Website & Brand Refresh Proposal
Prepared for New Mexico Voices for Children | Website and Brand Refresh RFP | July 2026
Prepared for New Mexico Voices for Children | Website and Brand Refresh RFP | July 2026
July 28, 2026 · Re: Response to Request for Proposal — Website and Brand Refresh
Dear Layla Archuletta-Maestas and the NM Voices Selection Team,
We are honored to submit this proposal on behalf of Mox to refresh the NM Voices brand identity and redesign nmvoices.org. You are asking for two things that are usually bid separately — a brand refresh and a website — and asking for both to be finished by December 18. That combination is the reason we are writing. A brand and the site that carries it are one decision made twice, and when two firms make it separately the seams show. Our team has delivered exactly this pairing for a mission-driven nonprofit before, and we have built the schedule in this proposal around the sequencing that makes the December date real rather than aspirational.
Our approach is defined by two core commitments to this project:
A methodology rooted in evidence and user behavior. We believe in replacing guesswork with measurable data by training like athletes to master our craft, thinking like creatives to embrace curiosity, and working like engineers to apply rigorous technical solutions. By utilizing specialized user-path mapping and behavioral research, we will eliminate current navigational friction and establish clear pathways for the New Mexico families and communities you serve, the policymakers and legislators you are trying to move, and the partners, advocates, funders, and journalists who rely on your research.
A commitment to being your most intentional partner. We do not just act as an outside vendor; we fully integrate into your team. Our process is rooted in being highly coordinated and consistently reliable, ensuring that communication is seamless and that we always have your back as we navigate the complexities of this project. That includes traveling to New Mexico at our own cost for the project kickoff.
We certify that we have carefully examined all RFP documents, fully understand your objectives, and are confident in delivering a refreshed identity and a modern, accessible digital home for your advocacy. We have read this RFP as asking us to solve four hard things at once: refresh a logo, palette, and typographic system without discarding the equity NM Voices has built as a trusted, nonpartisan source; migrate existing content into a CMS your staff can actually run; raise accessibility meaningfully above where the current site sits; and do all of it inside a nineteen-week window. Sections 3, 5, and 6 answer each of those directly.
We look forward to the opportunity to partner with NM Voices on work that supports children, families, and communities across the state. Please feel free to contact us directly at jeff@wearemox.com or 208-240-7013.
A holistic philosophy that ensures our work delivers maximum impact and integrity — from first research to final launch.
We engage in continuous learning and creative-thinking exercises to build stamina and master our craft — so every project is delivered with peak efficiency and performance.
We embrace curiosity, empathy, and strategic questioning to ensure the final design resonates deeply and ethically with the user.
We apply rigorous, scalable, secure technical solutions — platforms that aren't only beautiful but are engineered for long-term compliance, staff maintainability, and security.
It's not enough to be right; true creativity is about being right at the right time, in the right way, for the right purpose.
Great ideas come from collaboration, curiosity, and vulnerability — not from the fight to be right.
We wrestle with ideas until the right one proves itself. The process is not easy, but it's honest.
Art and design are acts of empathy, rooted in understanding the people at the other end of the message.
We see creativity as an invitation to wonder, to explore, and to ask better questions.
We reject manipulation and value truth. Creativity, when done right, builds trust and community.
We propose an eight-person team with proven collaboration across multiple creative projects — deep experience in every stage of production, from brand strategy and design to development, WCAG 2.1 AA compliance, and post-launch support.
Mox is committed to keeping this core team intact through launch. Should a team member become unavailable, we will immediately provide a replacement of equal or greater expertise at no disruption to the project timeline or budget, subject to NM Voices' final approval.
Your RFP asks for experience with similar branding and website redesign projects. We lead with the project that matches both halves of your scope at once — brand refresh and website — then show the work behind migration, accessibility, and evidence-based design.
A Boise nonprofit came to Mox with an outdated, homemade identity that would not scale. We delivered a complete rebrand alongside a new WordPress site — in a single engagement, with one team — building an information architecture non-technical staff could run themselves and integrating newsletter and secure donation platforms into a barrier-free flow.
increase in year-end giving following launch. This is our closest precedent for your RFP: the same scope, the same kind of mission-driven organization, and the reason we are confident both tracks fit inside nineteen weeks.
glocalboise.orgWe rebuilt the NCS site from the ground up and migrated more than 60 pages of content, with custom templates for each asset. The redesign delivered full WCAG and ADA compliance — working directly with the client's compliance staff — plus SEO preservation, and now significantly outperforms industry benchmarks.
We include it because your RFP asks for content migration, SEO preservation, and accessibility beyond your current level — this is the project where we did all three at scale, on a site substantially larger than yours.
ncswash.comUsing RealEye webcam eye-tracking, we measured exactly where readers engaged with tiered pricing and where "complexity-induced apathy" made them stop reading. We rebuilt the layout around information blocking and F-pattern flow — and participants began reading almost immediately.
The underlying question is one NM Voices faces constantly: how do you present dense, tiered information so an ordinary reader actually reads it? We intend to apply this same methodology to how your research is presented on the new site.
PortfolioWe are designing and developing a digital learning platform that turns dense USDA Organic regulation into plain, approachable language for rural producers — 10 to 12 non-linear modules, each with short videos captioned in English and Spanish, built for low-bandwidth desktop and mobile use.
We include it because bilingual delivery is not a bolt-on for us, and making dense material legible to a non-specialist audience over limited connectivity is directly relevant to a statewide New Mexico audience. Launching September 2026.
Portfolio"An incredible asset — more like internal team members than external contractors."
Laura Moriarity · Creative Director, National Carwash SolutionsA Research-First plan that works forward from your August 10 start and targets a public launch of December 15 — three days ahead of your December 18 completion goal. The brand track runs first; the web track overlaps it deliberately where structure does not depend on the visual system.
We name your review points explicitly rather than implying them, so your staff and board can plan around them. Each assumes a five-business-day turnaround — the single largest schedule risk in a compressed timeline:
Two honest notes on how this schedule is built: Phase 4 spans the week of November 23, so we have sized it to absorb Thanksgiving rather than pretend it won't affect either team. And launch is December 15, not December 18 — the three days between are deliberate buffer for the small issues that always surface at cutover.
We are conscious that every dollar in this proposal is a dollar not spent on advocacy for New Mexico's children — and we have structured our pricing accordingly. This is a fixed-fee, not-to-exceed investment of $54,250 for the complete RFP scope, inside the $50,000–$60,000 range you published, with all contingency included. Optional services are priced separately below, so you decide what to add, and when.
Every dollar is tied to a defined phase and milestone. Rates follow our standard card: $250/hr for strategy, research, creative direction, brand and web design, development, and copywriting; $150/hr for production design; $100/hr for meetings and project coordination. Milestone billing, Net 30: 25% at signing, 25% at final brand approval, 25% at staging beta, 25% at launch.
A $5,000 post-launch optimization reserve — approximately 10% of the $49,250 core production cost — is included in the total for the ninety days following launch, timed to cover the run-up to the legislative session when your site carries the heaviest traffic. If the data shows fewer refinements are needed, that portion is simply not spent. Every project includes a 90-day warranty at no cost. All travel to New Mexico for the kickoff and on-site work is incurred by Mox — never passed to NM Voices.
| Term | Hosting Only | Full Support · Hosting + 4 hrs/mo |
|---|---|---|
| 1 Year | $106.25 / mo | $340.00 / mo |
| 3 Years | $97.75 / mo | $318.75 / mo — locks fees; adds bi-annual accessibility health checks |
| 5 Years | $85.00 / mo | $297.50 / mo — priority support, daily backups, annual UX review |
Because of our creative philosophy, ethical values, and collaborative approach, our team has been able to work with these incredible organizations. Below are three references for comparable work — each has been notified that NM Voices may contact them.
Complete nonprofit rebrand and WordPress website in a single engagement; staff-managed CMS; newsletter and donation integration; 40% increase in year-end giving.
Full website redesign and rebuild, 60+ page content migration, WCAG and ADA compliance program, SEO preservation.
NW TOPP digital learning platform; plain-language translation of federal regulation; bilingual English and Spanish content for a rural audience. Launching September 2026.
Our studio is in Boise, not Albuquerque. That's the honest starting point, and we would rather name it than hope you don't notice. What we can tell you is that we travel to the kickoff on our own dime because we have learned that the first two days in a room together are worth more than a month of calls, and that most of our work is for organizations serving people who live a long way from a major city.
What we'd be building here isn't really a website and a logo. It's the thing a legislative staffer opens at eleven at night while drafting a bill, the thing a reporter checks before deciding whose numbers to trust, and the thing a parent finds when they want to know whether anyone is paying attention to what's happening to children in their state. NM Voices has done the hard part already — twenty-plus years of credible, nonpartisan research in a state that needs it. The identity and the site should carry that weight rather than undersell it.
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