A Real Agency Credentials Deck That Opened High-Value Conversations
- Ink Narrates | The Presentation Design Agency
- Feb 16, 2024
- 5 min read
Updated: May 2
A founder of a successful B2B agency approached us to build their credentials deck.
To start, he said:
“Our narrative feels too generic. Our credentials deck looks and sounds like others, and we’re struggling to stand out. We want to highlight what makes us different and attract the right clients. Also, our brand uses bold colors that feel a bit old-fashioned, but we can’t change them, and every design attempt we’ve made in-house hasn’t worked. So we need your help.”
Our Creative Director responded:
“I see. Then the shift needs to be from ‘about us’ and ‘our work’ to a sharper focus on ‘why you.’ That’s where differentiation comes from.”
That became the starting point for this project.
On this page, we’ll walk you through how we approached the deck and share selected slides from the final outcome.
In case you didn't know, we're a presentation design agency. We can help you by designing your slides and writing your content too.
A small note before we begin: this deck was crafted specifically for this client as per their goals, how their audience's mind work, what kind of language works for them, the design that speaks to their brand. Please don’t take this as our only way of working; we tailor our work for each client.
First, the problem was that this client’s credentials deck sounded like every other one out there.
This issue isn’t unique to this client. Most agencies face it.
The reason is simple: the term “credentials deck” makes it feel like the deck should only be about credentials. It’s not. It’s a sales deck. Along with showcasing your credentials, it also needs to persuade.
So, for this agency, we started from ground zero.
We knew we needed a new narrative structure because they weren't standing out, so we first sent them a questionnaire to gather raw input. We asked hard questions to uncover their value proposition, how their previous work created impact, what makes them different, and more.
Once we had the input, we began crafting content for the presentation that was distinct and had personality.
The image above showcases a few slides from the presentation. In this case study, we’re only sharing selected slides from the full 20-slide deck.
Breaking the usual agency pitch deck pattern from the very first slide
As mentioned, we chose a fresh narrative.
The brand colors are bold, so the narrative needed to match that tone and challenge expectations. Challenging norms is often the better path if you want to stand out.
From the very first slide, we opened with a statement that signaled this would be unconventional: “an agency beyond ‘best’ and ‘results.’” It set the context early that this wasn’t going to be another deck repeating the usual claims, but one that takes a different stance on what value actually means.
Slides that flow seamlessly from one part of the story to the next
These two slides show how we used titles and body copy to carry the story from one part of the deck to the next.
They’re not in sequence here, just an example of how connected the narrative is.
The first slide challenges familiar claims and makes the audience pause.
The second slide appears later, right after a case study showing real impact, and asks: “Wondering what brings about these results?”
It builds directly on what the audience has just seen and then answers it.
Each slide connects to the previous one and sets up the next, so the deck feels like a continuous story, not a collection of slides.
Using section breaks to shift the narrative across the credentials deck
Most presentations treat section breaks as simple labels.
They just announce the next section and move on. It’s functional, but it breaks the flow and makes the deck feel segmented.
We approach them as part of the narrative.
A section break isn’t just a title, it’s a transition. It carries forward what’s been said, adds context, and sets up what’s coming next. This way, the story doesn’t stop and restart at every section. It keeps moving, building momentum as the deck progresses.
Illustrations to bring a sense of casualness to the creds deck
While writing the slide content, we realised it was starting to feel slightly harsh for the reader.
The tone was direct, and if paired with a fully serious design, it could make the agency come across as too rigid and a bit finger-pointing. On top of that, their primary brand color was red, which naturally adds intensity and can feel aggressive if overused.
So, we balanced it by introducing slightly cartoonish illustrations across the deck.
These added a sense of lightness and made the content feel more approachable, without taking away from the message. It helped keep the tone strong but not overwhelming.
Designing the deck for a stronger visual experience
Once IMD approved the direction and the copy, our design team jumped in to bring everything to life.
We suggested trying a few different color approaches, but IMD wanted to stay true to their brand palette. So we worked with what they had and pushed it further. We crafted a design that used their colors with more intention, adding bold visual elements that matched the strength of the story.
Custom illustrations added warmth and character.
Thoughtful section breaks gave the audience space to breathe and kept the flow easy to follow. Every design choice reinforced IMD’s position as a team with real expertise and genuine thought leadership.
In the end, we delivered a presentation that did more than share information.
The Credentials Deck shifted perception.
It broke away from the traditional agency deck and gave IMD a tool that could genuinely capture attention and build trust with the audiences that mattered most.
Results followed quickly.
Within a few weeks, the founder shared that after sending the deck, conversations were moving into higher-value, more advanced stages instead of starting from scratch. The dynamic changed. Instead of spending time explaining the basics, the sales team was picking up discussions where prospects were already engaged and informed.
The deck did the heavy lifting.
By addressing key questions, resolving doubts, challenging norms, and showcasing their work across 20 slides, it handled a large part of the selling upfront, so prospects came in already partly convinced of the agency’s capability.
Questions: Asked and Answered
We'd prefer minimal design for our agency's pitch deck, not something like this. Can you deliver that?
Yes, we can. What you saw here was designed specifically for that client, based on their brand colors, audience, and overall positioning.
Our work is always custom. If you prefer a minimal design direction, we can absolutely create that. You can also explore our other projects to see the range of styles we’ve worked across.
Do you use templates or AI for design, or is everything custom?
Everything is custom. We design and build each deck from scratch in PowerPoint, tailored to the client’s brand, audience, and goals.
Why Hire Us to Build Your Agency Credentials Deck?
If you're reading this, you're probably working on a presentation right now. You could do it all yourself. But the reality is - that’s not going to give you the high-impact presentation you need. It’s a lot of guesswork, a lot of trial and error. And at the end of the day, you’ll be left with a presentation that’s “good enough,” not one that gets results. On the other hand, we’ve spent years crafting thousands of presentations, mastering both storytelling and design. Let us handle this for you, so you can focus on what you do best.
How To Get Started?
If you want to hire us for your presentation design project, the process is extremely easy.
Just click on the "Start a Project" button on our website, calculate the price, make payment, and we'll take it from there.