IPO Pitch & Listing Day — Ricardo Hijar

Alibaba facade design mockup for the NYSE building — **The mockup.** Facade concept presented in the pitch — six vertical banners carrying Alibaba's corporate values in Chinese and English, brand marks between the columns, and the welcome banner across the portico.

The Alibaba banners installed across the full New York Stock Exchange facade on listing day — **Built.** The design fabricated and installed on the exchange for the September 2014 listing — at the time the largest IPO ever. Image credit: Mark Lennihan / AP

Full grid of Blue Apron pitch presentation pages — Blue Apron — the whole pitch, built inside the company's own language: every page framed as a recipe card, with prep time, cook time, servings and ingredients standing in for the terms of the listing.

Dunkin Donuts NYSE pitch booklet — Dunkin' — gatefold booklet in the client's palette, opening to the partnership calendar.

DocuSign post-IPO partnership booklet — DocuSign — post-IPO partnership booklet, printed on uncoated stock.

About the project

Winning a listing is a competitive pitch, and the materials have to speak the prospective company's language rather than the exchange's. Each deck was built in the client's own brand world — Blue Apron's as a set of recipe cards, Dunkin's in its pink and orange — so a founder could see what listing day would feel like for their company specifically.

The Alibaba work shows what that meant at full scale. The facade concept was drawn for the pitch: six banners running between the columns, the company's values in Chinese and English, the welcome banner across the portico. It was approved, fabricated and installed on the exchange for the listing — a mockup that became a building, on a date that could not move. Over ten years the pitch work contributed to listings including Alibaba, Airbnb, Spotify, Snap, Fitbit, ADT, Blue Apron and Farfetch.

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