Proposal

ICA Brand Foundation

Prepared for

Laserfiche

Contact
tom@wavy.stuido
Date
May 2026

Overview

Your brand presence shapes how Laserfiche is perceived before a single conversation begins. This engagement focuses on refining the visual identity, establishing a scalable brand system, and applying that work directly across the existing WordPress presence, covering both design and development.
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This proposal outlines two packages: one for the brand refresh, and one for Phase 1 of the WordPress update.

Why Wavy

Brand work at this level requires more than aesthetic direction. It requires clarity of positioning, disciplined decision-making, and a system that can scale with the organization.

Wavy approaches branding as infrastructure, not decoration. The goal is to establish a clear visual language and structured identity system that reflects Laserfiche's authority and expertise as a leading platform in its category. Every element, from typography and color to logo guidance and component patterns,  is developed to ensure consistency, longevity, and flexibility across the full range of contexts where the brand shows up.

You will work directly with a senior creative lead throughout the engagement. There are no handoffs and no fragmentation of intent. Strategic thinking and design execution are tightly aligned from start to finish.

The outcome is not simply a refreshed logo. It is a cohesive brand presence built to support Laserfiche's growth and communicate authority with clarity and confidence.
Package 1

Brand Refresh

A focused update to the Laserfiche visual identity, modernized without a full rebuild. This work establishes the visual foundation that directly informs the WordPress update and any future platform work.

Scope Includes

Updated typography system with usage guidance

Refined color palette with accessibility-compliant combinations

Logo refinements and updated usage guidelines

Iconography and graphic style direction

Brand standards documentation for internal and vendor use

Area

Allocation

Brand Strategy and Direction

$5,000

Typography and Color System

$6,000

Logo Refinement and Usage Guidelines

$7,000

Iconography and Graphic Style

$3,000

Brand Standards Documentation

$3,000

Total

$24,000

Package 2

WordPress Design and Development

Design and development work to apply the updated brand system to the existing WordPress theme. Wavy handles both sides, no separate dev handoff. This scope runs after the brand phase is complete and targets a Q3 delivery.

Scope Includes

Updated CSS and global design system applied to the existing theme

New hero images and key visual components

Design and implementation for homepage, interior pages, and key landing pages

Component library aligned to the refreshed brand

Responsive build across desktop, tablet, and mobile

QA and delivery ready for production

Area

Allocation

Design System and CSS

$8,000

Hero Content and Visual Components

$6,000

Page Design and Development

$10,000

QA and Production Delivery

$4,000

Total

$28,000

Scope assumes the existing WordPress theme structure remains intact. Structural changes to templates or theme architecture are outside Phase 1.

Looking Ahead

Phase 1 is scoped to move fast and deliver a meaningfully improved Laserfiche web presence by end of Q3. It also sets the foundation for something larger. Your team has a clear vision for a more comprehensive platform evolution in 2027, a ground-up rebuild designed to compete at the level of the best B2B software sites in the market.
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Phase 1 keeps you moving in the right direction now, and positions us to have a well-informed conversation about what Phase 2 should look like once the current work is underway. We look forward to that conversation when the time is right.

What's Next

Making this process clear and straightforward is a priority. I'm happy to answer any questions you have about this proposal and the approach outlined here, at any point.

Once a package is confirmed, we'll schedule a kickoff call to align on goals, open questions, and working cadence. Ongoing communication will continue via Slack for clarity and efficiency.

Work begins once the initial payment is received and all required materials and access have been provided.

Terms

Payment Structure
50% of the project fee is due upfront to initiate work. The remaining 50% is due upon final delivery and prior to handoff of all assets. Accepted payment methods include credit card, PayPal, or bank transfer.

‍Third-Party Costs
Any third-party assets required to complete the work — including but not limited to fonts, stock imagery, plugins, licenses, or external tools — are not included in this proposal and will be purchased by the client. The client retains usage rights to these assets upon completion.

‍Scope of Work
This agreement covers only the work explicitly outlined in the approved proposal. Any requests outside this scope — including additional revisions beyond those defined, new concepts, or late-stage changes — will be billed at $250/hour or quoted separately as a change order.

‍Revisions
Each phase includes a reasonable number of review rounds as outlined in the proposal. Additional revisions or changes that materially alter approved work will be considered out of scope.

‍Timeline & Client Responsibilities
Project timelines begin once the initial payment is received and all required materials, content, and access credentials have been provided. Delays in feedback or resources may impact delivery timelines.

‍Ownership & Usage Rights
Upon final payment, the client will own full rights to all final approved deliverables. Wavy retains the right to showcase the work for portfolio and promotional purposes unless otherwise agreed in writing.

‍Project Cancellation
If the project is canceled after work has begun, the client is responsible for payment of all work completed to date. The initial deposit is non-refundable.

Signatures

Tom Rich
Founder & Creative Director, Wavy

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We look forward to working with you

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John Merrill
CMO, Laserfiche
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