Sydney, Australia-based Brett Hemmings is a sport and fitness advertising photographer with a clean and professional brand. He had all the right tools — a great visual identity and solid photos. However, he still wanted a hand in building the tools to communicate with clients. Together, we worked on an emailer and a treatment template.
After accomplishing the emailer, designing a treatment was pretty straightforward because I already knew Brett’s style. We also recommend keeping a consistent look throughout all of these outward-facing presentations. Even though I had a pretty clear idea of what Brett was looking for, I presented three options in the first round—all having slight variations to the design and layout.
Option one features a full bleed photo behind a white strip with rough edges. The cover page features Brett’s logo, the client’s name, the client’s logo, the campaign, and shoot dates. The rest of Brett’s information is at the bottom of the strip. The interior pages show a single image with a raw edge. Solid but thin lines highlight the text and outline photos.
Option 2 features a photo that takes up half of the cover page. The right side of the cover includes Brett’s information and the client’s details. The photo has no raw edges so it shows a much cleaner look. The interior pages use color blocks to highlight the text—taking up half of the page or acting as an overlay over a full bleed photo.
Option 3 shows a full-bleed cover page. Brett’s info, the client’s info, and the campaign details are shown over thick paint-like brushstrokes. The interior pages include photos in a grid form, while paint streaks make up the graphic element.
I had a feeling Brett would favor option 1, so it was no surprise when he picked it. And the only change he suggested was to bring down the length of the cover page’s strip. With his positive feedback, I built the rest of the pages.
Since this was a treatment template, there were no specific clients in mind. So, to set Brett up for success, I made a variety of pages to act as prompts. Each page had an editable header and placeholder text that could be easily replaced. I even created a table for the last page in case Brett wanted to include an estimate with his treatment. With this treatment as an editable Keynote file and a step-by-step guide, Brett can quickly whip up a new treatment for any client.
