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Website & Brand Refresh

Project Proposal
Oct 27, 2023
Prepared for
Alina Zolotareva
Journey Clinical
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

Journey Clinical is a Series A health-tech startup operating a two-way marketplace that connects therapists (who require prescription training) and patients needing access to a therapist.

Business objectives

By improving their website, they aim to improve conversion rates from the current 12%. The redesigned website should resonate well with both user bases, ensuring conversions increase and buy-in from stakeholders.

Problem Statement

Journey Clinical's user base predominantly comprises individuals who aren't tech-savvy. These users prefer a simple, "feel-good" interface that isn't too complex. At the moment, the client's website reflects a basic design that they wish to revamp.


Improve site UI

Typography and buttons could benefit from improved. spacing, alignment, and font-hierarchy

Lead Form

By updating the UX and design of the primary lead conversion form, we should see a lift in conversion.

Updated brand elements

While the current brand elements are playful and approachable, there is an opportunity to elevate and modernize the look and feel.

Clean up spacing

The spacing throughout the site lacks consistency. We can build trust with users by providing consistency & clearspace.


Currently, on WordPress, Journey is open to alternatives so long as the ease of editing remains or is improved.

Educational content & SEO

With consistent organic growth, Journey Clinical is looking to add more educational content and optimize for SEO ranking.

Relevant work samples


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


Reimagining Smilelove with refreshed photography and video content.


Implementing a new brand identity into an updated website design.

Boosted Boards

Creating a robust and scalable website management experience using Shopify and Contentful.

Process & Deliverables

This creative process is designed to keep
Journey Clinical
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

During this phase, we seek to understand the broader context, the user, the technological landscape, and the fundamental challenges. We focus on these deliverables:

  • Requirements refinement & research (ie. analytics, surveys, or benchmarks)
  • Sitemap and content mapping
  • Brand refresh opportunities
  • Messaging strategy
  • URL naming & structure
  • Marketing enablement
Roughly 1-2 days
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 the design, we become meticulous with every detail. Every interaction is refined to ensure a seamless and beautiful user experience.

  • Update Layouts
  • Brand refresh elements
  • Interaction flows
  • Detailed design specifications
  • Digital prototypes
  • User testing feedback
  • Iterative design adjustments.
Roughly 1-2 months
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

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.

  • Final designs
  • Published to Staging for review
  • Component libraries
  • Iterative adjustments based on feedback
  • Quality assurance testing
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.
Phase four: 

Releasing to the World

The website, now fully realized and in your care, we observe, listen, and learn from users, taking their feedback as the seed for our next cycle of design and innovation.

  • Launch monitoring
  • Post-launch evaluations
  • Additional feature scoping
  • Monthly website monitoring & maintenance (available upon request)
1 week
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.


  • Deployment and testing on staging servers
  • Training client staff on the CMS limited to 4 hours
  • Post launch support limited to one week. Ongoing support & maintenance can be made available upon request. 
Estimated project length:
About 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.


Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

November 15, 2023

Underbelly has created the following estimate based on our current understanding of the project and your unique needs and desired outcomes. 

**Estimate:** $15-35k

Website Refresh: ~150 hours

Brand Refresh: ~80 hours

**Kickoff:** As early as 1-2 weeks from signing

Not included in estimate

This list may not be comprehensive of all possible items not included, but is meant to clearly identify a few specific items that are not included. Any hard cost outside of Underbelly's hours on this project are not included in our estimates above. 

- Photography, Imagery, & Photo Shoots

- Video Production & Voiceover

- Hosting

- Comprehensive or ongoing SEO optimization beyond foundational elements

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