Strategy and
Recommendations
Phase Two rollout for The Mathews Company: the website, a brand film, the collateral that carries the identity day to day, and an ongoing partnership to keep it alive after launch.
Use the arrows, your keyboard, or swipe. Every section is priced at the end.
What the first engagement already delivered
The brand engagement signed in March concludes with this document. Everything below it is finished and paid for. Nothing in this proposal re-sells it.
A credibility tool, not a solicitation
Its job is to help someone deciding whether to partner or invest feel confident in that decision, especially people unfamiliar with the company's history in Nashville. In practice they confirm legitimacy here and move to Juniper Square, so the design favors clarity over lead capture. The approved homepage sets the visual direction; this work extends it across the full site.
Strategy and sitemap
- Menu structure across homepage, leadership, about and history, capabilities, and projects
- Dedicated URLs per asset class for sharing and search visibility
- Content flow and page-type recommendations
Portfolio system
- Current holdings as two to three examples per asset class
- Historical projects in a filterable grid opening to detail views
- Community impact through scale, partners, square footage, and press
Interior pages
- Three to four interior designs: about and history, leadership, capabilities, projects
- The company history and legacy timeline placed on the About page
Content curation and domains
- A shared workspace for photos, square footage, asset class, and project details
- Sourcing guidance from lender books, site archives, and press
- A short list of domain options with the tradeoffs of each
Full build and development is a separate stage. This covers strategy and design. Ongoing site updates can fold into the partnership rather than being tracked separately. Website strategy and design: $32,000 - $36,000.
The centerpiece of the launch
A testimonial-style film featuring the team, clients, and partners, with a voiceover that says plainly what the company does. It captures reusable footage for the website while tying the new identity to the people behind it.
Launch the brand
Connects the new identity to the strategic vision for the coming decade.
Clarify the work
Answers the question that came up in nearly every interview: what exactly do they do.
Build credibility
Other people on camera, vouching, for an expanding network of partners and investors.
- One film, two to three minutes, with voiceover
- Pre-production, a full shoot day, and edit, with two rounds of revision
- Talking-head interviews with the team, clients, and partners
- Footage and stills for reuse across the website, presentations, and social
- Filming timed to the office move so the shoot doubles as a launch moment
$16,000 - $21,500. The base covers a full day of interviews and in-office or on-location b-roll; the upper end applies if an additional day of drone property filming is added. With the current space being vacated, FoxFuel recommends filming interviews in a well-designed co-working space or a rented residential location.
The touchpoints that carry the brand daily
FoxFuel produces the first run of each so the brand launches consistently, then hands the vendor relationships and files to the team.
Identity set · $3,500
- Business card design and templates
- Letterhead template, digital Word document
- Number 10 and 9 x 12 envelopes
Email signature · $2,500
- Design, plus setup through a signature management tool
Investor materials
- The pitch deck, finalized in brand
- PowerPoint template, 8 to 10 slides: cover, content, data, section, and closing · $3,500
- Quarterly investor HTML email template, design · $1,500
- Quarterly and annual report templates · TBD on size, page count, and content
Physical presence
- Signage and building graphics system: signage and repaint design for the addresses provided, plus a statement graphic concept for the Limbar monument sign on I-24 · $8,500
- Branded swag concepts and vendor recommendations: apparel, wearables, and gifts, production costs not included · $5,000
Brand asset folder and handoff
A shared folder with brand standards, logo files, and print-ready templates, plus the vendor relationships and color specifications handed over to the team.
What keeps it alive after launch
Nashville is crowded with development news. The companies that get heard when they have something to announce are the ones already publishing on a familiar cadence. A quarterly rhythm means the next fund, the next project, the next chapter lands with an audience already paying attention rather than starting cold.
Continue for what arrives each quarter.
A defined body of work, every quarter
The quarterly case study
Some quarters a shoot on site. Some quarters a notable past project finally told properly. Some quarters getting ahead of an announcement so the assets exist before the news does.
- One developed case study per quarter
- Photography or video capture where the project calls for it
- A newsletter to partners, investors, and brokers
- Ready-to-post assets so the whole team can carry the story
- A new entry on the projects page each quarter
- The same material formatted for decks and proposals
Templates and design support
Katie should never build from scratch or guess at the brand. The format already exists when a project comes up.
- New templates added as needs arise, not guessed at up front
- Maintenance of the existing template suite as the brand extends
- Overflow support during busy stretches, including the move
- Turnaround of several days to a week, matched to a planned pace
Brand counsel as you grow
Close enough to the work to be useful without being asked. The new office is the immediate example.
- A design perspective in the planning conversations you want us in
- Brand presence, signage, and company history in the new space
- Guidance on capturing and using assets as projects come online
Rollout, anchored to the move
FoxFuel recommends anchoring the launch to the office move expected by August 2026. A ribbon cutting or industry event tied to it is a natural moment to introduce the identity. Working backward: finalize the website homepage and messaging, produce the film and launch collateral, then roll out signage and the broader touchpoints as the portfolio transitions.
On the horizon
Recommended for future engagements, not priced here.
- LinkedIn profile consistency for the leadership team
- Individual property websites connected to the main site
- Partner and shared-building signage, including managed-by branding
- A construction camera for the airport project, with vendors compared ahead of next year
Why this document is a link
The same thinking applies to how you present yourselves.
- A link opens instantly on a phone, a tablet, or a desktop, with no download
- Versions can be tailored to a specific investor or partner without a new file
- It can still be saved as a PDF when someone wants one
- Updating it updates it everywhere, so there is only ever one live version
Summary
Website, brand film, and collateral pricing is reflected below. The ongoing partnership, the report templates, and pitch deck finalization remain open; report template pricing depends on size, page count, and content, and is finalized once the team shares its most current examples. The ongoing partnership is quoted as a recurring quarterly figure, separate from the one-time project total.
What is and is not included
Included in scope
- Project and account management, with an assigned account executive and project manager
- Client meetings related to this scope. Meetings prompted by a change in direction or a new request are scoped and quoted separately
- One round of revision per deliverable unless otherwise noted; the brand film includes two rounds. Additional rounds are quoted separately
Not included
- Hard costs for stock photography, iconography, font licenses, video, music, or voiceover, invoiced separately
- Proofing and grammar for client-provided content
- Printing, shipping, and postage unless otherwise stated
Pricing and invoicing
Any change in strategy, specifications, quantities, or production arrangements may result in a change in pricing. This estimate is subject to a ten percent plus or minus labor variance and is good for 60 days. Upon receipt of a signed proposal, an invoice is issued for 50 percent of the total, with the remainder invoiced per FoxFuel's standard terms for strategic, creative, and development work.
Rooted in Nashville.
Invested in what's next.
The identity is finished. This is the plan for putting it in front of the people whose confidence matters, and for keeping it in front of them.
To proceed, sign and return to info@foxfuelcreative.com. This estimate is subject to the outlined terms and becomes a valid contract once a countersigned version is returned.
FoxFuel Creative, LLC is proud to call Nashville, Tennessee home.