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Let’s start with the baseline. Straight-up layout without any concepting or thinking of a visual ID will average about 30 mins per slide.
A new look and feel for a visual ID is separate from layout. That will take 2 days to create, 1 day for first set of revisions, another day for the second set of revisions. So that’s 4 days.
Creative is about 1 day per main concept, plus one more to address feedback. 2 days per concept.
At a minimum this looks like two solid weeks of work. Low price = $8,000. High price = $15,000. But it might be three weeks. So $12,000 to $22,500.
If they balk at the price for “just a PowerPoint deck,” it’s because visual IDs ain’t cheap. They can shave off a lot of cost by just letting you use a pre-existing template.