Graphic design proposal template

See a graphic design proposal as a live page

Félin Coffee is a full example of the format: a seasonal campaign proposal for a café brand that already has its identity, sent as a web page the client can read, compare and accept. Nine sections, two packages, one recommended. Félin Coffee is a fictional brand used to show the structure.

• Opportunity: the identity exists; the campaign system stretches it across print, digital, social and retail.
• Scope: campaign direction, key visual, illustration system, print production and digital production over six weeks, plus 3D in Campaign Plus.
• Deliverables: 1 campaign system, 6 illustrations, 24 print assets and 14 digital assets.
• Recommendation: build one campaign system, not a collection of disconnected assets.
• Process and FAQ: four stages from direction to delivery, and the questions clients ask before signing.
• Investment: $6,800, or $9,400 with four 3D assets, 50% on acceptance and 50% before final delivery.

The live example was built from the Creative & 3D Studio template. Start from it and adapt every section to your campaign.

What a graphic design proposal should include

A design proposal is judged on clarity: what is made, how many pieces, and on what terms. These nine sections answer that in order.

1. Cover: the client, the scope and the output (38 print and digital assets in the example).
2. The opportunity: why the project exists, in the client's terms.
3. Selected work: three relevant projects, never presented as the client's own.
4. Scope of work: the workstreams with their weeks, and a Not included line.
5. Deliverables: every asset counted by type.
6. Our recommendation: how you advise running the project, and why.
7. Process: the stages, and what the client approves at each one.
8. FAQ: the questions that otherwise arrive by email after you send.
9. Investment: two packages side by side, one recommended, with the payment terms.

The campaign idea, key visual and illustration

Agree the idea before any format. Everything else is adapted from it.

• The opportunity, in the client's words. In the example: an identity that already exists, and a campaign system able to stretch it across every seasonal touchpoint without losing its character.
• One key visual: the primary composition every other piece is adapted from.
• An illustration family: six original illustrations drawn as one set, so every piece speaks the same way.
• A recommendation: build one campaign system, not a collection of disconnected assets.

Print, digital and social deliverables, counted

Count every format. It removes ambiguity, and it makes the two packages easy to compare.

• 1 campaign system and 1 key visual.
• 6 illustrations, delivered as vectors.
• 24 print adaptations across menus, posters, packaging inserts and retail material.
• 14 digital and social formats prepared for launch.
• Production-ready files, checked with the printer before handoff.

In the example, Campaign Plus adds four custom 3D campaign assets, refined art direction, enhanced digital compositions and an expanded launch set.

Scope, process and what is not included

Scope the work by workstream, each with its weeks, and say what is outside the fee.

• Campaign direction: creative concept, visual territory and campaign system, weeks 1 to 2.
• Key visual: one primary composition, adaptable across formats, weeks 2 to 3.
• Illustration system: six original illustrations, weeks 2 to 4.
• Print production: 24 adaptations, weeks 3 to 5.
• Digital production: 14 digital and social formats, weeks 4 to 6.
• Campaign Plus only: four 3D assets, refined art direction and an expanded launch set, weeks 3 to 5.

The process runs in four stages over six weeks (direction, design, adaptation, delivery), with two review rounds. Not included: brand strategy, a new identity, logo redesign, photography, video production, media buying and printing costs. For the scope section itself, use the scope of work template.

Graphic design or branding proposal?

A branding proposal creates the identity: strategy, positioning, logo, type and colour. A graphic design proposal starts from an identity that exists and produces the pieces: key visuals, illustrations, print and digital formats.

If the client needs a new identity, use the branding proposal template instead. If the identity is set and the work is a campaign, this structure fits.

Pricing graphic design with two packages

Price the system and the number of formats rather than hours, and offer two complete packages with one recommended.

In the example: Campaign Essentials at $6,800 (campaign visual direction, 1 key visual, 6 illustrations, 24 print adaptations, 14 digital and social adaptations, production-ready files and a basic handoff), or Campaign Plus at $9,400, recommended, which adds four 3D assets, refined art direction, enhanced digital compositions and an expanded launch set. Payment: 50% on acceptance and 50% before final delivery. Your figures will differ.

FAQ

Start from the Creative & 3D Studio template

The live example was built from this template: a light editorial layout with selected work, scope, key numbers, a recommendation, an FAQ and the investment. Open it in Pegasy and adapt it to your campaign.