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M.NETWORK <br />11RFP NO. 19-07-02 <br />By looking at the logos supplied, it is clear that there are different “designers” with different <br />priorities and aesthetics all handling and molding the overall brand of the community, not <br />necessarily in concert with one another. In order to accomplish the goal of improving and <br />unifying the brand, the most pressing need is unify the brand. In order to do this, a clear <br />understanding of the market, and consensus around goals and purpose must be reached. <br />Creative can then be built around these common understandings. <br />To Achieve this, The M Network is recommending the following: <br />PROPOSED SERVICE STEP GOALS <br />Market Analysis Assess Gain insights as to the current brand <br />positioning of Sunny Isles. Compare to <br />surrounding municipalities as well as <br />comparable communities. <br />Key Stakeholder <br />interviews <br />Assess <br />Define <br />Build understanding of what you think <br />the current image of Sunny Isles is. <br />Define Begin to shape the “Destination Brand” <br />Identify Clearly define goals <br />Public opinion <br />research <br />Assess Discern how Sunny Isles residents and <br />other core target audiences view the <br />Sunny Isles brand <br />Usage Audit Identify Identify all of the different means <br />through which your brand is currently <br />seen (signage, media, uniforms, <br />electronic communications, <br />community outreach, etc.) <br />Deliverables List Identify Identify all of the means through which <br />the new brand identity package will be <br />used. <br />Creative Concept <br />Development <br />Create Develop 2-3 creative concepts <br />including logo, tag-lines, icons, <br />color and font selections <br />Focus Group Testing Test Test concepts -- <br />Codify Final Brand Execute Finalize 1 concept for use <br />Brand Identity Guide Execute Create a style guide for use on all <br />projects that involve the new brand <br />identity <br />Production Timeline Execute Create a calendar for production of all <br />elements on deliverables list <br />Production Budget Deploy Define the budget for the creation of <br />all the elements