Phase 1: Brand Identity 1.1 Logo Design Primary logo: Full lockup (icon + wordmark) for website, documents, presentations Icon/mark: Standalone symbol for app icon, favicon, social media avatar, Shopify App Store Wordmark: Text-only version for headers, email signatures, small spaces Variations: Light background, dark background, monochrome File formats: SVG, PNG (transparent), and PDF for all variations The logo should convey: intelligence, clarity, data-driven decisions, trust, modern technology 1.2 Color Palette Primary brand colors (2-3 core colors) working across digital and print Secondary/accent colors (2-3) for UI elements, charts, highlights Semantic colors: success/positive (e.g., price increase), warning, error/negative (e.g., margin loss) Accessibility: All combinations must meet WCAG AA contrast standards Differentiated from competitors (Prisync: blue/white, Competera: purple) 1.3 Typography System Primary typeface for headings (website, presentations, marketing) Secondary typeface for body text (product UI, reports, long-form) Type scale: recommended sizes for H1-H4, body, captions, data labels All fonts must be freely available (Google Fonts or similar) 1.4 LinkedIn & Social Media Templates LinkedIn carousel template (1080x1350px, 5-slide structure) — Canva or Figma editable LinkedIn single-image post template (1200x627px) LinkedIn banner/cover image (1584x396px) Social media avatar optimized for LinkedIn and Shopify App Store Minimum 3 carousel template variations for weekly content production 1.5 Pitch Deck & Document Templates Pitch deck template (Google Slides): 10-12 slide master layouts One-page document template (proposals, one-pagers, reports) Email header/signature design 1.6 Brand Guidelines Document Comprehensive guide (8-15 pages) covering logo usage, colors, typography, templates Logo rules: minimum sizes, clear space, dos and don'ts Color specs: HEX, RGB, CMYK values Template usage instructions for non-designers Voice and tone notes connecting visual identity to communication style Phase 2: UI/UX Review & Messaging Localization (Weeks 4-8) Once the brand identity is defined, the freelancer will review our existing product screens and in-product messaging. 2.1 UX Audit of Existing Screens The freelancer will receive access to PriceMoon's current product screens (Figma files, screenshots, or staging environment) and conduct a structured UX review covering: Information architecture: Is the flow from dashboard to product detail to recommendation logical and intuitive? Visual hierarchy: Are the most important elements (pricing recommendations, margin impact, alerts) immediately visible? Interaction patterns: Do the actions (accept recommendation, dismiss, adjust, schedule) follow SaaS best practices? Onboarding flow: Is the first-time experience clear for a merchant connecting their Shopify store? Data visualization: Are charts, graphs, and pricing comparisons easy to read and actionable? Consistency: Do patterns repeat predictably across different screens? Accessibility: Basic WCAG compliance check (contrast, font sizes, interactive element sizing) Brand alignment: Do the existing screens align with the newly created brand identity? Where are the gaps? 2.2 Messaging & Narrative Review PriceMoon's core differentiation is our narrative layer. When we recommend a price change, we provide a plain-language business explanation of why the change makes sense (e.g., "This product has strong repeat purchase behavior and competitors charge 18% more. A 10% price increase is unlikely to affect conversion but would add $2,300/month in margin."). The freelancer will review all in-product text: Pricing recommendation narratives: Are the explanations clear, credible, and actionable for North American merchants? Dashboard headlines and summaries: Do they communicate value quickly? Labels and microcopy: Are field labels, button text, tooltips, and empty states clear and natural in Canadian English? Tone calibration: Does the product voice match the brand personality (confident but not arrogant, data-driven but accessible)? Terminology fit: Are we using terms Canadian merchants recognize? ("margin" vs. "markup", "revenue" vs. "sales") Error and edge cases: How does the product communicate when data is insufficient or recommendations are uncertain? 2.3 Competitive UX Benchmarking Brief comparison of PriceMoon's UX against 3-5 competing tools (Prisync, Competera, relevant Shopify apps) Focus on: how competitors present pricing data, recommendation clarity, onboarding, and dashboard design Identify best practices to adopt and differentiation opportunities Methodology Important: Original Design Work Required All brand identity design, UX review annotations, and messaging recommendations must be original work created by the freelancer. AI image generators (Midjourney, DALL-E, etc.) must NOT be used to produce logo concepts, visual assets, or design elements. AI writing tools must NOT be used to generate the messaging review, UX copy recommendations, or brand guidelines text. We are hiring a human designer and UX thinker, not an AI operator. Brand Personality & Direction We Are - Intelligent and data-driven - Clear and explanatory - Professional and trustworthy - Modern and tech-forward - Approachable and human We Are Not - Cold or robotic - Overly complex or jargon-heavy - Corporate or stiff - Generic SaaS or startup-bro - Overly casual or playful - Arrogant or salesy What the Freelancer Will Receive - Current preliminary visual materials and brand direction notes - Access to all existing product screens (Figma files and/or screenshots of every screen) - Product walkthrough session (30-60 min) with the founder - PriceMoon's positioning documents (ICP profile, competitive analysis) - Examples of pricing recommendation narratives currently used in the Brazilian product - Access to staging environment if available during the project timeline Deliverables Phase 1: Brand Identity Logo Package: Primary logo, icon/mark, wordmark, all variations in SVG, PNG, PDF. Color Palette: Complete color system with HEX, RGB, CMYK. Primary, secondary, background, semantic colors. Typography System: Font selections with complete type scale and usage guidelines. LinkedIn & Social Media Templates: Carousel templates (3 variations, Canva/Figma editable), post template, banner, avatar. Pitch Deck Template: 10-12 slide master layouts in Google Slides or PowerPoint. Document Templates: One-page layout and email signature design. Phase 2: UI/UX Review & Messaging UX Audit Report (10-15 pages): Screen-by-screen review with annotated screenshots, issues categorized as Critical (must fix before launch), Important (fix within first quarter), and Nice-to-have (future). Each issue includes the problem, why it matters, and a specific recommendation. Messaging & Narrative Review (8-12 pages): Review of all in-product text: recommendation narratives, dashboard copy, labels/microcopy, tone. Includes current text, suggested revisions, and rationale. Organized by screen/flow. Annotated Screen Mockups: Key screens with visual annotations showing recommended layout, hierarchy, or messaging changes. Focused annotations, not full redesigns. Competitive UX Comparison (3-5 pages): Side-by-side comparison of PriceMoon vs. 3-5 competitors on key UX patterns. Combined Final Deliverables Brand Guidelines Document (8-15 pages): Comprehensive guide covering logo, colors, typography, templates, and product voice/tone notes informed by the UX review. Prioritized Improvement Roadmap: One-page summary of all recommended product changes ranked by impact and effort: pre-launch essentials, first-quarter improvements, longer-term enhancements. Source Files: All originals in native format (Illustrator, Figma, Canva). Success Criteria Logo is distinctive, professional, and works at all sizes (from favicon to presentation screen) Brand identity feels cohesive across all touchpoints (website, LinkedIn, pitch deck, Shopify App Store) Templates are editable by non-designers (Canva-compatible is essential) UX audit identifies at least 15-20 specific, actionable improvements across existing screens Messaging review makes recommendation narratives feel natural to a Canadian merchant Tone is consistent with "Pricing Doctor" positioning: expert, clear, helpful — not robotic or generic A Canadian merchant seeing the product for the first time would understand what PriceMoon does and trust it within 30 seconds