Brand & Collateral Design

Carrie Eichmann
Counseling for High-Achievers and Athletes

Hey Carrie! Below is an estimate outlining the scope and deliverables based on what we discussed during our meet-up. However, this process is organic. If you need to omit and/or add line items, we can do that—no problem. By working hourly, there are no superfluous charges that a flat-rate package may incur.

  1. Company name

  2. Brand message: tagline, positioning statement, mission (this will be a Carrie + Jenny team sport)

  3. Logo design & lock-ups

  4. Color palettes

  5. Typography

  6. Brand guidelines one-sheet

  7. Business card design

  8. Brochure / one-pager

  9. Google Slides deck

Nerdy-designer Terms Explained…

Brand
Your brand is the meaning and emotions that the universe attaches to your company… Your vibe that makes you stand out from the rest. What do people feel and understand when they think of your business? That’s your brand.

We create & enhance your brand through messaging, tone of voice, values, mission, brand promise, etc.

Identity
Your identity is the eye candy that expresses your brand… all the good stuff like color palette, logo, fonts, typography styles, graphic elements, photography, etc.

Identity is the visual expression of your brand essence through all the cool design-y things :)

Collateral
This one’s pretty obvious now huh!? Yup, it’s when we take all the juicy elements from above and inject them into all forms of communication design: website, social media, advertisements, marketing, etc.

It’s the FUN and exciting stuff and pretty much why you came to me - let’s get it done!

Scope & Deliverables

Brand & Identity

Define the Brand Name & Voice

  • We are in the process of this right now… getting there!

  • Keeping in mind your client demographic, we will develop your brand voice. Who are you trying to reach? What do you offer that others can’t? How should it make them feel?

  • Craft taglines, call-outs, mission and position statements

  • This voice will be our positioning for use-case implementation (collateral, website, etc.)

Logo Design

  • Three (3) initial logo designs to get started, using various fonts & typography variations.

  • The above may or may not include logo marks

  • Three rounds of edits

  • Delivery of all formats for various use case materials (JPEG, PNG - in low and high resolution - and EPS vector files)

  • Your final set of files will have secondary logos in vertical or horizontal formats if needed

Color Palette

  • Primary: specifications for the colors in your logo

  • Secondary: specifications for the colors in your overall brand

Typography

  • The fonts that make up your logo

  • The fonts and typography for the brand as a whole

Brand Guidelines One-Sheet

  • Contains all the elements listed above for a quick reference guide

Collateral Design

Business Cards: Custom Design & Printed Deliverables

  • Two (2) initial designs of both the front and back

  • Two (2) rounds of edits

  • Format files for print, and work with online vendor (could be as simple as VistaPrint or more involved like foil stamped cards from Moo, etc.)

Brochure / One-Pager (we can chat about what format works best)

  • Collateral leave-behind piece design

  • Two (2) rounds of edits

  • Format files for print, and work with online vendor (could be as simple as VistaPrint or more involved like a custom size from some of my print vendors, etc.)

  • PDF / digital file provided

Google Slides Deck

  • Design of template with content you have provided, or dummy text that you can edit

  • Number of slides will drive hourly investment

  • Typography, colors, layout, and custom graphics will be set in style panel so you can ‘save-as’ and create alternate decks.

Investment

As we discussed, I don’t work in set packages, as every client varies in terms of their needs, desires, response time, design sensibility, etc. I suggest that we work on an hourly basis, and I’ve provided estimates below.

Estimated time for entire scope as listed above: 25 - 40 hours
*** I know this is a wide range but it’s only fair to give you both the lowest and highest estimate ***

Hourly rate: $125

Timeline: 30 - 60 days
*** highly dependent upon how quickly you provide content and edits / revisions ***
3.5 hours of completed name research will not be applied to invoice

Start date:
We’ve already started and can keep the ball rolling!

Payment Schedule:
I don’t usually have payment schedules with close friends’ referrals, so I would most likely keep hours and bill at the end of this scope. I will keep you apprised of where we are as we move along.

I hardly ever go above scope, and I work fast. Through conversation, research, and really getting to know you and your company, the creative process starts to flow organically, and with purpose and intention. My designs are never cookie-cutter, and I always put YOU first.

I am happy to provide client references at your request.

Additional line items that we can assess as we work through the above:

  • Facebook banners, Instagram templates and badges, etc.

  • Email templates in Squarespace

  • Additional printed materials

  • Canva Brand Kit and templates

Black solid heart symbol

I’m happy to answer any questions or discuss any of your concerns!

xo
Jenny