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PHASE 2 <br />BRAND DEVELOPMENT & EXECUTION <br />2.1 Brand Discovery & Strategy <br />Larimer & Co. will host a brand discovery session with the leadership at the City of Sunny Isles <br />Beach to establish what a timeless and relevant brand might start to look like. We will create <br />a creative brief for City leadership to complete which will be comprised of the mission critical <br />criteria for developing new look and feel and tagline. The brief will be used by Larimer & Co. to <br />provide overall direction to develop a brand strategy. The core team at the City will review and <br />approve the brief before we begin naming development. <br /> <br />2.2 Identity Development <br />This is where the fun begins! At the completion of the brand strategy development, and <br />with the approval of the City of Sunny Isles Beach, our team will move into interpreting the <br />identified brand characteristics in a more visual way. We will prepare two identity concepts for <br />consideration that will include: <br />• Logotype & Isotype Design• Tagline Proposals• Brand Architecture Subsets• Narrative Set & Messaging• Headline Wardrobe• Iconography• Color Selections• Patterns & Textures• Typography <br />NOTE: Larimer & Co. will screen taglines presented for preliminary trademark availability to <br />assure name availability for legal registration using USPTO, and leading online databases, such <br />as Thompson & Thompson Trademark Scan and Google/URL search analyses. <br />2.3 Full Legal Search <br />Once a tagline is selected, the City of Sunny Isles Beach will be responsible for conducting a <br />full, in-depth trademark registration. While we will take the initial steps to ensure there are no <br />immediate conflicts with any taglines recommended, your legal counsel is expected to secure <br />the final trademark clearances for the selected trademark. <br /> <br />2.4 Final Tagline Selection <br />Once your legal counsel has conducted the in-depth trademark search, we will collaboratively <br />review and approve the name for each brand for final registration. If none of the naming <br />candidates clear this search, we will conduct one additional round of naming for additional legal <br />clearance. <br />Project Kickoff & Orientation <br />Historical Research <br />Audits of Marketing Materials <br />Review of Market Research <br />Brand Architecture Review <br />Review of Economic Development Plan <br />Evaluation of Data Demand Drivers <br />Review of Competitive Analysis <br />Monthly Site Visits <br />Internal Stakeholder Interviews <br />Rollover Interviews <br />Presentation of Findings <br />Brand Discovery & Strategy Sessions <br />Tagline Development <br />Narrative Development <br />Narrative Storytelling <br />Identity Development <br />Creative Execution <br />Visual Storytelling <br />Trademark Registration by City’s Legal Team <br />Tagline Selection <br />Brand Guidelines Development <br />Implementation & Rollout Planning <br />Training <br />2019 <br />Q4 Q1 Q1Q2 Q2Q3 Q3Q4 <br />2020 2021Timeline <br />2.5 Brand Guidelines <br /> <br />The last step in creating the brand foundation is the completion of the brand guidelines. This <br />is one of the most essential tools in your toolkit and will be your handbook on how to properly <br />express your brand: where and how to use the logo, colors, fonts, and just as importantly, how <br />NOT to use them, in order to consistently communicate the properties new identity. <br />Citywide Re-Branding Services | RFP 19-07-02Larimer & Co. | City of Sunny Isles Beach 3736