Underbelly Logo Animated


Project Proposal
Aug 17, 2023
Prepared for
Lena Tichy
Prepared by
Anthony Lagoon
Underbelly Creative
343 W 400 S
Salt Lake City, Utah 84101
(801) 742-1431

Agency overview

Underbelly® is a full-service creative agency that helps businesses level up their digital presence. We build delightful websites, engaging applications, and provide access to top-notch creatives.

  • UX research
  • User personas
  • Product roadmap
  • Brand
  • Content
  • Discovery sprints
  • Usability testing
  • UI design
  • Brand identity
  • Illustration
  • Prototyping
  • Web design
  • Interactive
  • Video production
  • Full-stack
    Web applications
  • Mobile applications
  • SAAS implementation
  • Internal applications
  • CMS integration

Project overview

Start with alignment.
Target audience

Businesses in need of simple and powerful payment tools. Developers. Product owners.

Business objectives

Stronghold would like to increase engagement and performance of the website by improving pages, consolidating documentation, and repairing back-end automations.

Problem Statement

Stronghold is experiencing issues related to their website and zapier automations. By finding a partner to handle ad-hoc tasks, and occasional feature improvements, they'll be able to elevate their online presence.


Centralize all existing API docs

What is the strategy around this? What are the benefits? What will the challenges be? Why Readme?

Updating Webflow site

Which page needs help? Is it in relation to Zapier?

Zapier integrations

We use a lot of zapier at Underbelly and would be happy to assist.

Adhoc Creative Support

We can help alleviate creative bottlenecks by making sure we are available for adhoc requests on a regular, monthly basis.

Fine tune & cleanup

A little extra polish and bug cleanup could be beneficial to instill a deeper level of confidence and credibility in the brand.

Relevant work samples

Big Sky

Building a website showcasing the magic of Big Sky


Distinguishing a venture capital firm from their competitors.

Facebook Ads COVID Stickers

Helping small businesses better serve their customers during COVID-19 and beyond.

Insurance Web Application

Streamlining a personalized home insurance experience with Next.JS


Creating a product to make life easier for real estate agents.

Front Conference

Building a brand identity for a product management and product design conference.

Process & Deliverables

This creative process is designed to keep
and Underbelly aligned throughout the project and focus on resolving important decisions at the least expensive point in the project.
This will take place in four phases where any phase may overlap with each other.
Image of a coffee cup - The process of Creativity
01 Discovery & Inspiration

Uncovering Potential

This phase is where curiosity meets intention. We will seek to understand the broader context, the user, the technological landscape, and the fundamental challenges. With these insights, we can create a roadmap forward and give you an estimate we can be confident in.

Roughly 1 day
In this phase, we often stumble upon fresh avenues and unforeseen potentials. Given the inherently explorative nature of this phase, the timeline and budget may naturally evolve. Should any shift occur, our commitment is to provide clients with immediate implications of such changes.
02 Design

Crafting with precision

As we delve deeper into the project, we will craft solutions and uncover opportunities. We'll look at how the site is structured and work with you to build upon that foundation, the integrations, and the overall strategy.

Roughly 2 weeks
Decisions made in the discovery phase may affect both time and cost estimates. If needed, new estimates will be created at that time.
03 Implementation

The Intersection of Art and Engineering

As designers and engineers collaborate closely, the product begins to take shape in its final form. It's a dance between aesthetics and functionality, ensuring that our vision is realized while meeting all technical requirements.

Roughly 3 weeks depending on scope
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
04 Launch & Feedback

Releasing to the World

As your launch date is ideally early September, we will work to deliver early and often. The Zapier bugs and pages will be released first, while we roll-out the api Documentation updates. But our journey doesn't end there. We'll observe, listen, and learn from users, taking their feedback as the seed for our next cycle of design and innovation.

Roughly 1-2 months
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Man in all white with sunglasses.


Once agreements are signed, we'll set up a kick-off call and begin onboarding our team. We may be able to start as early as Monday, Aug 21 if agreements are made.

Estimated project length:
Roughly 1-2 months



Everything you need

to elevate your brand & digital presence.

Creative Team Retainers

Grow your creative capabilities quickly without the time and risk of hiring internally. Together we will work on a time and materials basis to complete your prioritized work. 

You will have a fixed monthly cost, and our team will be able to adapt to the roadmap and be able to pivot as you need without initiating costly change orders due to a constrained scope. We will work iteratively with you to plan each sprint, milestone and create the most value within the available time and budget.



The Notes on branding.


Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs


August 31, 2023

Underbelly® has created the following estimate based on our standards of quality at a rate of $225/hr. This approach will allow us to get to work the fastest.

Premium monthly support retainer: 3 days per month of creative support for $4,752 per month at $198 per hour. This approach will allow us to continuously deliver improvements to your brand & online presence.

Centralize API documentation migration to Readme: TBD 

Not included in estimate

API documentation migration is not included in this estimate and will be sent separately.

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