This is the Launch shape. Identity-only and Build-only projects use the same stages, shorter.
01DecideWEEK 1
02DirectWEEK 2–3
03DesignWEEK 3–5
04Build & hand overWEEK 5–8
01
Decide
WEEK 1
WHAT HAPPENS
A workshop, a competitor sweep and a positioning line we both sign off on. Nothing visual yet, on purpose.
YOU GET
A one-page brief with the positioning, the audience and what success looks like.
I NEED
Ninety minutes with the person who makes decisions.
YOUR REPLY
Sign-off within 2 working days.
02
Direct
WEEK 2–3
WHAT HAPPENS
Two distinct directions, shown in context — not as logos on a white square.
YOU GET
Two directions on real applications: a product page, a post, a sign.
I NEED
One choice. I refine it; the other is never shown again.
YOUR REPLY
A decision within 3 working days.
03
Design
WEEK 3–5
WHAT HAPPENS
Every page designed against the identity, with the type scale and grid already locked so the build can’t drift.
YOU GET
All pages at phone and desktop, on a link you can open anywhere.
I NEED
Final content for each page and product photos.
YOUR REPLY
Consolidated feedback within 3 working days.
04
Build & hand over
WEEK 5–8
WHAT HAPPENS
Built on a staging link you can watch weekly, tested on real devices, tuned for speed.
YOU GET
The live site, admin access, a recorded walkthrough and an edit guide.
I NEED
Domain and hosting access, and one person for the training call.
YOUR REPLY
Launch approval within 2 working days.
WHAT CAN GO WRONG
And what happens when it does
01
Scope creep
New ideas are welcome and go on a list. At the end of each stage we decide together what moves into this project and what becomes the next one, with a price.
02
Slow feedback
Every stage has a reply window. If it passes, the launch date moves by the same number of days, and I tell you the new date the same day.
03
Late content
I design with real content only. If a page’s copy isn’t ready, that page is built last and launched after, so the rest of the site isn’t held hostage.
