Overview
Your brand presence shapes how ICA is perceived before a single conversation begins. This engagement focuses on clarifying positioning, refining identity, and establishing a scalable visual system that confidently represents the parent company moving forward.
This proposal outlines three approaches depending on the level of strategic depth and system development desired.
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 narrative, structured visual system, and confident identity that reflects ICA’s expertise and leadership as a parent organization. Every element—from logo exploration to typography and color systems—is developed to ensure consistency, longevity, and flexibility.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 designed to support ICA’s growth and communicate authority with clarity and confidence.
Select One Option
This phase establishes ICA’s positioning, identity, and visual system before website execution begins.
Option 1
Brand Refresh
A focused evolution of the existing identity.
Scope Includes
1 strategy session
2 initial logo directions
2 revision rounds
Color & typography refinement
10–15 page guideline document
Area
Allocation
Brand strategy workshop (1 session)
$4,000
Logo Refinement
$8,000
Visual Identity Refinement
$7,000
Basic brand guidelines (10–15 pages)
$3,000
Total
$22,000
Option 2
(Recommended)
Brand Evolution
Strategic refinement and scalable identity system.
Scope Includes
Competitive scan
Messaging pillars
3–4 logo directions
20–30 page guidelines
Web application examples
Area
Allocation
Brand Strategy & Positioning
$5,000
Logo Design Exploration
$10,000
Expanded Visual Identity System
$10,000
Digital Brand System (20–30 pages)
$4,000
Total
$29,000
Option 3
Brand System Build
Comprehensive, extensible identity system.
Scope Includes
Stakeholder interviews
Brand architecture guidance
Narrative articulation
40+ page system
Multi-channel application suite
Area
Allocation
Deep Brand Strategy & Interviews
$8,000
Logo & Symbol System Exploration
$12,000
Full Visual Identity System
$12,000
Extended Brand Guidelines
$4,000
Total
$36,000
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 approval is confirmed, we’ll schedule a kickoff call to align on goals, open questions, and next steps. Ongoing communication will continue via Slack for clarity and efficiency.
Work will begin 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 website approval and prior to launch.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 by the client. Delays in feedback or resources may impact delivery timelines.
Ownership & Usage Rights
Upon final payment, the client will own full rights to the final approved design and website deliverables. wavy retains the right to showcase the work for portfolio and promotional purposes unless otherwise agreed in writing.
SEO & Migration Disclaimer
While best practices will be followed to preserve existing SEO value during site migration, search engine rankings cannot be guaranteed due to factors outside of direct control.
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.
Hosting & Ongoing Platform Costs
Upon project completion and final payment, the website will be transferred to the client’s Webflow account. The client is responsible for all ongoing hosting, platform, and account-related fees associated with Webflow. As the full owner of the website, the client will manage and maintain their Webflow subscription moving forward unless otherwise agreed.
Signatures
To proceed, please reply to this proposal confirming the option you’d like to move forward with (Foundation Refresh, Strategic Evolution, or Future-Ready Platform). Once confirmed, I’ll follow up with next steps and invoicing.
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