The move

A dark grey booklet photographed on a white surface carries the four letters N, E, X, T in white, each rotated and scattered across the cover instead of set in a line. There is no subtitle, date or sender on the front.

Why it works

• Our readScattering the letters makes the reader assemble the name, which shows the designer's approach to a mark before any rationale is offered.
• Our readA cover with nothing but the client's name signals the document is about them, not about the agency.
• Our readA grey printed cover with white type makes the proposal a physical object, which gives it weight as a thing handed over.

What not to copy

Don't copy the scattered lettering, which belongs to NeXT's name. Keep the discipline of a front cover carrying only the buyer's name, treated as the first piece of the work.