Three paths.
One direction.
Three ways to build PCFO into a brand as specific as the philosophy behind it. Pick the depth that fits where the firm is right now.
The Brief
What we’re building, after the call.
On the call we landed on the shape of PCFO. A solo, lifestyle-planning firm. A personal-brand RIA in the model of AllStreet and Root — content-led, founder-forward, identity-first. A firm that exists around Simon now, and grows into its own entity over time.
Each path below scopes around essentials. Path 01 is exactly that — strategy and identity, no website. Paths 02 and 03 are what “essential” looks like when the website is part of the launch and when the launch needs to be fully content-ready from day one.
All three paths begin with the same Strategic Foundation work: discovery, positioning, messaging, voice. Visual identity is built into Path 01 because strategy without a visual system to carry it is half a brand. Each subsequent path adds the surface area required for the next stage of the firm.
Read all three. Pick the one that fits where PCFO is right now. The other two don’t disappear — they remain available as next-phase engagements when the firm is ready for them.
The Paths
Three commitments.
Each one complete.
Each path is a real engagement, not a stripped version of the next. Path 01 ships a complete brand. Path 02 adds a website. Path 03 adds the launch system that turns the brand into a content engine.
Strategy + Identity
Foundation for the brand. No website.
Who picks this
“I have a site or I’ll handle the build. I just need the brand locked first.”
Strategy + Identity
- Discovery & stakeholder interviews
- Competitive landscape analysis
- Brand positioning & messaging framework
- Logo system & visual identity
- Color, typography & brand guidelines
- Brand asset library
Web Design + Development· Not included
- Website strategy & wireframes
- Custom website design (up to 8 pages)
- Responsive development & CMS setup
- SEO foundation & analytics
- Social media templates & collateral
Launch System· Not included
- Pitch deck & presentation templates
- Email signature & newsletter design
- Client onboarding materials
- Brand launch strategy & rollout plan
- 60-day post-launch support
Brand + Web
Strategy, identity, and the site that runs on both.
Who picks this
“I want the brand and the site, both built right, both shipping together.”
Strategy + Identity
- Discovery & stakeholder interviews
- Competitive landscape analysis
- Brand positioning & messaging framework
- Logo system & visual identity
- Color, typography & brand guidelines
- Brand asset library
Web Design + Development
- Website strategy & wireframes
- Custom website design (up to 8 pages)
- Responsive development & CMS setup
- SEO foundation & analytics
- Social media templates & collateral
Launch System· Not included
- Pitch deck & presentation templates
- Email signature & newsletter design
- Client onboarding materials
- Brand launch strategy & rollout plan
- 60-day post-launch support
Full Launch
Brand, web, and everything ready for content from day one.
Who picks this
“I’m building what Thomas built. I want every surface launch-ready.”
Strategy + Identity
- Discovery & stakeholder interviews
- Competitive landscape analysis
- Brand positioning & messaging framework
- Logo system & visual identity
- Color, typography & brand guidelines
- Brand asset library
Web Design + Development
- Website strategy & wireframes
- Custom website design (up to 8 pages)
- Responsive development & CMS setup
- SEO foundation & analytics
- Social media templates & collateral
Launch System
- Pitch deck & presentation templates
- Email signature & newsletter design
- Client onboarding materials
- Brand launch strategy & rollout plan
- 60-day post-launch support
How We Work
Three locks.
Built into every engagement.
These are the rules that protect both of us. They’re in the SOW and they’re non-negotiable, regardless of which path you pick.
Strategic Checkpoint. Positioning is approved in writing before any visual or web work begins. No exceptions. This protects you from a brand that looks great but says the wrong thing — the most expensive failure mode in this industry.
One round of synthesis. Phase 1 includes unlimited async input from you during weeks 1–3. We synthesize that into a single positioning direction in week 4. Alternative directions or revision cycles beyond one round of feedback are out of scope.
Phase gates. Each payment unlocks the next phase. If after Phase 1 you decide not to continue, you walk with positioning locked and the engagement ends cleanly. No penalties, no entanglement.
Next Step
Pick a path.
Sign when you’re ready.
Once you’ve picked a path, the agreement walks through the deliverables, the payment schedule, and the locks above. The slot is held for you through Friday — after that the calendar opens up and we’ll re-confirm timing. No pressure beyond that.