Improvision
BRAND &
WEBSITE PROPOSAL
JUNE 25TH, 2025
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 2025
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WHO WE ARE
The Ludbrook Agency is an award-winning creative studio bringing thought, relevance, and style to forward-thinking brands. We work with leading architects, interior designers and developers working in the hotel and hospitality sector in Australia and South East Asia.
The Ludbrook Agency puts purpose first, partnering with clients as a strategic and creative force to connect brands and leaders with their market. We’re recognised for delivering fresh, iconic, and innovative ideas.
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PROJECT OBJECTIVES
Grow the business with an elevated brand and online presence to align with the target market of leading interior designers, architects and hospitality developers. The re-brand and new website will highlight the company’s core strengths in premium architectural upholstery for the hospitality and commercial sectors.
01/ BRAND POSITIONING
Elevate the brand positioning and commercial presence of Improvision reflecting its expertise in high-end hospitality and commercial interiors, through a refined, contemporary visual identity and elegant website design that speaks to its sophisticated target audience of premium designers and venue owners.
02/ COMMERCIAL OBJECTIVES
Increase visibility and elevate brand to attract premium, high-value commercial projects —ultimately driving more qualified enquiries from architects, designers, and venue owners.
03/ DIGITAL TRANSFORMATION
Create a modern, high-performing website that looks beautiful, loads fast, and works seamlessly across all devices. Built with SEO in mind from day one, the site will be easy to navigate, easy to update, and easy for Google to find—helping drive the right kind of traffic and enquiries without relying on paid ads.
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CAPABILITIES & DELIVERABLES
We offer end-to-end services to bring your brand to life, strategy, design and execution across online and offline brand experiences.
We understand not every project needs the full service – below is a list of our core services, and the deliverables specific to this project are indicated below in red.
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
Key messages
Art Direction
Campaign Photography
Campaign Video
DIGITAL IDENTITY
Custom WordPress Website
Technical SEO
WooCommerce Websites
UX/UI design
Motion design
Shopify Websites
EDM Template Design
Social Creative Guidelines
OFFLINE IDENTITY
Retail POS display
Brand environment design
Signage + way-finding
Architectural signage
Statutory signage
Placemaking
Interior design collaboration
Packaging + Print
Packaging innovation
Packaging design
Print marketing collateral
Book design
Restaurant collateral
Hotel collateral
Minibar
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PROJECT SCOPE AND FEES
Homepage
Long scrolling page with content and links to each main page.
Editorial content re all services and featuring about section, notable projects, clients and testimonials.
Projects portfolio
Large portfolio of past projects under main categories – Hospitality, Office, Health, Education, Residential
Sustainability
Statement of sustainability
Services
Profile-Cut Foam
Banquette seating & Booth seating
Leather/fabric/vinyl finishes
Foam and padding materials
Upholstered wall panels
Ottomans
Decorative cushions
Seamstitch
Visionstitch
News
Blog-style articles showcasing high-profile projects, press, endorsements, and testimonials.
Contact page
Enquiry forms and contact details.
Resources / hygiene pages
Guarantee, Privacy Statement, T&Cs. FAQ’s
Footer
Contact Details, Site map, Newsletter sign-up, Acknowledgement of Country, Social icons.
Fees
Website design and build as per estimate provided in the link below
$22,750.00 + gst
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PROCESS & RESOURCES
Creative Direction (CD)
We present visual directions to achieve creative alignment between agency and client, benchmarking design layout, typography and colour.
We gather Client Feedback during a 1 hour presentation meeting. Client Feedback is supplied as comments on presentation pdf provided. Signed phase approval form required before moving to next phase, DD1.
Design Development Phase 01 (DD1)
We present key pages design layout for client review. Following our design presentation, we provide layouts as a pdf for client comments.
This phase Includes up to 2 sets of client iterations by email. Final DD1 design layout is supplied as a pdf for approval. Signed phase approval form required before moving to next phase, DD2.
Design Development Phase 02 (DD2)
We present key pages design layout for client review. Following our design presentation, we provide layouts as a paf, for client comments in the pdf. This phase Includes up to 2 sets of client iterations by email. Final DD1 design layout is supplied as a pdf for approval.
Signed phase approval form required before moving to next phase, DD2.
WordPress or Shopify Build
Create hosting with temporary password-protected URL for site development. Install site software, plugins and fonts. Build & Populate content: Header, Navigation, Footer, Logo, Favicon. Populate pages as per approved design & functionality. Site animations added and tested for client feedback. Site optimisation, Google analytics, Install Yoast SEO plugin. Technical SEO. Publish site to final URL.
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WEBSITE TYPICAL TIMELINE
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AGENCY DIRECTORS
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 a highly experienced WordPress and Shopify website developer with close to 200 projects completed for leading Australian and international clients, bringing 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. Richard is a seasoned entrepreneur who approaches every project with the client’s commercial interests top of mind, having founded and operated Australia’s two largest photographic studio complexes, Pioneer Studios (Sydney) and Sun Studios Australia (Sydney/Melbourne).
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SELECTED WORK
LUCHETTI KRELLE
INTERIOR DESIGN AGENCY
For this multi-award-winning hospitality interior design agency website, our challenge was to create a structure that would organise their extensive portfolio of projects in an easy-to-navigate manner, while allowing each project to shine with its distinct characteristics and design elements. Additionally, it was crucial to maintain a cohesive brand experience throughout the website while showcasing the diversity and excellence of the firm’s work.
“We are very happy with our new site! Thank you both for all your hard work and efforts to bring this awesome website into reality.”
— STUART KRELLE, Principal.
Scope
Website design
Wordpress build
Site management
Integrations:
Mailchimp
OBODO
FURNITURE WHOLESALER
This project involved over 500 products and downloadable specification sheets, making it large and complex. It included member-only content for approved retailers and a custom inquiry cart to streamline capturing new clients. Our challenge was to establish a cohesive brand presence for Obodo across a multi-brand platform without overshadowing the individual brands. We achieved this through thoughtful site structure and design, as well as the creation of new imagery in a two day shoot to ensure consistency and effectively showcase each furniture collection.
“Our business relies 100% on our website. The Ludbrook Agency delivered a site that is easy to navigate and includes excellent functionality to search for items and add them to the enquiry cart and kick of the sales process. Very happy.”
— ROBIN LAURIE, owner
Scope
Website design
Wordpress build
Brand photography
Member only content
Enquiry pro plugin
SVENSKA KJ
PREMIUM TEXTILES
Since 1961, Svenska KJ is Australia’s leading supplier of premium commercial upholstery, curtain, and soft furnishing textiles. With over 3000 SKU’s and numerous search parameters this project was the kind of challenge we love.
“Working with Ludbrook and Ludbrook has been an absolute pleasure from start to finish. Not only are they incredibly talented at what they do, but they’re also genuinely lovely people—easy to work with, patient, and always solution-focused. They took the time to understand our business and translated that into a website that feels not only functional and beautifully designed but also perfectly aligned with who we are. Every challenge was met with clarity and practical problem solving which made the entire process smooth and stress-free. I highly recommend the Ludbrook Agency to anyone looking for a web design team who delivers efficient, high-quality results with a collaborative and supportive approach.”
— NATASHA LANDER, managing director/owner.
Scope
Website design
Wordpress build
Catalogue
Samples cart
Site management
CONSTRUCTION ASSIGNMENTS
CLIENT-SIDE PROJECT MANAGERS
Construction Assignments is a leading Australian project management consultancy specialising in the delivery of complex construction and development projects across a range of sectors including commercial, education, health, residential, and infrastructure. With a proven track record and an impressive client portfolio, they are recognised for their strategic approach, meticulous attention to detail, and commitment to successful project outcomes.
“The 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
Scope
Brand refresh
Website design
Wordpress build
Site management
Integrations:
Mailchimp
