Company profiles by sector
Company profile design for agencies
For a creative, marketing or digital agency, the company profile is itself a piece of work: prospects judge your design and writing from it. It needs to show a selective portfolio rather than everything, present results honestly, explain your process and introduce the team. Client logos and work samples need permission, and results should be specific and defensible. Because agencies pitch to different kinds of client, an editable master with tailored versions is especially useful.
This page covers portfolio selection, permissions, results, process, team and tailored versions.
Illustrative diagram
A selective portfolio
Prospects want to see work like the work they need. Choose a handful of projects that show your range and quality, each with a short description of the brief, your approach and what was delivered. Showing fewer projects well is stronger than many thumbnails. Rotate projects in tailored versions so each prospect sees the most relevant.
A project entry
| Field | Content |
|---|---|
| Client and sector | Named with permission, or described |
| Brief | What the client needed |
| Approach | What you did and why |
| Work | Images of the outcome |
| Results | Specific and supportable, if shared |
Permissions for logos and work
Using a client's logo or showing work you produced for them may need their permission, depending on your contract. Check before including either. Where permission is not possible, describe the project without identifying details, or leave it out. A logo wall of clients who have not agreed to appear can damage relationships.
Honest results
Results persuade when they are specific and credible: what changed, over what period and compared with what. Avoid claiming credit for outcomes that depended on many factors, and only share figures the client has agreed to. A clear description of the work and its quality can be enough where figures are confidential.
Showing your process
Discover
Understanding the client and brief.
Output: Brief
Create
Concepts and development.
Output: Work
Deliver
Launch or handover.
Output: Outcome
Review
What worked, what next.
Output: Learning
Example: a profile for a branding agency
Illustrative example — not a client case study
Situation: A branding agency's profile shows thirty logos and little explanation.
- Six projects are chosen, each with brief, approach and outcome images, all with client permission.
- A process diagram shows the four stages of a branding project.
- Two tailored versions lead with hospitality and professional services work.
What this shows: Prospects could see relevant work and how the agency approached it. This example is illustrative.
Before sending
Permissions
- Client logos agreed
- Work samples cleared
Claims
- Results agreed by clients
- Awards actually won
Quality
- Design and writing at your best
- Accessible PDF
Team
Introduce the people prospects will work with, with short bios and consistent photos. If you use freelancers or partners, say how they fit in. Keep photos up to date as people join and leave.
Tailored versions
An editable master lets you swap projects and reorder sections for each prospect type, such as retail, charities or technology. Keep core sections, such as process and team, consistent across versions.
It is a sample of your work
Typography, layout, photography and writing in the profile will be read as a sample of what you deliver. Proofread carefully and check the PDF on several devices. Ask a colleague to read it as a prospect would.
Awards and recognition
Awards can add credibility, but only list those you actually won or were shortlisted for, with the year and the awarding body. Use award logos only where the organiser permits. A short, accurate list is better than a crowded badge wall.
Who you are for
Agencies that say they do everything for everyone are hard to choose. Open the profile with the kinds of clients you work best with and the problems you solve for them. Prospects outside that description may still contact you, but those inside it will feel understood. A single sentence on the cover can do this.
Ways of working and pricing
A short page on how engagements are structured, such as projects, retainers or day rates, and what clients can expect at each stage helps prospects plan. Exact prices can be left for proposals. Be clear about what is included in each type of engagement, so prospects can compare fairly.
Accessible PDF
An accessible PDF, with real headings and alt text describing project images, shows you take accessibility seriously, which prospects may expect from an agency.
Keeping it current
Agencies change quickly: new clients, new work, team changes. Review the profile each quarter, retire older projects and keep permissions on record for every piece shown.
Questions about company profile design for agencies
How many projects should an agency profile show?
A handful that are relevant and well explained.
Can we show client logos?
Only with permission; check your contracts.
How should results be presented?
Specifically, honestly and only as clients have agreed.
Should we tailor the profile?
Yes; swap projects for each prospect type.
Does the profile reflect our work?
Prospects will read it as a sample of what you deliver.
Can we list awards?
Only those actually won or shortlisted, with year and body.
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