A Proposal System Built
on Our Own Platform.

I built a modular proposal design system that cut rep creation time, enforced brand consistency, and turned Foleon's own sales content into a live demonstration of the platform's capabilities.

We were selling design tools with an outdated design

Foleon sells a platform that empowers non-designers to create high-quality, on-brand digital content at scale. Our sales proposals didn't reflect that.

The existing proposal template was two years old, built by salespeople rather than designers. The visual language, playful colors and shapes, made sense for a creative audience, but Foleon had evolved. We were now targeting corporate teams in professional industries. The template was working against us: outdated, off-brand, and missing the interactive features that are core to our value proposition.

We were advocating for a product we weren't actually using well ourselves.

A credibility problem, and a design problem

When prospects saw our proposals, they saw a gap between what we were promising (polished, scalable, interactive content) and what we were delivering in our own materials. For a platform selling content quality, that gap was damaging.

The additional constraint: we were mid-rebrand. No finalized visual assets existed yet. Any system I built would need to work with what was available while reflecting where the brand was heading.

A system that removes thinking, not flexibility

The redesigned proposal — built inside Foleon, demonstrating the platform's own capabilities

Visually restrained for corporate professionalism

Working within the emerging rebrand direction, I reduced the visual noise of the previous template: fewer colors, less pattern, more intentional use of accent to guide reader attention. The goal was to feel sleek and considered, not loud.

Brand kit applied instantly across the full proposal — consistent without manual effort

A stratified success story library

Relevance is everything in a sales proposal. I built a library of case study blocks categorized three ways: by industry, by use case, and by value driver. Reps could pull in a relevant combination matching the prospect's sector, their specific use case, and the value they cared about most, without writing or designing anything from scratch.

The stratified case study library — filterable by industry, use case, and value driver

Motion-enhanced product showcase

Static screenshots don't communicate interactivity. I created a set of animated GIFs in After Effects demonstrating key platform features, assembled into a carousel block. The motion added dimensionality and life to the product section while modeling exactly the kind of content Foleon enables clients to produce.

Platform value pillars — brought to life

The animated GIFs created in After Effects to showcase Foleon's value pillars inside the proposal — replacing static screenshots with motion-led demos

80% locked. 20% personalized.

To reduce rep decision-making and enforce consistency, the majority of the proposal was locked. Brand-approved copy was written in collaboration with marketing. Social proof sections were pre-built and ready to use. Reps only needed to personalize what actually mattered: the customer context.

The proposal became the pitch

View the proposal template

A version of the proposal with identifying client information removed — the same structure, lock system, and motion showcase reps used in the field.