Underbelly Logo Animated

Brand Identity

Project Proposal
Nov 6, 2023
Prepared for
Casey Ryan
William Daniel Advisors
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

The target audience for this brand is people who are in need of consultants specializing in advertising, fundraising, and public affairs.

Business objectives

To create a brand package for Casey Ryan that accurately represents him as an individual and eliminates confusion caused by the current branding. Subsequently, the brand would need to be applied to a website and additional materials.

Problem Statement

Casey Ryan's business is named after his grandfather, which leads to confusion with clients as it is actually just Casey running the business.


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Process & Deliverables

This creative process is designed to keep
William Daniel Advisors
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.
Brand Development


Phase one: 

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: 

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 brand.

  • 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: 
Brand Development

Create an emotional connection at scale

Branding is more than just a logo; it’s an emotional connection with your customers. 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: 

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. 

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


  • 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



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

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

Website landing page: Roughly $15k

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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