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Website

Project Proposal
Nov 3, 2023
Prepared for
Robert White
,
BaseFund
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

The target audience of BaseFund includes city councils and their staff, government departments, and other local stakeholders.

Business objectives

BaseFund would like a clear and visually appealing website to define their services as a leader in a new category of municipality service. BaseFund is looking for a website to be completed within two to three months and has a budget of around $30,000.

Problem Statement

The stakeholders at Basefund have identified the need to build out and extend their website. The current landing page has served well but is no longer sufficient as they grow.

Opportunities

Upgrade the landing page to a website

The time has come to upgrade the landing page experience and provide more information to users.

Leverage the illustration style

Let's extend the illustration style throughout the website to create a consistent and elevated look and feel.

Form vs Function

The primary objective is to serve quality information and resources in a compelling way. Form over function.

Relevant work samples

CRV

Distinguishing a venture capital firm from their competitors.

Degreed

Implementing a new brand identity into an updated website design.

Proxy

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

CMAND

Redefining a PR company's virtual presence.

Bible Project

Powering an animation studio to full-scale EdTech platform

Spring Drop-In

Building a shared community experience

Process & Deliverables

This creative process is designed to keep
BaseFund
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.
01
Discovery
02
Design
03
Development
04
Delivery

Timeline

Phase one: 
Discovery

Uncovering Potential

During this phase, we seek to understand the broader context, the user, the technological landscape, and the fundamental challenges. We focus on these deliverables:

  • Requirements refinement & research (ie. analytics, surveys, or benchmarks)
  • Sitemap and content mapping
  • Basic audience segmentation and brand messaging strategy
  • URL naming & 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: 
Design

Crafting with precision

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

  • 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: 
Development

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.

  • Final designs
  • Component libraries
  • 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: 
Delivery

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.

Expectations

  • 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. 
Estimated project length:
Roughly 2-3 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

Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

Expires
November 30, 2023

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

Estimate: $32k

Kickoff: As early as 1-2 weeks from signing

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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