For branding agencies & studios
A rebrand fails at the committee, not the drawing board. Gate the decisions.
Branding projects are bought by a founder or marketing lead and judged by a committee. The studio runs a strategy phase, presents creative directions, refines one, and builds a system. Trouble starts when strategy wasn't formally approved, so the committee critiques the logo against criteria nobody agreed — or asks for a blend of two directions, or decides halfway through that it also needs a new website, packaging and a sub-brand.
ApeiroCraft sends the proposal as a link with each phase, a decision gate at the end of it, the number of creative directions, the system deliverables, and when rights transfer. You see when it's opened and reopened, it's signed in the browser, and each phase is invoiced from the accepted proposal.
Where branding projects lose their way.
Strategy never signed off
The positioning was presented and nodded through. When the identity arrives, a new stakeholder disagrees with the strategy, and the creative takes the blame.
The blend request
'Can we combine the typeface from A with the colour from B?' Too many directions invite committee blending, which rarely produces strong work.
System scope creep
A logo and guidelines become templates, signage, packaging and a motion system. Each is valuable — and each is new work.
Discovery to guidelines, one gate at a time.
Phases with decision gates
Each phase — discovery, strategy, creative, refinement, system — ends with an approval that closes it, so later feedback can't reopen it without a change.
See it reach the committee
Opens and re-opens are recorded on the link. Several reopens before a board meeting tell you it's being discussed — offer to present.
Signed in the browser
The signature records name, email, IP address and a UTC timestamp and can't be altered — directions, rounds and deliverables are on record.
Invoice each phase
Convert the accepted proposal into a deposit invoice, then again as each gate is passed.
What a branding proposal has to include.
State the revision boundaries before the price. It's the section clients read twice.
Strategy deliverable and approval
If it's left vague
Strategy is debated again at the creative stage.
With ApeiroCraft
Make the strategy a document the client approves before creative begins.
Creative directions
If it's left vague
Too many routes, then a request to blend them.
With ApeiroCraft
State how many directions you'll present and that one is chosen to refine.
Refinement rounds
If it's left vague
Endless tweaks to the chosen route.
With ApeiroCraft
Give the number of refinement rounds and the cost of more.
System deliverables
If it's left vague
Guidelines grow into every application.
With ApeiroCraft
List the system — logo suite, colour, type, guidelines, named applications.
Rights and files
If it's left vague
Unclear when the client owns the identity and what files they get.
With ApeiroCraft
State when rights transfer (often on final payment), which files are delivered, and unused routes stay yours.
- Phase invoices from one accepted proposal.
- Team notes for workshop outputs and decisions.
- Flat pricing — Agency is $149/month for up to 20 people.
Common questions.
How do branding agencies usually price?
Most price a fixed fee per phase or per project, with payments at each gate. Some price strategy separately and offer the identity as a second engagement, and some use value-based pricing tied to the business impact. Additional applications are usually quoted separately. ApeiroCraft holds the structure; it doesn't suggest fees.
What does a rebrand proposal look like?
Discovery with stakeholder interviews; a strategy document approved at the first gate; two creative directions; one chosen route refined over two rounds; a system of logo suite, palette, typography and guidelines with five named applications; packaging and website excluded and quoted separately; rights transferring on final payment; payment at signing and at each gate. The founder reopens it before a board meeting, signs, and you invoice the deposit.
When is ApeiroCraft not the right fit for a branding studio?
It doesn't host design presentations for review, manage brand assets for clients, or track time. Studios billing hourly from timesheets need a time tracker. ApeiroCraft fits fixed-fee, phased projects.
How is this different from a freelance designer's proposal?
A freelance logo or design job is usually one decision-maker and a short process. A branding agency proposal deals with committees, multiple phases and a system — so gates matter more.
Is there a branding template?
Yes. The branding template covers the brand challenge, decision gates, tangible system deliverables and revision boundaries stated before the price.
Get the strategy signed before the first logo.
Start from the branding template and set out your gates.
Start freeStill deciding? Talk to the founder
Keep reading
Free template
Branding proposal template
Brand challenge, decision gates, system deliverables, and revision limits before the price.
Solution
ApeiroCraft for agencies & studios
Shared pipeline, contractor roles, flat workspace pricing rather than a charge per person.
Solution
ApeiroCraft for freelance designers
See when the client opens your proposal, get it signed, and bill the deposit from it.