1.1

Internal alignment

The written brief your sent after our second call is aligned with our first conversation. Positioning is the foundation. Visual identity, website and brand system follow from it.

That said, we noticed that the briefs on our first and second call were quite different. Call one focused on repositioning the business and bringing the product range under one story (Paul Kimani's ice cream flavour analogy). On call two, a different view came from the team: that the positioning is largely resolved internally and what is needed is execution.

This proposal is scoped against Paul Kimani's written brief, which aligns to the first call.

1.2

DIY vs agency

A view was also raised on our second call that much of this work could be done internally using tools like Claude. We respect your view, and if that is how the team sees it our recommendation is that you do the positioning work in-house and we support with bringing it to life.

Since we work very closely with clients, we want to ensure that your team believes this work is necessary and sees the value in it, or we will spend the entire engagement on the back-foot. We believe that you have to partner with your clients to make this work effective, so we just want to ensure that we are a good fit for your team.

1

Positioning & Messaging

The foundation of the engagement. We define how Workpay should be positioned, what it stands for, who it is for, and how it speaks.

Brand strategy & positioning + messaging framework

A full-team survey, 3-4 one-on-one interviews with senior leadership, and a half-day workshop. The output is a positioning strategy document covering competitive alternatives, unique selling points, customers, market and product architecture, alongside a messaging framework with objectives, pillars and supporting messages.

Content strategy

Workpay's tone of voice, content principles and content pillars, plus the creative concepts that bring the positioning to life across channels. This is where strategy meets creative.

Launch strategy

A practical plan for rolling out the new positioning internally and externally. Covers sequencing, key moments, channels and recommended priorities for launch.

2

Visual Identity

The visual expression of the positioning. Refinement or redesign of the Workpay logo, selection of a typographic system, definition of a colour palette and supporting visual rules. All packaged into a brand guidelines document the Workpay team and any external partners can apply consistently. Includes 2 rounds of revisions.

3

Website (Wireframes & Copy)

For each page, we produce wireframes that lay out the messaging architecture and write the full copy. These are handed to a web developer to build. We do not handle development. Priced per page so Workpay can choose the number and type of pages to include (homepage, product pages, landing pages). Includes 2 rounds of revisions per page.

4

Collateral

Templates that apply the finished brand across channels. Costed individually so Workpay can pick what is useful.

Pitch deck template

A 20-page presentation template designed in Canva, fully on-brand and editable by the Workpay team. Workpay briefs us on which section types to include. Includes 2 rounds of revisions.

Social media templates

A set of 15 templates designed in Canva, fully on-brand and editable by the Workpay team. Workpay briefs us on which formats to include. Includes 2 rounds of revisions.