New business
Build the pitch and the scope.
Brand Website Rebuild - Proposal & Statement of Work
Lodet · Made in Tunisia
Clean first. Soft after. Warm always.
من تونس، لكل امرأة تحمل يومها.
Solutions · Agencies & studios
Pitch on Monday. Deliver by Friday.
An agency sells hours it does not have. The work that eats them is rarely the creative - it is the research behind the pitch and the production behind the deck.
Four clients, one week, and the deadlines do not negotiate with each other. A shape, not a measurement of your studio.
The one job this page is about
Get through the unpaid pitch without spending the retainer on it.
- How often it comes round
- Every pitch - and the pitch is how the work arrives.
- Skip it once
- You either absorb research you cannot invoice, or you go in thin against a studio that did it.
The week
Every ask is reasonable. Wednesday is not.
An agency's constraint is concurrency, not capability. Read the columns rather than the rows and the capacity question is obvious.
MonTueWedThuFri
Client A
Campaign brief
Shoot
Shoot
Edit
Client B
Deck
Deck
Present
Client C
Research
Research
Report
Client D
Lookbook
Lookbook
Lookbook
Client E
Socials
Socials
Socials
Socials
Socials
Every ask on its own is reasonable. Read the columns instead of the rows: Wednesday decides whether a sixth account is growth or a resignation.
An illustration of the shape of an agency week, drawn to be read, not audited.
The pitch
The expensive half is the half nobody pays for.
Read across a row.
The economics of creative work
The pitch is unpaid and the research is the expensive half.
Every proposal needs a market you do not work in yet, and most pitches lose.
The competitive read comes back in one pass with sources, so a pitch costs hours.
Production time is billed at creative rates.
Boards, decks and guidelines are not what the client pays for, but they take the week.
The document is authored and rendered, so the hours go on direction, not layout.
Every client wants a different visual system, fast.
Holding four brands' palettes in one head is how the work starts to look the same.
Each collection's visual DNA is recorded, so a client's frames stay on their own hand.
Desks overlap, which is the point. Illustrative timing.
Use cases · by desk
Four desks, four clients, four finished files.
Real files this platform rendered, opened to a page inside.
Strategy
Read the client's competitive landscape.
Competitive Landscape
Creative
Set the direction as a board the client can react to.
TIDELINE - Design Concept & Moodboard
Delivery
Hand over the portfolio and the guidelines.
HAVEN Studio - Identity Guidelines v1
Masthead
The studio behind the studio.
An agency sells hours, so the work that scales is the work that does not need one of yours.
The desk
- Creative Director
- Visual Producer
- Writer
- Brand Analyst
Reaches for
Multi-angle research sweep · Competitor price and assortment tracking · Editable deck · Print-quality PDF · A shareable web page · Collection visual memory · Licensed photography and video · Your own image library
Lodet · for agencies & studios
A brief you can shoot on a windowsill.
Bloom, perfumed mist 250 ml
29 TNDMorning light, a whitewashed sill, a hand reaching for Bloom. Lodet's range arrives with the mood already written, in French and Arabic.
Bloom, le parfum qui fleurit avec vous.
بلوم، عطر يزهر معك.
Her day, as it naturally changes
- 29 TND
Morning
Bloom, perfumed mist 250 ml
Two sprays on a windowsill morning. Fresh, floral, easy to wear all day.
29 TNDMidday
Venelle sunscreen SPF 45
The beach towel, the Hammamet light, nothing to think about.
29 TNDEvening
Sublime, perfumed mist 250 ml
The evening one. Warm, orange blossom, for the nights she chooses herself.
79 TNDSunday
Hydra-Hyaluronique Amino Keratin
The Sunday set. A towel, a slow hour, nobody waiting.
A way of reading the range, not sales data: no figure here is a result.
Hair
Dry, tired or colour-treated hair
Hair you are proud of
Skin
Everyday glow and protection
Skin protected, mind free
Mist and gifts
Self-treat and gifting, Eid and Women's Day
Feel beautiful without effort
Family
The shared bathroom shelf
The smile of the house
- rose
- jasmin
- fleur d'oranger
- argan
- propre
- tiède
- doux
- Discover
- Try
- Rebuy
- Gift
- Share
Lodet · in motion
See it worn.
Two short films with Lodet's own products. A shelf shows what is sold; a film shows how it sits in her day.
The products, shown
For selling: Lodet's products, shown by the women who use them.
The woman who wears it
For introducing the brand: the woman first, the bottle second.
Analysis · Creative and account team
What she feels, and what your team does with it.
Builds the film brief from the four feelings and gets the market list approved before the shoot.
Confidence
“I walk in already ready.”
Shoot the moment before the door: the mirror, the bottle, the first step out.
Lift
“My mood is lighter once it is on.”
Light and warmth in the frame. Say lighter and brighter, never treated or improved.
Being noticed
“People turn when I pass.”
Let the scent trail be seen: a glance, a turned head, a compliment, kept ordinary.
A day that runs
“Morning to evening, it keeps up with me.”
Cut one woman across the day: morning mist, midday sun, evening mist, Sunday hair.
These are words women use about the ritual, read for what a team can show. They are not results: nothing here is measured, and Lodet does not claim to change mood, hormones or the skin. Say how it feels, never what it does.
Claims · Tunisia, the Mediterranean, Europe, Italy
Where you may say it.
Venelle face cleansing gel · 22 TND
A woman washes her face with it at night, and her face feels clear. The sentence you write about that moment uses the same words in every market, and is a different claim in each.
Propre d'abord, doux ensuite.
نظافة أولاً، ثم نعومة.
A line that reads as a cosmetic description in one market can read as an action on the skin in another, and that moves the product across a category line, not just the wording. The proof that carried the sentence at home does not travel with it. The sharpest case is the “free from” line, so the market list belongs beside the claim at brief stage, not at artwork.
“Leaves her face clean and fresh.”
Describes the wash
A cosmetic description of a ritual. Keep it a gesture, not a result.
“Clears her face of spots.”
Acts on a condition
Reads as treating a skin condition, which can move a product across a category line. Needs its own evidence, or a different sentence.
“Free from [an ingredient].”
A negative claim
Ordinary in some markets, read in others as denigrating an ingredient that is legally allowed. Settle it per market before it reaches artwork.
Tunisia
The home market. Write the claim in French and Arabic, and confirm the local rules with the competent authority before print. This page does not summarise them.
The Mediterranean
Each neighbouring market has its own cosmetics rules and its own label language. List them beside the claim, one by one, rather than assuming one answer for the coast.
Europe
A cosmetic sold in the EU follows Regulation (EC) 1223/2009: an EU Responsible Person, a safety assessment, notification, and claims that meet the common criteria of Regulation (EU) 655/2013: legal compliance, truthfulness, evidential support, honesty, fairness and informed decision-making.
Italy
Italy applies the EU rules. Member states may require the local language for certain label particulars, so confirm the Italian wording instead of translating the French by hand.
A studio writes the line fastest and carries it into the most channels, so the market list belongs in the brief, not the proof.
Orientation, not legal advice. Confirm each market with a regulatory adviser before print.
Reports
5 briefings written for lodet for agencies & studios.
Each one is the finished file, opened in full. Every figure in them is illustrative and each says so on its own cover; a real run researches and cites its numbers with an as-of year.
PDF · 9 pagesBrand Identity Audit Briefing
Where the system holds, and where it has drifted
Open the report4 more, same form
- Client Onboarding BriefingA new account - what has to be true in week onePDF · 8 pages
- New Business Pitch BriefingA category we do not work in - the competitive read behind the pitchPDF · 9 pages
- Retainer Scope BriefingWhat is in, what is out, and what triggers a changePDF · 9 pages
- Studio Capacity BriefingFive accounts, one Wednesday - whether a sixth is growth or a resignationPDF · 9 pages
Get started
Win it without working it for free.
Start with the question a lodet for agencies & studio actually has, and leave with the file.