Underbelly Logo Animated

Camofire Website

Project Proposal
Aug 8, 2023
Prepared for
Adam Buchanan
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
  • First-Time or Newer Hunters
  • Avid Hunter
  • Seasoned Hunter
Business objectives
  • Enhance the website shopping experience
  • Increase conversion rate
  • Strengthen brand awareness and loyalty
  • Rebrand Camofire
  • Implement tracking & measure impact
  • Enhance the word-of-mouth

Problem Statement

Camofire Holdings, LLC aims to refresh Camofire.com to elevate the user experience and boost brand loyalty. By enhancing the site's design and functionality, they intend to capture a growing market of outdoor enthusiasts. A successful revamp will ensure they remain a top choice for the 15M+ hunters in the U.S. seeking premier hunting gear deals.


Refresh the look and feel of buying experience

Update buttons & UI components to feel more modern or premium

Instill shopping confidence with consistent spacing & styling

Consistency in commerce builds confidence. In the rebrand we'll ensure that layouts have consistency.

Reduce cognitive load to help guide users

There is an opportunity to help guide users to ideal outcomes by creating a clear hierarchy in the display of content.

Consistency & quality in the brand

Imagery should be higher quality in order to display well on retina devices. This includes parent brand and sub-properties.

Improve mobile performance

A faster-loading site retains users better, decreases bounce rates, and ensures smoother interactions, leading to better conversions.

Improve page performance on Desktop

Improving page speed is essential because it directly impacts user experience and search engine rankings.

Genuine voice & tone

Consumers are tired of stale brands. There is an opportunity to craft a real, genuine voice & tone that people love and want to come back to

Brand elements that translate to the digital space

Refreshing the brand alongside the website allows us the opportunity to seamlessly integrate the brand throughout the experience.

Promote word-of-mouth through real people & personality

Show real people enjoying these products in ways that make people smile & want to talk about.

Relevant work samples


Increasing user interaction with a new app experience

Boosted Boards

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

Day One Brand

Improving and unifying the clean brand of the world's best journaling app for Mac and iOS.


It's your data. Skyhigh aims to keep it that way.

Facebook Local Team

Creating a simple but comprehensive brand that could grow alongside one of Facebook's largest internal teams.


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

DPS Skis

Documenting how the Utah outdoor community came together during the pandemic.

Process & Deliverables

This creative process is designed to keep
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.
Image of a coffee cup - The process of Creativity
01 Discovery & Inspiration

Uncovering Potential

This phase is where curiosity meets intention. It’s a moment of seeking to understand the broader context, the user, and the technological landscape. We are not just solving problems; we are framing opportunities, imagining what could be.

  • Competitive Research
  • User personas
  • Inspiration boards
  • Logo sketches & concepts
  • Wireframes
  • Mockups
  • Conceptual prototypes
Roughly 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.
02 Design

Crafting with precision

As we delve deeper into the design, we become meticulous with every detail. 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
  • UI Component Specs
  • Content selections & treatments
  • Interaction flows
  • Digital prototypes
  • Final revisions of chosen logo
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.
03 Implementation

The Intersection of Art and Engineering

As designers and engineers collaborate closely, the product begins to take shape in its final form. While we won't be developing the site, we'll work with your engineers to ensure everything works as expected.

  • Final designs
  • Brand collateral
  • Functioning website code
  • Integrations
  • Quality assurance testing
Roughly 3-4 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
04 Launch & Feedback

Releasing to the World

The product, now fully realized, is introduced to the world. But our journey doesn't end there. We observe, listen, and learn from users, taking their feedback as the seed for our next cycle of design and innovation.

  • Launch campaigns
  • User reviews
  • Post-launch QA (two weeks)
  • Brand style guide
  • Web style guide
Roughly 1-2 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Man in all white with sunglasses.


  • CMS Training limited to 4 hours.
  • Post-launch bugs limited to 1 week
  • Client feedback is delivered within 48 hrs
Estimated project length:
Roughly 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.



The Notes on branding.


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. 

Investment: $41,425

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. 

  • Website development
  • Photography, imagery, and photo shoots
  • Video production & VoiceOver
  • Print production
  • Hosting
  • Sales tax when necessary. Not applied to Underbelly's services.
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