F-2026
Herbers & Company
Build the brand in a way that is louder than it is now, without compromising what protects the clients, so your team knows that what they do is valuable.
You said this near the end of our call. Everything below is built to solve that sentence.
Strategy First. Design Second.
The firm's thinking published under the firm's name. The team visible for the first time. The principles stated in words instead of implied by silence.
PROPOSAL FOR
Angie Herbers
PREPARED BY
Josh Passler, FinArt Studio
DATE
VALID UNTIL
02
Overview
Before we touch design, we need to fix what’s misaligned:
P 01
For fifteen years the brand was Angie Herbers: the columns, the research, the name. Since 2019 it has become nine senior consultants and a way of working that clients trust with their futures. The outside world has not been told.
P 02
The website says almost nothing. The team is not on it. Your people feel invisible because the brand's public surface renders them invisible.
P 03
The thinking that built the reputation appears nowhere under the company's name. It has always been published under one byline, never as the company's voice.
03 PHASES
Scope of Work
A complete positioning and brand system built in three phases.
P
01
Brand Strategy
1.1
Deep sessions with you. Interviews with your two senior leaders. Research into how the firm is currently perceived across the industry.
1.2
The Herbers & Company position, voice, and message architecture defined as a company, separate from any individual, with the 2028 anniversary as the natural reset moment.
1.3
Phase 1 ends with a Strategic Checkpoint. No visual work begins until you approve the positioning. If the strategy is wrong, the design will be too, so we gate it.
P
02
Phase 2: Strategic Foundation
3-4 Weeks
2.1
Already yours. Already right. It carries meaning your clients already recognize. We work around it, not over it.
2.2
A refined Herbers & Co wordmark, typography, color, and the visual language that carries the brand across every touchpoint.
2.3
Two art directions presented, one chosen, then refined to final.
P
03
Website
3.1
Designed by FinArt. We structure every page and define what each section needs to say.
3.2
Built by a specialist developer we manage. You told us the site drives perhaps one percent of new business. We are not selling you lead generation. We are building the place where your people can finally see themselves in the brand.
3.3
You are the writer. We structure every page, define what each section needs to say, and edit alongside you. A ghostwritten Herbers & Company would be a contradiction. If you decide mid-project you want it fully written, we scope it then.
04
Why This Approach Matters
Most firms prove themselves with client stories. You cannot, and that constraint points at something better.
Herbers & Company has spent twenty years educating an industry: the "yeah, but" perspective, the refusal to prescribe, the objectivity that private equity cannot buy. That thinking has always been published under one byline. It has never been published as the company's voice.
What this project does for you:
That is the louder that does not compromise. Not louder about clients. Louder about how Herbers & Company thinks, who does the thinking, and what the firm will never do. When the firm's perspective and its people become the proof, the team does not need client credit to know their work matters. It is on the wall.
Result:
You have spent twenty years making sure your clients get the credit. The firm that made that possible has never asked for any.
What would it change for your nine consultants if the brand finally said out loud what Herbers & Company actually is?
05
Investment & Terms
TOTAL INVESTMENT
Brand strategy and visual identity: $16,000.
Website design and build: $10,000.
Total: $26,000, in four equal milestone payments of $6,500 across the engagement.
PAYMENT TERMS
Website copywriting is not included. You are the writer. We structure, define, and edit alongside you; if you want it fully written mid-project, we scope it then.
The logo mark is not touched. Already yours. Already right.
The personal brand and Chapter are sequenced, not forgotten. Both become dramatically easier to define once Herbers & Company stands on its own. When the foundation is set, we scope them as their own engagements.
This proposal is valid for 30 days from the date above.
TIMELINE
14-16 Weeks
06
Ready to Move Forward?
Select an option below to take the next step.
By clicking approve, you’re confirming this contract. I’ll reach out with the first invoice and onboarding email.