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Creating Stylescapes & Proposals

An interview with
Ben Burns


Ever designed a logo for a client and totally missed the mark? Or been stuck endlessly making revisions? The cause is most likely that you and your clients visions do not align. But how to you work this out?

One fantastic solution, devised by the team at Blind, has been to create a Stylescape™, an enhanced mood board that expresses and steers the visual language for a branding project, providing much needed clarity before proceeding with any design work.

In this episode Ian interviews Ben Burns to discover what a Stylescape is, how to create one, and how present them to clients. We also discuss how to prepare the perfect proposal, to help convert prospects to customers.

Ben is Chief Operating Officer of The Futur, as well as Digital Creative Director at the branding agency, Blind.

Ben Burns Interview Transcription

What is a Stylescape and how do I create one?

Ian Paget: When I started out as a graphic designer, I learned about mood boards and I saw the importance of creating one. And I remember a few years ago, I started to following what Chris was doing, and he was using this term Stylescapes. I remember back then thinking, “Oh this is just a mood board.” But I’ve learnt that it’s a lot more than that, and I’ve seen the real value to the approach. Could you explain to the audience what a Stylescape is and why you would use one in your logo design process?

Ben Burns: Yeah, absolutely. So Stylescape is a mood board, right, but the way that we’re putting Stylescapes together is so much more than a mood board. And it really originated from a point of frustration. Chris and Jose created this term Stylescape to represent what they were doing. And the reason why they made it was because they had a client that just could not decide on the direction that they wanted to go in. And so they would show logo after logo, after logo trying to nail this person’s direction and they just couldn’t find it. And so they realised that they needed a way for the company as a whole to be able to set like, I call it the compass direction. You may not know exactly where you’re going, but you can at least know that you’re going to go north or south or west for the project.