How the work goes, step by step
Seven pieces that form like Voltron
Each one is a real thing you can buy on its own. Put them together in the right order and they stop being seven purchases and start being a go to market strategy. This page is the map, and you're welcome to use it to work out where you actually are.
The map
It builds from the inside out
Your brand sits in the middle and each step out is a way of expressing it. That's why a logo designed before anybody settled what you stand for feels arbitrary, and why a campaign built on clear messaging almost writes itself. Click a step.
Who you are and how you talk about it, settled together. Mission, values, what makes you different, who you're for, and then your whole story boiled down to one reusable framework. Everything further out is an expression of whatever gets decided here, which is why it's first and why it's the smallest invoice.
Strategic messagingYour brand expressed where people actually meet it. The mark and the system around it, the site, the reports and decks, and the printed things people carry home. Built from the clarity rather than from a mood board.
Logo and branding Web PrintKeyword and answer engine work on the pages you just built, something worth handing over an email address for, and the follow up that runs on its own afterwards. This is the part that keeps working while you do your actual job.
SEO and AEO Email and outreachWith those three done you have a brand that knows itself, a site and collateral that express it, and a way for people to find you and stay in touch. What comes next is campaign work: paid ads, social, off page SEO, broadcast. I don't do those, and the point of the first three is that whoever does will have something solid to work with.
The point
You don't have to get it all at once
Most people come to me needing one thing. A website, usually, or a logo, or a conference piece that has to be in hand in three weeks. That's a perfectly good place to start, and it's where most of my work begins.
I map the whole thing anyway, because the piece you buy first goes better when the person building it knows what it connects to. The map is also the part clients tend to get excited about, usually somewhere around the moment they spot which of those rings their actual problem has been sitting in the whole time.
Choose your own adventure
- Take one piece. Every one is a real, separately quoted engagement. Take them in whatever order your budget and your calendar allow.
- Or start in the middle and decide later. Step one is the smallest invoice of any project here, and it tells us both what actually needs building.
- Stop whenever. No retainer, no monthly minimum. Whatever got built is yours, working, and handed over.
What it costs
What the bands look like
Roughly this, depending on the kind of site
What a website costs comes up on the first call, so here it is up front. Every quote is still specific, and you see a real number for each phase before that phase starts. These are the ranges most projects land in, so you can tell early whether we're in the same ballpark.
Logos have their own ranges on the logo and branding page; print and email are quoted separately. What moves a number most is how many different page designs there are and how much is on each one, plus how much content needs writing or moving. Redesigning a site you already have usually comes in under a new build, since the structure and much of the content are already there.
Every piece, separately
Which step are you on?
Adrial is my go-to designer for anything my business needs … which is why I have used him for three different companies over the last 20+ years.
Craig WoodCEO, Definian
Not sure which step you're on?
That's the usual reason people call. Book twenty-five minutes and talk me through where things stand, and I'll tell you which step you're actually stuck on and what I'd do first.