SVENSKA KJ

WEBSITE
PROPOSAL

20 SEPTEMBER 2024

Kirsty Ludbrook
CREATIVE DIRECTOR
kirsty@ludbrookagency.com

Richard Ludbrook
DIGITAL DIRECTOR
richard@ludbrookagency.com

Ludbrook Agency
85 William Street, Darlinghurst 2010
www.ludbrookagency.com

Commercial in confidence
© Ludbrook Agency 2024

PROJECT OBJECTIVES

01/
POSITIONING

Enhance Svenska KJ’s online presence and digital identity with a new website platform that showcases company’s exceptional offering. The updated site will feature a fresh, contemporary, and innovative design to reflect their authority and commitment to excellence.

02/
FUNCTIONAL
OUTCOMES

Create a user-friendly catalog website where users can filter products by various options, such as colour, and add SKUs to an enquiry cart. Additionally, users can set up a customer profile to facilitate future swatch requests.

03/
DIGITAL TRANSFORMATION

Digital Transformation for the Svenska KJ business:

1/ FOR CUSTOMERS & USERS —  Improved access to information for customers and the general public, enabling easier self-service capabilities.

2/ FOR THE IN-HOUSE TEAM —  Streamlining business operations to enhance efficiency for marketing, sales and operations, with faster updates, and more effective customer service support. Provide a robust structure to support ongoing site updates.

04/
E-COMMERCE OPPORTUNITY

The website will be built as a ‘catalogue’ site using the WooCommerce e-commerce plugin. Should Svenska KJ wish to have a functioning online e-commerce website in the future this could be done at relatively low cost.

WHO WE ARE

The Ludbrook Agency is an award-winning creative studio bringing thought, relevance, and style to forward-thinking brands. We unite strategy with intuition to focus on the most essential, visceral quality around which to build a brand’s story.

Putting purpose first, and working as a strategic and creative resource to our clients, we align every step of the process to connect brands — and their leaders — with their market. The Ludbrook Agency continues to be recognised by our clients and by the design community as a creative force in driving fresh, iconic, and innovative ideas.

THE TEAM

KIRSTY LUDBROOK

Creative Director

Kirsty Ludbrook is an award-winning brand designer and strategist with 25 years of experience, specialising in hospitality, lifestyle, wellness and beauty. As Creative Director, her hands-on expertise across a broad range of design tools enables her to execute compelling consistent brand experiences across digital, print, packaging, brand environment and campaigns. Named one of Australia’s Top 10 creatives by the Bulletin magazine, awarded by AGDA and DMA, and nominated Young Business Woman of the Year, Kirsty uses critical thinking and intuitive creativity to transform unique ideas into intelligent results. Kirsty is a keen learner who pursues professional advancement courses such as the AWARD School (Aus), Ritson Marketing Mini-MBA (UK) and the Brand Masters Guild (NY).

RICHARD LUDBROOK

Digital Director

Richard Ludbrook is an expert WordPress and Shopify website developer with close to 200 projects completed for leading Australian and international clients, bring technical prowess and creative solutions to every project. Before joining the Ludbrook Agency in 2013, Richard was a professional photographer for 25 years, working in the Australian publishing and advertising world. Clients included Architecture and Interiors, Vogue, Vogue Living, Harpers Bazaar, and major commercial clients such as Pantene, Speedos, Levis and Coca-Cola. Richard is a seasoned entrepreneur, having founded and operated Australia’s two largest photographic studio complexes, Pioneer Studios (Sydney) and Sun Studios Australia (Sydney/Melbourne) over a 30-year period.

SARAH JELLY

Agency Producer

Sarah’s extensive experience across creative disciplines ensures that there is an aligned vision for your brand across every touchpoint. With 20 years’ experience studying and working in London, Sydney and New York – collaborating with the world’s leading interior designers, biggest music artists and across digital and broadcast platforms – Sarah specialises in bringing together the best teams to execute impactful, effective bespoke creative. Her passion for people and purposeful communication informs the creative direction, production, post-production and digital distribution of innovative multi-platform content for architectural and interior design-led businesses focused on meaningful long-term success.

CAPABILITIES

Brand Strategy

Brand Workshop
Customer Personas
Competitor Research
Positioning, Purpose, Persona
Naming Strategy
Brand Narrative

Brand Identity

Visual Identity
Verbal Identity
Brand Architecture
Brand Guidelines
Brand Toolkit
Taglines + Key messages
Art Direction
Campaign Direction
Photography + Video

Digital

Custom WordPress websites
Shopify websites
WooCommerce websites
UX/UI design
Motion design
Social design guidelines

Environment

Signage + wayfinding
Architectural signage
Statutory signage
Placemaking
Interior design collaboration
Retail POS display

Print + Packaging

Menus
Packaging
Business collateral
Editorial design
Restaurant collateral
Hotel collateral
Print innovation

PROJECT SCOPE AND FEES

DESIGN, SEO
MARKETING

1. WEBSITE CREATIVE DIRECTION (CD)

Benchmarking visual directions for layout, typography and colour to achieve creative alignment with client. Wireframes + sitemap.
Client Feedback / Approval to proceed before moving to next phase DD1.

2. WEBSITE DESIGN DEVELOPMENT 1/2 (DD1)

We design key pages (scope below), presented as pdf. Includes up to 2 sets x client iterations. Revised design supplied as pdf.
Client Feedback / Approval to proceed before moving to next phase DD1.

3. WEBSITE DESIGN DEVELOPMENT 2/2 (DD2)

We design remaining pages, presented as pdf. Includes up to 2 sets x client iterations. Revised design supplied as pdf.
Client Feedback / Approval to proceed before moving to next phase, website build.

4.  ASSET OPTIMISATION
– In House training (WordPress backend, image naming conventions for SEO, image asset specs)
– Current editorial image retouching/colour grading (modernize to reflect current trends)
5. WEBSITE EDITORIAL
– editing key copy
– creating and curating existing blog content with a focus on most impactful based on SEO/ brand alignment
6. MARKETING COLLATERAL
In alignment with the site and brand refresh, we create a brochure/ latest Svenska KJ catalog featuring an inspirational selection of imagery that showcases project case studies and fabrics.

PLEASE NOTE:

CONTENT
All content supplied by Svenska KJ, including photography and copywriting (except for the blog articles written by Sarah Jelly).
PROJECT TIMELINE AND SPAN
Site design and build begins once 50% deposit paid and all assets and copy have been received by Ludbrook Agency. Proposed completion date to be decided.
SIX MONTH SUNSET CLAUSE
Six months from project start Ludbrook Agency will consider the project complete and will not accept further changes, updates or revisions within the original scope. Extra work after this time will be charged at $120/hr.

WEBSITE
CONTENT

PAGES
HOME PAGE

A long scrolling homepage provides a quick reference to every section of the site and invites the user to engage with the brand and explore the site. About us section on Home page only.

COLLECTIONS

Select from carefully curated materials chosen to work perfectly with a range of requirements.

20 x PROJECTS / BLOG ARTICLES

An inspirational selection of content that showcases project case studies – selected based on SEO/ brand alignment – to help inspire designers.

COLLABORATIONS / PARTNERSHIPS
CONTACT
PRODUCTS

The new site will feature a complete catalogue of all the company’s products using the e-commerce plugin WooCommerce.

Because each product has it’s own unique set of ‘variations’ we will need to list each SKU as a separate ‘simple product’. These products can then be linked using ‘attributes’ so that they show on one page for one product.

Each of the approximately 240 main product pages will be designed around the content specific to the product. The colour variations for these will be duplicates of the main pages with product specific SKU and colour tag added.

We estimate 2000 to 3000 SKUs.

Users will be able to add any SKU to an enquiry cart for a quick and easy way to request a swatch. The site will save contact details if the client ticks the acceptance box to simplify future requests.

The site will not be an active e-commerce site but it would be possible, and not too expensive, to clone this site and create another site for active e-commerce.

We will import the database (all product details, tags and categories) from the existing development site into a new development site.

Product Enquiry Pro plugin (or similar) will be used for swatch ordering functionality.

HYGIENE PAGES
ENVIRONMENT
WASHING INSTRUCTIONS
CARE & MAINTENANCE
TERMS AND CONDITIONS
WARRANTY
FAQ’s

Header, Navigation, Footer, Favicon.
Site optimisation, Google analytics, Yoast SEO plugin.

COSTS &
EXPENSES

DESIGN, SEO/MARKETING COLLATERAL, WEBSITE BUILD (ex GST)
15,000.00
COSTS & EXPENSES

HOSTING & SITE MAINTENANCE
High-speed hosting with DDNS in Melbourne, site maintenance, site speed checks, site security, software updates and unlimited phone and email support.

The Mail SMTP plugin is required to ensure that emails sent from the website do not get blocked by spam filters. 

HOSTING PER ANNUM
ENQUIRY CART PLUGIN PER ANNUM (APPROX)
MAIL SMTP PLUGIN PER ANNUM (APPROX)
250.00
150.00
100.00

*This quote is valid until October 20, 2024.

SELECTED WORK

obodo

PREMIUM FURNITURE WHOLESALE

With over 500 products and downloadable spec sheets this was a large and complex project. The site includes an enquiry cart and member only content for approved retailers.

Website design
Wordpress build
Brand photography
Member only content
Enquiry pro plugin

www.obodo.com.au

Luchetti Krelle

AWARD WINNING HOSPITALITY INTERIOR DESIGN AGENCY

We were thrilled to be invited to build a new website for one of Australia’s leading hospitality interior design agencies.

‘Thanks again for all your hard work and efforts for the awesome website!’

Stuart Krelle, Principal.

Website design
Wordpress build

www.luchettikrelle.com

CHADA

INTERIOR DESIGN

CHADA is recognised as one of the world’s leading Interior Design studios, with more than three decades of experience and 110 successful projects to its name.

‘A passionate and knowledgeable designer, Kirsty brings a high level of creative thinking and intellectual rigour to the development process.’

Juliet Ashworth, Partner

Website design
Create project material boards
Wordpress build

https://chada.com.au

Construction Assignments

CLIENT-SIDE PROJECT MANAGERS

Construction Assignments are a leading Australian project management company with an impressive client list.

‘Ludbrook Agency excite and deliver. Our branding and website journey before Ludbrook saw us through two other outfits over two years who consistently fell short of meeting our brief. The point of difference is that they got us. They listened, they responded, and they left us feeling very proud of the end-product. We look forward to our continued website development and updates with them. A sincere thank you Kirsty and Richard.’

Sarah Davis – Senior Project Manager

Brand refresh
Website design
Wordpress build

www.constructionassignments.com

Flipp Agency

TALENT AGENCY SYDNEY

Flipp Agency are a leading talent management agency with offices in Sydney. We built a brand new WordPress website from scratch.

‘Our aim was to present the quality of our artists and break the conventions of our industry, to look unlike anyone else. The Ludbrook Agency worked with passionate force and creativity and a technical prowess to deliver a site that is has achieved our goals beyond our dreams. They were an absolute delight to work with.’

Joclyn McCahon, Owner

Website design
WordPress build

https://flipp.com.au

Scout

TREND FORECASTING

Scout are a leading global trend forecasting agency company with an impressive client list.

This was a complex project as the Scout website is essentially a business platform to deliver their trend reports.

Jenni Munster,  Studio Manager

Brand refresh
Website design
Wordpress build
Member’s area
Agent’s area
Digital platform

www.scoutforecasting.com

Electric Sheep Music

SOUND DESIGN & MUSIC PRODUCTION

ESM has a very impressive client list. The company is a collection of highly awarded talent from the Australian recording industry and some of the most respected audio and post-production studios in the world.

We collaborated closely with ESM’s creative team to craft a website that embodies their premium status in the Australian market. Given the extensive video content, meticulous attention was essential to ensure fast loading times and effortless user experience.

Website design
Wordpress build

www.electricsheepmusic.com

NEXT STEPS

To get going on this project, please take the following steps:

  1. Accept this proposal as is, or discuss desired changes. Please note that changes to the project can be made at any time, but additional charges may apply.
  2. Confirm agreement of this contract by return email (we will send a separate email).
  3. Submit initial deposit payment of 50% of total project fee.

Once these steps have been completed, we will begin scope of work.

T&Cs.

  1. These terms and conditions apply to all written and oral agreements, contracts or arrangements made by The Ludbrook Agency with the Client and may be altered or deleted only with the written consent of The Ludbrook Agency (The Ludbrook Agency is the trading name of Ludbrook & Ludbrook Pty Ltd.)
  2. DEFINITIONS – In these terms and conditions:
    • “CLIENT” means the person(s) named as the Client on the quote, estimate, or invoice on the preceding pages of this document;
    • “JOB” means the work and services which The Ludbrook Agency agrees to perform and provide for the Client, as described on the preceding pages of this document;
    • “COST” means the price the Client agrees to pay The Ludbrook Agency for the Job; and
    • “CONTRACT DATE” means the date of the Contract written on the preceding pages of this document, or the date on which the Client accepts The Ludbrook Agency’s quotation for that cost, whichever is the earlier.
    • “CONTRACT” means the agreement embodied wholly or partially in this document.
  3. ESTIMATES – The Ludbrook Agency may supply the Client with an estimate of the price it may charge for the work and services required by the Client. An estimate is not a quotation and is subject to change, depending on such things as variations in the scope or nature of the work and services and changes in the cost of supply.
  4. QUOTATIONS – The Ludbrook Agency may supply the Client with a quotation for the cost. If the Client accepts the quotation he will be regarded as having entered into a Contract with The Ludbrook Agency for the performance of the Job and the payment of the cost. A quotation is open for acceptance by the Client for not more than 30 days from the date it is issued. Once accepted, the Client will be bound by the terms and conditions set out in this document including the obligation to pay The Ludbrook Agency
  5. EXPENSES – In addition to the Cost, the Client will pay The Ludbrook Agency all expenses incurred by The Ludbrook Agency on the Client’s behalf forthings such as couriers, printouts and drives and for other special supplies and services required by the particular nature of the Job.
  6. GST – The Client will pay to The Ludbrook Agency the amount of the GST relating to the Job, the cost and the expenses. Such amount may be included in The Ludbrook Agency’s invoices.
  7. PAYMENT TERMS — Unless other payment terms are stated on the preceding pages of this document; the Client will pay the Cost as follows: • 50% of the Cost on the Contract date;
    • 25% of the Cost on approval of creative work.
    • 25% of the Cost upon completion of the Job.
  8. LATE FEES — Invoices unpaid after 14 days will attract a 10% late fee, with an additional late fee of 2.5% incurred every subsequent week.
  9. COPYRIGHT – Copyright in materials produced by The Ludbrook Agency under the Contract will not pass to the Client until the Client pays The Ludbrook Agency all monies which are payable under the Contract. Where such copyright passes to the Client, the Client grants The Ludbrook Agency a perpetual license to use the copyright materials for The Ludbrook Agency’s promotional purposes, including in folios and on its website(s). Trademarks and brands produced by The Ludbrook Agency are owned by The Ludbrook Agency until signed over by the Client.
  10. WORKING PAPERS – Unless otherwise agreed in writing, The Ludbrook Agency owns all working papers including references, resources, materials and working files produced for or in relation to the Job. The Ludbrook Agency may agree to copy such working papers for the Client or to release them to the Client, upon a set fee by The Ludbrook Agency
  11. WARRANTIES – The Client warrants to The Ludbrook Agency:
    • that the Client has all rights (including copyright) necessary for The Ludbrook Agency to perform the Job;
    • that none of the materials provided by the Client to The Ludbrook Agency infringe the rights of any person, or are defamatory, or infringe any law or regulation including the Trade Practices Act 1974 (Cth) or the Copyright Act 1968 (Cth); AND the Client indemnifies and will keep indemnified The Ludbrook Agency and all of its principals, officers, employees, Contractors and agents against all actions, suits proceedings, claims and demand brought against them or any of them arising from the breach of any of these warranties.
  12. FURTHER WARRANTIES – The Client warrants that it will provide The Ludbrook Agency all such information and materials (documentary or otherwise) which in the reasonable opinion of The Ludbrook Agency is or may be necessary or desirable to enable The Ludbrook Agency to perform the Job and to perform The Ludbrook Agency’s obligations under the Contract
  13. STORAGE etc – All materials of the Client in the possession of The Ludbrook Agency are held at the Client’s risk, and The Ludbrook Agency has no obligation or duty to insure or take care of them. The Ludbrook Agency may give written notice to the Client at any time to retake possession of such materials. Should the Client fail to retake possession of the materials within a periods of 30 days after the date of such notice, The Ludbrook Agency, without further notice and without incurring any liability to the Client, may remove, discard and/or destroy the materials, or arrange for them to be removed, discarded and/or destroyed.
Ludbrook and Ludbrook Pty Ltd T/A The Ludbrook Agency
ABN 33 162 855 727
  1. These terms and conditions apply to all written and oral agreements, contracts or arrangements made by The Ludbrook Agency with the Client and may be altered or deleted only with the written consent of The Ludbrook Agency (The Ludbrook Agency is the trading name of Ludbrook & Ludbrook Pty Ltd.)
  2. DEFINITIONS – In these terms and conditions:
    • “CLIENT” means the person(s) named as the Client on the quote, estimate, or invoice on the preceding pages of this document;
    • “JOB” means the work and services which The Ludbrook Agency agrees to perform and provide for the Client, as described on the preceding pages of this document;
    • “COST” means the price the Client agrees to pay The Ludbrook Agency for the Job; and
    • “CONTRACT DATE” means the date of the Contract written on the preceding pages of this document, or the date on which the Client accepts The Ludbrook Agency’s quotation for that cost, whichever is the earlier.
    • “CONTRACT” means the agreement embodied wholly or partially in this document.
  3. ESTIMATES – The Ludbrook Agency may supply the Client with an estimate of the price it may charge for the work and services required by the Client. An estimate is not a quotation and is subject to change, depending on such things as variations in the scope or nature of the work and services and changes in the cost of supply.
  4. QUOTATIONS – The Ludbrook Agency may supply the Client with a quotation for the cost. If the Client accepts the quotation he will be regarded as having entered into a Contract with The Ludbrook Agency for the performance of the Job and the payment of the cost. A quotation is open for acceptance by the Client for not more than 30 days from the date it is issued. Once accepted, the Client will be bound by the terms and conditions set out in this document including the obligation to pay The Ludbrook Agency
  5. EXPENSES – In addition to the Cost, the Client will pay The Ludbrook Agency all expenses incurred by The Ludbrook Agency on the Client’s behalf forthings such as couriers, printouts and drives and for other special supplies and services required by the particular nature of the Job.
  6. GST – The Client will pay to The Ludbrook Agency the amount of the GST relating to the Job, the cost and the expenses. Such amount may be included in The Ludbrook Agency’s invoices.
  7. PAYMENT TERMS — Unless other payment terms are stated on the preceding pages of this document; the Client will pay the Cost as follows: • 50% of the Cost on the Contract date;
    • 25% of the Cost on approval of creative work.
    • 25% of the Cost upon completion of the Job.
  8. LATE FEES — Invoices unpaid after 14 days will attract a 10% late fee, with an additional late fee of 2.5% incurred every subsequent week.
  9. COPYRIGHT – Copyright in materials produced by The Ludbrook Agency under the Contract will not pass to the Client until the Client pays The Ludbrook Agency all monies which are payable under the Contract. Where such copyright passes to the Client, the Client grants The Ludbrook Agency a perpetual license to use the copyright materials for The Ludbrook Agency’s promotional purposes, including in folios and on its website(s). Trademarks and brands produced by The Ludbrook Agency are owned by The Ludbrook Agency until signed over by the Client.
  10. WORKING PAPERS – Unless otherwise agreed in writing, The Ludbrook Agency owns all working papers including references, resources, materials and working files produced for or in relation to the Job. The Ludbrook Agency may agree to copy such working papers for the Client or to release them to the Client, upon a set fee by The Ludbrook Agency
  11. WARRANTIES – The Client warrants to The Ludbrook Agency:
    • that the Client has all rights (including copyright) necessary for The Ludbrook Agency to perform the Job;
    • that none of the materials provided by the Client to The Ludbrook Agency infringe the rights of any person, or are defamatory, or infringe any law or regulation including the Trade Practices Act 1974 (Cth) or the Copyright Act 1968 (Cth); AND the Client indemnifies and will keep indemnified The Ludbrook Agency and all of its principals, officers, employees, Contractors and agents against all actions, suits proceedings, claims and demand brought against them or any of them arising from the breach of any of these warranties.
  12. FURTHER WARRANTIES – The Client warrants that it will provide The Ludbrook Agency all such information and materials (documentary or otherwise) which in the reasonable opinion of The Ludbrook Agency is or may be necessary or desirable to enable The Ludbrook Agency to perform the Job and to perform The Ludbrook Agency’s obligations under the Contract
  13. STORAGE etc – All materials of the Client in the possession of The Ludbrook Agency are held at the Client’s risk, and The Ludbrook Agency has no obligation or duty to insure or take care of them. The Ludbrook Agency may give written notice to the Client at any time to retake possession of such materials. Should the Client fail to retake possession of the materials within a periods of 30 days after the date of such notice, The Ludbrook Agency, without further notice and without incurring any liability to the Client, may remove, discard and/or destroy the materials, or arrange for them to be removed, discarded and/or destroyed.
Ludbrook and Ludbrook Pty Ltd T/A The Ludbrook Agency
ABN 33 162 855 727

Kirsty Ludbrook
CREATIVE DIRECTOR
kirsty@ludbrookagency.com

Richard Ludbrook
DIGITAL DIRECTOR
richard@ludbrookagency.com

Ludbrook Agency
85 William Street, Darlinghurst 2010
www.ludbrookagency.com

Commercial in confidence
© Ludbrook Agency 2024