The Proposal. Pith.

§ I The Brief As we received it

Your brief, restated. If this is wrong, correct it before § II. Everything below is built on the sentence.

What we heard you say

"[ Client's brief, restated in one sentence. Pith's interpretation. No "and also." No hedges. The version that closes. ]"

From your brief, dated [ Date ] · Restated by Pith.

§ III The Approach Process I through V

Five steps. Every engagement. Repeatability is not the deliverable. Discipline is.

Process I

Intake.

Founder-led kickoff. The brief gets stress-tested. We listen for what the team has stopped saying out loud.

Week 1 · 90-min workshop · Signed brief by end of week

Process II

Subtraction.

We name everything the brand is not. Categories to refuse. Audiences to ignore. Language to retire.

Audit deck · Subtraction map · Pith statement (one sentence)

Process III

Direction.

The strategic decision becomes visible. One direction. One palette. One mark. One sentence. No alternates.

Strategic direction · 1 round of revision built in

Process IV

System.

We extend the direction into a complete identity system. Typography, color, motion, voice, application across every surface.

Guidelines doc · Type system · Color tokens · Motion rules

Process V

Application.

Production-ready artifacts. Whatever the engagement scope requires. Website, app, deck, signage, launch film. Built, shipped, and documented for handoff.

Final deliverables · Handoff package · Three months of launch support

§ IV The Scope Three tiers · One recommendation

Three tiers. The middle is recommended.

Tier I

Pith Sprint.

A productized intake. Positioning, visual direction, and a single mark. Fast.

Kickoff workshop
Subtraction map
Positioning sentence
Visual direction (one)
Primary wordmark
1-page mini-guideline
1 round of revision

Starting at $15K

2 weeks · Fixed scope

Tier II · Recommended

Pith Identity System.

The full system. Strategy through guidelines through launch toolkit. What most engagements require.

Everything in Sprint, plus.
Naming (optional, +scope)
Complete identity system
Typography & color rules
Motion identity
30-40pp guidelines doc
Key collateral suite
Launch toolkit
2 rounds of revision

Starting at $45K

6-10 weeks

Tier III · By application

Pith Flagship.

A brand built across every surface. Strategy, identity, web, product, motion, sonic, photography direction.

Everything in System, plus.
Website (Webflow / custom)
App identity & UX (if scoped)
Sonic identity
Photography direction
Launch film direction
Multi-phase rollout
6 months of brand stewardship

Starting at $150K

12-20 weeks · Custom scope

Retainer track (Pith Brand Care) available post-system: $7.5K. $25K / month

§ V The Timeline Tier II shown · adjusts by selection

Tier II shown. Sprint compresses; Flagship extends. No phase exits without sign-off.

Week 01 Kickoff workshop · Brief signed · Subtraction begins Signed brief

Week 02 Audit complete · Subtraction map presented · Pith statement drafted Audit deck

Week 03 Strategic direction reviewed · One direction chosen. No alternates Direction lock

Week 04-05 Identity system built · Mark, type, color, motion · First review System v1

Week 06 Revision round · System refinements · Guidelines drafted System v2

Week 07-08 Key collateral & launch toolkit produced · Application across surfaces Collateral

Week 09 Final review · Guidelines complete · Handoff package assembled Handoff

Week 10 Launch. Three months of brand stewardship begins on Week 11. Live

§ VI The Terms What's standard

Payment

Milestone-based: 40% kickoff, 40% direction lock, 20% delivery. Net 15 from invoice date. Late after 30 days; work pauses, no acceleration.

IP transfer

On full payment only. Pith retains the right to present, display, and case-study the work after public launch (or after a defined embargo, if requested).

Revisions

Built in: 1 round at direction, 2 rounds at system, 1 round at collateral. Additional rounds billed at $350 / hour, estimated in writing.

Scope changes

Any expansion requires a written Change Order, estimated within 5 business days. No verbal scope. No assumed scope.

Kill fee

If the engagement terminates after kickoff: work-to-date + 25%. Standard. Protects both sides.

Confidentiality

Mutual NDA attached by default. Pith does not discuss live engagements externally; clients are not asked to disclose ours.

MSA and SOW follow on countersignature. Five pages. You have already read most of it.

The Proposal.

The brand you have today is 70% of what it could be. The remaining 30% is [ the specific thing. The acronym hiding in the name, the rule that should govern punctuation, the one number replacing the map ].