Underbelly Logo Animated

Monthly Support Retainer

Project Proposal
Aug 22, 2023
Prepared for
Anna Hendry
Iconiq Capital
Prepared by
Founder & CEO
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

Institutional investors, family offices, and high-net-worth individuals.

Business objectives

Underbelly will serve as an extension of their team, working to build out new blog posts, upload new reports, build new landing pages, etc. Together we'll increase the speed of delivery while maintaining quality.

Problem Statement

As Iconiq Capital publishes on its website, they are challenged with creative and technological constraints. The site is built on Dato CMS and is underperforming in terms of blog features and back-end usability and efficiency.


Ease the effort required to update the website

Built on dato CMS, the iconiqcapital.com website takes a bit of effort to update with new posts and content.

Post formatting is limited

The styling of posts is currently quite limited. Extra effort is required to work within the constraints to make the presentation appealing.

Branded graphics

The Iconiq brand showcases a very consistent look and feel. Additional graphics should match the level of quality.


When appropriate, we'll create animated graphics to further elevate the experience throughout the site.

Make publishing easier for the Iconiq team

By collaborating on a monthly basis, we'll build a deeper understanding of IC's needs and work towards a future migration.

Relevant work samples

Big Sky

Building a website showcasing the magic of Big Sky


Distinguishing a venture capital firm from their competitors.

Bicycle Collective

Powering the Bicycle Collective's next stage of growth

Square Product Design

Helping Square design tools for sellers to manage risk and stay on top of their business.

Insurance Web Application

Streamlining a personalized home insurance experience with Next.JS

Starbucks Windows App

Getting rewards points should be fun and unique. Here’s how we used physics in Windows Universal to help Starbucks achieve that.

Process & Deliverables

This creative process is designed to keep
Iconiq Capital
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

As we receive requests from you or your team, we'll seek to understand the broader context, the user, the technological landscape, and the fundamental challenges. With these insights, we begin to imagine and articulate a direction.

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.
A product design working session at Underbelly.
Phase two: 

Crafting with precision

As we delve deeper into the design of tasks, we become meticulous with every detail. Every curve, every graphic, every interaction is refined to ensure a seamless and beautiful user experience.

Roughly 1-3 days
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 we work closely with you on requests, the results begin to take shape. We'll ensure that your vision is realized while meeting all technical requirements.

Roughly 3-5 days
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

With the requests delivered to you and your team,  our journey doesn't end there. We gather feedback and prepare for our next cycle of design, improvements and innovation.

Roughly 3-5 days per request, depending on the complexity
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.


Retainer renews monthly. You can cancel at any time with a 30 day notice.

Time & Materials Retainer: This retainer ensures the flexibility needed to accommodate evolving project dynamics. We will meticulously track the actual time and materials invested in each phase or deliverable. Rest assured, you'll be billed a flat monthly rate. If you need more time, you will only be billed for the additional resources consumed based on actual usage.

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

August 31, 2023

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

Recommendation: fractional creative team support. 3 days per month​. 

Estimate: $4,772 per month

Not included in estimate

Requests must fit within the retained time per month. Requests requiring additional time will be billed at the standard rate, with any volume discounts applied when applicable.

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