# Scope tiers — what you actually sell

Price the tier, not “a logo.” A logo without a system is a file. A kit is a system.

Match these to Weezie’s current branding add-on (full brand package vs colour & type around an existing mark). Raise the Full CIP when print, packaging, or vehicles are in.

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## Starter — “they can look consistent tomorrow”

**For:** landing pages, sole traders, first-time brands.
**Typical add-on beside a site:** colour + type around an existing logo, or a simple mark + wordmark.

Deliver:

- Discovery notes (short)
- Logo: primary lockup + mark + stacked, in colour / reverse / mono
- Colour: 1 primary, 1 accent, neutrals, semantic (success/warn/error)
- Type: heading + body + one fallback stack
- Mini guidelines (8–12 pages or the HTML book, short mode)
- Favicon + app icon
- Social avatar (1:1) + one cover size they use most
- Email signature HTML
- `tokens.css` + JSON for the developer
- Handover zip + 30-min walkthrough

Do **not** include stationery, packaging, or 20 social templates unless they pay Standard.

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## Standard — “the business can operate on-brand”

**For:** business websites, stores, studios, professional services.

Everything in Starter, plus:

- Full brand platform + messaging + voice chart
- Logo clear-space, min sizes, don’ts (shown, not just written)
- Photography / imagery direction + 6–8 icon set
- Grid + spacing scale
- Stationery: business card, letterhead, complementary slip or invoice header
- Social kit: avatar, profile banner, post 1:1, post 4:5, story 9:16
- Slide cover + inner slide master
- Document template (proposal / invoice header)
- Pattern or texture (optional, one)
- Motion: logo in / out, duration, easing (even if you only spec it)
- Full guidelines + tokens + Tailwind snippet
- Client walkthrough 45–60 min

This is the default “brand kit” you should put on a rate card.

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## Full CIP — “the company can live in the brand”

**For:** funded startups, hospitality, retail, agencies, anything with a physical presence.

Everything in Standard, plus a chosen set from:

| Group | Typical items |
|---|---|
| Stationery extra | Envelope, folder, notebook, compliment slip |
| People | ID badge, lanyard, email + WhatsApp banner |
| Place | Reception sign, wayfinding, wall graphic |
| Apparel | Polo, cap, tote (tech pack: print area + hex) |
| Product | Box, label, hang tag |
| Promo | Roll-up, table cloth, backdrop |
| Vehicle | One vehicle wrap diagram |

You do **not** produce all 50 CIP items. You pick 8–12 that the business will actually print this year. Put the rest in “phase 2.”

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## What is never in a brand kit

- A website (that is a separate job; this kit *feeds* it)
- Random Canva files with unlocked fonts you do not license
- 40 logo options (show 3 directions, then refine one)
- Social media management
- Unlicensed stock dumped in `/photography`

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## Review rounds (write this in the contract)

| Stage | Rounds included |
|---|---|
| Strategy page | 1 |
| Identity directions (3) | 1 pick |
| Refinement of chosen direction | 2 |
| Applications in the sold tier | 1 |

Extra rounds = extra fee. Extra applications = extra fee. Do not “just add a van wrap.”