julianne seely - western washington university€¦ · design of website: design services including...

February 18, 2014 ProPosaljohn ludkey

Senior Marketing DirectorBellingham City Council

210 Lottie Street

Bellingham, WA 98225

City of Bellingham weBsite redeveloPment

project background, recommendations and objectives

project schedule and development process

project budget estimates and cost projections

julianne seely’s background and capabilities

case studies and references

terms and conditions

1.0

2.0

3.0

4.0

5.0

6.0

www.julianneseely.com

[email protected]

360.927.0362

julianne seely

Section 1.0 project background, recommendations and objectives

Julianne Seely Feb 20, 2014

seCtion 1.0 project background, recommendations and objectives

1.1 ProjeCt BaCkground

Bellingham is the largest city in Whatcom County and the twelfth-largest city in the state. Bellingham is

acclaimed for its small-city flavor, its easy access to outdoor opportunities as well as its proximity to the larger

cities of Vancouver BC and Seattle. Bellingham started in 1854 as Whatcom, a small mill town. By 1858 it had

grown into a bustling sea port because of the Fraser Canyon Gold Rush. In 1903, Whatcom and Fairhaven were

merged to create Bellingham. Today, many of the old historic buildings are still standing and used as museums

and private homes. In addition to its rich history, Bellingham is home to Western Washington University who is

the second largest employer of the city next to Peace Health St. Joseph Medical Center. Because of the presence of

a University in a small city, Bellingham has a very high population of 18 to 24 year olds with 25.9% of the 82,334

inhabitants being in that age bracket. Many of the city locals and visitors participate in the various events and

enjoy the local attractions. Bellingham hosts various annual events such as the Ski to Sea race, the Bellingham

Bay Marathon, the Bellingham Festival of Music and the Bellingham Greek Festival. Bellingham hosts three

Museums, and has a local Farmers Market on Saturdays from April through December. The scenic locations of

Bellingham and Whatcom County are also appreciated by residents and tourists. Some of the favorite places

include Whatcom Falls Park, Larrabee State Park, Lake Padden, Lake Samish, Lake Whatcom and Bellingham Bay.

Many of Bellingham’s inhabitants are environmentally conscious. Many of them choose to bike, bus or carpool to

work or school.

The City of Bellingham’s current website has worked well, but some improvements to the look-and-feel,

information architecture and site structure have been identified.

• Many of Bellingham’s inhabitants are under the age of 44 and the website’s look and feel doesn’t communicate to that

demographic as effectively as it could. The use of three different navigations bars on the home page is confusing to the user

and makes it difficult to know what information will be found where.

• Much of the website focuses on lists of additional links to click on rather than bringing basic information to the forefront of

the site.

• The information architecture is confusing and makes the information hard to find.

• The current website does a good job of providing a lot of information about all the events and organizations and policies in

Bellingham, but a lot of it is not accessible in less than four of five links.

julianne seely Feb 20, 2014 2

Section 1.0 project background, recommendations and objectives


1.2

1.3

ProjeCt goals

goal 1:Restructure the website to be more user friendly and easily navigated. The Bellingham City Website

already has a lot of information on it, restructuring it will make it more accessible to the users.

• Condense the number of navigation bars to be in one central area. With a possible second navigation in another.

• Make the section labels more informative and useful

• Make use of drop down menus.

• Evaluate the site map and add more hierarchy to the already present information.

goal 2: Create a look and feel that reflects Bellingham. The city has a very distinctive culture and that should

be represented in the design of the website.

• Integrate social media to the website and expand the City of Bellingham’s social media presence.

• Focus on the culture of Bellingham and communicate that through the images, colors and layouts chosen.

• Infuse a personal touch into the website by using custom Bellingham imagery.

goal 3: Create a website that will be accessible to the audience of the City of Bellingham. Many of the

inhabitants of Bellingham are busy, mobile and diverse, technologically speaking. The website should reflect

this.

• Create a website that works on all browser platforms

• Create a website that can also be accessed on tablet or mobile devices.

ProjeCt reCommendations

to meet the goals outlined by the city of bellingham the website should:

• Effectively communicate Bellingham’s culture and diversity through the prominent use of photography throughout the site.

• Restructure and organize the pre-existing information and add any information that the City of Bellingham deems

important.

The site should focus on what is going on in Bellingham by featuring the upcoming city activities and events on

the home page in a dynamic way using clear typography and photography. There should also be a social media

aspect so people can join the events from the Bellingham Site.

The site should reflect the culture and beauty of the area. To do this the Bellingham site should feature custom

and personal Bellingham photography in the home page as well as in the various other pages in a consistent

manner. The site should convey the visual message of structure, and reliability but also keeping in line with the

culture of Bellingham and a personal touch. Pages should use a grid structure and be uncluttered and clear in

the information they present. The site should be structured in such a way that the information the users access

most is easiest to access. This will be accomplished through audience research and user data.

The site should also be responsive so the users can access the information they need whenever they need it, on

any device.

3

Section 2.0 project schedule and development process


2.1 ProjeCt sChedule

phase 1: strategy and research

Project launch Thurs, Feb 20

Begin collecting user and current site data Friday, Feb 21

Begin working on site map/architecture with City of Bellingham Tues, Feb 18

Commission and collect images for website Wed, Feb 26

Creative brief to City of Bellingham Thurs, Feb 27

Comments on initial creative brief to Julianne Seely Wed, Mar 5

Site map and architecture completed Friday, Mar 14

phase 2: creative exploration and design development

Draft copy with all necessary information to Julianne Seely Wed, Mar 5

Round 1: Initial concepts and wire frames presented to City of Bellingham Friday, April 11

City of Bellingham conducts user testing of Round 1 initial concepts Mon, April 14- Friday, April 18

Round 1: Design concept chosen by City of Bellingham Mon, April 21

Round 2: Design refinements to City of Bellingham Friday, May 2

City of Bellingham conducts user testing of Round 2 Mon, May 5- Friday, May 9

Round 2: Design refinements approved with corrections Wed, May 14

Round 3: Design refinements to City of Bellingham Wed, May 21

Round 3: Design refinements approved with corrections Thurs, May 29

phase 3: production management and implementation

Julianne Seely begins production of files for Programmer/ City of Bellingham Friday, May 30

Final copy is delivered and flowed into website Tues, June 17

Julianne Seely delivers files to Programmer/City of Bellingham for production Tues, June 17

Beta testing of website begins Thurs, July 17

Implementation of final design refinements in response to user feedback Wed, July 23

Final website launches Mon, Aug 18

phase 4:outcome and evaluation

Collect user data and survey information Mon Aug 18- Thurs, Sept 18

Outcome evaluation meeting Mon, Sept 23

4

Section 2.0 project schedule and development process


2.2 the develoPment ProCess

The best designer searches for the most effective solution possible. That solution can only be reached through

understanding the client and the audience. By creatively linking the needs of the audience with the purposes of

the client, elegent solutions are possible.

phase 1: strategy and research

Since the best design requires understanding the client and audience, the research phase is critical. Effective

questioning of both the client and the target audience allows me as a designer to clarify your goals, your image,

your audience demographics, your project parameters and your desired outcomes. I will also ask questions

specifically about your audience and the competition. At this stage I will provide:

• A design brief describing my understanding of the projects goals and parameters

• A detailed schedule to guide the process

phase 2: creative exploration and design development

This is where the design gets more visual. Here all of the information that was gathered gets put to use. I take

that information and translate it visually into design, from the layout to the color and the type face and size. All

are chosen with the City of Bellingham’s goals and needs in mind. The best ideas are picked to be developed into

initial concepts and then are refined. At this stage I present you with initial concepts and we work together to

turn these concepts into full fledged design directions. At this stage I will provide:

• Three to four design concepts for your evaluation

• Refined design for the design direction chosen.

phase 3: production management and implementation

The best designs in the world can be wasted with improper execution. By looking at the details and ensuring that

every element works, I make sure that it all works together to communicate the goal of the project. Once all of

the elements, like photos and body copy come together, I work with you to make absolutely sure that all is as it

should be. This process requires a cycle of checking and proofing until the design is ready for final production.

And then, I double check one last time. I will work closely with the third parties working on the project to make

sure the final outcome reaches your goal. At this stage I provide:

• Production files to third party

• Production management

• The finished product

phase 4: outcome evaluation

After everything is said and done my job isn’t over. I want to know how well everything is working. I work

with you to gather feedback and evaluate how the process went and what the response has been from the target

audience.

5

Section 3.0 project budget and estimates and cost projections


3.1 overview of Costs

reorganizing website information architecture 7,000

photographer and consultation 3,000

design of website 15,000

consultation on production and implementation 2,500

user testing consultation 750

total for services 26,750

6

Section 3.0 project budget and estimates and cost projections


3.2 weBsite design estimate

website information architecture

Including research, site maps and diagrams 7,000

photography consultation

Including art direction, photographer fee and art editing 3000

design of weBsite:

design services

Including development of 3-4 initial concepts, comprehensive refinements and research 11000

project management services

Including third party contact, scheduling, estimating and client contact 2000

production services

Preparing files for programing 1250

Electronic proofs and presentation materials 500

miscellaneous expenses

Deliveries, fax and photocopies 250

Subtotal for Design Services 15,000

consultation on production/implementation

Including consultation of programming and beta testing of website 2,500

user testing consultation

Including preparation of testing materials and consultation

Thorough testing of process for three rounds of testing 750

total for serviCes 26,750

additional design rounds (hourly rate) 50

7

Section 4.0 julianne seely’s background and capabilities


4.1

4.2

what is julianne seely all aBout?

Julianne Seely designs in a way that impacts people through creative problem-solving and hard-line research.

Julianne Seely has a passion for working with clients who want to impact the world and make it different in a

positive way. She collaborates with clients to make their message stand out.

what Can julianne seely do for you?

Julianne Seely has had experience working with many clients getting their ideas and goals from the concept

stage to the visual world.

Capabilities include:

• Branding and brand translation

• Website and interactive media design

• Print design including brochures, magazine layouts, newspaper ads, scientific charts and information graphics

• Environmental graphics and display design

why Choose julianne seely?Julianne Seely has several competitive advantages that make her an ideal fit for the City of Bellingham:

1. you want someone who knows and loves the area.

I am a Washington native, born in St. Joseph Hospital right here in Bellingham and have spent most of my life

living right here in Whatcom County. I have explored the area and enjoy the many exciting avenues it provides.

My love for the region will influence my designing in ways that will distinguish it from any outsider.

2. you want design that is effective.

I do extensive research which affects all of the choices that I make. All of that research makes the designs that

are produced more directly aimed at satisfying your goals and the users needs.

3. you want design that has substance.

You aren’t just another pretty face. Your organization has important goals and ideals that need to be shared. I

don’t make design that is just decorative. My design will further your message and clearly communicate your

goals while also making it attractive and accessible to users.

julianne seely’s Partial Client list

web design:

The Den

Raise A Toast

environmental design:The Public Library System –(Communus)

branding:

Matt Priestman Photography

The Merchant’s Row

8

Section 5.0 case studies and references


5.1 reCent interaCtive ProjeCts

the den

The Den is a locally owned bookstore in downtown New Haven, Connecticut. The bookstore specializes in rare

books that are either new or used. The Den also supports the local arts, hosting monthly art galleries and author

events. Because of the presence of Yale University in New Haven, the bookstore desires to attract prestigious

professors as well as students. In addition to the warm and cozy feel, the Den has a small cafe where customers

can enjoy a cup of tea and a light scone.

The Den website’s main goal is to be extremely easy to navigate. Much of the audience will primarily use the site

to find store information, upcoming lecture times, and possibly to see what new books have been brought in.

This information should be very easy and clear to access. The site will not only highlight upcoming events but

also have a calendar to show the full schedule. Many of the competitors have featured books on their sites and I

plan on following this trend. The site will strive to convey both class and cozy warmth in its aesthetics.

9



In the final prototype I focused on easy navigation by using a fixed navigation bar. I also decided to go with a

very warm and minimal color pallet to convey the cozy yet modern feel of The Den. The circular motif serves

to unite the website visually and also to counter the hard horizontal lines that are prevalent throughout the

website.

5.1

10



events vendors volunteers maps sponsors about

september 2-3, 2014

tickets

rais

e

a toast

at the port land communi ty center

1

2

4

3

5

7

6

85 6 7 8

1 2 3 4

1 2 43

5 6 87

1 fred’s bread

2 narwhal bread

3 blue cheese break

4 breakfast jams

5 julie’s jellies

6 reason rice

7 betty baker

8 marmaladies

1 toast display

2 competition entries

3 sponsor table

4 vintage toasters

5 toast in art

6 equality and toast

7 donations

8 community

1 marford and co

2 the den

3 french breads

4 qualitea

5 the meat shop

6 swiming in the sea

7 donald’s fish

8 the fresh

food & booths

indo

or

outd

oor

map to venue

festival map

sw salmon st

sw p

ark

ave

portland community

center

sw p

ark

ave

N

S

W E

The event will be held at the Portland Community Center. For more directions find us at on google maps.

directions

venue address4532 Dravis AvenuePortland, OR 93823

email [email protected]

office phone

345.345.8292

office address4532 Crispy RoadPortland, OR 93823

events

vendors

volunteers

maps

tickets

sponsors

about

events vendors volunteers maps sponsors about

september 2-3, 2014

tickets

rais

e

a toast


1

2

4

3

5

7

6

85 6 7 8

1 2 3 4

1 2 43

5 6 87

1 fred’s bread

2 narwhal bread

3 blue cheese break

4 breakfast jams

5 julie’s jellies

6 reason rice

7 betty baker

8 marmaladies

1 toast display


3 sponsor table

4 vintage toasters

5 toast in art


7 donations

8 community

1 marford and co

2 the den

3 french breads

4 qualitea

5 the meat shop


7 donald’s fish

8 the fresh

food & booths

indo

or

outd

oor

map to venue

festival map

sw salmon st

sw p

ark

ave

portland community

center

sw p

ark

ave

N

S

W E

The event will be held at the Portland Community Center. For more directions find us at on google maps.

directions



office phone

345.345.8292


events

vendors

volunteers

maps

tickets

sponsors

about

events vendors volunteers maps ticketssponsors about

september 2-3, 2014

rais

e

a toast

a t th e po rt l a n d co m m u n i ty ce n te r

1

2

4

3

5

7

6

85 6 7 8

1 2 3 4

1 2 43

5 6 87

1 fred’s bread2 narwhal bread3 blue cheese break4 breakfast jams5 julie’s jellies6 reason rice7 betty baker8 marmaladies

1 toast display2 competition entries3 sponsor table4 vintage toasters5 toast in art6 equality and toast7 donations8 community

1 marford and co2 the den3 french breads4 qualitea5 the meat shop6 swiming in the sea7 donald’s fish8 the fresh

festival map

map to venue



office phone

345.345.8292


events

vendors

volunteers

maps

tickets

sponsors

about


september 2-3, 2014

rais

e

a toast

at t he p ort land communi ty center

1

2

4

3

5

7

6

85 6 7 8

1 2 3 4

1 2 43

5 6 87

1 fred’s bread

2 narwhal bread

3 blue cheese break

4 breakfast jams

5 julie’s jellies

6 reason rice

7 betty baker

8 marmaladies

1 toast display


3 sponsor table

4 vintage toasters

5 toast in art


7 donations

8 community

1 marford and co

2 the den

3 french breads

4 qualitea

5 the meat shop


7 donald’s fish

8 the fresh

food & booths

indo

or

outd

oor

fest

ival

map

map to venue



office phone

345.345.8292


events

vendors

volunteers

maps

tickets

sponsors

about


september 2-3, 2014

rais

e

a toast


1

2

4

3

5

7

6

85 6 7 8

1 2 3 4

1 2 43

5 6 87

1 fred’s bread

2 narwhal bread

3 blue cheese break

4 breakfast jams

5 julie’s jellies

6 reason rice

7 betty baker

8 marmaladies

1 toast display


3 sponsor table

4 vintage toasters

5 toast in art


7 donations

8 community

1 marford and co

2 the den

3 french breads

4 qualitea

5 the meat shop


7 donald’s fish

8 the fresh

food & booths

indo

or

outd

oor

fest

ival

map

map to venue



office phone

345.345.8292


events

vendors

volunteers

maps

tickets

sponsors

about

raise a toast

in partnership with Kate Nelson

a celebration of crisped bread

A festival for all things toast: bread, jam, butters, warm drinks, toasting methods and paraphernalia, etc.

This festival will feature local vendors of the various ingredients that go into a great piece of toast, including

bakeries, marmalade, jam, and jelly producers, cheese-makers, and more producing astonishing toast creations.

There will be demonstrations, samples, sales, and entertainment.

Raise a Toast aims to bring together creators and consumers of all things toast in a vibrant and quirky

environment. It is an early fall indoor/outdoor festival located in downtown Portland.

Raise a Toast’s main goals are to bring vendors and consumers together. Our audience covers a wide variety of

people so we wanted usability to be a main focus in the site. We wanted to convey the fun and quirkiness of the

event through our colors, typography, and textures.

Above are various iterations of the maps page for the Raise a Toast website. This site went through many look

and feel revisions to attain the perfect balance between quirkiness and usability.

5.2

11



For the final look and feel we decided to add texture to the background and simplify the colors to allow the

information to come to the forefront. We also created a mobile version to be used at the event site or on the go.

12



Communusin partnership with Benjamin Cowan-Young

Communus is an interactive and comprehensive community-orirented learning environment. Communus

attempts to improve your experience at your local library by introducing thoughtfully designed tools to anyone

who can appreciate a good book.

Using specialized integration technology, Communus presents users with a elongated screen system that works

as both a community and individually interactive experience. A full Communus system is a large modular screen

installation that can be placed in any medium+ sized room.

The goal of Communus is to enrich the average experience any given user has at their local library. By making

available content easy to access as well as encouraging community interaction, Communus breaks the barriers

that once caused libraries to seem archaic and unaccessible.

Communus directly references your library’s catalogs and visually represents the valuable information you seek

in a understandable and customizable environment. Users of all ages may access a Communus system to learn,

share, study, discover and utilize the library.

Below is a sample of some of the pages that can be accessed through Communus.

5.25.3

13



referenCes for interaCtive ProjeCts

elsi vassdal-ellis

Professor of DesignWestern Washington University

[email protected]

360.650.3660 ext 3461

brittany schade

Professor of DesignWestern Washington University

[email protected]

360.650.3660 ext 7705

matt priestman

Photographer / OwnerMatt Priestman Photography

[email protected]

360.739.4566

5.4

14

Section 6.0 terms and conditions


termsThe performance of the design and production services and delivery of tangible property (collectively the

“Design and Production Services”) described in the contract or invoice of which these terms and conditions are

a part (or are on the face hereof) by Julianne Seely to the client identified in the attached contract or invoice

(“Client”) is governed by the following terms and conditions. Unless otherwise agreed in writing, Julianne Seely

expressly rejects any additional or different terms or conditions proposed by the Client.

desCriPtion of workThe Agreement (the “Agreement”) for the project described in the Scope of Work to which these terms and

conditions are attached (the “Project”) shall consist of the final Scope of Work and Timeline, these terms and

conditions, and any change orders set forth in writing and executed by Julianne Seely and the Client after the

acceptance of the original Scope of Work. Changes to the Scope of Work may result in adjustments to the charges

for the Project.

PaymentPayment for Design and Production Services will be made as follows: 30% of the Estimated Design and Production

Fees are due upon acceptance of the proposal. Monthly invoices will be submitted by the tenth day of each month

for the Design and Production services performed during the prior month. The remaining balance (including

any and all expenses for third parties, service providers, specialists or subcontractors engaged in accordance

with the proposal (“Outside Expenses”) not paid in advance by the Client) will be due upon delivery of the

finished Project. Except for the portions of invoices that are disputed in good faith by the Client for not being

in accordance with the terms and conditions of this Agreement, any amounts not paid when due shall accrue

interest at the rate of 1.5% per month from the date due until paid. Julianne Seely reserves the right to withhold

delivery of all electronic and/or printed materials until the undisputed portion(s) of overdue invoices are paid.

All Outside Expenses, including but not limited to, Photography, Illustration, Copywriting, Printing, Mileage,

Photocopies and Color Outputs will be billed with a surcharge of 20% vendor costs. The surcharge will not be

applied to Deliveries and Postage.

Changes to the sCoPe of workRevisions or author’s alterations to the Scope of Work shall obligate the Client to additional fees and costs. These

may include but are not limited to: changes made to copy after the final copy has been submitted; changes made

to the design once layouts, website design, or site map have been approved; extensive alterations; a change in

marketing objectives on the part of the Client and new work requested by the Client after the execution of the

Agreement. All production costs are based on the assumption that copy will be provided electronically. Change

orders will be prepared by Julianne Seely and provided to the Client outlining the changes to the Scope of Work,

and any additional costs for those changes. The Client agrees to pay Julianne Seely additional fees and costs for

said revisions or alterations at a rate of $50.00 per hour. Hourly rates quoted in proposals will remain in effect

until further written notice is given. If Julianne Seely is unable to meet the delivery schedule set forth in the

Agreement due to delays by Client or changes requested by Client in the Scope of Work, Julianne Seely may,

in its discretion, revise the production schedule as necessary and provide for adjustments in the costs for the

Project.

overtime/rush ChargesEstimates are based on normal and reasonable time schedules, and may have to be revised to take into

consideration any “rush”requests requiring overtime or weekends. Knowledge of the Client’s deadline is

essential to provide an accurate estimate of costs. Julianne Seely’s overtime incurred at the Client’s request

will be billed at a rate of $65.00 per hour. The Client will also be responsible for additional charges imposed

by outside suppliers, such as pre-press or printers, to meet Client’s “rush” requests. To the extent possible,

Julianne Seely will advise the Client of all situations that require overtime and/or rush charges, and the amount

of additional compensation that will be charged to meet such overtime requirements or rush requests. Rush

or overtime fees may be incurred if the Client does not meet approval or content deadlines which have been

established to meet the Client’s desired schedule.

6.1

6.2

6.3

6.4

6.5

15

Section 6.0 terms and conditions


ownershiP and usage rightsThe rights to be granted by Julianne Seely under this Agreement will be transferred to Client once full payment

for services is made by the Client to Julianne Seely. Upon receipt of full payment, the Client is hereby granted

exclusive and unlimited usage and reproduction rights to the final designs prepared for the Client as part of the

Project. Except for the foregoing license, all right, title and interest to all designs and artwork (whether draft

or final versions) remain with Julianne Seely or its contractors or vendors, as applicable. This includes, but is

not limited to, layouts, animations and designs created by Julianne Seely or its contractors or vendors, computer

disks containing such layouts, photography or illustration created by independent photographers or illustrators

commissioned by Julianne Seely, and photography or other images purchased by Julianne Seely from a stock

agency on the Client’s behalf. Julianne Seely reserves the right to reproduce any and all designs created by

Julianne Seely in print and electronic media for Julianne Seely’s promotional purposes for an unlimited period

of time. In developing any brandmarks, Julianne Seely will use reasonable commercial efforts, consistent with

standards in the industry, to ensure that any such brandmarks are original. Julianne Seely’s efforts shall not

include a complete trademark clearance search.

non-disClosure of Confidential informationEach Party will not, at any time, whether during or after the termination or expiration of this Agreement,

for any reason whatsoever, disclose to any person or entity or use for any purpose other than fulfilling

its obligations hereunder, the other Party’s Confidential Information. Any concepts, business strategies,

trademarks, service marks, materials, outlines, etc. provided to a Party by the other Party constitute trade

secrets and Confidential Information under this Agreement and shall not be used by the other Party for any

other purpose than for the purpose of the Project.

CanCellationIn the event that the Client cancels this Agreement prior to the completion of the Project, within five business

days of such cancellation, Client shall pay Julianne Seely for all work performed by Julianne Seely up to the date

of termination, for all contracted for Outside Expenses and commitments that have been incurred and cannot

be cancelled and a cancellation fee equal to 15% of the remaining fees that would otherwise have been paid to

Julianne Seely if the Agreement were to have been fully performed.

errorsThe Client has the responsibility to proofread and examine all work produced during the Project. Therefore, the

Client is ultimately responsible for any typographical, spelling, grammatical, copy, photographic, illustrative,

layout or other errors discovered after printing or reproduction, or for any work or services performed by any

party selected by the Client. In the event the Client determines that there are errors in the work produced

during the Project, the Client shall notify Julianne Seely of any errors within 48 hours of the Client’s

determination. Failure to promptly notify Julianne Seely shall constitute a waiver by the Client of any claim

arising out of such errors.

6.6

6.7

6.8

6.9

16

julianne seely - western washington university€¦ · design of website: design services including...

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