Idler AI: Brand + Website

Brand and website for Idler AI: a two-week fixed-fee sprint. Week one builds the brand system; week two applies it to the launch site at idler.ai. Each deliverable resolves at a single 30-minute review.

Sprint · Two weeks Adjust kickoff to recalculate

Kickoff

Duration2 weeks

Launch·

Fee$18,000 fixed

01 · Roadmap 2 WEEKS

D1 · Brand system D2 · Website Milestone

Phase	Window	Duration	Dependency

02 · Calendar DAY-RESOLUTION

Milestones KEY DATES

03 · Phases WORK BY PHASE

D1 D1 · Brand Guidelines $9,000 · Week 1 · handoff Jun 24

#	Item	Owner	Target
D1.1	Brand foundation: positioning, voice, naming spine	Studio	Jun 24
D1.2	Visual system: logo, color, type, layout grid	Studio	Jun 24
D1.3	Guidelines doc: web + PDF + packaged asset exports	Studio	Jun 24

D2 D2 · Website $9,000 · Week 2 · handoff Jul 1

#	Item	Owner	Target
D2.1	Structure + copy: page map + copy, up to three core pages	Studio	Jun 25
D2.2	Design + build: responsive site on the D1 system	Studio	Jun 28
D2.3	Collateral: announce graphics, social + deck templates	Studio	Jul 1
D2.4	Launch: deploy to idler.ai + handoff brief	Studio	Jul 1

Insights WHAT WE SEE

Brand before site. D2 inherits D1. The brand spine unblocks design, copy, and build, which is why week one is sequenced first.
Two reviews hold the timeline. Same-day decisions on Jun 23 and Jun 29 keep the fixed sprint on rails.
idler.ai access is the launch gate. DNS and deploy access are needed by Jun 30 for the Jul 1 launch.
Scope is two deliverables. New asks land as a change order ($2,500 / round) or a fresh SOW, not silent scope creep.

Out of Scope SOURCED SEPARATELY

Custom web application or backend functionality; D2 is a marketing / launch site.
Ongoing site maintenance, hosting, and content updates beyond the sprint.
Photography, illustration, and video production; long-form content writing.
Font and stock licensing, passed through at cost.

Terms BILLING · IP

Payment. $18,000 fixed, split 2 × $9,000. D1 due on signature to start; D2 invoiced at launch, payable within five business days.
Revisions. Each deliverable resolves at one consolidated sign-off; additional rounds are scoped at $2,500 each.
Ownership. Delivered work transfers to Idler AI on payment. Third-party hard costs (fonts, stock, hosting) pass through at cost.
Showcase. Studio Artifice may feature the brand, website, and collateral in its portfolio, case studies, and presentations.
Validity. Either party may end with 14 days written notice; completed work billed in full. This SOW is valid 30 days from Jun 16, 2026.