Services
Proposal design | RFP strategy | Copywriting | Market research and trends | Brand systems | Principal collaboration | Print and digital production
The Challenge
At a firm like Gensler, proposals aren't just document, they're designed artifacts that have to win in a room full of exceptional competition. The writing, layout, and strategy all have to work together. My job was to make sure they did.
My Role
I worked directly with principal architects and senior design staff to concept, write, and produce proposals, presentations, and marketing collateral across practice areas. Every deliverable had to reflect Gensler's brand with precision while being tailored to the specific client, project type, and pursuit context.
Winning Work at Scale: Proposal Design and Content Strategy at Gensler
Marketing collateral, proposal design, and content production for one of the world's largest architecture and design firms.
What I Did
Proposal design and production
Led layout, imagery selection, copy integration, and print production for high-stakes RFP responses. Every package had to meet Gensler's visual standard: immersive photography, strong typographic hierarchy, and a narrative flow that guided the reader through the firm's story before they finished the first spread.
Content writing and strategy
Wrote all proposal copy — executive summaries, project narratives, approach sections, and team introductions — in Gensler's voice. Also developed original market research and trend content that positioned the firm as a thought leader, not just a service provider.
Principal collaboration
Worked directly with firm leadership to shape pursuit strategy, identify the right experience to feature, and craft narratives tailored to each client and project type. Speed and precision were both required.
Brand consistency at volume
Maintained templates, content libraries, and production workflows that allowed the team to move quickly without sacrificing quality — ensuring every proposal that went out reflected the same polished brand image.
The Outcome
The proposals produced during my time at Gensler helped the firm pursue and win large, complex projects across multiple market sectors. More than the individual wins, the work I contributed helped establish and maintain a marketing production standard that matched the firm's reputation — one where design, writing, and strategy worked together as a single, unified effort.
Large firms win work for many reasons. But a proposal that looks and reads like it came from the best firm in the room is never a liability.