Underbelly Logo Animated

Associated Press

Project Proposal
Jul 31, 2023
Prepared for
Adam Clement
Associated Press
Prepared by
Tanya Thomas
Account Manager
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

Stakeholders will be AP team and will filter and consolidate feedback from their clients.

Business objectives

Would like to have a vendor create these as these units are sold. Consistent turnarounds and pricing are a priority.

Problem Statement

AP is looking to build out an infographic and data visualization iframe for ongoing clients. These stories will be embedded on apnews.com.


Example 1

Improve the header animation and image

Example 3

Fix header layout

Example 4

Lorem ipsum dolor

Example 5

Reduce drop-off of users using the tabs

Relevant work samples


Increasing user interaction with a new app experience

Epicurrence Jackson Hole

Website development for Epicurrence

Citi Bike

Promote NYC’s bike share program by capturing the unique moments people can have on a Citi Bike and creating neighborhood travelogues.

WestX Video

Promotional content for a two-day ultra gravel race that stretches Utah’s west desert.

Facebook Lead Ads

Improving the quality of leads gathered from Facebook ads and making it easier to follow up on them.

Morph 3D

Crafting a two new brand identities for companies in the digital world of 3D art.

Process & Deliverables

This creative process is designed to keep
Associated Press
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: 

During the discovery phase, we'll focus on understanding your unique goals, constraints, and desired outcomes. By focusing on strategy up front, you'll save time and money throughout the rest of the project. 

  • Kickoff meeting
  • Sitemap and content mapping
  • URL naming & Structure
  • Template selection (if applicable)
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 notes go here

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 notes go here

We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 

Delivery notes go here

We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.


Expectations go here

Estimated project length:
Roughly 1-2 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.


Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

Not included in estimate
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