Preliminary Proposal




Brand Strategy, Visual Identity Design, Website Design/Development



Last Updated


Proposed By

Azai Studios New York
Harji Singh

New York

Presented to

Alistair Naiken

Proprietary & Confidential
The enclosed material is proprietary to Azai Studios. The material presented in this document may not be disclosed in any form or manner to anyone other than the addressee(s) and employees or authorized representatives of the firm/client.

Welcome Al,

Thank you for taking the time to consider Azai Studios as your agency partner.

About us

On the website that follows, we’re pleased to share an overview of our understanding of the opportunity and our initial thoughts on how we could partner together in developing your new brand, digital touchpoints, and its foundational footprint.

Launched in 2015 by Harji Singh, Azai Studios works with people and businesses to help them in the creation or evolution of their brand experience. We at Azai Studios apply creative and technical thought to deliver effective, sustainable, and inspiring design solutions at scale.

Now as a global agency with team members in New York City, Dubai, and Riga, we seek out diverse opportunities that celebrate cultural diversity and expression. Our reach across continents allows us to work in different time zones, and to collaborate with talent from around the world, all to provide our clients with top quality work. We could continue on in agency jargon but we figured we’d get to the important stuff…

Why us?

That's not a thing many agencies brag about, but we love it. We are a tight-knit team. All of us come from larger agency backgrounds, so we’ve seen may pain-points from client-side to agency-side.

We're a small agency, and we're proud of that.

It's not always about the numbers, and we’re only as good as our last project. It lets us to say no to the projects that don't fit our ethos and allows us to be more transparent - because we can.

We learned that when you work with big agencies, a lot of the time there are things that get in the way of simply doing the best work. Being the small lets us keep the focus on the work itself, and away from the mundane. It lets us be less bureaucratic, which enables out-of-the-box thinking.

Being small lets our clients work directly with our account executives and creative directors.

Being small lets us be as lean as our clients, stay fast, always adapt, always be there and on top of things. Startup ethos, enterprise results.

And last but not least, small means more control over the outcome and less bullshit.

You've got some goals, we got some ways to get there

A new brand strategy which positions you as an industry leader.

A memorable brand and website to showcase you as an experienced, tech-centric algo commodity trading firm.

An agency partner to help consult. market, scale the company.

Phases, Deliverables, Costs

Below you'll see a detailed outline of deliverables and fees for the associated activities. In addition, Azai Studios recommends earmarking an estimated $5,000 - $15,000 to put towards additional asset development to be defined mid-way through the project. This can be for additional creative such as motion graphics, illustrations and/or video. We feel that it's important to earmark these funds, and are conscious of the targeted cap for this initial phase of work and establishment of your brand.

For the deliverables listed within this document, Client will pay Azai Studios the following amounts. If additional deliverables or activities are required, additional fees may be incurred. All overages and out-of-pocket expenses will be approved beforehand by Client.

Phase 1 →
Discovery, Brand Strategy & Positioning

Our goal here is to weave our team into your organization to understand who, what, and how it all works.

Discovery, brand strategy and positioning gives our team a level overview of the company's current inner workings. During this phase, we set out to define the overall brand, vision, mission, positioning and messaging, in addition to client personas, competitive analysis, industry landscape, and brand strategy.


  • Client to provide all access to historic and current data (analytics, reports, trends and research reports)
  • Client provides all access to current content and copy docs
  • Agency may need to purchase industry specific reports in order to provide industry specific insights

Full Deliverables

Azai Studios Strategy Workshop

(1) One creative brief

(1) One strategy deck

  • Competitor analysis (a look at immediate, mass and low tier competitors in the marketplace) and industry trends
  • Brand content audit
  • Business Objective
  • Marketing Objective
  • Brand Challenge
  • Market Context
  • Brand Strategy
  • Brand Mission
  • Brand Slogan
  • Uniqueness
  • Industry Communication
  • Brand Communication Touchpoints
  • Brand Values
  • Target Audience Hypothetical Personas
  • Strategy Execution
  • Brand Messages
  • Communication Activities

Phase 2 →
Brand Identity Design Systems + Support Collateral Design

We'll work together on building a brand identity system and collateral that stands out in the marketplace. This phase aims to set the look and feel of the brand and how that rolls out across all digital, print, and experiential touch-points. We want to create a brand system that can grow with the initiative and provide the proper guidelines for both you and the partners you work with.

Azai Studios builds out a fully custom digital brand guidelines which our clients and their partners can access at any time to understand how the brand works, and all the necessary assets required to implement all marketing activities.


  • Two (2) rounds of revision provided per presentation.
  • Client provides budget of what they wish to spend on printing and signage fabrication so Agency can specify the correct paper and production vendor.
  • Art buying as needed.
  • Written client feedback at each round, including a selection of a direction following round 1 and final acceptance upon 3rd round.

Full Deliverables

Visual Identity Design 

This essential step will help us set the direction for the visual identity, and allow you to collaborate with our process at a very early stage. The visual identity will be a complete new logo system, typography guidelines, color palettes, brand patterns, visual principals, art direction, and any other brand element necessary to tell the company's visual story.

  • R1 - Three (3) separate brand direction mood boards showcasing illustrations, typography, logo directions, art direction, color palettes and other design elements to create the visual identity. These directions will showcase all different touch points, from digital to print. A visual concept of your brand's voice/tone and look/feel filtered through three different directions.
  • R2 - Further exploration of chosen direction, and incorporation of feedback
  • R3 - Refinement and finalization of brand visual identity

Digital Brand Guidelines 

Azai Studios converts the visual design system into a practical usage guideline showcasing all aspects of the newly developed brand.       

  • One (1) personalized website with access to all brand assets

Brand collateral, print, and fabrication design

  • One (1) option for branded sales/investment decks
  • One (1) option for business card designs
  • One (1) option for letterhead design
  • One (1) option for branded notebook design
  • One (1) option for marketing email design
  • One (1) option for social media profile design (fb/insta/linkedin)
  • Preparation of all files for production

Phase 3 →
Website UX & UI Designs

Azai Studios will work alongside your team on creating a fully custom marketing website showcasing your company, services, offerings, case studies/project examples, and any additional content the team thinks is necessary.

The website will be designed for future proof additions in mind. The new website will feature the new visual identity created in the branding/visual identity phase along with any other assets Azai Studios and the team has developed.


  • 2 Round of revision of design files. Written client feedback at each round.
  • Content & copywriting provided by client team.

Full Deliverables

Website Content Strategy

Taking a content-first approach offers several benefits that range from enabling a better overall design vision to catching snags in the design before they become problems.

  • Arrange out a sensible information architecture: When you know what content you have and/or need, it’s easier to define your overall sitemap and build out a logical hierarchy.
  • Design to optimize the content: If we plan to use quotes a lot, you can design beautiful ways to showcase blockquotes and callouts. If they’re fans of listicles, maybe a card or gallery-based design would work better than a long list of numbered headings?
  • Create consistency across the site (and lighten your code): If you know your site will have a blog, help center, and marketing pages, you can design your type hierarchy to work across all three areas. That’ll help create a more consistent (and thus, easy to learn) interface and keep you from having to create a bunch of messy combo classes.

Full web application wireframes

Our team starts off by sketching low-fidelity wireframes for each page of the site while referring to design patterns we identified in our competitive analysis. This allows us to gain feedback from peers and provide us with a better direction when designing the wireframes in preparation for usability testing. Using Sketch or Adobe XD, we create mid-fidelity wireframes for desktop, tablet, and mobile to define the visual hierarchy of the website across responsive screens.

HI-Fidelity prototype + UI kit

Using the insights and recommendations gathered from affinity mapping we will make create a fully designed high-fidelity prototype and apply the branding and UI styles. We will then create a clickable prototype and review it internally with our team and client.

Phase 4 →
Website Development

We will design and develop a hybrid website based on standard HTML5 and CSS best practices. We may also incorporate some animated jQuery elements and components to provide an interactive factor and allow users to better engage with the brand. This approach will ensure the website is completely viewable on non-flash website browsers and non-flash supporting devices, such as iPhones and iPads.

We will develop the website a selected CMS and responsive technology optimized for viewing on tablets and smartphones for select front-end user-facing sections of the website. The mobile site will not focus on visuals or graphics, but be a clean and attractive way for a mobile user to learn about and contact the company.


  • Full technology stack TBD
  • Client has full understanding of different CMS platforms and has made an educated decision. Azai Studios will provide CMS options.
  • Client has full sign off on all page designs.
  • Hosting & maintenance billed separately at a monthly to-be-determined rate.

Full Deliverables

Full Website Design & Development

Webflow or Headless CMS or Out-of-box CMS

Headless Architectures if needed

Headless Systems if needed

Frontend and backend parts of a website will be separate, independent web applications allowing the backend system(s) handle the logic and data, while the frontend handles the content display.


Elasticache/Redis caching middle layer

  • One (1) fully developed website incorporating all pages from design files
  • Fully responsive website
  • QA Testing, Cross browser testing
  • CMS setup
  • SEO Checklists
  • Content Entry & Migration
  • Vendor App API integration
  • Analytics connections & integrations
  • CMS training
  • Hosting & maintenance billed separately

Cost Breakdown

Phase 1 → Brand Strategy & Positioning  


Phase 2 → Brand Identity Design Systems + Support Collateral Design


Phase 3 → Website UX & UI Designs


Phase 4 → Website Development




Payment Schedules: 
50% due at project start
25% due at 50% project completion
25% due at 100% deliverable/launch

Estimated Timing

10 Weeks (factoring in holidays and weekends)

This estimate is given with timely approvals. The formal SOW to follow will encompass a more detailed timeline created with client feedback to account for any days off or suggestions. At project kick off, our team provides a fully web-based interactive timeline gantt chart.

Full interactive timeline delivered upon SOW draft.

Work Examples

360 Capital

Strategy, Branding, Web Design, Content

360 Capital is a venture capital firm from Australia. We were commissioned to assist on branding the firm and creating the several touchpoint materials to tell the company's story visually. We collaborated on creating a full visual identity that was modular and expandable to encompass all aspects of the organization. Their identity was then transferred to their website and all digital assets.

Visit Website

Gateway Partners

Strategy, Branding, Web Design, Content

Gateway Partners is a leading private equity firm that connects capital to attractive investment opportunities in the dynamic and emerging growth markets of Africa, the Middle East, South Asia, and Southeast Asia. We partner with business leaders in a trustworthy and insightful manner, add value beyond capital, and act responsibly with all stakeholders.

As Gateway Partners prepared to raise their third fund, our agency was brought on board  to develop a fully new brand strategy, visual identity, website, and all new marketing collateral to position them as a global leader.

Truly Secure | Microsoft Partner

Strategy, Branding,  Web Design, Content, OOH ads, Print Design

Truly Secure is a full-service technology company empowering clients with intelligent cloud, IT, and cybersecurity solutions. As a new entrant in the space, they have the unique opportunity to revitalize a traditional industry, and invited Azai Studios to create their young, yet tech-centered visual identity.

Visit Website


Urban Standard Capital

Strategy, Branding,  Web Design, Content, OOH ads, Print Design

We partnered with Urban Standard on the venture to polish their positioning, look, voice, tone, and feel. First, we needed the name to be more "standardized" (no pun intended). Urban Standard Development was condensed so it could evolve and encompass their three verticals of business; financing, acquisitions, and development. Branding research determined that evolving their brand identity, rather than completely changing its name, was the optimal decision. Among the other changes were their logo, tag-lines, brand colors, typography, overall art direction and digital.

Visit Website

Core Team

Harji S.

Founder & Creative Director

Harji has over a decade of experience working in branding, marketing, and content production. He started working in the creative field at visual communication and design agency, where he discovered the ins and outs of branding. He's worked with several noteworthy companies, from Invesco Adsvisors, to McLaren Automotive, to Nespresso.

Through his career, Harji was able to work in a wide range of industries spanning from financial services, to real estate, to hospitality, to tech, fashion, automotive, and luxury brands. After working his way up to Creative Director at BBDO group, he ventured onto founding his own Creative Agency. With award-winning work and teams in New York, Dubai, and Riga, his focus remains on creating brands that drive desire.

Krists D.

Design Director

Krists is a Birmingham City University graduate with 8 years of experience in graphic design, creating visual identities and design systems for various clients both locally and internationally. He is the founder of brand guideline tool Corebook and internationally published project 21wallpaper. Krists joined the Azai Studios team in 2017 and is now the head of Design. Krists is also the studio lead for Azai Studios Riga.

Japna K.

Strategy Director

With her global media agency experience, Japna brings a diverse background working across multiple disciplines ranging from Research and Consumer Segmentation to Brand strategy and quantifying campaign success through Measurement solutions. She brings years of experience working with an impressive portfolio of clients, from Fortune 500 companies to smaller start-up brands. Japna now handles all client Accounts and Strategy at Azai Studio's New York City office.

Client References

Next Steps ...

Azai Studios will draft a proposal based on the list of required services and send it to the Client main contact person.

Azai Studios works on drafting a full Master Service Agreement and Statement Of Work and sends to client for signature along with 1st invoice.

Project Kickoff meeting.

Interested in learning about our full process? Visit our process page.