Reality Award

My girlfriend usually says "Once you are finished with a project, you gotta do the project of the project" and indeed, brand / design cases are nothing but another project itself. Whether you're about to show the work in your website or instagram account whether you're going to send it to determined blogs covering design, or an award submission maybe, it takes time to prepare that bulk of images, videos and paragraphs meant to convey those ideas someone has paid you for to solve a certain problem.

Are cases necessary though? At first instance, no, but, does Coke need to keep doing advertising when everyone knows Coke? I bet you know the answer already... As brands need communication and advertising, agencies, studios and designers need it too, not only to promote, but to pay the bills at the end of the month. It is not by chance, that communication designers are more required within studios and agencies now, because yes, you can make a case with those assets you've already put on the guidelines or the proposal, but to make it shiny, you need something else.

Ain't no good case for a bad branding, sorry; no matter all that audio-3D-flashy shit you've made, if the color palette, the typography or the system don't work

When it comes to define what makes a case a GOOD case, first, ain't no good case for a bad branding, sorry; no matter what all that audio-3D-flashy shit you've made, if the color palette, the typography or the system don't work. I guess that was obvious, but wanted to subscribe it on my mind as a self-reminder not to show projects I've done and I'm embarrassed of.

Timing is key; sometimes (always, actually) the time period in between the day a brand was finished and the day the client approves its release could be long, but that doesn't mean you have to post it right after; giving time to the brand to be implemented in its main applications, means your case can be enriched with shoots of reality instead of being fulfilled with an insane number of overused mockups; this relates to the second thing I wanted to bring up to the conversation beyond cases themselves.

Giving time to the brand to be implemented in its main applications, means your case can be enriched with shoots of reality

While looking through cases of all sizes and types, what I mostly see is a bunch of cheap-plastic-mockup smell that not only lacks of "reality" but also storytelling, humanity and process-making.

I think is remarkable how studio Olsson Barbieri and Order Design tell the process behind each projects unfolding the concepts and the crafting in proof and with cool details such as images of the client working with the team in the studio or specifications on the production of the final deliverables.

When speaking about "humanity", Collins Design for example, mentions in each case on their website the team members involved on the projects, which for some may seem stupid, but for the ones who have been participating in their work, gives a sense of ownership and belonging that may impact positively on their day-to-day work.

Again, shooting the applications, or a design shown in flat, has more equity than any mockup and its fake-feeling, something that small studios seem to know better than bigger agencies.



At the end, a good case based on real people and real work, is not only more valuable, but also portrays a team mindset centered on functionality, users and reality, instead of being a compound of assets "award-starving" and synthetic signed by one name, making design just for designers.

Digital Clock
8:10:45

®2022