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Phase 2: <br />Brand Development and Execution <br />Project and Design Manager: Richard Cassis <br />Brand Strategy: Mary Ann Rood, Daniel Grove, George Puig <br /> Exception: <br />In addition to the items and activities listed in the RFP <br />“scope of services”, the sparc methodology delivers another <br />branding tool that ensures a consistent brand — both visual <br />and verbal: the Brand Architecture. Or as we call our service- <br />marked branding tool: Brand Sparc-itecturesm. Beginning <br />with the Mission and Vision delivered in Phase 1, the Brand <br />Architecture includes all the elements shown here. ⇢ ⇢ ⇢ <br /> With approval of the Brand Architecture by the City staff, <br />the City’s Public Arts Advisory Committee and the City <br />Commission, the next step is to develop the City of Sunny <br />Isles Beach brandmark or logo along with the brand visual <br />system which will be clearly defined and demonstrated in a <br />brand guide document. The brand guide will include type <br />and color usage, graphic elements and the photographic <br />style. Also included will be applications across recommended <br />media, e.g. print, outdoor, bus wraps, pole banners, online, <br />wayfinding and signage, apparel, promotions, streetscapes. <br /> With these tools in place, the final step will be to craft a <br />marketing plan that creates awareness and builds the <br />Sunny Isles Beach brand for both internal and external <br />audiences. For other communities sparc has developed inno- <br />vative channels such as a community branded coffee bean <br />for sale in a town gathering spot coffee house, branded solar <br />trash compactors, intramural (cross town) sports events and <br />welcome parties for new businesses … and many more. <br />4. Approach ⁄ Methodology continued <br />14 SPARC DESIGN INC. | RFP 19-07-02 | CITY OF SUNNY ISLES BEACH | CITYWIDE RE-BRANDING The Brand Architecture for an ongoing initiative with Chicagoland Western Suburb. <br />Client name is still in the confidential phase, but we are able to share certain aspects. <br />VILLAGE OF LA GRANGE | COMMUNITY BRAND STRATEGY & VISUAL IDENTITY | RFP RESPONSE <br /> City’s Vision <br /> To be welcoming to all — neighbors, new comers, business owners, visitors. <br /> The Brand Promise to External Audiences <br /> The welcome mat is always out. <br /> The Brand Promise to Internal Audiences <br /> This is the community where you can depend on your neighbors. <br /> Positioning in Marketplace / Points of Differentiation <br /> This city is known for its strong neighborhood feel, where neighbors know each other and help each other out. <br /> Brand Personality <br /> Generous. Strong spirit of volunteerism. Down-to-earth. Genuine. Friendly to all. <br /> Brand Tagline <br />Powered By Neighbors <br /> Key Message 1 Key Message 2 Key Message 3 Key Message 4 Key Message 5 <br /> Proof Point(s)Proof Point(s) Proof Point(s)Proof Point(s)Proof Point(s) <br />C ITY OF BATAVIA, ILLINOIS BRAND SP ARC -ITECTURE SM <br />A great family town <br />Great schools and <br />Park District programs <br />Strong support for <br />local teams <br />Kid-friendly businesses <br />and restaurants <br />Family-friendly <br />outdoors — Riverwalk, <br />Bike Path, Pond, <br />Farmers Market, <br />Nature Areas <br />Nobody volunteers <br />like this city’s citizens <br />Do-It-Ourselves: <br />Riverwalk built with <br />volunteer labor <br />Neighbors provide <br />safety nets for those <br />in need <br />Philanthropic program <br />(name withheld) for <br />students <br />Interfaith Food Pantry <br />and Clothes Closet <br />New and growing <br />businesses are <br />welcomed and <br />supported <br />Chamber of Commerce <br />mentoring and support <br />The arts and <br />self-expression <br />flourish here <br />Popular art studio <br />(name withheld) <br />exhibits and classes <br />Art exhibits, live music <br />and card-making <br />Fine Arts Center <br />& Festival <br />SPARC | 773.320.3095 | RCASSIS@SPARCINC.COM <br />A brand is all of <br />the promises and <br />perceptions that a <br />community wants <br />its audiences to feel <br />about its lifestyle <br />and economic <br />offerings.