Two proposals can both say “brand identity” while describing very different projects. One may include positioning and customer research; another may begin with an approved strategy and deliver only a mark and palette. Comparing their totals without a common scope creates a false choice.
Ask each agency to describe what decisions it will make, what you must supply, what you can review, and what files you will receive. AIGA Philadelphia's design-business resources identify a statement of work as the place to set project expectations, and list scope, timelines, revisions, payments, and rights among the issues to clarify. This is professional guidance from another jurisdiction, not a contract rule for a UAE buyer. Use it as a prompt to make omissions visible, and have local counsel review consequential rights terms.
Put the proposals into one decision table
| Question | Proposal A | Proposal B | Why it matters |
|---|---|---|---|
| What is already decided? | A visual-only scope assumes strategy exists | ||
| Which audiences and uses are in scope? | A retail sign and a mobile icon have different tests | ||
| What research is included? | “Discovery” may mean a workshop or buyer interviews | ||
| How many concepts and review rounds? | The process changes time and decision load | ||
| Which applications are designed? | Mockups are not always production-ready templates | ||
| What constitutes acceptance? | Approval needs a defined decision point | ||
| Which source files and rights transfer? | Future production depends on usable assets and permissions | ||
| What is excluded? | Photography, copy, signage, rollout, and registration may be separate |
Ask agencies to answer in plain language. “Full guidelines” should state whether the guide includes typography licenses, layout rules, examples for the actual channels, and rules for common edge cases. “Social templates” should name the file type and the number and format of templates.
Compare the risk you are buying down
If the category and audience remain uncertain, a strategy and research phase may be valuable. The Design Council's framework distinguishes discovering and defining a problem from developing and testing solutions. That framework does not prescribe a branding package, but it explains why concept production before a clear problem statement can leave essential choices unresolved. If the strategy is already evidenced and approved, paying for another discovery process may add little; ask for the exact question it would answer.
For each proposal, create a list of five real launch placements: perhaps a mobile home screen, bilingual sign, sales deck, invoice, and social profile. Ask which ones are designed, demonstrated, or merely mentioned. A set of attractive mockups can prove a visual direction, but it does not automatically deliver editable production files. Our separate brand handoff guide covers that final transfer in more detail.
Run a short clarification round before choosing
Send the same five questions to all bidders. What inputs do you need from us? What would make the quoted price or timeline change? Who signs off at each milestone? What happens if a concept fails the agreed test? What exactly will we own or be licensed to use when we finish? Record answers beside the quote, not in a separate email chain.
A higher or lower fee is not itself a quality signal. The better comparison is whether the scope covers the decisions and applications your business actually needs, with clear exclusions and a usable final handover. That gives both buyer and agency a fairer basis for the agreement.