Even an early visual sketch suggests a direction, and that direction should be grounded in understanding the organisation and developing a strategic foundation together. Without that work, the ideas rest on assumptions.

Great brand work that supports growth comes through partnership. From a deep understanding of the organisation, its customers and its ambitions. From questioning assumptions and bringing different perspectives together before deciding on the answers. A pitch brief and a few meetings can start that conversation, but there’s still a lot to discover together.

And early ideas can be surprisingly difficult to leave behind. Research on decision-making suggests that once we have a favourite, we may interpret new information in ways that support it. That’s a risk when a sketch is built on assumptions. Especially if decision-makers who loved it aren’t part of the work that later takes the brand in a different direction.

At Areto, we actually really enjoy participating in pitches and appreciate every opportunity. We just have one simple principle that guarantees our best work for our clients: We don’t present sketches of ideas when pitching.

Instead, we want to inspire by showing how we think, what we value, what years and years in the industry have taught us and what working together could feel like.

So the truly scary part of pitching is choosing based on guesswork. Quality brand work comes from the journey we take together.

Happy Halloween 👻