August 28, 2026
Proposal: Website Redesign, Marketing & Branding Services for Employ Prince George's
Submitted To:
Submitted By:
Rise X Shine
Demetrius Goosbey II
AI Generated Image
Executive Summary
Rise X Shine submits this proposal for the redesign of EmployPG.org and PGCAJC.com, alongside a refreshed brand identity and supporting marketing collateral. We've spent over two decades building brand and digital work for mission-driven organizations, including federal health agencies, patient advocacy nonprofits, and civic campaigns. We understand what it takes to communicate credibly to the audiences you serve: job seekers navigating a career transition, employers evaluating a workforce partner, funders assessing impact, and community partners looking for a point of connection.
The challenge, as we read it
EmployPG.org and PGCAJC.com currently serve two distinct audiences under one identity, without a shared brand system that makes the connection between them clear.
Non-technical staff need to be able to publish news, events, and job opportunities without waiting on a developer. The organization runs on multiple disconnected systems, donation processing, newsletter signup, CRM, and applicant tracking, that a new site needs to unify rather than work around. And WCAG 2.1 AA accessibility isn't optional for an organization serving job seekers across ability levels. All of this has to happen inside a grant-funded budget, which means every dollar needs to be visible and justified.
Our recommendation
A refreshed brand identity built around EPG's four core audiences, two Framer-built websites with a shared design system and independent content structures, and a collateral suite EPG's team can maintain long after we hand off the keys or with our oversight. We've structured our proposal around the three pricing tiers you've requested (Section 7) so you can scope this to what your current funding allows, with a clear path to add scope later without starting over.
We welcome the opportunity to talk through your priorities in more detail.
Demetrius Goosbey II
Chief Creative Officer, Founder
Rise X Shine
Agency Overview
Rise X Shine Digital is a boutique brand and digital strategy agency based in the Washington, DC area, prioritizing the human experience in design, strategy, and mission-driven communication. We partner with organizations that have something substantive to say, public health agencies, patient advocacy groups, workforce and education nonprofits, and civic campaigns. We help them say it clearly, consistently, and in a way their audiences act on.
How We Work
Our process runs in two phases:
Discovery & Strategy
We start by understanding the organization from the inside: mission, programs, audiences, and the gap between how the organization sees itself and how its audiences currently experience it. For EPG, this means sitting down with staff who work directly with job seekers and employers, reviewing existing materials and site analytics if available, and mapping the sitemap and content structure for both EmployPG.org and PGCAJC.com before any design work starts.
Design & Execution
Strategy becomes visible: brand identity, website design and build, collateral, and, where a tier includes it, ongoing marketing support. We build in staged reviews so EPG has visibility and approval checkpoints throughout, not just a single reveal at the end.
Related Work
Dwight Davis for DC Council, At-Large
Full campaign rebrand and website rebuild, including a custom identity system (navy, gold, custom wordmark), a rebuilt campaign site, and a coordinated social media asset suite. Campaign materials drove a 35% email open rate, reached an estimated 41,500 residents via TV, and achieved a 10.25% social engagement rate.
Mathematica, Inc.
As an in-house director of design and experience, Demetrius led a full brand and creative infrastructure buildout for a policy research institution, including a unified brand management platform, UI component kit and brand guidelines, external and intranet sites, and a creative queue system (built on ServiceNow) with weekly traffic reporting.
LiveHealthier/Envolve PeopleCare
As the in-house director of creative content and engagement, Demetrius led branding and design system built for up to 21 health challenges across 100+ clients, including a template-based design system for the app and marketing materials, a mobile email marketing product line, and 508-compliant UI refinements.
Team
Role
Demetrius Goosbey II, Strategy & Design Lead
Focus
Leads brand strategy, UX/UI direction, Framer development, and advisory throughout the engagement
Bio
Demetrius is founder and executive creative director of Rise X Shine, a creative agency serving mission-driven organizations. He previously helmed Mathematica's in-house design and experience group, growing contract work 90 percent while building UX/UI, content, and data design capabilities. He directed digital engagement platforms at LiveHealthier that reached 80 percent participation rates. His nonprofit and education client work includes the Bill & Melinda Gates Foundation, Robert Wood Johnson Foundation, National 4-H Council, HUD, and USAID. He brings over 20 years of experience in human-centered brand strategy, UX/UI, and content governance. On this project, Demetrius leads strategy and creative direction across brand identity and both website builds.
Kwame DeRoche, Content Partner
Leads the content audit, voice and tone development, and copywriting
Unlike some marketers, he doesn't dig one hole 100 feet deep. He's got 100 holes, each one foot deep. He doesn't pigeonhole himself as a "sports guy," a "pharma guru," or a "D2C rockstar." A quick study, Kwame has gotten up to speed and created award-winning B2B and B2C content for everything from Lucky Leaf (he doesn't bake) and the Jacksonville Jaguars (not a football guy) to Mirena (also not a woman in need of an IUD). It's a skill that not only makes him easy to plug into any marketing situation, but also provides a huge base of ideas and perspectives to add to any project. From print and outdoor to social and experiential, Kwame delivers fresh thinking and relatable approaches that connect not only with each audience, but with their core ask: "What's in it for me?" On this project, Kwame leads content strategy and copywriting across both sites and the marketing collateral suite, tailored to EPG's four core audiences.
Abigail Carag, M.A., Communications Strategy Lead, Client Services
Leads the communication plan development and direct contact for EPG
Abigail Carag, M.A. is founder of Story ARC Studio and an award-winning marketing and communications strategist with over 20 years of experience across health care, government, and consumer sectors. She leads messaging, audience profiling, and content strategy that clarify an organization's voice and drive engagement, translating complex ideas into clear strategies that align leadership and inspire action. Her work has spanned startups to Fortune Global 500 companies. Abigail also co-leads ARC X Rise, the collaborative between Rise X Shine Digital and Story ARC Studio. On this project, she leads development of the marketing and communications strategy, defining core messages and the right channels for job seekers, employers, funders, and community partners.
Ishmael Sunday, UI Designer
Develops visual design and branding, wireframes, and the prototypes
Ishmael Sunday is a multidisciplinary designer with six-plus years of experience spanning real estate, financial services, education, and apparel retail. He most recently served as sole product designer on a Web Design System for the Liberian government, independently handling UX research, UI component library development, and accessibility standards across five-plus government platforms. His freelance work as Product Owner/Designer for Kofa Goods has focused on checkout and navigation flows that improved engagement and task completion. He holds a BA in Graphic Design along with certifications in Product Management, UX Design, and Agile Foundations, and brings hands-on fluency in Figma, WCAG accessibility standards, and front-end fundamentals (HTML/CSS/JS) to every project. His government-platform accessibility experience maps directly onto EPG's WCAG 2.1 AA requirement.
References
3. Understanding of EPG's Mission & Audiences
Employ Prince George’s operates Prince George’s County’s American Job Center system and administers WIOA-funded programming, job readiness training, occupational skills training, youth workforce programs, apprenticeships, and employer partnership services. The work is fundamentally about connection: linking job seekers, youth, and dislocated workers to training and credentials that lead to sustainable careers, while helping local employers build a pipeline of ready talent.
That mission has to show up differently across the two properties this project covers:
EmployPG.org: functions as the organizational front door, mission, programs, impact, and a home for funders and community partners evaluating EPG as an organization.
PGCAJC.com: functions as a service front door, the American Job Center Community Network site that job seekers and employers use operationally, where usability and clarity under real deadline pressure (an application, a job posting, a training enrollment) matter more than brand storytelling.
Both sites need to feel like they come from the same organization without collapsing into the same experience. Our approach treats this as one brand system expressed across two distinct information architectures, built around four audiences: job seekers, employers, funders, and community partners. Section 4 details how that plays out in both the branding and website work.
4. Scope of Work / Proposed Approach & Methodology
4.1 Brand Identity & Logo Design
One discovery session with EPG leadership and program staff to confirm organizational goals and mission, program terminology, and how the four core audiences currently perceive the organization
Audit of existing materials and brand strategy
Develop the creative brief that specifies the character of EPG and provides essential specifications for both the visual brand and website designs
One style board session to determine EPG’s comfort zone of visual communication styles
Two to three original logo concepts, developed from that discovery and style board session, with up to four structured round of revisions
Final logo package delivered in vector (SVG, EPS) and raster (PNG, JPG) formats, responsive for screens, video, and print media
A complete web-based brand style guide: logo specifications, color palette with accessible color combinations, typography, and imagery direction
Templates for email, program flyers, brochures, and one-pagers, social media templates, annual report or impact report design template
RXS will design original, non-AI generated logos and conduct a preliminary web search to ensure the recommended logos are not already in use by another organization
4.2 Website Design & Development, EmployPG.org & PGCAJC.com
One discovery session with EPG leadership and program staff to confirm the two sites goals and missions, and how the four core audiences currently perceive the organization
Develop business case and data requirements (e.g. open positions) documentation for review and approval by EPG
Audit of the past year performance metrics (if available) and current information architecture and content of both sites
Conduct user research on the expectations and behaviors of both sites and develop user personas
Develop site requirements documentation, information architecture, metrics requirements based on user research and and EPG goals
Develop mid fidelity wireframes for user testing and EPG review and approval
Develop high fidelity wireframes for EPG approval. High fidelity designs are based on the approved visual brand direction from section 4.1
Migrate selected content
Test data integration
Final client testing
Launch sites
Evaluate 30 days post launch
CMS platform: Framer. We recommend Framer as the CMS for both sites. Framer lets non-technical staff edit pages, publish blog/news posts, and manage structured content (a jobs/opportunities board, an events calendar) through CMS collections without touching code, and it eliminates the separate hosting/security/plugin-maintenance overhead that comes with a traditional CMS like WordPress. Each site would run on its own Framer site plan; we’ll size the collection and page limits to what EPG’s content plan actually needs during discovery (see Section 5 and Section 7 for cost detail).
Accessibility and SEO. Both sites built to WCAG 2.1 AA, semantic structure, color contrast, keyboard navigation, alt text, and accessible forms, with basic on-page SEO (meta titles/descriptions, header structure, image alt text, sitemap submission).
Integrations. We’ll connect both sites to EPG’s existing donation platform, email newsletter signup, and CRM/applicant tracking tools.
Content migration. Migration of relevant existing content from the current EmployPG.org and PGCAJC.com into the new Framer builds, restructured to fit the new sitemap and CMS collections rather than a straight copy-paste.
Training and documentation. Live training session(s) for EPG staff on publishing and editing in Framer, plus a written reference guide covering common tasks (posting news, updating a program page, adding a job listing).
4.3 Marketing Collateral & Strategy
A marketing and communications strategy organized around the four core audiences, defining core messages and the right channel/format for each
Program flyers, brochures, and one-pagers for participants and employer partners
Social media templates and a content calendar framework, built in the new brand system
An annual/impact report design template EPG's team can populate with new data each year
Email template built in EPG email platform of choice
Optional: photography/videography direction for participant success stories, with a clear consent and privacy process for any participant likeness or story used publicly
AI Usage
Team members at Rise X Shine use AI on a daily basis to clarity and efficiency in managing our day-to-day processes. Used mostly to assist with collecting, organizing, and summarizing information, we will always remain transparent on when AI is being used. We don’t use it to replace human contributions, but enhance our creative and strategic thinking.
5. Technical Approach
Item
CMS/Hosting
Recommendation
Framer, no-code visual editor, built-in CMS collections for News/Events and Jobs/Opportunities, non-technical staff can publish without developer support
Hosting
Included with Framer's site plan (global CDN delivery); no separate hosting vendor needed. We'll still advise on domain registrar continuity for EmployPG.org and PGCAJC.com.
Security
Framer manages platform-level security and SSL; no plugin-based attack surface to maintain, unlike a traditional WordPress install
Integrations
Native Framer integrations where available (forms, email/newsletter tools); webhook or Zapier-style connections for CRM/ATS and donation platform where a native integration isn’t available, confirmed during discovery
Analytics
Framer's built-in analytics plus Google Analytics/Search Console setup for both sites
Accessibility
WCAG 2.1 AA compliance built into the design and development process, not audited after the fact
Post-launch support
See tier-specific terms in Section 7; all tiers include a defined bug-fix window post-launch, with Standard and Premium adding ongoing support
Proposed Timeline
We propose starting immediately upon contract execution, consistent with EPG's stated timeline (award ~September 14, 2026). The estimate below assumes a Standard-tier scope; Essentials would compress and Premium would extend to accommodate the added strategy/support phase.
Phase
Discovery & Strategy
Weeks
1-4
Deliverables
Brand discovery sessions, sitemap planning for both sites, content audit
Brand Identity
4-10
Logo concepts, revisions, final brand style guide
Website Design
8-12
Wireframes and visual design for both sites, user testing, staged review
Website Build
12-14
Site built in staging with required features integrated
Collateral Production
10-16
Flyers, brochures, social templates, annual report template
Testing, Training & Launch
10-16
QA, accessibility testing, staff training, launch
Post-Launch
End of Week 16
Bug-fix window; ongoing support begins per tier
Budget
Option A
Essentials
$50,000
Lean, template-based approach
Refreshed logo and brand basics (no full discovery process; light-touch identity refresh)
Framer template-based build for both sites, single CMS collection per site (e.g., News only, Jobs/Opportunities board would be a Standard-tier addition)
Core collateral: one flyer template, one one-pager template
Excludes: custom illustration/photography direction, marketing strategy document, social media template suite, post-launch marketing support
Timeline: ~8-10 weeks
Option B
Standard
$76,000
Full branding + custom websites
Complete brand identity system (full discovery, 2-3 logo concepts, full style guide, template suite)
Two custom-designed, responsive Framer websites with full CMS (News/Events + Jobs/Opportunities board on both sites)
Full collateral suite (flyers, brochures, one-pagers, social templates, annual report template)
Staff training and documentation
Timeline: ~13-15 weeks
Recurring costs: Framer Pro plan, 2 sites × $30/mo (annual billing) = ~$720/year, plus domain renewal
Option C
Premium
$93,000
Comprehensive brand + marketing partnership
Everything in Standard, for both websites
Marketing and communications strategy document
Photography/videography direction for participant success stories
Annual report design (fully designed, not just a template)
3-6 months of post-launch marketing support (content calendar execution, performance check-ins, minor site updates)
Timeline: ~15-18 weeks, plus the post-launch support window
Annual CMS Licensing (2 sears): $720, Hosting is included as part of the license fees
Ongoing support terms: Post launch, up to eight hours per month for six months of pro bono hrs are included. Hours above the eight hours will be billed at $150/hr. Applies to all tiers.
EPG's brand and website challenge is mostly creating a unified voice while maintaining unique experiences for each audience. That is the work this process is built to lead. We welcome a follow-up conversation to walk through specifics.
Contact
Demetrius Goosbey II, Chief Creative Officer, Founder
202.321.6348
risexshine.net
This proposal contains confidential and proprietary information belonging exclusively to Rise X Shine. No portion of this document may be reproduced, distributed, or disclosed to any third party without the express written permission of Rise X Shine.