Workflow example · branding
Workflow Example: Sales Call to Branding Proposal
A 50-minute discovery call with a growing DTC skincare brand covered their current identity gaps, deliverable set, brand strategy workshops, timeline, and a three-milestone payment structure. This workflow example shows how those commercial terms move from the call transcript into a traced proposal, a contract clause, and a payment schedule without manual re-entry or guesswork.
Call to proposal: the full trace
[06:15] Client: "Our packaging looks fine but nothing ties together. The logo, the website, the social templates. It all feels like three different brands." [06:30] Studio: "That is exactly what a full rebrand solves. So we would start with a two-day brand strategy workshop to lock in positioning, voice, and visual direction." [06:45] Client: "What comes out of that?" [06:48] Studio: "A brand book. Logo system with wordmark and icon, color palette, type system, photography direction, tone of voice guidelines. Then we roll that into packaging templates for your six SKUs and a social media kit." [07:10] Client: "How much for the full thing?" [07:12] Studio: "32,000 for everything I just described. The workshop, the brand book, the logo system, packaging templates for six SKUs, and the social kit." [07:30] Client: "Payment?" [07:32] Studio: "Three milestones. 40% to kick off the workshop. 30% on brand book delivery. Final 30% when we hand over the packaging and social files." [07:48] Client: "Timeline?" [07:50] Studio: "Ten weeks. Workshop in week one, brand book draft by week five, final deliverables by week ten."
| Term | Value | Evidence |
|---|---|---|
| Project type | Full rebrand · DTC skincare | "a full rebrand" [06:30], packaging and identity unification context [06:15] |
| Strategy phase | Two-day brand strategy workshop | "a two-day brand strategy workshop to lock in positioning, voice, and visual direction" [06:30] |
| Brand book deliverables | Logo system (wordmark + icon) · color palette · type system · photography direction · tone of voice | "Logo system with wordmark and icon, color palette, type system, photography direction, tone of voice guidelines" [06:48] |
| Packaging | Templates for 6 SKUs | "packaging templates for your six SKUs" [06:48] |
| Social media kit | Included in scope | "and a social media kit" [06:48] |
| Fixed price | CHF 32,000 | "32,000 for everything I just described" [07:12] |
| Payment structure | 40% on workshop kickoff · 30% on brand book delivery · 30% on final handover | "40% to kick off the workshop. 30% on brand book delivery. Final 30% when we hand over the packaging and social files" [07:32] |
| Timeline | 10 weeks | "Ten weeks. Workshop in week one, brand book draft by week five, final deliverables by week ten" [07:50] |
Full Rebrand · brand strategy workshop (2 days) · brand book with logo system, color palette, type system, photography direction, tone of voice · packaging templates (6 SKUs) · social media kit Fixed price: CHF 32,000
The Studio shall deliver a complete brand identity system for the Client's DTC skincare line, comprising a two-day brand strategy workshop, a brand book including logo system (wordmark and icon), color palette, typographic system, photography direction, and tone of voice guidelines, packaging design templates for six product SKUs, and a social media asset kit. The fixed project fee is CHF 32,000. Additional SKU packaging templates beyond the six included are available at CHF 1,200 per SKU.
Milestone 1: CHF 12,800 due upon commencement of the brand strategy workshop. Milestone 2: CHF 9,600 due upon delivery of the brand book. Milestone 3: CHF 9,600 due upon final handover of packaging templates and social media kit. Payment is collected through the client review link after each milestone approval.
How does a discovery call become a branding proposal?
The studio imports the call recording from Zoom, Fathom, or Fireflies. The AI reads the transcript and extracts every commercial term it finds: deliverable set, strategy scope, SKU count, pricing, payment milestones, and timeline. Each extracted term carries a reference to the timestamp where it was discussed. The proposal is generated from these terms, with every line traceable to the conversation.
- Terms are extracted, not invented. Every value links back to the call.
- The fixed price and milestone amounts are calculated in code, not by the language model.
- The studio reviews before sending. The AI does not send proposals.
What does the client see after the discovery call?
The client receives a single link. The page shows the proposal with the strategy workshop scope, every brand book deliverable, packaging and social kit details, pricing, and milestones. If a deliverable was missed or the SKU count needs adjusting, the client requests changes inline. After approval, the same page moves to electronic signature. After signing, the workshop kickoff payment is collected from the same terms discussed on the call.
- One link for review, changes, signature, and payment.
- Every deliverable is listed before signing.
- Payment milestones match the schedule agreed on the call.
What if the brand scope expands after the proposal is sent?
Scope expansion is common in branding projects. If the client wants to add packaging for two more SKUs, a motion graphics package, or an email template system after the proposal is sent, the studio creates a change order with the new deliverables and adjusted price. The traceability makes it clear which deliverables came from the original call and which were added later. The client sees the updated proposal and signs the revised version.
- New deliverables are tracked as separate line items with their own pricing.
- The original call terms remain visible for reference.
- Both parties sign the final version, not an outdated draft.
FAQ
Can the proposal separate strategy fees from design execution?
Yes. If the call discussed the workshop and brand book as one phase and packaging as another, the extraction captures those as separate terms. The proposal can list each phase with its own scope and price. If the call used a single bundled price, the proposal reflects that instead.
What if the client needs additional revision rounds on the logo?
The studio can add revision rounds as a line item in the change order. The original proposal shows the included scope, and the additional rounds carry their own pricing and timeline adjustment.
Does this work for a brand refresh or only a full rebrand?
This example shows a full rebrand from scratch. Brand refresh projects follow a similar flow but extract a narrower deliverable set, such as updating the color palette and social templates while keeping the existing logo system.
Try it with one real call
Use one call recording or transcript. See extracted terms traced back to the conversation, with the proposal ready to review and send.
Start with one call