Highlights: This proposal is for a new division that the design firm hadn't worked with before within a huge company this design firm has been working with for many years. So it's at once a familiar client but a new prospect. Because the firm comes highly recommended and the path is paved for working together, the “selling” that is appropriate in this proposal demonstrates depth of experience and familiarity with the brand. As a result, a full half of the proposal is devoted to samples, while the fees and timeline take up barely a page. Clearly, this proposal is not about the money.