“We came up with a name, a logo, a design. All before knowing who we were.”
Joe Wride, describing the original Crafted Finance brand, ten years ago.
Ten years later, the firm knows exactly who it is. Two CFPs. A fee-only fiduciary practice. Clients who want a partner, not a plan validation. The brand was built before any of that existed. It never had a chance to be right.
This document confirms the engagement that closes that gap. You made the decision on June 5. This is the paperwork.
On our June 5 call, you hired FinArt to rebuild the Crafted Finance brand and website. You told me you need virtually everything. This proposal is scoped to exactly that.
It is one engagement, priced as one number, delivered in four phases. Each phase builds on the one before it, and nothing visual gets designed until the positioning is locked and approved by you. That checkpoint is how we make sure this brand does not need to be redone in three years.
Project start is Monday, June 15.
Positioning first. Then identity. Then the site. Then the arsenal.
The audit said it plainly: the positioning is the problem, the site is the symptom. So the engagement runs in that order. We figure out what Crafted Finance says, to whom, in what voice. Then we build the identity that carries it, the website that converts on it, and the materials that let Rachel and every future advisor sell with it.
The voice work matters here as much as the visuals. The target is laid back confidence. Unpretentious and premium, complementary instead of opposed. Plain English at a calm volume, written for the Pacific Northwest professional who would rather hit a trail than sit in a downtown office.
And the firm this brand is built for is not founder-centric. It is positioned for Crafted Finance as a growing firm: Joe, Rachel, and the advisors who do not exist yet.
Four phases, roughly eighteen weeks end to end.
(01) Diagnosis and Positioning
Weeks 1 to 5Brand strategy with our strategist. Client interviews to capture the language your best clients already use. Positioning, differentiators, target definition, and voice guidelines with tone by context. Plus the documented Crafted Method: your process mapped with timelines and buffers, so how many meetings do I get finally has an answer that is not it depends.
(02) Identity
Weeks 5 to 9The visual system. Logo refreshed, color corrected so the palette stops fighting itself, typography, imagery direction built on real Pacific Northwest life instead of stock offices. Brand guidelines deep enough that anyone who touches the brand after us stays cohesive.
(03) Website
Weeks 9 to 15Full redesign and build on Framer. New sitemap, new copy in the new voice, conversion-focused flow that qualifies the delegator and filters the rest. WordPress retired, plugin risk gone. AEO and SEO structured by our specialist so Crafted surfaces when someone asks an answer engine for a Seattle fiduciary. MailChimp and intake integrations included.
(04) Arsenal and Launch
Weeks 15 to 18The materials that do the explaining for you. Welcome kit. Prospect kit with a case study framework. Client agreement redesigned and editable in-house, no more Upwork for a text change. The list-of-items deliverable. Business cards for Rachel, on us. Then launch.
The Strategic Checkpoint sits between Phase 1 and Phase 2. No visual work begins until you approve the positioning. That is not process theater. It is the reason the work lasts.
Every item the engagement produces, listed in full and grouped under the phase that delivers it. Nothing here is priced separately. Nothing is optional. It is one body of work for one number.
Start June 15. Launch mid-October. Buffer to your December 31 deadline.
Eighteen weeks from kickoff puts launch in mid-October, which leaves more than two months of buffer before your hard annual deadline. That buffer is intentional. It absorbs the complexity nobody can see from here.
One dependency keeps these dates honest: feedback inside three business days at each review point. When feedback is fast, projects land early. When it sits for two weeks, the calendar moves with it. You two are decisive, so I do not expect this to be the issue. It just belongs in writing.
One Engagement. One Number.
$25,000Paid in four parts. The first reserves your spot.
You told me you are raising your fees because the firm has been undercharging for what it delivers. This engagement is what makes that increase land. A brand and site that look like $250 a month cannot ask for more. One that performs at the level of the firm can.
Run the math against one client. A delegator relationship, planning plus investment management over its lifetime, covers this engagement on its own. The brand only has to do its job once to pay for itself. Then it keeps doing it.
Where this engagement ends.
Clear edges protect the work and the budget. Three things live outside this scope:
(01) Ongoing marketing execution. This engagement builds the ammunition: positioning, site, kits, funnel structure. Running the campaigns that use it, monthly content, ad management, is a separate conversation after launch.
(02) Website maintenance and updates after launch. We will scope a retainer sized to what you actually need, a few small updates a month, not a bloated monthly fee. That conversation happens at launch, not now.
(03) Form ADV 2A and Form CRS redesign, per your call. The client agreement is in. The regulatory forms are out unless you change your mind, in which case we fold them in.
Two steps and we are rolling.
Approve this proposal and the contract follows within a day, with these terms spelled out. Sign it, send the first payment, and June 15 is kickoff.
In the meantime, I will set up the shared Google Drive folder for your current assets and deliverables. Add me to the MailChimp list when you get a minute.
If anything on this page needs discussing, say the word. The scope is built from what you told me you need, so I expect it is close.
Ten years in. Time the brand caught up.
FinArt