Putting Yourself in the Selection Committee’s Shoes
Advice From a Designer
I review a lot of proposals, and lately I’ve noticed a trend where firms cram as much copy as possible into them. I know, I know, we have A LOT to say in a short amount of space. But as a designer, this makes me cringe and you can imagine what a reviewer might think when they have 10 to 20 proposals to evaluate and must...read...every...word. Overloading a document with text—thereby leaving little space for images, diagrams, or even that heavenly thing architects love called white space—is a nightmare for anyone who has to read your proposal. My recommendation? Put yourself in the selection committee’s shoes.
Too often, firms try to be the embellished, bedazzled luxury brand when they should just present themselves authentically. Winning projects isn’t about fluff—it’s about being honest about your work, how you’re going to approach the project, and how well you collaborate. Are you the kind of team they can spend the next few years or more working with? So, my advice to you is to be yourself and own your story. If your firm is more like a pair of New Balance sneakers with arch support, embrace that! They will see that you’re supportive, and also practical and real.
So, how do you become the shoes the selection committee want to wear? Here’s how:
Simplicity wins over dense text. Maybe convert those key points into bullets.
Establish visual hierarchy. Decide what you want them to see first, what’s important to meeting their criteria.
Visuals are crucial for storytelling. Charts, images, and diagrams can convey complex ideas quickly and powerfully, creating a stronger impact than words alone.
Organize your proposal according to the outline provided. Clear, well-organized proposals make it easier for the selection committee to evaluate and make decisions.
Remember, real people will read your proposal. Which pair of shoes work best for both you and the client as you embark on a project together? Is it a pair of New Balances or are they looking for Pradas?
So, cut the fluff. Focus on clarity and brevity. Use visuals that enhance your story. Keep your proposals simple and genuine, and they will naturally be compelling.