What working together costs

The first three ICON phases, delivered as one engagement. Identity (weeks 1–2) locks positioning, audience, and messaging hierarchy. Communication (weeks 3–6) builds the visual and verbal system — identity, guidelines, and templates. Optimization (weeks 7–12) deploys it: a conversion-focused website, CRM and funnel setup in GoHighLevel, email automation, launch QA, and team handover. You finish with a brand that is defined, documented, and live.

Identity and Communication are available together as Brand Foundation, which begins at $15,000 and ends before deployment. Optimization is not sold on its own — deploying a brand system that was never strategically defined is the exact problem we exist to fix. If you already have an in-house team or a web partner ready to execute, Foundation is the right call; if you do not, the full build costs less than Foundation plus a separate web engagement later.

Navigation is a separate monthly agreement that begins at launch, with three tiers: Brand System Maintenance for governance, Growth Partnership for execution, and Fractional CMO for strategic ownership. Every tier has a six-month minimum and then runs month-to-month with 30 days notice to change or cancel. It is optional — the build stands on its own and you own everything we produce. If you approach a tier’s hour cap, we flag it before it happens and either reprioritize or discuss stepping up. You will never get an invoice you did not approve first.

Builds are fixed-fee and billed by phase: 30 / 30 / 40 across the three phases of the full ICON Build, and 50 / 50 for Brand Foundation. The first payment is due before work begins, and each subsequent phase is invoiced when the prior one is approved. Navigation retainers are billed monthly in advance. No overages and no surprise invoices.

Scope is locked in writing before we begin, and you approve each phase before we proceed to the next — so change is a decision, not a surprise. If something genuinely new comes into scope mid-engagement, we quote it separately and you decide before any work starts. Multi-brand architecture, large site builds, and complex integrations are quoted individually up front rather than absorbed as change orders.

Positioning clarity shows up immediately — most teams start selling differently within weeks of the Identity phase, before anything is built. Website and pipeline metrics follow the launch at week 12. Compounding results, the kind that show in pipeline rather than in traffic, typically become visible in months 4–6. Any agency promising measurable pipeline in month one is describing a campaign, not infrastructure.