AYMI · Proposal Template Gallery
FOR INTERNAL REVIEW · 5 VARIANTS · APPLES-TO-APPLES
§01 · INTERNAL · MK + APRIL + JUSTIN + CARA

Five world-class proposal candidates.
Same content. Five visual treatments.

Prospects have flagged that the current proposal format is too text-heavy. Each variant below addresses the brief with a different visual register. The content is the same in every one — Sorrel & Co, the most recent expanded build — so the team can compare apples-to-apples on layout, density, and reading rhythm, not on the underlying argument.

§02 · WHAT CHANGED

Brief, applied across all five.

01
Sharper headline

No two variants share the same hero headline — each finds a different door into the same thesis.

02
No hero subtext

Every variant strips the sub-hero paragraph. The headline carries; the lede now lives in the CEO Summary.

03
Cliff Notes block

Ten-line TL;DR placed directly after the hero — one line per major section.

04
5-bullet CEO summary

Five high-impact takeaways the CEO can scan in 90 seconds before deciding to keep reading.

05
Table of contents

Clickable jumplinks. V2 and V5 keep it as a sticky side rail; V1, V3, V4 use a front-page index.

06
Reorganized flow

21 sections compressed to a tighter arc — diagnosis → thesis → buyer → method → channels → shapes → proof.

07
More legible body

Inter / Inter Tight for body across all variants — matches aymi.agency for cross-surface consistency.

08
PostHog heatmap wired

Every variant fires PostHog autocapture + session recording + heatmaps. Swap YOUR_POSTHOG_KEY before deploying.

§03

Open any variant below.

5 VARIANTS · OPEN IN NEW TAB
VARIANT V1 · LIGHT

Turn 158 Founding Members
into a category brand.

Aesop · FT · clean editorial LIGHT

Cream ground, ink type, single rust accent. Cliff Notes block placed immediately after the hero so the buyer can decide in 60 seconds whether to keep reading. Sticky table of contents. The most scannable of the five.

  • Cliff Notes block placed immediately after the hero
  • Sticky section TOC for jump-to-section
  • Cormorant Garamond + Inter Tight + JetBrains Mono
  • Cream ground · Single rust accent · No subtext in hero
  • Most scannable of the five
OPEN Cliff Notes Light →
VARIANT V2 · DARK

The Founding Member loop is your replenishment engine.

AYMI signature dark · Aesop dark DARK

Warm charcoal ground, cream type, rust accent, hairline rules. The AYMI dark register applied to the proposal format. Reads like a serious operating document, not a sales deck.

  • Charcoal background, cream type, rust accent
  • Sticky left-rail TOC visible the entire scroll
  • Instrument Serif display for more dramatic hierarchy
  • Reads like an operating document, not a sales deck
  • Best for sophisticated buyers who want gravity
OPEN Dark Editorial →
VARIANT V3 · LIGHT

A research library walked into a Shopify store.

Bloomberg Businessweek · NYT Sunday LIGHT

Multi-column layouts, drop caps, pull-quotes, sidebars. Reads as an institutional editorial brief — closer to a Bloomberg cover story than a proposal deck.

  • Multi-column body, drop caps, pull-quotes, sidebars
  • Front-page index as the table of contents
  • Playfair Display + Source Serif 4 — newspaper register
  • Reads as institutional editorial, not a deck
  • Best for buyers who skim editorial publications
OPEN Magazine Spread →
VARIANT V4 · DARK

What gets built next is not more products.

Apple · luxury launch DARK

Chapter-led scroll with full-bleed dividers, dramatic typography, and light interludes. Designed to feel cinematic rather than dense.

  • Chapter dividers with full-bleed numbered transitions
  • Alternating dark and light sections for visual rhythm
  • Sticky bottom progress bar shows read position
  • Less dense, more cinematic — feels like a product launch
  • Best for prospects who respond to story arcs
OPEN Cinematic Scroll →
VARIANT V5 · LIGHT

Six declared channels. One operational. Here is the math.

Bloomberg Terminal · Linear · operator-first LIGHT

Tight grid, monospace numerals, channel audits rendered as a true dashboard. Built for the operator who lives in spreadsheets and benchmarks.

  • Channels rendered as a 2-column dashboard grid
  • Sticky right-rail with brief summary stats and quick jumps
  • Monospace numerals · tabular figures · tighter line-height
  • Headline KPI band right under the hero
  • Best for analytical buyers who live in spreadsheets
OPEN Data Dashboard →
§04 · REVIEW GUIDE

How to review these.

Same content across all five. The only thing changing is the wrapper. Read each one with the prospect's reading rhythm in mind — not yours.

  1. Open all five in five tabs.

    Spend 60 seconds on each landing — note which one you actually want to keep reading.

  2. Check the Cliff Notes flow.

    Pretend you only read sections 02 (CEO Summary) and 03 (Cliff Notes). Could a CEO buy from that alone? That is the new bar.

  3. Test the table of contents.

    Click a few TOC links in each variant. Which one's navigation feels most natural? V1/V3 use a front-page index; V2/V5 use sticky rails.

  4. Scroll the channel section.

    Six channels rendered five different ways. Which layout makes the audit + build feel most digestible?

  5. Compare the engagement shapes section.

    Three tiers with no dollar pricing. Which treatment makes the recommended tier most obvious without feeling sales-y?

  6. Note your favorites and any hybrid moves.

    The winner may be one variant outright, or it may be a hybrid — e.g. V1's Cliff Notes inside V2's dark wrapper. Send notes to the standup channel and we'll lock the direction.

PostHog is wired into all five with autocapture + session recording + heatmaps enabled. Once a winner is picked we will swap in the real AYMI project key (or reuse aymi.agency's) and start collecting actual heatmap data on prospect reads.

Open for team feedback.

These are five candidates, not finalists. The brief was "world-class, less wordy, more digestible" — each variant interprets that brief through a different visual register. Reply in #studio with your notes and we'll converge on the winning shape (or build a hybrid) by end of week.

Once locked, the chosen template becomes the new default for proposals.aymi.agency builds. The current Brotbox v1 stays archived as a reference, not replaced.

DRAFTED 06.25.2026 · AIMEE · FOR MK + APRIL + JUSTIN + CARA