The customer is clearer
Owners and managers of independent stays. Strong on guest experience, stretched on commercial direction and time.
BRAND, STRATEGY AND LAUNCH · OCTOBER 2026Pello
Pello
Brand, strategy
and launch.
Help lodge owners understand Pello, trust it and take the first step.
Five weeks to define the message, create the brand, design the early-access page and prepare the launch kit.
Five weeksFour deliverablesReady by 27 November
Prepared byMark HeathFounder & CEO, Rooted
The proposal
What’s in the proposal.
Who we are
Our mission.
We help businesses grow by designing, building, and optimising the digital systems that create customers and revenue.
Our conversation · 14 October
What we heard.
The customer
Guests feel the owner
and the team.
Independent lodges and hotels have something big brands can’t copy.
Pello helps with the commercial side: who to reach, what to offer and what to do next.
Build with real users
Keep developing through December and work towards a public launch in January.
Make the voice feel human
Confident, not corporate. Playful, not childish. Human, not robotic. Clear, not complicated.
Start with a defined piece of work
Finish before December, so you can judge whether we’re the right partner.
The starting point
Where Pello is now.
The product has promise. The message, brand and first experience need to make that promise easy to understand and act on.
The promise needs focus
Lead with the help owners receive and the outcome they want. Explain AI through useful, concrete examples.
The product is still developing
Separate what works today from beta features and future plans. Give early partners a clear first step.
Before investing in campaigns, give every prospect a clear answer: what does Pello help me do, why should I trust it, and how do I try it?
THE CREATIVE DIRECTION
Show the value. Make it feel simple.
A warm, human website that shows the help an owner can expect.
Website concept01
pello.For independent stays
You create
unforgettable stays.
Pello helps with the business behind them.
Help me plan for the quieter months.
p.
Let’s find your next best step.
Tell me about your lodge and what you want to achieve.
Example of the value02
pello.Illustrative brief
A plan for your
quieter months.
YOUR GOAL
Bring more guests in outside peak season.
01
A clear focus
Choose the guests and agents to reach first.
02
A practical next step
Shape the offer and plan the outreach.
03
A way to keep moving
Review responses and decide what to do next.
Design concepts only. Messaging and example interactions will be matched to Pello’s confirmed capabilities.
WHAT IS INCLUDED
What you get by 27 November.
A clear story, a complete identity and a practical way to bring the first partners in.
Strategy & messaging
Know who to approach first, what to promise and how to explain Pello in one conversation.
You receiveAudience, positioning, messaging and a live / beta / planned capability list.
Brand identity
Give Pello a consistent, credible identity that feels made for independent lodge owners.
You receiveLogo, colour, type, voice, applications and brand guidelines.
Website & early access
Show owners the help they get and give interested operators one clear next step.
You receiveDesktop and mobile designs, final copy, early-access flow and build review.
Launch kit
Equip your team to approach the right lodges, explain the product and follow up consistently.
You receivePartner plan, outreach and demo scripts, six post templates and measures.
01 · Strategy
Strategy and messaging.
Audience
Who Pello is for first, who buys it and who uses it day to day.
Positioning
One clear statement of what Pello is and why it matters.
Messaging
The main message, three supporting points and the proof for each.
AI and data
Explain the technology and data use in plain language, based on Pello’s confirmed product and policies.
Capability list
What is live, what is in beta and what is planned. One shared list for product, sales and design.
The output: a short strategy and messaging document the whole team can use.
02 · Brand
Brand identity.
We’ll reset the brand around owners and managers of independent stays.
Logo
A new treatment designed for lodge owners. We’ll review existing work first and keep anything that fits.
Colour and type
A palette and typefaces for web, product and documents.
Voice
Tone rules and examples, based on your four voice principles.
A usable identity
One brand.
Every touchpoint.
Applications for website, social, email and a slide template.
A short guidelines document your team and any future designer can follow.
Two rounds of revisions03 · Web
Landing page and early access.
Landing page
- Headline and product chat example
- Who it’s for
- What Pello does
- A sample brief: what you get back
- How to start
- Questions: features, data and control
- Invitation to join
Early-access flow
- Interest form
- Confirmation
- First call
- First result
Full page designs and final copy for desktop and mobile. Your team builds it. We review the build before it goes live.
Two rounds of revisions.
04 · Launch plan
Launch plan and content kit.
First partners
Which lodges to approach first, and why.
Outreach
Email and WhatsApp scripts for introductions and follow-up.
Founder intro
A short piece explaining why Pello exists.
Demo script
How to show Pello in a 20-minute call.
Content kit
Six post templates for LinkedIn and Instagram.
Measures
What to track from interest to first result, and how.
Working together
Who does what.
Rooted
Strategy, design
and launch preparation.
- Lead positioning, messaging and creative direction.
- Create the identity, guidelines, page designs and copy.
- Prepare the launch kit and review the website build.
- Run weekly check-ins and manage the agreed handover.
Pello
Product truth, feedback
and implementation.
- Share the product, existing brand work and partner learnings.
- Confirm capabilities, data policies and approved claims.
- Nominate one feedback lead; consolidate comments within two working days.
- Build and host the site, connect the early-access flow and run outreach.
We’ll agree the build review date with Pello’s team at kickoff so it fits the November handover.
26 October to 27 November 2026
Five-week delivery plan.
26–30 Oct2–6 Nov9–13 Nov16–20 Nov23–27 Nov
Strategy
Audience & messaging
Brand
Direction & identity
Web
Copy, design & build review
Launch plan
Partner plan & kit
Weekly check-ins · Two revision rounds per pieceFinal handover · 27 Nov
Feedback within two working days at each review. Pello’s build needs to be ready in the final week for the included review. Delays move the affected dates.
Fixed project fee
Project cost.
Brand, strategy and launch
US $9,500
Fixed fee · excluding VAT
October 2026$3,166.67
November 2026$3,166.67
December 2026$3,166.66
Three monthly payments.
All work delivered by 27 November.
Included
- Strategy and positioning
- Brand identity and guidelines
- Landing page and early-access flow: design and copy
- Build review, launch plan and content kit
- Two revision rounds per piece; weekly check-ins
Not included
Website build and hosting. Product design changes. Running campaigns, social or outreach. Operator interviews. Photography or video.
A possible next phase
After November.
To be scoped separately in December, once we’ve worked together and seen what Pello needs.
Run the launch
Recruit and onboard design partners, and manage content and outreach through to January.
Ongoing growth
Monthly support on campaigns, organic and partner channels after launch.
Referrals
A simple arrangement for lodges using Pello that need hands-on marketing support.
These are future options, outside the US $9,500 project fee.
Terms
The terms, clearly set out.
A defined engagement with clear deliverables and a fixed fee.
- Revisions
- Two rounds per piece.
- Approvals
- Two working days, then deemed approved.
- Payment
- Monthly in October, November and December. Seven-day payment terms.
- Project term
- 26 October to 27 November 2026, subject to timely feedback and build readiness.
- Tax
- All fees exclude VAT and withholding.
- Ownership
- Full handover. The assets are yours.
The included scope and exclusions are set out on the cost page. Any later launch or ongoing support will be scoped separately.
A note from Mark
A note from Mark.
Pello is solving a real problem. Independent lodge owners are good at hospitality and short on time for everything else.
What’s missing is a clear way to say that, and a clear path for the right owners to try it.
This piece of work fixes both before January. You get a finished brand, a clear story, a page ready to build and a plan to bring in your first partners.
If it works, we’d like to help run what comes next.
MarkPello × Rooted
Brand, strategy
and launch.