Journal
Studio · 12 March 2025 · 5 min read
The case against the big reveal
Why we stopped saving design work for the dramatic unveil, and what we do instead.
By Iman Adebayo
There's a tradition in design studios of disappearing for six weeks and returning with a finished thing. We don't do that anymore.
Working in the open beats working in private
When clients see the work in progress, they don't react to it as a finished artefact. They react to it as a decision they helped make. That's the whole game.
If they're surprised at the end, you've already lost.
Weekly working sessions, shared documents, and rough drafts in front of real eyes are how we ship work people actually use.
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