How to Write an Architecture or Design Proposal

A good proposal does two things: it wins the project, and it protects you while you do it. Most architects and designers are decent at the first part and terrible at the second.

Here's what to include, what to leave out, and how to structure a proposal that sets clear boundaries without scaring clients away.

Start with the Project Understanding

Before you list services and fees, demonstrate that you understand what the client actually wants. Two to three paragraphs covering:

The project type and location
The client's goals (not just "design a house" — what matters to them)
Key constraints you've identified (budget, timeline, site conditions, HOA/zoning)

This section builds trust. It shows you listened during the initial conversation instead of just plugging numbers into a template.

Define Scope by Phase

This is the most important section. Break your services into clear phases with specific deliverables for each.

For Architects

Pre-Design / Programming

Site visit and documentation
Zoning and code review
Program development (room sizes, adjacencies, requirements)
Deliverable: Written program document

Schematic Design

Floor plan options (specify how many — e.g., "up to three concepts")
Preliminary elevations
Basic massing/3D views if applicable
Deliverable: SD presentation package
Revisions: Two rounds included

Design Development

Refined plans, elevations, sections
Material and finish selections
Outline specifications
Preliminary coordination with consultants
Deliverable: DD drawing set
Revisions: Two rounds included

Construction Documents

Complete architectural drawing set
Specifications
Permit submission coordination
Deliverable: Permit-ready CD set

Bidding & Negotiation

Bid package preparation
Contractor pre-qualification (if applicable)
Bid evaluation and recommendation

Construction Administration

Site visits (specify frequency — e.g., "bi-weekly during active construction")
RFI responses
Submittal review
Change order review
Punch list

For Interior Designers

Adjust phases to fit your practice:

Concept Development

Mood boards, color palettes, concept direction
Space planning options

Design Development

Finish schedules, material selections
Furniture plans and specifications
Custom millwork/built-in design
Lighting plans

Documentation & Procurement

Purchase orders and vendor coordination
Detailed specifications for trades
Installation coordination

Installation & Styling

On-site installation management
Final styling and photography coordination

The key is specificity. "Interior design services" means nothing. "Furniture plan with specifications for living room, dining room, and primary bedroom, including two concept options" means something you can deliver and get paid for.

The Exclusions Section

This is where most proposals fail. Exclusions are not optional — they're the section that prevents you from doing unpaid work.

Common exclusions for architects:

Structural, mechanical, electrical, and plumbing engineering (unless included as consultants)
Geotechnical investigation and surveys
Environmental assessments
Permit fees and application costs
Furniture, fixtures, and equipment (FF&E) design
Post-occupancy services
As-built documentation beyond standard CA

Common exclusions for interior designers:

Architectural or structural modifications
MEP engineering
Permit applications
General contracting or construction management
Furniture purchases (procurement fee is separate from design fee)
Warehousing and storage
Window treatments installation

Write exclusions as a bulleted list, clearly labeled. Don't bury them in paragraph text. When a client later says "I assumed the structural engineer was included," you point to the list.

Fee Structure Presentation

Present fees in a table format. Clients scan proposals — they don't read them word by word.

| Phase | Fee | Payment | |-------|-----|---------| | Schematic Design | $8,500 | Due at phase start | | Design Development | $12,000 | Due at phase start | | Construction Documents | $22,000 | 50% at start, 50% at completion | | Bidding & Negotiation | $3,000 | Due at phase start | | Construction Administration | $10,500 | Monthly billing | | Total | $56,000 | |

Below the table, add:

Hourly rates for additional services ($150–$250/hr depending on who's doing the work)
Reimbursable expenses billed at cost plus 10%
Consultant fees as estimated allowances or pass-throughs

For percentage-of-construction-cost proposals, state the assumed construction budget and specify what happens if it changes. Example: "Fee based on estimated construction cost of $800,000. If construction cost increases beyond 10% of this estimate, fees will be adjusted proportionally."

Timeline with Decision Gates

Provide a timeline, but tie it to client decisions — not just your work.

| Phase | Duration | Requires | |-------|----------|----------| | Schematic Design | 3–4 weeks | Client approval of program | | Design Development | 4–6 weeks | Client sign-off on SD concept | | Construction Documents | 8–10 weeks | Client approval of DD package | | Permitting | 6–12 weeks | Jurisdiction dependent | | Construction Administration | Duration of construction | Contractor schedule |

Decision gates matter because the most common cause of project delays is the client sitting on approvals. Your proposal should make clear that your timeline assumes timely client feedback (define "timely" — e.g., within 10 business days).

Add a clause: "Delays in client approvals or decisions extending beyond 10 business days may result in schedule adjustments and potential additional fees for project re-mobilization."

What to Leave Out

Design philosophy essays. Your portfolio shows your work. The proposal is a business document.
Excessive project imagery. One or two relevant precedent images are fine. A 30-page lookbook is a presentation, not a proposal.
Detailed team bios. A brief sentence on who will lead the project. Save the CVs for RFQ responses.
Technical jargon the client won't understand. Write for the person signing the check, not for another architect.

Protecting Yourself from Open-Ended Projects

Three clauses every architecture and design proposal needs:

Scope change process: "Changes to the project scope, program, or budget will be documented in writing and may result in additional fees, which will be agreed upon before work proceeds."

Termination clause: "Either party may terminate this agreement with 14 days written notice. Client shall pay for all services rendered and reimbursable expenses incurred through the termination date."

Copyright and ownership: "Instruments of service (drawings, specifications, models) remain the property of the architect/designer. The client receives a license to use them for the specific project upon full payment."

The AIA B101 covers all of these in detail, but even if you're using your own agreement, these three protections are essential.

Send It, Don't Present It

Hot take: for most independent projects, send the proposal as a document and let the client read it before you discuss it. Walking through a proposal page-by-page in a meeting puts the client on the spot and doesn't give them time to process the fee.

Send it. Follow up in 2–3 days. Answer questions. Close the deal.