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Website Migration

Project Proposal
Nov 8, 2023
Prepared for
Anna Hendry
ICONIQ Capital
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

The target audience of ICONIQ Capital is high-net-worth individuals and institutional investors who are seeking access to exclusive alternative investments and integrated wealth management solutions.

Business objectives

ICONIQ Capital is looking to enhance their website by migrating it to a more user-friendly & cost-affordable platform. They would also like to include additional features such as social sharing, author byline, search functionality, and combining insights and updates.

Problem Statement

ICONIQ Capital is experiencing concerns with their current Dato CMS build and are interested in migrating to a more user-friendly & cost-affordable platform.


3 main sub categories of content pages

Insights, Updates, Impact

Ongoing Maintenance

A preliminary audit shows an opportunity to improve the site alt-tags and meta information at least.

Make it easier to use

By making it easier to use, we hope to increase the speed of future updates and releases.

Asset URL Address

Should point to iconiccapital.com.

Switching platforms

Webflow has been identified as an easy-to-use platform that can speed up content creation and reduce costs of enhancements.

Post formatting issues

Some blog posts are full-width and are difficult to style. Steps will be taken to better format content on the site.

Company info

How might we provide additional information & resources on company pages by leveraging a new CMS collection?

Relevant work samples


Distinguishing a venture capital firm from their competitors.


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


Redefining a PR company's virtual presence.


Implementing a new brand identity into an updated website design.

Boosted Boards

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

Innovation Endeavors

Helping an early stage venture firm improve their online presence.

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

During this phase, we seek to understand the broader context, how you plan to use the site, the technology and the fundamental challenges. We will focus primarily on these deliverables:

  • Requirements (ie. analytics, surveys, or benchmarks)
  • Sitemap and content mapping
  • Basic audience segmentation and brand messaging strategy
  • URL naming & structure
  • Data Structure
Roughly 1-3 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: 

Migration & Design

As we begin to migrate the existing pages into Webflow, we will present how the new features & bug fixes might exist on the new site.

  • UI Layouts
  • 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: 

Implementation & QA

As we collaborate closely with your team, the website begins to take shape in its final form. We'll insure that the vision is realized while meeting all technical requirements.

  • Pages implemented in Webflow
  • Components functioning
  • 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. 
  • Content Entry Estimated at 24 hours
  • Data Migration Estimated at 24 hours
Estimated project length:
Roughly 2-3 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 30, 2023

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


Migration:  Roughly 200-250 hours, $45k

Enhancement requests: Roughly 120-175 hours, $25k

Total estimate: 200hrs x 2 months = $64,780

Kickoff: Available to start within a week.

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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