1. Project Overview

First Columbia has built over 40 years of credibility as a development company. As the organization has expanded into property management, brokerage, and investment services, there is now a clear need to formalize a distinct property-focused brand under the First Columbia umbrella.

This project establishes FCP as a clearly defined, standalone brand focused on property services, while maintaining a visible and intentional relationship to First Columbia as the parent company.

The objective is to introduce FCP with clarity and confidence—not as a brand-new startup, but as a professional, established extension of a long-standing organization.

2. The Challenge

The need for this work is driven by several structural and perception-based factors:

Market Perception

• Prospective clients often associate First Columbia primarily with development.
• This perception can discourage inquiries for property services, as prospects assume a development-first agenda.
• A dedicated property brand is needed to clearly signal service focus and intent.

Brand Architecture Clarity

• Development and property services operate as distinct business units with different leadership and priorities.
• Without a formal brand distinction, these services can appear conflated or unclear to the market.
• FCP needs to be introduced as a separate entity with a clearly defined role.

Alignment on Visual Direction

• Ownership perspectives on “modern” versus “traditional” design differ.
• Prior attempts to define the brand stalled due to shifting direction and internal misalignment.
• The recent confirmation of:
  • The name FCP
  • A typography-only logo (no icon)
    creates a clean starting point—but also requires a fully intentional brand definition.

This proposal is designed to surface alignment early and reduce the risk of future resets.

3. Project Objectives

The branding work for FCP will aim to:

1. Establish a Clear Market Position
   Introduce FCP as a credible, property-focused commercial real estate brand.
2. Create Differentiation with Continuity
   Visually distinguish FCP from First Columbia’s development identity, while reinforcing shared experience and reputation.
3. Balance Modern and Traditional Sensibilities
   Deliver a clean, minimal identity that feels current without appearing trendy, retail-oriented, or short-lived.
4. Build Trust and Encourage Engagement
   Present a professional and approachable brand that invites inquiry and signals long-term stability.

4. Scope of Work

A. Logo / Wordmark Design

• Typography-only logo using FCP
• No icon or standalone symbol
• Designed to function across:
  • Standard brand applications
  • Small-scale digital usage (e.g., favicon, headers)
• Minimal, professional, and restrained—avoiding both generic type selection and ornamental styling

B. Typography System

• Primary and secondary typefaces for:
  • Website use (web-safe or properly licensed)
  • Marketing and social media materials
• A clear typographic hierarchy:
  • Headings
  • Body copy
  • Accent usage
• Emphasis on legibility, clarity, and longevity

C. Brand Structure Alignment

• Reinforce FCP’s role as a subsidiary of First Columbia
• Ensure visual compatibility between brands without overlap or confusion
• Avoid signaling a brand-new or untested organization

5. Process & Collaboration

Phase 1: Discovery Synthesis

• Synthesize insights from the discovery discussion
• Translate business goals, constraints, and stakeholder dynamics into clear creative direction

Phase 2: Initial Concepts

• Presentation of 2–3 fully realized logo concepts
• All concepts will be:
  • Typographic
  • Viable final directions
  • Distinct in tone and structure to explore different interpretations of modern vs. traditional
• One concept may intentionally push expectations to test an alternative direction

The purpose of this phase is clarity—identifying alignment and misalignment early, before refinement.

Phase 3: Refinement & Revisions

• Collaborative refinement of the selected direction
• Feedback consolidated through Jenna and Victoria, incorporating ownership input
• No strict revision cap
  • Revisions included within reason
  • Focused on arriving at a defensible, long-term decision

Phase 4: Final Delivery

• Final logo files in standard formats
• Typography system documentation
• Usage guidance for consistent application

6. Timeline

Estimated timeline: 3–4 weeks from project start to final delivery, assuming:

• Timely feedback and internal alignment
• No fundamental changes to agreed direction mid-project

This pacing is intentional, prioritizing long-term confidence and stability over speed.

7. Investment

$3,500 Fixed, project-based fee

• Covers:
  • Logo / wordmark design
  • Typography system
  • Agreed deliverables
• Revisions included within scope
• Pricing reflects defined outcomes rather than hours tracked

50% due to begin, 50% due on delivery of logo files and typography System

8. Why This Approach

• Experience with credibility-driven service brands, including real estate–adjacent and professional services
• Focus on minimal, durable identities rather than boutique or trend-led aesthetics
• Process designed for multi-stakeholder approval environments
• Clear structure to support internal communication and decision-making

The goal is to launch FCP with clarity, confidence, and a brand foundation that will not require rework six months later.

9. Next Steps

1. Approve scope and approach
2. Confirm timeline and agreement with submission of first payment
3. Begin concept development

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