JacoberCreative - Laserfiche WebLink

Home Browse Search

Brand and Message Development The City of Sunny Isles Beach is already one of the most desirable addresses in the South Florida region, an upscale, beachfront community that has undergone tremendous growth and investment in the relatively recent past. With world-renowned architecture, a diverse multicultural population, strong and growing amenities, and valuable real estate, it now has the opportunity to increase brand visibility; improve the municipality’s messaging with residents, businesses, and visitors; to continue to diversify its base; and to increase its worth in the region. Its compact nature, growing range of activities and services, accessibility to both destinations in both Miami- Dade and Broward Counties, its natural association with the Miami brand as a whole, and long expanse of oceanfront properties and access, are natural, easy selling points that need to be honed and highlighted. Our goal would be to create a comprehensive and uniform brand identity and corresponding brand assets that appeal to the sophisticated residents and visitors; that can improve government and stakeholder communications; improve quality of life; and help drive economic activity while also positioning Sunny Isles Beach as an inclusive locale with family-friendly and other activities. Jacober Creative has extensive experience in developing forward-leaning branding approaches and marketing campaigns that incorporate contemporary and modern influences with a defined sense of place, while also honoring the legacy of the City. Of course, the key to a successful branding campaign is that all stakeholders are well informed on the direction and usage of the new brand identity through all its permutations and are encouraged to take part in the spreading of this information. As part of this work we will develop a detailed style guide and hierarchy of sub-brands that allows all graphic elements and messaging strategy to be easily carried through in: • Print & digital media, including social • On accessories such as T-shirts and hats • Advertising, including street banners • Experiential activations of the brand We will develop updated taglines, brand voice and messaging that position Sunny Isles Beach as both new “take-another-look-at-us,” and as an existing gem one should re-engage with or rediscover. This will include clear brand positioning and recommended value propositions for key audiences that will set the City apart from competing municipalities in South Florida. Phase 2: Brand Development and Execution A contemporary brand mark/logo Brand messaging (mission & vision) Custom typography Original illustrations Distinct color palettes Dynamic photography In our design work, we will create a visual brand identity that is unique to the City of Sunny Isles Beach including: RFP — No. 19-07-02 RFP — No. 19-07-02 Approach / MethodologyApproach / Methodology 47 46