PRoject Proposal for Aspen & Oak
by Ayla Maisey, owner + photographer for Sparrowgrain Creative
Introduction:
There are two sides to what you’re growing:
Aspen and Oak, the brand – who you are, what you do, who you do it for, why you do it.
Aspen and Oak furniture production and sales – your products, your customers/clients, and how you bridge the two.
Branding (strategy and design) and marketing (strategy and sales) are a holistic system, but we want to give that system a central bearing. Since Aspen and Oak is still new to the world, we don’t want to lock it into a restrictive brand identity or target messaging – we want to create something directed and grounded enough to create forward momentum, but loose and open enough that you can play, explore, and grow. Find what works and what doesn’t, what helps build A&O and what dilutes or distracts.
Initially, we need a loose brand strategy and foundational brand photography assets. Then, we go full steam ahead on social media marketing, content creation, product photography, event photography – anything you need to rapidly grow Aspen and Oak and create community.
We cast a wide net, then pull it back home. At the end of the year, we’ll reorient brand strategy and messaging and build it into website copywriting and SEO. We’ll also reevaluate what you need, photography- and content-wise.
What I’m thinking –
Brand shoot:
We’ll start with a foundational brand shoot, including product photography of some of your current inventory. This is built from that initial loose brand strategy that we’ll create together.
Ongoing product photography:
Monthly shoots to photograph new pieces at retainer pricing. You mentioned you’re currently at a pace of 3-5 pieces per week (12-20 pieces per month, ish). Since timing will fluctuate on each piece being finished and/or sold before the monthly shoot, the retainer will be priced per piece. 10 pieces per month, bundled, with more pieces added on a la carte depending on what you have ready and available.
Ongoing content creation and photography
Monthly shoots for social media content, brand photo updates, and/or events, etc, at retainer pricing.
Scope
What I Am Responsible For:
Project system management and communication
Brand research and pre-production finalized prior to shoot days
Lighting, shooting, and post-production of photo deliverables
Shoot location guidance
What You Are Responsible For:
Submitting brand assets prior to our kick-off call
Submitting approvals, proofing selections, and revisions on time as per the project schedule
Booking shoot locations
Product styling
Having products and styling materials sourced and prepped prior to our shoot
deliverables
Foundational Brand Shoot
Half day shoot (up to 5 hours)
warehouse and storefront space photos
headshots of you, your husband, and any other team members
process and storytelling shots (e.g. you “fixing” a piece, styling pieces, etc)
product photography of 10 pieces in your inventory
Pre-production (market and client research, mood-boarding, shot lists, shoot schedule, guidance on styling/location/light, etc)
50 portrait and landscape brand photos, 5-10 iPhone videos for social media
$3000
(Note: the furniture/product photography in this shoot is partially to test workflow and timing for future product shoot days. If you’d prefer your full inventory photographed, we can split it into two: a brand shoot and a full day product photography shoot on separate days.)
Monthly Content Shoots
Up to 2 hours per month for content creation and/or community events
20 portrait and landscape photos for use on website and social media, 5-10 iPhone BTS videos for social media
$1750 for one, $1500 per month for 6 months
Monthly Product Shoots
5-10 portrait and landscape photos per piece
Flat rate for 10 pieces, a la carte rate additional pieces
Eventually…
Squarespace shop
Product cataloging and shop maintenance?
Website copywriting and SEO optimization
my Process + offerings
Custom Project Portal
I use an incredible software called Milanote to host our project as we work on it. You’ll find a custom portal with our scope, project schedule, and links to your contract, payment information, and deliverables.
You’ll receive an invite to make an account if you’d like to interact/leave comments in the portal, or a read-only link if you’d rather peruse and submit your revisions another way.
Your photo proofs and deliverables will be in Picflow for selection and highest resolution downloading.
3-4 Week Turnaround
We dive deeply and surface quickly. This is designed to be intensive to reduce back-and-forth and get you your deliverables sooner!
proofing + Revisions
One week after our shoot, you’ll receive a proofing gallery to select your finals from and submit any revision requests, and then your finals will be delivered 3 days after you make your selections.
You can have up to two additional rounds of revisions at $125/hour. More than two additional rounds or revisions may require a reshoot and a new or additional project fee.
Project + Production Schedule
Schedule is subject to change depending on shoot day logistics (locations, etc).
June - brand shoot
July - begin 6 month content retainer
December - retainer ends, begin copywriting/updated brand strategy, reorient for 2027
Brand Shoot Schedule
Day 0 - Contract signed, 50% fee due ($1500), brand strategy kick-off call scheduled
Day 1 - Kick-off call + materials intake
Day 8 - Pre-production and strategy finalized
Day 10 - Pre-production approval due
Day 15 - Shoot day, 25% fee ($750) due.
Day 22 - Photo proofs ready for review and selection
Day 25 - Proof selection due, final 25% fee ($750) due.
Day 28 - Final photos delivered
Monthly Product Shoot Schedule
Day 0 - Number of products and shoot day finalized
Day 1 - Monthly fee + applicable a la carte pricing due
Day 7 - Shoot day
Day 14 - Photo proofs ready for review, if needed
Day 17 - Revisions or approval due
Day 21 - Final photos delivered
Monthly content Shoot Schedule
Day 1 - Monthly fee due and shoot day finalized
Day 3 - Pre-production, shoot planning finalized
Day 10 - Shoot day
Day 17 - Photo proofs ready for review, if needed
Day 20 - Revisions or approval due
Day 23 - Final photos delivered
