I often get asked from clients as part of a design proposal, “what is the process for a design project?” to “how much does it cost to design x?” and “have you done anything similar to what we want?”

In this article I will break down a credentials pitch document that I’ve put together for new client proposals into eight sections.

The Credential Pitch template provides an overview of who we are, what we do, our process, fees and how we work – along with relevant case studies and client testimonials. This is usually created in an A4 format and sent to the client.

Of course, each one is personally crafted to a new client proposal and this one was based on a website design project for a charity.

I’ve used Apple Inc. as a client in this example and below I will break each section down for you with a little explanation.

Credentials_flat11. Introductory letter

Firstly, I provide a signed introductory letter explaining what the document contains and any other communications.This helps to prepare the client as an opening to what’s involved, giving an overview before going further. Creds_doc1  

Credentials_flat82. Credentials cover page

The cover should contain some branded graphics or imagery that is consistent with your identity, who prepared it and who is it for. And it really helps to have the logo’s partnered together side by side on the cover. This promotes the partnership they will be entering into. Creds_doc0

Credentials_flat33. Who we are page

A clear, short and concise biography of the company gives the client a clear understanding of your approach and why they should choose you. This is then followed by introducing who will be specifically working on their design project: Creds_doc8  

Credentials_flat44. What we do page

A short description about what you specialise in that fits to their design requirements. So following on from the previous page about who you are, go into a little more detail about what you do: Creds_doc9  

Credentials_flat75. Our process page

This gives the client an insight into how you will be working with them, what they expect at each stage and what the costs will involve. Creds_doc3  

Credentials_flat26. An idea of our process…

If you take two or three of your main design services and briefly detail each process on what the client will get, educates and demystifies your services for the client. It also saves you time explaining each time a new client asks you. Creds_doc2  

Credentials_flat67. Case studies

For each individual client, you will need to tailor your case studies so that they are relevant to their design project. In my designs, I have not only selected case studies from similar clients, but designs that showed similar requirements to this design project. Creds_doc4 Creds_doc5 Creds_doc6  

Credentials_flat58. Client testimonials page

On the final page, have relevant, up to date testimonials that backs up all the content you’ve provided and shows your experience working with a variety of client design projects. Creds_doc7

This Credentials Pitch document is based on The Five C’s from this article on the Design Business Association blog of which I’m a proud member of!

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