The lesson
Order a pitch as the mission, the team, the traveler's path, then the plans, so build detail arrives after the reason for it.
The move
The cover is a gray page with a torn-paper white panel, the Kansas City Missouri logo top left and the JLL logo top right. Text reads "Kansas City International Airport", "New Terminal Project" in a script face, "Building for the Future" and "August 14 , 2017".
Why it works
- Our readThe client's logo shares the top of the cover with the vendor's, which frames the document as a joint project.
- Our readNaming the exact project and date makes it read as a response to this one decision.
- Our readThe sequence of mission, team, passenger walk, then site and level plans puts the mission and the experience before the build detail.
What not to copy
Don't copy the torn-paper cover or the mixed fonts, which look dated. Keep the plain order and the client-specific title and date.
