I’ve spent nine months training, designing, and tweaking this assistant.
And this week, She’s finally ready to meet the world.

Her name is Penelope, and she’s the proposal-writing genius you didn’t know you needed.

 

Over the weekend, I filmed a six-part tutorial that shows you how to go from ChatGPT transcript to client-ready proposal in under 30 minutes (23 minutes and 8 seconds, to be exact, but I'm not here to show off) 

 

Before we talk workflow, let’s take a quick detour...
To the bathroom. Not yours. Not your client’s. The bathroom.. the one in that impossibly chic café or boutique hotel, where the lighting is suspiciously flattering and the tapware makes you question all your life choices. 

And sitting there, smugly perched on the sink?

 

It’s just soap. It foams. It smells vaguely like citrus, rosemary, and smugness
What it really communicates is - 

 

That’s what Aesop understood. It was never about soap. it was about identity.

And that’s exactly what most designers miss with their proposals.

It smells vaguely of citrus, rosemary, and smugness.

Back in the late 1980s, when haircare products were screaming in neon packaging, Aesop founder Dennis Paphitis went the other way. Apothecary brown bottles, minimalist fonts, long unpronounceable names. It looked intellectual. Design-led. Not trying too hard, which of course, is trying very hard. and it worked.

I mean, I haven't seen your proposals, but there's a chance you’ve been sending supermarket soap. Functional, sure. But nothing about it says this is a premium designer.

 

Your proposal is the first moment a client gets to feel your studio.
It’s not “just a quote” it’s a signal. It says: I’ve got this. You’re safe here. I’m not winging it. I have excellent attention to detail and project management skills. 

 

This new system means you can always deliver high end proposals with same day turnaround. no more “I should be able to get this to you by end of next week” with Penelope (my brand new AI-powered proposal assistant) the documents finally match the level you’re designing at. 

Most clients open their proposals with the same level of joy they reserve for reading tax paperwork.

That ends here. 

 

You run your client meeting like normal.
Record the convo. Upload the transcript.
And in under 60 seconds, Penelope generates a fully structured proposal, sectioned, polished, and written in your tone. Then, you copy-paste it into your Canva template (also provided), drop the visuals in, and upload it to Project Studio, a sleek, free software hosted by Style Sourcebook.

The whole end to end takes under 30 minutes.
While watching Bridgerton.
With wine.

 

No more three-hour slogs to send what is essentially just a quote.

You’re sending studio-level documentation that feels like an Aesop moment, with every piece of info they need.
 

No word documents or crusty PDFs in sight. Just like Aesop never sold hand soap, you’re not selling a PDF of inclusions. You’re selling certainty. Taste. Belonging to the circle of designers who have their business sh*t together.

 

Want to see how easy she is to use?

Watch this video.

 

This is for every designer who’s ever thought:
“I can’t afford private coaching, but I need better systems.”

Penelope is your in.
 

She teaches you my signature documentation process. I recorded six mini training videos for you to show you how to use her, the Canva template and Project Studio (free) 

She gives you back your time. I have been polling my audience today and you guys.. most of you spend 3-4 hours PER PROPOSAL. What are y'all going to do with your 3.5 spare hours each time? 

She upgrades the client experience before they even hit ‘accept’.

 

It’s not a proposal. It’s your Aesop moment.

The first time you drop one of these into your client’s inbox, you’ll feel like you’ve put a free Aesop bottle in their bathroom. It’s giving ritual, status, & perception without the faux professionalism, I'm releasing her 16.09 - the waitlist will get first access, tap any button in this email to get on the list.