Brand Foundation Scope — Jen Sutton x Alex Geddes

Engagement Context

The original engagement was structured around an accelerated winter launch. With more room for the brand to develop, the work will now progress through focused phases, beginning with Brand Foundation.

Phase 1 builds on and accounts for the strategic, naming, and creative work already completed together, while establishing a clear foundation for what the brand should become next.

Phase: Brand Foundation
Working Timeline: Underway through October 31, 2026
Investment: $5,000

Phase 1 Scope

Refine and formalize the existing strategic foundation using the questionnaire, discovery, previous conversations, and work already completed.

Positioning + Direction
Audience + Cultural Context
Purpose + Principles
Brand Personality + Tone
Platform / Business Direction
Brand Partnership + Cultural Opportunity
Working Name + Verbal Direction

This is a refinement and validation of the current working direction—not a new naming exercise from scratch.

Create a light editorial framework that helps define how the brand could begin to live through content.

Role + Purpose of Content
Content Pillars / Territories
Early Content Formats
Instagram-First Thinking
Web / Longer-Form Extensions
Interviews + Guides
Cultural Stories + Community

This remains directional and does not include a full editorial system, detailed calendar, publishing cadence, or production workflow.

Phase 1 Outcome

At the completion of this phase, the foundation will include:

01A defined brand strategy
02A defined creative strategy
03A refined working name / verbal direction
04A clear visual territory
05Initial visual identity directions
06A light editorial direction
07Enough proof-of-concept work to confidently determine what should be developed next

Phase boundaries Phase 1 establishes the strategic, creative, and editorial foundation. Final identity systems, production-ready assets, website development, launch materials, and ongoing content are reserved for future development.

What follows At the completion of Phase 1, we’ll review the foundation together and determine the most appropriate next step. Any continued development will be scoped separately based on the evolving needs of the brand.

Investment

Phase 1 Investment

$5,000

This investment accounts for the strategic, naming, and creative work already completed together, as well as the remaining work required to complete the Brand Foundation.

Payment Structure

Scope ApprovalDue upon approval of the Brand Foundation scope

$2,500

Phase 1 CompletionDue upon completion of Phase 1

$2,500

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, with regular review and feedback throughout Phase 1.

Schedule + Feedback

Work is underway through October 31, 2026. Timely, consolidated feedback will support that working timeline.

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

Scope Boundaries

Normal refinement within the agreed direction is included.

Meaningful additions, changes in direction, or work beyond the Brand Foundation will be discussed and scoped separately before moving forward.

This scope establishes alignment for the Brand Foundation phase and will guide the work through October 31, 2026.