REBRAND LAUNCH SUPPORT PROPOSAL FOR
DIANA & JOEL PETERSON SCHOOL OF MUSIC
04 / 13 / 26
EST. 2015
BRANDING & CREATIVE AGENCY
LOS ANGELES & AROUND THE WORLD
CONTENTS OF PROPOSAL
APRIL 2026
WHERE WE’VE BEEN — 01
WHERE WE ARE NOW — 02
FAQs — 03
FOR — DIANA & JOEL PETERSON SCHOOL OF MUSIC
CREATED BY — HOUSE OF DNM
OVERVIEW
House of DNM will provide the following services: Brand Discovery, Brand and Market Research, Brand Strategy, Naming, Brand Identity Development, New Website Design and Development Build, and EOY 2025 Holiday Fundraising Campaign for Gifted Music School. House of DNM will also provide Project Management, Brand and Marketing Consulting, Creative and Art Direction, Fundraising Campaign Development and Execution, Graphic and Web Design, Web Development, and Copywriting.
NEW WEBSITE
STATUS: 75% COMPLETE ✓
Included in the new Website Rebuild, Design, and Development:
✓ Content Strategy (for all audiences)
✓ UI/UX Design (50+ pages, distilled down to ~40 pages as of 4/17/2026)
✓ StrategyDevelopment: Rebuild website on Squarespace
[ WIP ] Integrations: Network For Good, Google Analytics, Squarespace Analytics, Social Media (Instagram, etc), High-level SEO/AIO, Q&A Testing
[ WIP ] Copywriting
[ WIP ] Design: Rebuild website on Squarespace
[ WIP ] Responsive design for all devices (desktop, tablet, mobile)
[ 4/27-4/29/2026 ] Website walkthrough of CMS back-end (with Marketing/Dev)
FUNDRAISING CAMPAIGN
STATUS: 100% COMPLETE ✓
Included in the EOY 2025 Holiday Fundraising Campaign Ideation:
✓ Holiday fundraising strategy, creative brief developed
Included in the Campaign Assets Creation:
✓ Holiday fundraising campaign assets including design and copy:
✓ Messaging kit with bullet points and final copy for each medium (newsletter, web content, homepage hero, printed mailer, social media messaging kit)
✓ Art Direction for campaign look and feel, as well as design and copy for:
✓ Print sourcing, production, and management
✓ Donor Dinner:
✓ Participation card
✓ Thank You card
✓ Trifold brochure mailer and envelope sourcing
✓ Homepage hero graphics and copy (with CTA to Network For Good)
✓ Donate page graphics and copy (Network For Good)
✓ 5×7” Flyer for events, lobby
✓ Social media design elements kit
✓ Lobby TV graphics
✓ Lobby posters
WHERE WE’VE BEEN — 01
PROCESS
Through input meetings with key stakeholders, digital worksheet guide exercises with an expanded group of stakeholders, analyzing existing resources including current brand assets (reports, brochures, fundraising collateral, brand style guide, etc), three live in-person group workshops/presentations, industry research, and weekly consulting and strategy calls with GMS leadership and Development/Marketing staff, House of DNM gathered the information needed to perform the following:
Brand Strategy: A foundational document guiding the organization’s messaging and gaining alignment internally and externally so it can move forward with greater power and purpose—with a new name that aligns with the strategy.
Brand Identity: A new name, logo system, color palette, font pairings, on-brand stock image library, and graphic elements that align with the strategy. As well as, a Brand Style Guide that clearly defines how to properly use the brand elements so there is continuity when creating any branded materials and assets.
Website Design and Development: Website strategy, UX, copywriting, design, development, and high-level SEO/AIO.
Fundraising Campaign: EOY 2025 holiday fundraising campaign strategic brief, creative direction, messaging, copy, design, and printer production to create deliverables for the donor dinner, lobby posters, flyers, and mailer.
SERVICES AND DELIVERABLES
BRAND STRATEGY
STATUS: 100% COMPLETE ✓
Included in Brand Strategy exercise:
✓ Business Clarity: Exercise developed through worksheets
✓ Current Brand Audit: Analysis of current branded materials (promotional materials, fundraising materials, website, etc) relative to industry materials
✓ Market and Competitor Research: Included in worksheet inputs from key stakeholders
✓ Audience Interviews: Written and live interviews with audiences (including, primarily, internal audiences such as faculty, board, donors, alumni)
Included in final Brand Strategy readout:
✓ Brand Story
✓ Purpose
✓ Vision
✓ Mission Statement
✓ Brand Values
✓ Brand Promise
✓ Brand Essense
✓ Voice, Tone, & Personality
✓ Audience Persona Profiles
✓ Descriptor Lines
✓ Visual Aesthetic Strategy (Mood Board)
BRAND IDENTITY
STATUS: 90% COMPLETE ✓
Included in Naming exercise:
✓ Based on competitive analysis and brand strategy exercise, multiple naming options were developed that map to brand strategy
✓ Select new name
Included in Brand Identity System:
✓ Primary Logos (regular and small)
[ WIP ] Logo System (logo icon, logo/single program lockup, logo/all programs lockup)
✓ Color Palettes
✓ Font Pairings
✓ Curated On-Brand Image Library (scoped 150 Images, 250+ images total in library now)
✓ Graphic Elements
[ WIP ] Final Style Guide deck encompassing the Brand Strategy and Brand Identity, including how to properly use the new branding elements to create on-brand materials and collateral for the school
Priced at $67,500
Kicked-off October 2025 and now nearing completion end of April 2026
WHERE WE’VE BEEN
WITH THE REBRAND, WEBSITE, AND 2025 EOY FUNDRAISING CAMPAIGN
APRIL 2026
PRE-REBRAND LAUNCH AND REBRAND REVEAL AT GALA 2026
✓ Already completed:
✓ Brand launch plan (best-practices steps, timeline, order of operations)
✓ Strategy presentation and training to board, leadership
✓ Launch messaging points development, training for ED/Board chair/staff
✓ Weekly presentation and discussion meetings with leadership
✓ Weekly consulting meetings with marketing and development
✓ Consulting on Gala 2026 (launch presentation, show scripting, video reviews and consulting, incorporating rebrand into the run of show and print takeaways, event marketing consulting)
Work in progress—Developing initial top-priority branded deliverables:
[ WIP ] Gala 2026 print needs:
[ WIP ] Rebrand reveal sign (2’×3’ poster, logo-focused)
Creative: $300 - $400
[ WIP ] Rebrand walk-through PPT slide development (~5 slides), talking-point scripting
Creative: $1,500 - $2,500
Concise overview/walk-through of the rebrand for the gala audience, incorporated into the greater run of show
Single-page Donor Pledge Card
Creative: $1,000 - $1,500
Copy, design, and production
[ WIP ] Custom Thank You Note
Creative: $400 - $1,200 (Design and Production)
1-2 take-away swag items + logo sticker
Creative: $800 - $2,000
Depends heavily on items (i.e. tote bags, enamel pins, apparel, etc)
* Highest Priority * brand launch asset needs:
Trifold school brochure
Creative: $1,500 - $3,000
Lightly editing copy in the interest of time
Four fact sheets
Creative: $2,500 - $6,000
Light edit of current copy and full redesign
Templates for single-fold printed programs at performances/recitals
Creative: $800 - $2,000
Includes template set up (in Canva per request) and usability considerations
Using current copy in the interest of time, can enhance later
[ WIP ] Email signatures
Creative: $200 - $600
Can increase if multiple formats or implementation support is needed
[ WIP] Printed Business Cards
Creative: $500 - $800
Design and production
[ WIP ] Fundraising Folders (with business card slits)
Creative: $500 - $1,500
[ WIP ] Letterhead
Creative: $200 - $600
[ WIP ] Envelopes
Creative: $200 - $600
WHERE WE ARE NOW
WITH THE REBRAND LAUNCH, GALA 2026, AND POST-LAUNCH SUPPORT
Diana and Joel Peterson School of Music, formally known as Gifted Music School, has undergone a massive transformation from the inside and out over the past many months. And now its time to announce the exciting news to the world, starting with the rebrand reveal at the Gala 2026.
With a new school name successfully selected, a new logo and visual identity, and new website, the school can now round out its roster of branded assets as needed.
WHERE WE’RE AT NOW — 02
MAY 2026
POST-REBRAND LAUNCH
On-going support post rebrand launch:
40-page Website Phase 2 Review (Squarespace)
Creative/Strategy: $6,000 - $8,000
Mini audit, plus polishing the remaining content; Fine tuning UX, UI design, and SEO/AIO based on analytics; Light copy voice edit on ~20 class pages
* Top priority * assets:
10-page Annual Report design
Creative: $4,000 - $6,000
Content written by PSM, Light copy edit and full design by House of DNM; Digital-only
10-slide branded presentation deck template (PPT)
Creative: $2,000 - $3,500
Table covers (2 sizes: 6ft and 8ft)
Creative: $400 - $1,200
2 branded pop up signs
Creative: $500 - $750
Design only, no stands needed
Step and repeat backdrop
Creative: $400 - $750
Fundraising decks for top-level donors
Creative: $5,000 - $7,000
Writing with net-new copy aligned with rebrand messaging strategy; Audience tailoring (i.e. corporate vs. individual donors)
Pre-paid return envelope design
Creative: $200 - $400
Capital campaign brochure
Creative: $2,000 - $3,000
Copy written by PSM, design only
Template for profile stories of students
Creative: $500 - $750
Student profile one-pager; Design only; Delivered in Canva per request
Alumni association fact sheet
Creative: $750 - $1,000
Design by House of DNM, copy provided by PSM
SERVICES AND DELIVERABLES
TOTAL: $38,000-$55,000
Included: strategy, copy (where described), design, production oversight and vendor coordination
Not included: printing costs
A note on ranges: Estimates are ranges due to normal variables that arise during production; if the school needs to cap total expenses or per-item expenses, DNM can work within those limits and apprise the school if the item is on track to go over before it does so the teams can mitigate any overages together.
YOU’VE GOT QUESTIONS.
WE’VE GOT ANSWERS.
FAQs — 03
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APPROVE RE-BRAND PROPOSAL — PROPOSAL EXPIRES WEDNESDAY, 9/24/2025
SIGN SERVICE AGREEMENT
PAY DEPOSIT TO ENGAGE HOUSE OF DNM
CLIENT ONBOARDING
PROJECT KICK-OFF — IDEALLY WEEK OF 9/22/2025
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Need to go through anything more or are you ready to move forward with your rebrand?
Our doors are open. Let’s chat.Danielle Nichole Morgan
Founder, Creative Director, Brand Designer and Strategist, & Brand Consultant
danielle@houseofdnm.co
+1 323-926-2111
Beth Lopez
Brand Strategist, Creative Director, Senior Copywriter, & Nonprofit Consultant
beth@houseofdnm.co -
PROJECT TEAM LEADS, WEARING MANY HATS.
Danielle Nichole Morgan
Founder, Creative Director, Brand Designer and Strategist, & Brand ConsultantBeth Lopez
Brand Strategist, Creative Director, Senior Copywriter, & Nonprofit Consultant
A CURATED TALENTED TEAM AS-NEEDED, PLUS EVEN MORE TALENTED COLLABORATORS ON OUR ROSTER.Whitney Wilkinson — Project Manager & Market Researcher
Samantha Telleson — Brand Consultant & Senior Marketing Strategist
Zippy Burman — Senior Brand, Graphic, & Web Designer
Nayade Bermudez Brito — Senior Web Designer
Sean Halls — Lead Web Developer & Tech Consultant
Ashley Romo — Senior Web Designer
Katherine Valencia — Content Creator & Graphic Designer
Carmely Contreras — Graphic Design Intern
Yasmine Belle — CPA (Invoicing)
David Jones — CPA (Taxes)
Dave Zand — Fundraising Consultant
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This proposal covers the scope of work (SOW) which will be detailed in the service agreement. If we move forward, we can adjust the SOW in the service agreement.
Additional revisions and projects that are out-of-scope will be budgeted and signed-off on before any new work begins.
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You will receive easy-to-pay invoices in your email inbox via Quickbooks the first of every month, for the duration of your payment schedule.
You can make payments using the following methods:
ACH Bank Transfer, American Express, Apple Pay, Discover, Mastercard, PayPal, Venmo, VisaYour investment into your organization is spread out over 4 payments, due on the first of the upcoming month—with exceptions to the deposit and final payment, due upon receipt.
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We very much respect and do our part to ensure our clients’ privacy is always private. We will never share and/or sell your data, information, and project-related details, but if we did, we would first get your permission in the form of written communication.
This proposal made by House of DNM, LLC and its presentation contents are confidential and intended solely for the recipient(s) directly from House of DNM or in-directly through distributors authorized by House of DNM. Unauthorized distribution, reproduction, or use of any part of this content material without prior written consent is strictly prohibited and will result in legal action.© 2025 House of DNM, LLC. All rights reserved.
Authentic AF branding
✧
Meet your target audiences where they're at
✧
Connect genuinely
✧
Research, data & strategy-backed creative
✧
Crafting, refining & redefining brands
✧
Always on-brand
✧
Embody your brand's essence
✧
Marketing decisions made with confidence
✧
Authentic AF branding ✧ Meet your target audiences where they're at ✧ Connect genuinely ✧ Research, data & strategy-backed creative ✧ Crafting, refining & redefining brands ✧ Always on-brand ✧ Embody your brand's essence ✧ Marketing decisions made with confidence ✧
EST. 2015
BRANDING & CREATIVE AGENCY
LOS ANGELES & AROUND THE WORLD