Preliminary Proposal


Golden Mean Capital


Website Design/Development



Last Updated


Proposed By

Azai Studios New York
Harji Singh

New York

Presented to

Topsy M.

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.


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

Clear, impactful messaging and high-quality branding for online awareness and partner support.

A beautiful & memorable marketing website with future scalability and feature sets in mind.

An agency partner to help build awareness for this new national shopping day.

Estimated Timing

Phase 1.1 - 1.5 Week

Phase 1.2 - 2.5 Weeks

Phase 2.1 - 3.5 Weeks

Phase 2.1 - 5.5 Weeks

The formal SOW to follow will encompass a more detailed timeline created with client feedback to account for any days off or suggestions.

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 $15,000 - $20,000 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 1.1 →
Microsite UX & UI Designs

Total Cost $5,000

Azai Studios will work alongside your team on creating a templated  marketing website showcasing your company and its details

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


  • 1 Round of revision of design files. Written client feedback at each round.
  • Copywriting allowing for two (2) rounds of revisions.

Full Deliverables

Microsite Design & Prototype

The microsite's purpose is to showcase the new brand, holiday and events with CTA's and social feeds. It will allow users to join the waitlist for details on the launch day and see which products are highlighted by each retailer.

  • One (1) fully prototyped wireframes page
  • One (1) full High Fidelity and prototyped page
  • Overview of the brand messaging and imagery/video
  • Contact CTAs
  • Featured product CTAs with affiliate links
  • Copywriting for all pages
  • Featured Investments  - showcasing featured investments
  • Social Media  - integrated throughout the site where applicable. 
  • Email capture - serves to capture name and email for future newsletters and will feed directly into email database
  • FAQs, Terms & Conditions, Privacy Policy - Standard template pages that fit with the site aesthetic and contain the important legal information

Phase 1.2 →
Microsite Development + CMS Integration

Total Cost $5,500

Development for the marketing website will consist of building the website based on the approved high-fidelity designs. The website will be connected to a content management system allowing for easy access and updates. We will set up a testing environment to push changes and updates as they progress.


  • 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

Website  Development

  • One (1) fully developed website incorporating all pages from high-fidelity design
  • Fully responsive website
  • QA Testing, Cross browser testing
  • CMS setup
  • Retailer CMS Collection
  • Product CMS Collection + input for affiliate links
  • Event CMS Collection
  • SEO Checklists
  • Content Entry & Migration
  • Analytics connections & integrations
  • CMS training
  • Hosting & maintenance billed separately

Phase 2.1 →
Full Website UX & UI Design

Total Cost $15,000

As the platform scales, Azai Studios will take the full brand and designs for your company and create a fully functional custom website.


  • Up to (2) two rounds of revisions during each stage.

Full Deliverables

Web App 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.

  • Build 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.

Website information arch

After we figure out all the nitty-gritty of the company, space, and users, we will create a sitemap to visualize the information architecture of the website. We will revert back to the competitive analysis to gain a better understanding of the navigation and layout we will plan to design.

User, task, and info flows

Based on the needs a user would have for your website, we will create a user flow in reference to the tasks customers would perform when visiting the website. We will have to map out flows that we find to be common scenarios from the research phase. Creating website task flows will let us analyze and prioritize the website’s information. We want to identify with the user and their process to evaluate which information/content is most important.

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 2.2 →
Full-Stack Website Development

Total Cost $20,000

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 using a headless 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

Headless Commerce

Headless CMS

Headless Architectures

Headless Systems

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

Ruby on Rails / React frontend

Custom API connection feeds

  • 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 1.1 → Microsite UX & UI Designs


Phase 1.2 → Microsite Development + CMS Integration


Phase 2.1 → Full Website UX & UI Design


Phase 2.2 →Full-Stack Website Development


Payment Schedules: 
40% due at project start
30% due at 50% project completion
30% due at 100% deliverable/launch

More Recent Work

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


City Of Saulkrsti

Brand Identity Design • Website Design • Web Development • Digital Brand Guidelines • OOH Print Ads • Wayfinding Design • Art Direction

Saulkrasti, Latvian for sun shores, is a seaside town on the Gulf of Riga. Surrounded by the sea and forest, the culture embraces the coming and going of the sun and the people live with a strong connection to nature. We were tasked with creating a visual identity for the city that reflects those shared values.


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

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 Forest City Ratner real estate investment trust, to DME 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.