Brand Sharpening & Custom Website for Gather

Gather is evolving its website into a clearer insights agency positioning while retaining the visual brand identity. The emphasis is on more precise messaging and an improved website design to strengthen credibility with prospects and engage ideal clients. This project will focus on brand sharpening, messaging development, and implementation in a new website design that looks and feels tailor-made.

Prepared for: Adam Keable and Colin Bell

Gather Global Ltd

71-75 Shelton Street Covent Garden, London, WC2H 9JQ

Prepared by: Stephan Hammes, Stephan Hammes Ltd

Date: 12 March 2025

For questions, please get in touch with Stephan Hammes at 079 6619 5576 or mail@stephanhammes.com

1. Objectives

Clarify and simplify public messaging and positioning as an insights agency with three revenue streams: advisory services (consulting projects), membership (Gather Collective), and summits (industry leader events).

Ensure the website is a validation tool for potential clients, reinforcing Gather’s credibility and encouraging conversations.

Add a client case studies library while retaining Insights (blog-style content) with email capture instead of a password-protected content area for white papers, reports and podcasts (integrated but hosted externally).

Oversee and manage the website content and design, liaising with developers to align execution with the strategy.

Provide structured recommendations for the Gather Golfer Panel as a separate initiative. new

2. Scope of Work

Phase 1: Brand Strategy & Messaging

• Facilitate four two-hour workshops (for details, see below) to refine the value proposition, brand positioning, and messaging and confirm the 6-page structure with subpages, which includes a library of case studies and an insights blog.
• Develop core messaging frameworks, including brand narrative, messaging hierarchy, key differentiators and value proposition that aligns with the business model to reinforce the three revenue streams.
• Assess the need for additional brand assets such as taglines, strategic brand statements or key visuals.

Phase 2: Website Content & Design

• Provide design direction for website look and content by creating stylescapes.
• Determine wireframes and refine existing case studies, insights/blog posts, team bios, etc., in preparation for content migration.
• Advise on website copy and source appropriate imagery or graphics.
• Gather will fully handle content (copy) preparation for the migration, and we will provide support if necessary.

Phase 3: Design & Development Liaison

• Manage and collaborate with the design and development team to ensure brand alignment.
• Guide interactive elements (e.g., homepage motion effects, dynamic text loading).
• Ensure seamless integration of new messaging and brand positioning within the website design.

3. Deliverables

• Brand messaging framework
• Refined website content and structure (wireframes)
• Direction and oversight for design and content execution
• Liaise with developers to ensure strategy and design direction alignment.
• WordPress Website with custom theme and design system with future-proof templates (for specs, see below): 6 main pages (Home, Services, Insights, Work, About, Contact) plus sub-pages for Work (case studies) and Insights (blog articles) with basic SEO
• Migrated content from Squarespace (manually recreated with new design)
• Subtle animations and dynamic elements on the homepage for an elevated user experience
• Responsive layout for mobile, tablet, and desktop
• Accessibility checked for contrast, font legibility and WCAG Audit
• 1-2 hours training on how to easily manage, edit and add new content to the Wordpress Admin after the site is ready.
• NB: Hosting, aftercare, and ongoing maintenance are not included (see below).

4. Timeline & Milestones

• Phase 1: Brand Strategy Workshop & Messaging Development (weeks 1—3)
• Sign-off creative brief CW13
• Phase 2: Content Strategy & Refinement (weeks 3—5)
• Sign-off design direction CW15
• Phase 3: Design & Development Oversight (weeks 5—12)
• Preview staging site CW 18
• Website Rollout (phased if needed; TBD based on development progress)
• Website live CW20

5. Revisions

Up to three rounds of revisions are included for brand messaging and website content/design.

6. Investment & Payment Terms

This project is offered at a fixed total investment of £10780.– (excluding VAT) for

1. Brand sharpening: £3600.—
2. Design direction and project management: £2380.–
3. Web design development: £4800.–

with the following payment structure:

40% upfront (upon approval of estimate), 40% at design-to-development handoff and 20% at final website delivery.

7. Terms & Conditions

Standard terms and conditions apply and are available at https://doc.stephanhammes.com/terms.

8. Gather Golfer Panel (Separate Consideration)

The Gather Golfer Panel is a separate initiative requiring structured consideration regarding how best to incorporate it within Gather’s overall digital presence.

Options include:

1. Highlight on Services page as a proprietary tools to gain data-based and evidence-driven insights.
2. Basic integration within the website (e.g., a dedicated landing page explaining the initiative and sign-up options).
3. Standalone microsite (e.g., gather.golfers) for a more distinct presence.
4. Phased rollout where initial awareness is raised with a dedicated landing page platform such as Leadpages or Unbounce, with a future decision on integrating it in the main site or expanding to a dedicated platform.

Further discussion will determine the best path forward based on Gather’s strategic priorities. Please note that the more involved option such as 2, 3 and 4 are currently not included.

9. Working Together

For successful execution of the Brand Sharpening & Custom Website for Gather, open and trusting cooperation is crucial and required. That also means that all shared information and developed results are treated confidentially. Due to our close and regular collaboration, it is only necessary to document the essentials and not to create any further reporting. Any postponements or additional work will only take place after consultation.

Next Step

1. Clarify any questions or make any adjustments if necessary.
2. Upon approval of this proposal and the estimate, an initial invoice will be issued for the upfront payment.
3. Confirm kick-off & discovery session 1pm on Tuesday, 13 March and schedule the remaining three workshop sessions on coming Tuesdays and/or Thursdays.

Please let me know if you have any questions or require any adjustments. Looking forward to working with you.

Best regards Stephan Hammes

Stephan learnt his craft working primarily for the automotive sector (Mercedes-Benz, Smart, Toyota and SEAT ) and F1 (RedBull Racing, Scuderia Toro Rosso and VodafoneMcLaren) and cultural sector (Victoria & Albert Museum, The British Society of Theatre Designers, and the University of the Arts London). So, he is used to a rigorous design process, attention to detail and delivering high quality. As brand strategist and designer holding an MBA from Imperial College, he handles projects independently and collaboratively from conception to execution for big brands and SMEs. Currently, he is also consulting start-ups on business models and branding. Experience on LinkedIn

Four two-hour Brand Sharpening workshops

Session 1: Kick-off & Discovery (Tuesday, 13 March)

• ‘Download’ Gather’s the status of what Gather has developed to date.
• Ensure all fully understand the foundation.

Session 2: Brand Positioning & Value Proposition

• Define Gather’s core positioning: what you do, who you serve, and why it matters.
• Clarify key differentiators in the competitive landscape.
• Align on your value proposition and brand narrative.

Session 3: Messaging Framework & Structure

• Develop a messaging hierarchy that ensures clarity and consistency across all touchpoints.
• Craft core brand statements, including tagline (if needed), and key messaging pillars.
• Identify the tone and language that best represents Gather.

Session 4: Website Content & Refinement

• Map out the content structure for each page based on user journeys.
• Define key talking points for services, case studies, and insights.
• Assess content needs—what can be refined vs. what needs fresh copy.
• Identify any gaps or additional assets needed before moving into content and design.
• Review and refine (if needed) the messaging framework.

Website specs

• Mobile + Google friendly, custom website design and build
• Custom Wordpress Theme development style guide for website components (forms, buttons, bullets, faqs, etc) for greater scalability
• Page template/blocks layouts that can be used to easily create new future pages/content
• Ensuring all functionality, content and user journeys work as effectively and seamlessly across both mobile and desktop devices.
• Full Website Schema for enhanced SEO visibility - This will cover home page, blog article schema and reviews inline with latest Google recommendations for enhancing your search engine visibility, to make your listings in Google more clickable and show for newer GEO keyword AI based searches
• 3rd Party forms embedded to the website for clean, on-brand styled lead forms
• HTML email template build - styled as per website design to be used for outgoing website emails/notifications.
• Website Login Security - 2 factor authentication (2FA) enabled on Wordpress Admin logins, requesting a pass code to enter, which his emailed to a users registered email address.
• Google Analytics integrated and any other tracking scripts added for LinkedIn, Facebook or any other future ad campaigns (as needed)

Aftercare + Ongoing Maintenance (if needed)

£480/month plus VAT (per day as needed) - once the site is live. This covers tasks such as:

• Google Analytics visitor traffic reports
• Website Back-ups
• Wordpress core framework and plugin updates
• Browser + Devices usability/functionality check after WP core + plugin updates
• SEO health check, to ensure no issues of your website are picked up by Google.
• Minor site changes or edits each month - up to 4hrs
• Any additional work to be costed separately (for new campaign pages, integration of further 3rd party tools or major site changes etc)