Nothing - Pichi Kichi Presentation

This was a presentation in the Pichi-Kichi style, where I had 10 slides, and a maximum of 10 seconds to talk on each one. I was given the brand “Nothing”.


1. Imagine starting a tech company in 2021 and trying to compete with the likes of Apple & Samsung. Welcome to my presentation on Nothing, a company who set out to make tech exciting again and not just relying on specs.

2. You may recognise some of their products for their transparent design, showcasing what’s normally hidden, turning the internal components into something a lot more expressive and visually engaging.

3. Founded by Carl Pei and backed by investors such as internet sensation Casey Neistat, Nothing has built its community on connection.

4. The technology feels honest. The challenge of making typically ugly internals of tech products look appealing creates a much higher level of trust. They have nothing to hide – this is also shown through their marketing.

5. The CEO is regularly seen openly sharing delays, frustrations and developments - creating a metaphorical sense of transparency from the user to the company.

6. This extends through their brand identity, using humour and self-awareness, shining a spotlight on their workforce as well as the internals of their products.

7. Carmen Tran, an ex PDE graduate who you may recognise from her retail therapy project, featured on a “what’s in our designers bags” YouTube video carrying a film camera - a refreshing sight in the world of instant technology.

8. Nothing also manufacture products designed by their community – showing they’re not really focusing on tech, again they’re designing connection, identity and the feeling that your purchases have meaning.

9. In a constantly rising economy, not even Apple will be able to say they have good value for money. Nothing aren’t selling you something because it performs better than the rest, they’re selling you something because they’re giving you genuine emotional value.

10. So was this “transparent” aesthetic created just because it looked cool, or because it acts as a greater metaphor for how the biggest organisations should be operating.

People trust you a lot more when you’ve got Nothing to hide.