Brand Development Scope — Jen Sutton x Alex Geddes

Engagement Overview

This Statement of Work outlines the scope, sequence, investment, and working terms for a full brand development engagement.

The work is structured as one connected process, with each phase building on and overlapping the next as the brand develops. The sections below outline where we’ll focus, how the work moves toward key milestones, and how the engagement is priced.

Engagement Scope

Areas of focus guide each phase. Specific deliverables will be defined as the work develops.

Project Timeline

The work follows an intentional sequence, with phases overlapping as needed. The colored milestones mark key business goals along the way, showing when enough of the brand is in place to move forward while the broader system continues to develop.

The engagement begins with alignment on priorities, inputs, timing, and the decisions needed to move the work forward.

Week of September 7

Target Week: September 21

Target Week: October 5

Target Week: November 9

Investment

Full Brand Development Engagement

$15,000

The investment covers the full engagement outlined in this scope and reflects the continuity and efficiencies of developing each phase as one connected process.

Payments are distributed across three scheduled invoices: project initiation, project midpoint, and final production + launch.

Pricing reflects the scope currently understood. Any material change affecting scope, timing, or production needs will be discussed and approved in advance.

Payment Structure

Project InitiationDue by the end of kickoff week to confirm the engagement and reserve the project start.

$5,000

Project MidpointDue at the midpoint of the anticipated project timeline, currently targeted for the week of October 5.

$5,000

Final Production + LaunchDue before final website approval and launch, currently targeted for the week of November 9.

$5,000

Payments follow the overall project timeline rather than individual phases.

Working Terms

Collaboration + Roles

Brand Strategy will be developed collaboratively, combining Jen’s business and market knowledge with Alex’s strategic and creative direction.

Alex will lead the creative and design work that follows, with regular review and feedback throughout.

Scope + Schedule

The scope reflects what is understood today. Normal refinement within the agreed direction is included.

Major additions, changes in direction, or prolonged delays caused by the client may affect the schedule or investment. Any adjustment will be agreed upon before moving forward. Delays originating with Alex will not create additional fees.

Feedback + Approvals

Timely, consolidated feedback will help maintain the proposed milestones.

Revisiting an approved strategic or creative direction may require additional time or scope.

Website + External Costs

Website design and development are included based on the requirements currently anticipated. Final architecture will be confirmed as the content and experience develop.

Hosting, domains, paid platforms, licensing, photography, fonts, fabrication, freelance contributors, and other outside production costs are separate unless stated otherwise. Meaningful expenses will be approved in advance.

Standalone Work

The full engagement investment reflects the continuity and efficiencies of developing the brand as one connected process.

Work commissioned independently or outside the full engagement is scoped at standalone rates.

If the full engagement is paused or restructured, any remaining work can be scoped separately at the applicable standalone rates.

Brand Strategy$5,000

Creative Strategy$3,000

Brand Identity$6,500

Editorial Content System$2,500

Website Design + DevelopmentStarting at $8,000

Specific standalone scopes may vary depending on project requirements.

Continued Brand Support

This engagement establishes and launches the core brand system.

Ongoing creative direction, editorial support, website updates, campaigns, and new applications can be structured separately following launch.

This scope is intended to establish project alignment and will be supported by a separate formal agreement before work begins.