An executive summary is always a great place to start when creating a proposal. It sets the stage for the content to come by briefly describing what type of work you’re proposing, and why you’re the right fit to tackle it.

Here’s something to help you get started:

[Your company] presents a proposal to partner with [your client] to [do something really awesome].

In order to accomplish the goals you’ve defined, the work we do must [achieve goal 1], [achieve goal 2], and [achieve goal 3].

[Now close with why you believe you’re right for this project, and why you’d be a valuable partner for this client.]

Describe your company, including what you do and why. What are your special skills and how were you successful on projects like this in the past?

You can do it!

Great communication will be the backbone of this project’s success. [Your company] is dedicated to effective communication throughout every project. Throughout this project we'll [do this great thing], [this too], and [don't forget this].

In addition to our internal tools, we will use a few other tools during our partnership. The core of our communication will be via [email/phone/video]. 

We propose the following scope:

• Project Introduction
  • Records, documentation, and Project Planning Questionnaire review
  • Kickoff meeting with You and Focus Lab team representatives
  • Follow-up brand- and experience-specific questioning
• Project Management
  • Weekly meetings and weekly feedback cadence
  • Ad hoc meetings as needed
  • Granular timeline with sign-off date requirements
  • Real-time updates to timeline, scheduling, and/or requirements
• Brand Strategy
  • Evaluation exercise
    • Existing identity
    • Trajectory
  • Audience analysis
    • Demographics and psychographics
    • Implications for design
  • Landscape analysis
    • Industry landscape
    • Competitive set
    • Brand opportunities
  • Proposed direction
    • Target vibe
    • Statement of Intent
• Positioning Strategy
  • Brand archetypes
  • Positioning: audience, internal, competitor
• Brand Messaging Exercise
  • Messaging audit
  • Core Brand Messaging Framework
    • Elevator pitch
    • Value proposition
    • USP
    • Brand positioning pillars
• Verbal Identity
  • Verbal analysis
    • Communications audit & strategy recommendations
    • Brand voice and examples
    • Brand tone, variations, and examples
  • Communications style guidelines
• Visual Identity
  • Logotype
  • Mark exploration
  • Favicon
  • Secondary typography
  • Color palette
  • Iconography Exercise
    • Abbreviated brand icon set (up to 5)
    • Defined icon style
  • Brand performance (including print/digital web based examples)
• Print/Digital Collateral
  • Business card template (1 card, front and back)
  • Government ID Card template
  • PDF Booklet Cover design template (up to 1)
• Visual/Graphic Guidelines
  • Brand style guidelines
    • Co-branded recommendations