When challenged to fit a disruptive new service into an existing business model, simplification won the day. 

A grid of pitch deck slides showing varied sales content for Membership by Steelcase


Membership by Steelcase

– Positioning and messaging
– Pitch decks
– Information architecture
– Brand collateral
– Catalogs and data sheets
– Information graphics
– Icons and illustrations

I was asked to integrate into the Steelcase New Business Innovation group to help with visual aesthetics, messaging, and collateral of their Space-as-a-Service business model sprint.

The key communication challenge was positioning a membership model without undermining Steelcase’s core business model. After pinpointing the winning message of speed and simplicity, I shaped it into an easy-to-understand story paired with illustrations. The pitch also included a visualization of the service process that helped customers learn how the new concept worked.

In addition to the pitch, supporting collateral, including a brochure and a catalog of available products, was also created.

A grid of pitch deck slides showing varied sales content for Membership by Steelcase

What my client said.

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Sara was an amazing talent to add to any project we had. Whether it was help in early thinking and thought starters, or pulling together the final graphics and presentation, she allowed each project to be successful and have the polished material we needed. Sara is extremely talented at taking all the different pieces of information given to her and crafting an eloquent and strategic message that was exactly what I was trying to deliver.

Megan Vollink
Former Manager, New Business Innovation

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