A white label brief, start to finish
Example
Fernwick & Pole and Lowmoor Cider are made-up companies. This is the paperwork that would pass between an agency and us on one brief, from the first email to the handover.
Example. Fernwick & Pole and Lowmoor Cider are fictional. Names, dates, page counts and data are invented to show the shape of the work. The quote shows its structure only; the price is agreed per brief as a fixed written quote.
The brief
Sent by the agency.
- Hattie Morrow, Account Director, Fernwick & Pole
- Convoke Software
- Monday 2 November 2026
- Lowmoor Orchard Reserve microsite, brief v1
Hi,
As discussed, here’s the brief for the Orchard Reserve launch. NDA is signed and attached. Designs are in Figma (link below, view and dev mode access granted). Lowmoor don’t know you exist and we’d like to keep it that way: all comms through our Slack, please.
Client: Lowmoor Cider, an independent cider maker in Herefordshire.
What it’s for: Lowmoor are releasing a limited single-orchard cider, Orchard Reserve, in late November. Paid social and a run of digital out-of-home go live on Monday 23 November. The microsite is where all of that traffic lands.
Pages (designs final, desktop and mobile):
- Age gate (UK, 18+)
- Home: hero film, three product notes, “find a stockist” call to action
- The cider: tasting notes, the orchard story, food pairings
- The orchard: scroll-led story, five illustrated sections
- Stockist finder: search by postcode, list and map
- Competition: win a case, entry form, T&Cs page
- Privacy and cookies (copy from Lowmoor’s main site)
Content: Copy is final for pages 1 to 4. Stockist list comes from Lowmoor’s sales team as a spreadsheet. Competition T&Cs are with Lowmoor’s legal team now. Lowmoor’s marketing manager needs to edit copy and swap the stockist list after launch without calling us.
Integrations:
- Competition entries go to Lowmoor’s Klaviyo account (list already exists).
- GA4 via Lowmoor’s existing Tag Manager container.
- Cookie banner: Lowmoor already use Cookiebot on the main site.
Hosting: Our Vercel team. Domain will be orchardreserve.lowmoorcider.co.uk; Lowmoor’s IT contact will add the DNS record.
Must haves:
- Live and tested by Friday 20 November, so we have the weekend as a buffer.
- Hero film must not slow the page down. Lowmoor’s last microsite (not ours) was slow on mobile and their MD noticed.
- Accessible: WCAG 2.2 AA is in our contract with Lowmoor.
Nice to have: The stockist finder reused on the main Lowmoor site later.
Budget: We’ve sold this as a fixed fee. Please quote fixed.
Thanks,
Hattie
Scope and quote
Our reply.
- Fernwick & Pole
- Lowmoor Orchard Reserve microsite
- FP-LOW-01
- 1, Tuesday 3 November 2026
2.1Summary
A seven-page campaign microsite for Lowmoor Cider’s Orchard Reserve launch, built from Fernwick & Pole’s final Figma designs, with content Lowmoor’s team can edit themselves. Built and demoed in Fernwick & Pole’s Slack, deployed to Fernwick & Pole’s Vercel team, live and tested by Friday 20 November 2026 ahead of the media going live on Monday 23 November.
We work under Fernwick & Pole’s name throughout. Lowmoor will see Fernwick & Pole’s team and nobody else.
2.2What we’ll build
| # | Item | Detail |
|---|---|---|
| 01 | Project set-up | Next.js site in a repository in Fernwick & Pole’s GitHub organisation; Vercel project in your team; preview deployments on every change, password protected. |
| 02 | Content editing | Sanity Studio so Lowmoor can edit page copy, product notes, pairings and the competition dates. Studio hosted at orchardreserve.lowmoorcider.co.uk/studio. |
| 03 | Age gate | 18+ gate on first visit, remembered for 30 days. Wording supplied by you. |
| 04 | Home | Hero film loaded after the main content, with a still poster image as the first thing painted. Three product notes, stockist call to action. |
| 05 | The cider | Tasting notes, orchard story, food pairings, all editable. |
| 06 | The orchard | Scroll-led story in five sections from the Figma file. Motion respects the visitor’s reduced-motion setting. |
| 07 | Stockist finder | Postcode search with list and map. Stockists imported from Lowmoor’s spreadsheet into Sanity, so the list can be updated by uploading a new sheet. Built as a self-contained component so it can move to the main Lowmoor site later. |
| 08 | Competition | Entry form (name, email, postcode, date of birth, marketing opt-in) posting to Lowmoor’s Klaviyo list, with server-side validation and spam protection. Opens and closes on dates set in the Studio. T&Cs page. |
| 09 | Privacy and cookies | Pages with copy from Lowmoor’s main site. Cookiebot installed with Lowmoor’s existing configuration. |
| 10 | Analytics | GA4 through Lowmoor’s Tag Manager container, firing only after cookie consent. Events: age gate passed, stockist search, competition entry. |
| 11 | SEO basics | Titles, descriptions, Open Graph images per page, sitemap, and noindex on the competition thank-you page. |
| 12 | Accessibility | Built to WCAG 2.2 AA. Automated checks plus a keyboard and screen reader pass before launch, with the results in the handover pack. |
| 13 | Launch | DNS instructions for Lowmoor’s IT contact, go-live on the production domain, smoke test of every page and the competition form. |
| 14 | Handover | Handover pack (see the handover below) and a walkthrough call for your team. |
2.3Assumptions
- Figma designs are final for all seven pages, desktop and mobile. Design changes after Monday 9 November are treated as a change (see 2.6).
- Copy for pages 1 to 4 is final and supplied in the Figma file.
- The stockist spreadsheet arrives by Wednesday 11 November with a postcode for every row.
- Competition T&Cs arrive by Wednesday 18 November.
- Klaviyo: you or Lowmoor give us an API key scoped to the one list.
- Lowmoor’s IT contact can add one DNS record on Thursday 19 November.
- One round of feedback after each weekly demo, gathered by you and sent as a single list.
2.4Not included
- Copywriting, design, illustration or film editing.
- The legal wording of the age gate, T&Cs and privacy pages. We’ll build what Lowmoor’s legal team approves.
- Running the competition itself: draw, winner contact, prize fulfilment.
- Rolling the stockist finder into the main Lowmoor site. Happy to quote that separately after launch.
- Paid media tracking pixels beyond GA4. If the media agency needs them, send the list and we’ll quote it.
2.5The quote
The price is agreed per brief and written here as one fixed figure for items 1 to 14. (This example leaves the figure out.)
What’s fixed
- Everything in 2.2, built to the assumptions in 2.3.
- The launch date of Friday 20 November 2026.
- The figure itself. No day rate is running behind it, so the quote is what you pay.
What changes the quote
- Anything added to 2.2, or anything moved out of 2.4 and into scope.
- Design changes after the design freeze on Monday 9 November.
- An assumption in 2.3 that doesn’t hold, if it adds work. A late stockist sheet or late T&Cs moves dates first; it only changes the quote if it means building something different.
Any of these gets a written quote for the difference before the work starts.
Payment stages
- Scope signed.
- Site live on the production domain.
Invoicing per brief or monthly, whichever suits how you bill Lowmoor. This quote is valid for 30 days, until Thursday 3 December 2026.
2.6If something changes
If the scope changes once we’ve started, we quote the difference in writing before doing the work. You decide whether it goes in before launch or after.
2.7Who owns what
- The code, the Sanity project and the Vercel project live in Fernwick & Pole’s accounts from day one.
- On payment, the code and all rights in it pass to Fernwick & Pole, to pass on to Lowmoor as your contract with them requires.
- Nothing we deliver carries the Convoke name: no credits in the footer, the code comments, the commit messages or the docs.
2.8How we’ll work
- We join #lowmoor-orchard-reserve in your Slack and your Linear project.
- A demo every Friday in that channel: a short written note and a preview link. Happy to join your internal stand-up too.
- We talk to Lowmoor only if you ask us to.
Timeline
All dates 2026. F&P is Fernwick & Pole.
| Week | Dates | What happens | Needed from F&P or Lowmoor |
|---|---|---|---|
| 0 | Tue 3 Nov | Scope and quote sent | Sign-off on the scope |
| 0 | Thu 5 Nov | Scope signed. Repo, Vercel and Sanity set up in F&P’s accounts | GitHub, Vercel and Slack invites |
| 1 | Mon 9 Nov | Build starts. Design freeze | Figma marked final |
| 1 | Mon 9 to Fri 13 Nov | Project shell, age gate, Home, The cider, Studio with real copy loaded | Klaviyo API key |
| 1 | Wed 11 Nov | Stockist import | Stockist spreadsheet |
| 1 | Fri 13 Nov | Demo 1 in Slack, preview link | One feedback list by Mon 16 Nov |
| 2 | Mon 16 to Wed 18 Nov | The orchard, stockist finder, competition form, privacy and cookies, analytics | Competition T&Cs by Wed 18 Nov |
| 2 | Wed 18 Nov | Feature complete on preview | |
| 2 | Thu 19 Nov | Accessibility and device testing, fixes. Production domain connected | DNS record added by Lowmoor’s IT |
| 2 | Fri 20 Nov | Demo 2 and launch. Live on production, smoke tested. Handover pack delivered | Go-ahead from F&P |
| 3 | Mon 23 Nov | Media live | |
| 3 | Week of 23 Nov | Walkthrough call for F&P’s team | A time that suits |
Demo note
Posted in the agency’s Slack after the first week.
#lowmoor-orchard-reserve · Friday 13 November 2026
Orchard Reserve: demo 1
Preview: orchardreserve-git-main-fernwickpole.vercel.app (password in the pinned message)
Done this week
- Age gate, Home and The cider are built to the Figma file on desktop and mobile.
- The hero film now loads after the page has painted, with the poster still showing first. On a throttled mobile connection the page is readable before the film starts.
- Sanity Studio is up with all the real copy loaded. Hattie, you’ve got an editor login; try changing a pairing and you’ll see it on the preview within a minute.
- Stockists are imported: 212 rows from the spreadsheet.
Worth a look
- The age gate remembers the visitor for 30 days. If Lowmoor want it asked every visit, it’s a one-line change.
- On small phones the third product note wraps to four lines. We’ve tightened the line height a touch to keep it to three. Shout if the designer would rather we didn’t.
Needs a decision
- 14 stockists in the sheet have no postcode, so they can’t appear on the map. Options: (a) Lowmoor’s sales team fills them in, (b) we list them under “also stocked at” without a map pin. We’d suggest (a) if it can happen by Wednesday.
Heads up
- Competition T&Cs are due Wednesday 18 November. If they slip, the form can still go live on the 20th with entries closed until the T&Cs are in. Launch date isn’t at risk either way.
Next week
- The orchard scroll story, stockist finder, competition form, privacy and cookies, analytics.
- Accessibility pass and device testing on Thursday.
- Demo 2 and launch on Friday 20 November.
Handover
Fernwick & Pole · Lowmoor Orchard Reserve · Friday 20 November 2026. Written under Fernwick & Pole’s name and template, with no Convoke branding, so F&P can forward any part of it to Lowmoor as it stands.
1. Repository and code
- Done: GitHub repository fernwickpole/lowmoor-orchard-reserve, in F&P’s organisation since day one
- Done: main branch protected; production deploys only from main
- Done: Every change merged through a pull request with a short description, so the history explains itself
- Done: No personal forks or copies held elsewhere
2. Accounts and credentials
- Done: Vercel project in F&P’s team: production and preview environments, production domain connected
- Done: Sanity project: F&P as administrator, Lowmoor’s marketing manager as editor
- Done: Credentials register: every key the site uses (Klaviyo, Tag Manager, Cookiebot, Sanity), where it’s stored, which account owns it, and how to rotate it
- Done: Our access listed, with our offer to remove it at handover
- Done: No secrets in the repository; all in Vercel’s environment settings
3. Documentation
- Done: README for developers: run locally, environment variables (name, purpose, environment), branch to production, where each page lives, how to lift the stockist finder into another site
- Done: Editor guide for Lowmoor, two pages with screenshots: editing copy, swapping the hero film, uploading a new stockist sheet, setting competition dates, and what not to touch
- Done: Launch runbook: DNS record, how to roll back a deploy, who to call for Klaviyo or Cookiebot
4. Launch record
- Done: Accessibility results: automated report plus keyboard and screen reader notes
- To do: Lighthouse scores for each page on the production domain, recorded at launch
- Done: Devices and browsers tested
- Done: Analytics events and how to find them in GA4
- Done: Competition form tested end to end into Klaviyo
5. Known limits and next steps
- Done: Out-of-scope items listed, so nobody thinks they were forgotten
- Done: Suggested next steps: stockist finder on the main site; closing and archiving the competition after it ends
6. After launch
- To do: Walkthrough call with F&P’s team, week of 23 November
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