Creative RFP
web design + development
brand development
introduction
Hi Addy,
I was excited to read through your RFP and believe Cashew has extreme potential. I am excited about the opportunity between us to help establish Cashew in the SAAS market by developing your brand and user experience.
I have a firm belief that any business needs to know who they are and what they stand for in order to create branding that aligns with their mission. Identity is the foundation for any brand to thrive in a given market and strong identities create advocates for you instead of just clients. The goal is to get people to believe in your brand and it's value. I believe that I can help Cashew expand its branding to communicate it's value effectively.
To provide you with a brief background on myself, I have been working as a professional brand and digital experience designer for the past 5 years. My expertise has led me to found and operate Daniel McMullin Studios, where I work with my team to design and build unique digital experiences and impactful identities for brands such as Cashew.
Together with Cashew's expertise and my dedication to creating brands that are not only beautiful, but effectively communicate, I have full confidence in our ability to execute on this project. I am enthusiastic about the opportunity to partner with Cashew and look forward to speaking further.
Thank you for time and consideration!
Sincerely,
Daniel McMullin
introduction
proposal summary
Each creative project takes on a life of its own. It's the job of the designer to seek out the edges and refine it. With the Cashew brand I believe there is great potential to explore what makes it unique. The undertaking of this project is broken into 3 phases.
Let's take a look.
project timeline
This project is estimated to take 3 months from start to finish with the competition of all requested deliverables at the beginning of November 2024. I'd like to start the project with an exploration of the Cashew values and identity, ensuring that as it is developed and expanded, it encapsulates why your brand is important.
At this stage we take a dive into exploring the heart of the brand and its identity. How Cashew is going to present itself to clients and the market, visually and tonally.
This includes the exploration of the relationship between typography, colors, and tone within the Cashew branding. Having a clear understanding of this will ensure that when we move into the Brand Expansion phase the collateral aligns with the future Cashew.
We build out the branding and identity systems including, brand guidelines to ensure that the Cashew brand is consistently represented properly across digital, print, and social. Creating the standards that the brand lives within to better position it as trustworthy and professional.
Collateral here includes:
- Brand Guidelines + Standards with typography, color palettes, brand collateral, values and brand tone, brand representation on socials.
- Social templates created for brand consistency on social channels.
Now that the identity system is built we can incorporate this into the website to ensure seamless continuity of your brand. This will be created in Figma and then presented to the team for feedback.
Here the user experience is cultivated. A brands website is like inviting someone into a space and letting them experience it. The digital experience is how that space is curated to ensure that potential customers can get a complete understanding of the Cashew brand and what it represents, as well as the value that becoming a client has.
The website design will be made to the site map specifications provided and include designs at each break point to ensure seamless experience across devices.
project goals
Design is communication at its core. Good design is not just beautiful, it is communicative and should do so effortlessly. At the moment Cashew is budding with potential and it is my goal to ensure that is realized. The after of this project will have Cashew with strong branding that communicates and a tailored digital experience that represents it.
Good communication leads to conversions and in any business this is essential for long-term survival. The right communication, that is clear to clients and users, will ensure conversions are made. Driving Cashew to success.
“The world doesn’t reward the people with the best ideas. It rewards the people who are best at communicating ideas.”
– David Perrell
budget
This budget is estimated for the work outlined in the timeline. Staying within your presented budget, here is a breakdown. Click on the arrow to see more details for each line item.
40% of the project will be due as a deposit at the beginning of the project. Payment schedule will be outlined within the contract.
- itemprice
- brand refresh$15,000
Keeping the existing word mark, the brand refresh will dive deep into the tone and positioning of Cashew. Implementing considerate typography, color palette, and textures that align with both the identity of Cashew, reinforce its place in the SAAS environment, and communicate value clearly to your clients.
- Brand Guidelines that clearly outline the tone and positioning of the new Cashew branding.
- Typography, color palette, patterns, brand collateral, social templates, and logo lockups.
- Competitive analysis with other branding within the space.
- Brand positioning, tone, and key messaging.
- Brand Attributes that describe the intrinsic and extrinsic qualities of a brand.
- website re-design$17,000
User experience design created in Figma that aligns with Cashew's current and future goals and speaks to your potential customers.
- Fully responsive layouts designed at break points to ensure cross-device optimization.
- Thoughtful information architecture optimized for strategic rollout of content.
- Creative user experience that tie in the Cashew branding and tone to ensuring synchronicity across the website.
- An in-depth knowledge bank that allows users and clients to educate themselves.
- project total$32,000 + taxes
related projects
I've included a few projects that are relevant to the skill set required to execute on this project. If you're interested in seeing more work of mine I can share that as per requested.
