Design Proposal Template

Introduction

Hello Alan Lusk,

Thanks for giving me the opportunity to present this proposal to you. It was great to speak with you yesterday and I look forward to helping you shape the Foxmoor brand in the United States.

As I mentioned yesterday, I come from a culinary background so I have a good understanding of the food industry. Foxmoor's product is already fantastic, it's my goal to use design to increase brand awareness and get more people to take their first bite.

The rest of this proposal details how I hope to achieve this and outlines my creative process. If you have any questions or thoughts about how this could better fit your needs, please reach out and we can set up a phone call. I'm happy to make adjustments.

Best,

Vivian Anderson

Project Description

Create a design that appeals to the American market

The designs should stand out in the oversaturated American market and capture its attention with trendy packaging. The designs must have the "cool" factor that research has identified as being key for American consumers, while staying true to the Foxmoor brand. 

Increase awareness of the Foxmoor brand

Foxmoor has reached household recognition across Europe as a result of its unique flavors and consumer trust. This trust needs to be earned from American consumers but to do so, brand awareness must be increased. Having stand out designs coupled with a new marketing initiative will help bring the product name recognition.

Improve sales both in store and online

The ultimate goal of the rebrand effort is to increase the overall sales of Foxmoor's products in the United States. This will be achieved through eye-catching packaging, initial marketing efforts, and a website that reflects the new brand direction while paying homage to the history of Foxmoor and the stellar reputation they have built in European markets.

Objectives

In this section, you can be even more specific about your design services. Your proposal can include specific targets to be met, software and equipment to be used, and reporting structure can be included. Cost and deadlines will be covered later.

Cohesive packaging designs for all products

We will create new packaging designs that reference current design trends through typography, layout, and illustration. While the new packaging designs will meet the need for a "cooler" brand image, it is important that they also reference the existing brand. We will use Foxmoor's existing color palette and copywriting style to ensure a cohesive brand product.

Logo redesign

We will make slight adjustments to the logo to appeal to the American market. The logo will remain the same in color and scale, but some small stylistic adjustments will be made to align with the packaging design. This logo will be used on the product, in marketing campaigns, and on the US website.

Rebrand of the U.S. website

Updates must be made to the U.S. website to align with the new brand direction. Product images will be replaced with the new packaging designs and some overall style and layout changes will be made to better align with the brand and current trends in web design.

Deadlines and deliverables

It will take approximately 7 weeks to complete the work outlined in the deliverables. This is subject to when we receive feedback and the extent of the revisions.

Ideation

• Market research – 2 days
• Initial brainstorming – 2 days
• Strategy – 3 days
• Creative brief – 2 days

Execution

• Style guide – 3 days
• Design drafts – 10 days
• Revisions – 2-4 days
• Refined designs – 5 days
• Final revisions – 2-4 days

Hand Off

• Design hand off – 1 day
• Evaluation of outcome – 2 days

Payment terms

Projects such as this one run for several months before they finish. To facilitate these projects, I offer a schedule of payments. Here are the payment milestones:

• 25% initial payment due upon signing the contract and before any work begins. 
• A further 25% of the total will be invoiced once the final audit and action plan has been approved.
• The next 25% of the total will be due once the final page has been optimized.
• Payment of the remaining 25% will be due once the final weekly report is made to signal the end of the contract.

Electronic invoice will be sent once the contract has been signed and milestones passed. Each invoice is payable within 10 business days of receipt. Late payments may result in suspension of work and/or late fees as specified in the contract.

Agreement

Once you agree to this proposal, I will prepare a simple contract for this design project. The contract will reference the terms of this proposal, including any amendments you suggest. If you agree to these terms, please sign below, and return this proposal to me.

Thank you very much. I look forward to working with you.

Signed

Alan Lusk