

In the text, we chose a restrained tone: everything is just for business, nothing superfluous. The story of the company was put into two exact sentences. They were supported by five brief facts. Something like this:

• 25 years on the market;
• 5th place in such and such a rating;
• 8th place in another ranking;
• 10/10 satisfied customers;
• 1,000 completed projects.

The design was laconic. The presentation should be easy to read, so the best solution was monochrome. On the stage came the good old black letters on a white background. In addition, it is also the corporate colors of the customer. 

But we're not writing a book, we need to make a difference. Arranged semantic and visual accents using icons. They painted them themselves, painted in a contrasting light blue color. Abstract concepts of "design", "testing", "implementation" made tangible.

Our marketers immediately found a common language with colleagues from .defa. It was easy to have a dialogue because we work in the same field. The competition was left behind – we had a common goal.