Underbelly Logo Animated

Pacific Fusion

Project Proposal
Sep 8, 2023
Prepared for
Carrie von Muench
Pacific Fusion
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

(Assumption) Government agencies, commercial energy providers, electric utilities, environmental organizations, industry, research institutions, state governments, and other interested stakeholders.

Business objectives

Short term (Roughly 2 weeks): Refresh the homepage in a way that builds confidence and trust with fundraising and recruiting. 

Long term (March 2024): Launch a custom website that extends the brand, amplifies the mission, streamlines the hiring process, and facilitates growth.

Problem Statement

Pacific Fusion is finding that their online presence is not generating sufficient confidence in the brand. As they are in stealth mode, potential applicants and investors lack confidence in the brand due to the lack of information available through their website.


Homepage improvements

By improving the design of the homepage, we'll elevate the brand and build confidence in the organization.

Just enough content to surface

How might we publish just enough content to surface in Google? How might we inspire future applicants and potential investors?

Secondary brand elements

By expanding the current brand with secondary patterns & graphics, Pacific Fusion will increase their brand integrity & cohesiveness.

Lifestyle photography & Video

Build trust by using lifestyle photography of your team at work, photos of products in use, or imagery that evoke your values and mission.

Graphics & illustrations

Help your audience understand the implications of your product by adding custom tailored illustrations and schematics.

Delightful Animations

Draw attention and quickly increase trust & credibility by layering in delightful animations throughout the page.

Relevant work samples

Big Sky

Building a website showcasing the magic of Big Sky

Boosted Boards

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


Distinguishing a venture capital firm from their competitors.

Bicycle Collective

Powering the Bicycle Collective's next stage of growth


Implementing a new brand identity into an updated website design.

Sandbox VR Photography

Branded photography to accompany the launch of their new website

Process & Deliverables

This creative process is designed to keep
Pacific Fusion
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

This phase is where curiosity meets intention. We work with you to identify constraints, opportunities, and to build alignment and a clear roadmap to launch. We'll be primarily focused on the following deliverables:

  • Research findings
  • user personas
  • Sketches
  • Wireframes
Roughly one 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.
A product design working session at Underbelly.
Phase two: 

Crafting with precision

This is a tangible exploration of our ideas. We bring concepts into the real world, testing and iterating, refining with each version, until we have something that feels and works beautifully.

  • Final Designs
  • Content selections & treatments
  • Iterative design adjustments.
Roughly 1 week
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.

  • Launch plans
  • Staging site
  • Integrations
  • Quality assurance testing
Roughly 1 week
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 landing page, now fully realized, is introduced to the world. But our journey doesn't end there. We stand by on call to observe, listen, and learn, taking feedback as the seed for our next cycle of design and innovation. During this phase, we'll be focused on:

  • Launch campaigns
  • User feedback
  • Resolving unforeseen issues
Roughly One Week
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.


Due to the short nature of this timeline, we'll need feedback and approvals in less than 24 hrs to hit the requested delivery date.

To ensure the best end-product, we provide up to 3 rounds of revisions: at the end of the discovery phase, when mockups are complete, and at QA phase.

Estimated project length:
Roughly 2-3 weeks



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 30, 2023

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

Short term estimate: $5,280

Long term estimate: $30-60k

Not included in estimate

This does not include brand extension or brand development. We will use your existing brand to guide our design directions. If brand work is needed, we can provide an estimate for that.

Photography, Imagery, & Photo Shoots (unless part of the selected approach).


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