Camofire Website

Project Proposal

Aug 8, 2023

Prepared for

Adam Buchanan

Camofire

Prepared by

Anthony Lagoon

Founder

951-219-1512

anthony@underbelly.is

Underbelly Creative

343 W 400 S
Salt Lake City, Utah 84101
(801) 742-1431
www.underbelly.is

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.

Strategy

UX research
User personas
Product roadmap
Brand
Content
Discovery sprints
Usability testing

Design

UI design
Brand identity
Illustration
Prototyping
Web design
Interactive
Video production

Technology

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.

Opportunities

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

Experticity

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.

Skyhigh

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.

Proxy

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

Camofire

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.

Discover

Design

Implement

Launch

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.

Expectations

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

Services

Full-Service

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.

Services

Branding

The Notes on branding.

Services

Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

Expires

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.

Next steps

Pricing Let's chat

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