Business 101 PRICING AND ESTIMATING with Terry Lee Stone

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1 1. HOW MUCH WOULD YOU CHARGE FOR THIS PROJECT? CHALLENGE #1 COFFEE HOUSE IDENTITY Client/Objectives: A new neighborhood coffee house would like to create a unique and memorable identity system. The owner has some experience with design and printing, and even thinks he might have a good idea for the color scheme. The client doesn t have much money, so they need maximum impact for the budget. Plus, they want to give big chains like Starbucks some serious competition with the 20-something market. The client wants a logo that consists of an icon and a logotype treatment. They want to see 8 black and white thumbnails, from which they will choose 2 different logo concepts. Then you will create some rough color comps. You ll need to present 2 different color concepts for each logo. From these, the client will approve a logo, and you will create finished art. In addition, you will need to create a business card, an exterior sign (concept only, manufacturing supplier will fabricate the sign from your layout), and a postcard that the client can mail to the neighborhood to announce they ve opened. Client will supply the postcard copy, as well as buy all their own printing. You will supply all final digital artwork. Phase1: Concept Development (B&W thumbnails) Phase 2: Design Refinements (Color Comps) Phase 3: Finished Art for Logo (includes Buy Out) Phase 4: Application Design (Sign, Postcard, Business Card) Phase 5: Finished Art for Applications _

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3 2. HOW MUCH WOULD YOU CHARGE FOR THIS PROJECT? CHALLENGE #2 Construction Company Website Client/ Objectives: A mid-sized construction company would like to make their 15-page website more impactful and attractive to high net-worth individuals seeking to build luxurious custom homes in Los Angeles. The new design must include all present elements, as well as provide paths for scaling and navigation of future site expansion. All implementation will be done by the client. All copy and photography provided by client. Photography and copywriting provided by the client. Review existing and competitors sites. Develop 3 different approaches, each with a home page, 3 sub pages and a navigational system. Screens to be comped with color printouts in storyboard form. Upon selection of one approach, the designer will provide a detailed Site Map. All visual assets necessary will be created as non-functional page layouts to be implemented by a programmer. Ongoing Maintenance can be provided by the designers, and will be billed on an hourly basis. Phase1: Orientation/Research (Review Competitors) Phase 2: Design Strategy (Criteria Document) Phase 3: Design Exploration (3 Rough Concepts, Wireframes) Phase 4: Design Refinements (Color Comps) Phase 5: Design: Information Architecture (Final Site Map) Phase 6: Production: Assets (Final page layouts and Click thru) Phase 7: Project Management Ongoing Maintenance Hourly Rate: $ Programming (Site engineering)

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5 3. HOW MUCH WOULD YOU CHARGE FOR THIS PROJECT? CHALLENGE #3 Private School Brochure Client/ Objectives: A private elementary school wishes to create an 8-page plus cover printed brochure with general information about the school that is geared towards prospective parents. The new design should be stylish and accessible. The Client wants a package price, including copywriting, photography, and printing of 2,500. Review existing and competitors promotional materials. Develop 3 different preliminary concepts directions (cover and spread). Meet with the marketing communications director and CEO for input. Select copywriter, and supervise the creation of all copy for design fit and the client s satisfaction. Select photographer, and art direct the photography on location at the school. Create all finished files for printing. Purchase and supervise printing. Review proofs as required. Phase1: Research (Review Competitors) Phase 2: Design Exploration (3 Rough Concepts) Phase 3: Design Refinements (Color Comps) Phase 4: Manage Copywriting Phase 5: Photo Art Direction (2 days) Phase 6: Production (Finished files) Phase 6: Printing Supervision (Proof and Press Checks) Copywriting (Meeting, Editorial Content, Revisions) Photography: (2 Days on-location) Printing: (2,500 Qty, 8-page + cover, 8.5 x11, 4color) Sales Tax: (On Printing, Other tangible goods)