Hello everyone, I'm finally back to design posts! This semester I'm diving into my upper-level design classes and honestly, we're only a few weeks in but it's already feeling overwhelming. But as with any project, I try to not panic and take it one step at a time. The first of these steps is something that I hadn't really done before this semester, but now have done twice already, the design proposal.
A design proposal is a document that lands on a client's desk or in their email that basically tells them who you are, what you're going to do for them, and how much it will cost. Higher-grade projects will have much more in-depth proposals, but most of them have some common points. I'm going to walk you through one of my recently-completed proposals for one of my real projects and share what's important and why!
One of my projects this semester is to create a 12-page magazine for Anthropologie. It isn't "real" of course, but the goal is to replicate the feel of their publications in photography and design elements. My proposal has a pretty minimalist layout because the proposal isn't supposed to wow whoever looks at it, it's a document that someone flips through very quickly and they only really care about the work you show and the pricing. Anyways, the cover should always have the name of the project and the name of the designer.
The next page should be an introduction to the designer. I kept mine brief because like I said before, in a professional context this is not the most important page. What is important is a brief explanation of who you are as a designer, how or why you do what you do, a list of past clients for references or just showing that you know what you're doing, and contact information.
The next page, the project brief, outlines the general scope of the project so that the client and the designer are on the same page. I included a brief description of the expected deliverables, that could change from project to project. Here, it's a printed magazine but it could be a website, a brand identity, pamphlets or marketing material, and so on. An element that I think is very important is the received and deadline dates, this defines the duration of the project for both the client and the designer.
The next page is to show the client past work so they can determine if a designer's style is right for their project. I just took work from some of my past semesters, and was able to include work I did as a freelancer for the first time!
This is a mock services page, but if this magazine was a real production, this is the kind of budget it would be. The designer has to take all expenses into account, their own labor, outsourcing elements they can't contribute themselves, travel and catering fees, an hourly rate, and even more. This page is very important, it outlines what the client will receive for the money they are paying. The more detailed this page is, the better.
The last page is for terms, which is where all the legal things go. When this page is signed by the client and the designer, it is binding as a legal contract. I only included the term of a 50% deposit required to start the project, but other information that goes on this page could be copyright information, usage rights, deposits or extra fees, that kind of thing.
That's the walkthrough of one of my first proposals! Even looking back on it now, about two weeks after I first created it, I think of things I could have added and how to make it better. Thankfully, I have another proposal due soon so I can implement my next ideas! Thanks for reading, I hope this was helpful for any designers out there!
xx, Hannah