Underbelly Logo Animated

Neighborhood Brand Identity

Project Proposal
Oct 16, 2023
Prepared for
Kristen Lavelett
,
Downtown Alliance
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 for this identity is most likely residents & businesses within the neighborhood, and those interested in learning more about the area. For this project in particular, key stakeholders will be local businesses and donors.

Business objectives

The goal is to make a niche destination near Downtown that unites local businesses, and gives residents a name to put behind their neighborhood. By achieving these objectives, we hope to create more value for the neighborhood and Downtown at large.

Problem Statement

Stakeholders at the Downtown Alliance have identified the need to create a brand identity for the 2nd and 2nd neighborhood.

Opportunities

No items found.

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Process & Deliverables

This creative process is designed to keep
Downtown Alliance
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
Naming
03
Design
04
Delivery

Timeline

Phase one: 
Discovery

Uncovering Potential

The foundation of any great brand is a strategic north star. Trying to build a brand identity or choose a name without first understanding it is like picking a car’s paint color without seeing if the engine works. It could look great initially, but it might not go far.

  • Research
  • Competitive & industry analysis
  • Voice & Tone
  • Communication strategy
  • Roadmap
Roughly 1-2 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.
A product design working session at Underbelly.
Phase two: 
Naming

Claim a memorable position

Naming is the core distillation of the brand's essence. With just a word or two, you have the opportunity to create one of the best marketing tools that lives across nearly every aspect of the neighborhood.

  • Name exploration & ideation
  • Idea consolidation
  • Initial trademark screening
  • Check for language conflicts
  • Check for cultural connotations
Roughly 1-2 weeks
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: 
Design

Create an emotional connection at scale

Branding is more than just a logo; it’s an emotional connection with the local community. We highlight and uncover the things that make the brand special, then bring them to life through a meaningful and memorable brand identity as well as powerful visual storytelling.

  • Identity Design: Logo, type, colors & supportive elements
  • Brand touch-points
  • Identity guide
  • Hand-off
Roughly 3 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 
Delivery

Ongoing support for your growing brand

We love seeing projects through and want to be on hand to help out with anything that may arise after a brand is complete. This could take many forms depending on what might arise. We offer customizable hours after a project that you can reserve a designer to take on these tasks to be used as you see fit. 

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

Expectations

  • Feedback & decisions made within timeline & 48 hours from initial request
  • Stakeholder management and 1 final decision maker
  • Understanding of touch-points or where the brand will live after created
Estimated project length:
Roughly 5-6 Weeks

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: $15-30k

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
  • Legal fees associated with trademark or other activities
  • Competitive & risk assessment limited to 8 hours
  • Production costs of physical items

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