Brand Identity Proposal

Document ID: WBL-PROP-BRD-[ID]-v1.0 Prepared for: [CLIENT NAME] Prepared by: [PM NAME], Webility Date: [DATE] Valid Until: [DATE + 30 DAYS]

This proposal is confidential and prepared exclusively for [CLIENT NAME]. Please do not share it without prior written consent from Webility.

A Letter from Webility

Dear [CLIENT FIRST NAME],

A brand is not a logo. It's the feeling someone has about your business before you ever speak to them — the instant judgment made when they land on your website, receive your proposal, or see your name in their inbox.

[CLIENT COMPANY] is at a point where that first impression matters more than ever. [Reference the client's specific situation — e.g., "You're entering a more competitive market segment" / "You're targeting a more sophisticated enterprise buyer" / "You've outgrown the identity you launched with"]. A brand built with intention will give you the confidence to show up at any level, in any room.

This proposal outlines how we'll build that brand for you — systematically, strategically, and with lasting results.

[PM NAME] Creative Director / Project Lead, Webility [PM EMAIL] | [PM PHONE]

Table of Contents

1. Understanding Your Brand Challenge
2. Our Approach to Brand Strategy & Identity
3. Project Scope & Deliverables
4. Our Process
5. Project Timeline
6. Investment
7. Why Webility
8. Terms & Next Steps

1. Understanding Your Brand Challenge

Where You Are Now

[2–3 sentences describing the client's specific brand situation. Be precise — reference their industry, their competitive landscape, and what's working or not working about their current identity.]

Example: "[CLIENT COMPANY] has been operating for [X] years with an identity that was created quickly at launch. As the business has grown and the target audience has shifted toward [AUDIENCE], the visual identity and messaging no longer reflect the calibre of the work being delivered. The gap between perceived brand and actual quality is costing opportunities."

Where You Need to Be

[2–3 sentences on the aspiration — what the brand needs to achieve.]

Example: "To win [ENTERPRISE / PREMIUM / INTERNATIONAL] clients, [CLIENT COMPANY] needs a brand that communicates authority, specificity, and trust at a glance — a system that works consistently across digital and print, in investor decks and website headers, in French and in English."

What We Heard You Say

The core brand objectives for this engagement:

• ✓ [Objective 1 — from discovery questionnaire]
• ✓ [Objective 2]
• ✓ [Objective 3]
• ✓ [Key constraint or requirement — e.g., "Must work in both English and French markets"]
• ✓ Target completion: [DATE]

2. Our Approach to Brand Strategy & Identity

Our Philosophy

We don't start with a logo. We start with why — the business strategy, the audience psychology, and the competitive positioning. Design is the final expression of a strategy. Get the strategy wrong and even a beautiful logo will underperform.

Our branding process moves in three layers:

LAYER 1: STRATEGY          LAYER 2: IDENTITY          LAYER 3: SYSTEM
Brand Foundation       →   Visual Language        →   Brand in Application
(Who you are, why              (Logo, colors,             (Guidelines, templates,
 it matters, for whom)          typography, imagery)        real-world usage)

Strategic Foundation First

Before any visual work begins, we establish:

• Brand Positioning: Where you sit in the market relative to competitors, and what you own
• Brand Promise: The core commitment you make to every client
• Brand Personality: The human characteristics that define how you communicate
• Target Audience Profiles: Detailed portraits of the decision-makers you're designing for
• Messaging Framework: The hierarchy of messages, from headline to proof points

Only when this foundation is agreed and approved do we move into visual design. This eliminates the most common cause of failed branding projects: designing before you know what you're communicating.

Multi-Market Consideration

[If applicable]: Your brand must work across [REGIONS/LANGUAGES]. We design with the following multi-market principles:

• Typography: Selected for cross-language character support (Latin, accented characters, [other if needed])
• Cultural sensitivity review: Color symbolism and visual conventions reviewed for each primary market
• Logo adaptability: Primary logo designed to work in all required languages
• Naming & tagline review: Flagging any translation or cultural concerns before finalization

3. Project Scope & Deliverables

3.1 Phase 1 — Brand Strategy & Positioning

This phase produces the strategic foundation. All visual work is built on top of this approved foundation.

• Brand discovery workshop (2–3 hours, facilitated by Webility)
• Competitor brand audit (analysis of [X] direct competitors)
• Target audience profiles ([X] primary personas)
• Brand positioning statement and brand promise
• Brand personality framework (with tone of voice principles)
• Core messaging hierarchy — tagline options + key proof points
• Deliverable: Brand Strategy Document (15–25 pages, PDF)
• Client action required: Review and written approval of strategy before Phase 2 begins

3.2 Phase 2 — Visual Identity Design

All visual explorations are grounded in the approved brand strategy.

• Logo design: [X] initial concepts presented
• Up to [X] rounds of revisions on selected concept
• Full logo suite:
  • Primary logo (horizontal)
  • Stacked / alternate lockup
  • Icon / symbol (standalone)
  • Monochrome version (black + white)
  • Reversed version (for dark backgrounds)
• Color palette: Primary + secondary + neutral colors with HEX, RGB, CMYK, and Pantone values
• Typography system: Primary typeface + secondary typeface, with usage hierarchy
• Photography/imagery direction: Style guide for photo selection (mood, lighting, subject matter)
• Iconography style: Custom icon set OR style guide for selecting consistent icons ([X] custom icons if in scope)
• Design elements: Patterns, textures, graphic devices unique to the brand (if applicable)

3.3 Phase 3 — Brand Applications

Showing the brand in real-world contexts confirms it works across touchpoints before guidelines are locked.

The following applications are included in this proposal:

3.4 Phase 4 — Brand Guidelines

• Comprehensive brand guidelines document covering:
  • Brand story and positioning summary
  • Logo usage rules (spacing, sizing, clear space, prohibited uses)
  • Color system with accessibility contrast ratios
  • Typography system with usage examples
  • Photography and imagery guidelines
  • Tone of voice with writing examples (do / don't)
  • Brand applications reference
• Format: PDF + [optional: Figma/web-based guidelines]
• Deliverable: Final Brand Guidelines Document (30–60 pages)

3.5 Complete File Handover

All source files delivered in production-ready formats:

3.6 What Is Not Included

• Website design or development (covered in Web Design proposal)
• Physical print production (we provide print-ready files; you manage printing)
• Brand naming (if company/product name is not yet decided — available as add-on)
• Video or motion branding (logo animation, brand video — available as add-on)
• Photography or image library acquisition
• Brand campaigns or marketing execution
• More than [X] logo concepts in Phase 2

4. Our Process

Phase Gates

Brand projects fail when visual work happens before strategic alignment. We enforce a strict phase gate: Phase 2 (Design) does not begin until the Phase 1 (Strategy) deliverable is formally approved in writing.

This protects you from receiving a logo that looks great but says the wrong thing.

Revision Policy

Additional revision rounds are billed at [RATE]/hour.

We always present rationale with our design work — not just what it looks like, but why each decision was made strategically. This makes feedback more focused and revisions more productive.

Feedback Protocol

We ask that all feedback:

• Be consolidated from all internal stakeholders before submission (one feedback document per round)
• Reference specific elements (not just "I don't like it")
• Be submitted within [5] business days of deliverable submission

We'll always acknowledge receipt of feedback within 1 business day and confirm when revisions will be delivered.

5. Project Timeline

6. Investment

6.1 Project Investment

Fees are exclusive of applicable taxes. Font licensing and third-party asset costs are additional, estimated separately.

6.2 Payment Schedule

6.3 Optional Add-Ons

Trademark Note: We strongly recommend a formal trademark search and registration for your new logo and brand name. We can coordinate with a qualified IP attorney in your jurisdiction — ask us for a referral.

7. Why Webility

Our Brand Design Approach

We combine strategic thinking with craft-level execution. We don't outsource the strategy to a junior account manager and the design to a freelancer. Your project is led from start to finish by senior practitioners who have worked on brands for [INDUSTRIES] across [REGIONS].

Relevant Work

Client Voices

"[Testimonial focused on brand strategy value, not just visuals]" — [NAME, TITLE, COMPANY]

"[Testimonial]" — [NAME, TITLE, COMPANY]

8. Terms & Next Steps

Proposal Validity

Valid for 30 days from the date above. Availability and pricing subject to change after this date.

IP Ownership

All custom-created brand assets — logo, design system, guidelines — transfer to [CLIENT COMPANY] upon receipt of full payment, as described in Webility's Intellectual Property Policy. You'll receive all source files in open, editable formats with no vendor lock-in.

Font licensing: Many commercial typefaces require a separate license for the Client to use independently. We will identify all font licensing requirements during Phase 2 and present options including open-source alternatives where appropriate.

How to Proceed

1. Reply with any questions
2. Confirm acceptance by email
3. Sign MSA + SOW (DocuSign — ~5 minutes)
4. Pay the deposit — invoice issued immediately after signing
5. We schedule the Brand Discovery Workshop and begin

Webility [ADDRESS] | [EMAIL] | [PHONE] | webility.local

WBL-PROP-BRD-[ID]-v1.0 | Confidential | Valid until [DATE]