Preliminary Proposal


Meralda Hotel & Residences


Research, Brand Strategy,
Visual Identity Design Systems, Print Design,
Website Design & Development



Last Updated


Proposed By

Azai Studios New York
Harji Singh

New York

Presented to

George N.

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 George,

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?

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.

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

Being global allows us to leverage our network of professionals to ensure every project is a home run hit.

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

A brand & digital refresh creating consistency, cohesiveness and brand equity.

A memorable and unique website to position the property as a the next luxury destination.

A reliable agency partner
that understands your business and industry.

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 $25,000 - $75,500 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 →
Research, 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 Mission
  • Brand Slogan
  • Uniqueness
  • Industry Communication
  • Brand Communication Touchpoints
  • Brand Values
  • Target Audience Hypothetical Personas
  • Strategy Execution
  • Brand Messages
  • Communication Activities

Phase 2 →
Visual Identity Design & Brand Application Design

We'll work together on building a brand identity 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 touchpoints. We want to create a brand system that can grow with the organization. Azai Studios builds out a fully custom digital brand guidelines which our clients can access at anytime.


  • 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 refresh of the company's logo systems, 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 moodboards 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 stylescapes.
  • 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 Logos
  • Brand Color pallets
  • Brand Typography & Patterns
  • Brand Photography art direction

Brand collateral, print, and fabrication design

  • One (1) option for business cards, letterheads, notecards
  • One (1) option for Hotel & Residences way finding
  • One (1) option for Hotel & Residences brochure
  • One (1) option for branded email templates
  • One (1) option for branded apparel and bags
  • One (1) option for branded Hotel Key Card
  • One (1) option for branded coasters
  • One (1) option for in room menus
  • One (1) option for sales deck presentation (keynote)
  • One (1) option for email signatures
  • One (1) option for Facebook, Instagram, Linkedin, Medium profile assets
  • Preparation of all files for production

Phase 3 →
UX Web Strategy & UI Web Design

We will take the defined goals from our strategy and apply them to the a website to showcase the property's story, rooms, experiences, dining, spa & wellness, activities ,gatherings ,offers, and gallery. We will seamlessly integrate any data feeds, newsletter sign-ups, and api functionality with additional focus on UX best practices and SEO optimization. The website will be designed with future-proof additions in mind.

The new website will feature the new visual identity created in Phase 2. 


  • One (1) Round of revision of design files. Written client feedback at each round.
  • Azai Studios team will suggest any copy edits to ensure brand personality and voice matches brand strategy.
  • Client provides all website content, imagery, assets, and any other materials we deem necessary.
  • Phase 3 costs are for UI/UX only. Development coasts showcased in Phase 4.

Full Deliverables

Website Prototype & Designs

We will conduct a full website audit to suggest the best layout and website practices. Azai Studios will work alongside the client's team to ensure all pages are accounted for and organized in the most systematic way possible. Azai Studios may suggest new website flows to improve overall design and outcome based on best UX practices.

Stage 1 -- Website architecture & user flows
Stage 2 -- Website wireframes
Stage 3 -- Website hi-fidelity design incorporating all visual elements and copy. Hi-fi design are prototyped to showcase website's flow.

  • One (1) full website architecture presentation in Figma
  • One (1) full clickable website wireframe in Figma
  • One (1) full UI Kit & Library
  • Website copywriting
  • Fully designed hi-fi prototyped website with micro-interactions

Phase 4 →
Website Development

After we have full approvals on website designs, our team will begin coding the website and connecting it to the appropriate CMS Platform. 

Development Options:


Custom React Frontend + Headless CMS


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

Full Deliverables

Full Website Development

The development phase will consist of building the website based off of the approved hi-fidelity design. and selected content. We will set up a testing environment to push changes and updates as they progress.

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

Key Development Objectives

  • Retain existing SEO rankings
  • Google Custom Search API
  • Document Management with the ability to replace and update document files without needing to reconnect links
  • Optimized media to improve site speed and loading time
  • Forms capable of conditional logic and custom submission messages
  • MailChimp Integration
  • Social media integration
  • Booking platform intergration

Organic Content Production

For the brand to fully come to life, the content needs to breath and live within the new brand ethos. Everything from the brand imagery to the branded lifestyle videos needs to be strategically incorporated to tell visually tell a story that should drive customer desire. All organic assets are aimed to be used for website content and social media content. 


  • Agency handles all production, casting, communication, coordination, on-set art direction, storyboarding and shot lists.
  • Client responsible for all talent costs. Azai Studios will provide a list or talent for client to choose with our advisory. Talent costs are variable and start from $1,500 pending face and usage rights.
  • Client responsible for all location costs, fees, and permits associated with shoots. Azai Studios will coordinate any fees and pass along all costs.


Photography - lifestyle 

$7,500 - $22,500 

Azai Studios will art direct a full lifestyle photoshoot showcasing product in use. Aim will be to focus on product benefits and value propositions. Pricing contingent on number of TBD shot looks. 

  • Presentation of Art Direction concepts.
  • Pre-Production (planning and organizing shoot)
  • Production (on set oversight and execution of creative)
  • Post Production (retouching and asset organization)

Video Cinematography - Lifestyle

$35,500 - $72,500 

Video shoot for brand campaign and asset library to be utilized across all social, website, email and growth marketing. Video Shoot will also utilize behind the scenes, cut and edited for campaign fidelity and usage. 

  • Pre-Production (planning and organizing shoot)
  • Production (on set oversight and execution of creative)
  • Post Production (retouching and asset organization)

Total Cost Breakdown




Creative Director



Brand Strategist






Design Lead



Technical Lead



Total Project Cost


Estimated Content Production Cost

$25,000 - 75,000

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

Estimated Timing

90 Days

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.


Chileno Bay

Brand Strategy, Identity Design, Content Website Design

Waypoint Hotels & Resorts

Brand Strategy, Identity Design, Website Design

Refreshing the brand visual identity by returning to its simple,  mid-century roots. Create a brand that looks timeless because it actually is. Waypoint was created after a long time of dreaming for having a hotel that stands for fascinating experience and there was no other place that has that deep of pleasure more than lebanon

DUNE Resorts

Brand Strategy, Identity Design, Content, Website Design

On the Polish coast, Dune Resort is the equivalent of luxury. Located just by the seaside promenade, the spectacular building complex of 330 apartments has a direct access to sandy beaches. One cannot help but picture the summer mansions of the Cote d’Azur or the ones in the sunny state of California. The project is run by a Norwegian investor – Frimus Group. The modern architecture inspired by the seaside scenery has become an inherent part of the surrounding sandy dunes. The open spaces intensify the feeling of community with nature, and the apartments with a direct access to the beach and overlooking the Baltic Sea provide intimacy and independence. Attention to detail, use of first-rate materials and natural colours – all this reflects the unique elegance as well as the Scandinavian simplicity characteristic of these apartments. Beige, grey and white as the dominant colours, combined with noble timber species and high quality stone evoke the feeling of peace and harmony.

Sandy Bay Bali

Strategy, Branding, Content, Digital

Sandy Bay is a  chain of restaurant, beach club, hotel, boutique, and spa based in Nusa Lembongan, Bali, Indonesia. As one of Indonesian small islands, Nusa Lembongan has provided Sandy bay with the perfect private and clean beach side. Azai Studios was brought in to build and grow a brand identity of Sandy Bay as a perfect holiday package on the island. The goal is to promote Sandy Bay as one of the best holiday destination for the tourists. To achieve this, we create a brand identity with youthful, yet breezy graphic style. To boost all that, we also create their website and social media campaigns.

Svea Solar

Brand Strategy, Identity Design, Website Design

The current visual language of sustainability and green energy is built on clichés. Sweden's biggest solar energy company - SVEASolar wanted to position away from this, giving us an opportunity to fully rebrand SVEA and provide a new strategic angle - PowerShift. Agencies partnered to developed a distinct visual system playing with the notion of ‘power’. This allowed them to create a suite of visual assets that are fresh, bright and forward thinking. Combining the bright electric visual style with the bold product imagery allowed SVEA Solar to sit strategically between creativity and technology. The creative was rolled out across all channels, including the digital platform, brand platform, copywriting, the app and product imagery.

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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 building brands. He's worked with several noteworthy companies, from Microsoft to Invesco Advisors, 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 businesses forward.

Krists D.

Lead Designer

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.

Lead Strategist

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.