A brand that carries the story you already tell.
Prepared for Evan Hammond.
What follows is the scope, sequence, and investment for the engagement we discussed. Three phases. Sixteen weeks of focused work to close the gap between Sage Street’s positioning and the brand it currently lives in.
Strategy first. Identity second. Build third.
Sage Street has a story most advisors would pay to have, and a brand still keeping it quiet.
The audit named the gap. The positioning is sharp. The niche is chosen. The name carries a father, a market, and a reason. What is missing is a brand system that carries all of it past the first scroll, instead of opening strong and settling into the safe register every other advisor uses.
This engagement closes that gap. The story becomes the spine. The mark is refreshed without being replaced. The site is rebuilt in Framer so the brand finally reads at the level of the founder behind it. A refresh, not a rebrand.
One engagement. Three phases. No design before strategy. No build before identity.
Every engagement at FinArt moves through the same three phases in the same order. Positioning is locked in writing before a single layout is designed. Identity is signed off before a single page is built.
This is what keeps the work fast. Decisions made once, not three times. Design that serves positioning, not the other way around.
Strategy
Phase 01 is where Sage Street gets written down. We sit with what you already built—the name, the niche, the story you told me on our call—and turn it into a positioning document we both sign off on. This is also where the Sage Street Method is built: a three-pillar framework tied to your firm and no one else. Nothing visual happens here. That’s the point.
- Discovery interviews
- Competitor analysis
- Brand and web teardown
- Target client pattern analysis
- Cover Your Logo audit
- Positioning document
- Messaging architecture
- Sage Street Method (three pillars)
- Voice and tone principles
Phase 01 ends with the Strategic Checkpoint. One document. Both signatures. Locked before design begins.
Identity
Phase 02 is where the brand stops being words and starts being a feeling. It opens with the moodboard—one curated direction, not five—then moves into the logo system. The tree stays. It gets refreshed until you look at it and read intention. Type, color, and the full visual system follow from there.
- Moodboard (one direction, defended)
- Logo system refresh (the tree stays)
- Typography and color system
- Brand guidelines drafted
Phase 02 ends with visual sign-off. Once you nod, design is locked and the build begins.
Build & Launch
Phase 03 is execution. The site gets designed, copywritten, and built in Framer. Every page is built to a job—converter, collector, attractor, informer—so the site works, not just looks good. The story runs through every section instead of sitting in a box. Native CMS so you and your wife can update it without muscling HubSpot.
- Website copy and sitemap
- Web systems (converter, collector, attractor, informer)
- Framer site design and build
- Story-led homepage architecture
- Two weeks post-launch support
Phase 03 ends at launch. Site live. Guidelines delivered. Hands on the wheel.
Same three phases. Different scopes of work inside them.
Each tier is a complete engagement. The difference is how far the brand extends past the website. Tier 01 is the scope we discussed and the one I recommend.
Refresh
Make the brand carry the story.
The full engagement we discussed. Positioning, the Sage Street Method, a logo system refresh that keeps the tree, and a complete website rebuild in Framer. Everything needed to close the gap the audit named.
- Competitor analysis
- Brand and web teardown
- Target client pattern analysis
- Cover Your Logo audit
- Positioning document
- Messaging architecture
- Sage Street Method
- Voice and tone principles
- Moodboard (one direction)
- Logo system refresh
- Typography and color system
- Brand guidelines
- Framer rebuild (homepage + interior pages)
- Web systems (converter, collector, attractor, informer)
- Website copy and sitemap
- Story-led homepage
- Two weeks post-launch support
Refresh + Client Arsenal
Carry the brand past the website.
Everything in Refresh, plus the client-facing materials that make the brand work in every room you walk into. The deliverables that turn a website into a system.
- Everything in Refresh
- Everything in Refresh
- AI photography direction (custom imagery)
- Everything in Refresh
- Pitch one-pager and prospect leave-behind
- Social template system
- Welcome kit
- Welcome folder
- Client checklists
- White papers
- Email signature and deck template
Four equal payments. One per gate.
No hourly billing. No surprise invoices. Every payment maps to a moment in the work where you can see exactly what you paid for.
Reserves your spot. Work begins within seven days.
Triggered when visual identity is locked.
Triggered when the build begins.
Triggered at site launch and brand guidelines delivery.
Is this a rebrand or a refresh?
A refresh. The name stays. The niche stays. The tree stays. We are not tearing down what you built. We are making the brand finally carry the story you already tell out loud.
Can I manage the Framer site myself afterward?
Yes. Framer’s CMS is built for it. We include training during the two-week post-launch window so you and your wife can publish and update without us, and without muscling HubSpot.
What is the Sage Street Method?
A three-pillar framework tied only to your firm, built in Phase 01. It replaces the generic pillars on the site today with something a client walks through and feels connected to. It is yours, and no other advisor can claim it.
What does the Strategic Checkpoint actually look like?
One document. One page. Positioning, target client, three differentiators, voice rules. Both of us sign it before design begins. If we cannot agree on it, we do not move forward. Refund of any unused fees.
Three steps from here to kickoff.
(01) Reply with your chosen tier. We send the agreement and the first invoice.
(02) The first payment, on approval, reserves your spot. We schedule the kickoff call once both calendars align.
(03) Strategic Checkpoint sign-off lands at the end of Phase 01. Identity begins the day after.
Take the time you need. If it’s a yes, we sign. If it’s a no, you keep the audit.
Sage Street Wealth
FinArt Studio