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Creative Team Retainer

Project Proposal
Aug 25, 2023
Prepared for
Free Reyes
Pine Creek
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

Depending on the affiliate or subsidiary brand, the target audience is decision-makers in the top telecommunications companies, managers of mining facilities, and companies interested in utilizing renewable natural gas and clean fuels.

Business objectives

Expand their creative throughput and quality. 

Focused primarily on:

  • Website design and build
  • Video production, editing, and motion graphic
  • Digital Marketing

Problem Statement

Pine Creek is experiencing growth and an increased demand to improve their online presence and digital marketing. In order to meet this demand, they aim to grow their creative capacity by partnering with an agency.


Website design & development

Pinecreek.com is the primary website with various sub-products.

Website Performance

Currently is scoring well on Google. We will work to retain this as we add more content and interactions to the site.

Motion Graphics

How might we use motion graphics to increase the appeal and simplify complex information?

Continuous Power

The Inala property and updated branding will be replacing continuous power.

Inala brand & content

The Inala Brand and website need digital creative aimed at appealing to the top 5 telecommunications companies.


Pinecreekrng.com needs additional creative & content work. This may require content creators to travel on-site.


This site is a lower priority but will need work as well.


This site will likely need to be completely redone.

Relevant work samples

National Geographic

Shooting 360 content, video and photography at some of the nations greatest national parks.


Distinguishing a venture capital firm from their competitors.


Reimagining Smilelove with refreshed photography and video content.


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

WestX Video

Promotional content for a two-day ultra gravel race that stretches Utah’s west desert.

Citi Bike

Promote NYC’s bike share program by capturing the unique moments people can have on a Citi Bike and creating neighborhood travelogues.


A partnership with a mission-driven medical startup that's redefining the medical industry through improved experiences and new technology.

Big Sky

Building a website showcasing the magic of Big Sky

Process & Deliverables

This creative process is designed to keep
Pine Creek
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.


Phase one: 

Uncovering Potential

The discovery phase focuses on defining the strategy, goals, and constraints of the project, focusing on the following deliverables: 

  • Requirements gathering
  • Basic audience segmentation and brand messaging
  • Sitemap and content mapping
  • Keyword analysis and targeting by page
  • URL naming and structure
  • Design direction selection
Roughly 1-2 weeks
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.
A product design working session at Underbelly.
Phase two: 

Crafting with precision

As we delve deeper into design concepts, we become meticulous with every detail. We bring concepts from the discovery phase into the real world, refining every version into polished layouts, messages, and graphics.

  • Image allocation and treatment
  • Custom graphics to fit into page layouts
  • Custom design of page layouts as time allows
Roughly 3-4 weeks
Decisions made in the discovery phase may affect both time and cost estimates. If needed, new estimates will be created at that time.
Phase three: 

The Intersection of Art and Engineering

The product begins to take shape in its final form, ensuring your vision is realized while meeting all technical requirements.

  • Custom front-end development
  • Integrations: CMS, Hosting, Google Analytics
  • Core Search Engine Optimization (SEO) - SEO-friendly architecture, robots.txt, meta descriptions, title tags, header tags, image tags, and page interlinking.
  • Responsive breakpoints from mobile to large screens.
  • Quality Assurance (QA) testing
Roughly 4-5 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 

Releasing to the World

At various points in the build process, we will deploy the site to staging servers and allow the client to access it to review progress and test to ensure it works as expected. Once the site is launched to the public, Underbelly will be available to address any unforeseen issues should they arise. Underbelly will also train the client's staff on using the CMS.

Roughly 3 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.


Communications through Slack.

Project Management and prioritization through Asana.

Flexible Creative Team Retainer: This method ensures the flexibility needed to accommodate evolving project dynamics. We will meticulously track the actual time and materials invested in each month. Rest assured, you will only be billed a flat monthly rate. This approach is particularly advantageous when the project’s scope may undergo adjustments during its course.

Estimated project length:



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.


Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

September 8, 2023

Underbelly has created the following estimate based on our current understanding of the project. We've included a proposal for the monthly retainer. Additional proposals for content production will be provided upon request.

Retainer Estimate: 200 hrs / month $32,800

Video production: Low-end $5-15k, High-end, $30k-80k depending on shoot days, talent, locations, etc.

Not included in estimate
  • Post launch support limited to one week.
  • Training client staff on the CMS and administrative management of the site limited to 4 hours.
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