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<br /> . 46 Approach/Methodology RFP-No.19-07-02 RFP—No.19-07-02 Approach/Methodology 47
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<br /> '''':`,..\:.". Phase 2: Brand Development and Execution
<br /> ''r + ' Brand and Message Development
<br /> l ` __ The City of Sunny.Isies Beach is already one of the most desirable addresses in the South Florida region,an
<br /> F J'i }'" upscale,beachfront community that has undergone tremendous growth and investment in the relatively recent
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<br /> s _ • past.With world-renowned architecture,a diverse multicultural population,strong and growing amenities.
<br /> ,y / _ and valuable real estate,it now has the opportunity to increase brand visibility improve the municipality's
<br /> av/f n 9 r'' v t 8 '' '� - messaging with residents,businesses,and visitors;to continue to diversify its base;and to increase is worth
<br /> � r rr, f t, /�!),y��•. J. in the region,
<br /> S}� '•.gi d ty ^ '' : Its compact nature,growing range of activities and services.accessibility to both destinations in both Miami
<br /> �;" ,r • to tit,i:l `rile +,'la>. u- Dade and Broward Counties,its natural assocation with the Miami brand as a whole,and long expanse of
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<br /> - - .'f11 / I `,r' ry jr ,o�rF F 4 oceanfront properties and access,a,a natural,easy sellmy points that need tv be honed and highlighted.
<br /> . _ - -,ti,It I/., ss2- . �l�ss5 � ;�- _ Our goal would be to create a comprehensive and uniform brand id_ntity and corresponding brand
<br /> I1 -9"F 1/I F o assets that appeal to the sophisticated residents and visitors; that can improve government and
<br /> ip� l• ' _4) 'B?1 f t�\'- • stakeholder communications: improve quality of life: and help drive economic actNity while also
<br /> •;S /'• i r ''',I\' •. positioning Sunny Isles Beach as an inclusive locale with family-friendly and other activities.Jacober Creative
<br /> ' \_a :, _ - has extensive c-periencc ^.developing fam-and-leaning branding approaches and mcr!:etin-.smpa:,ns
<br /> •I. 7! .te, that incorporate contemporary and modern influences with a defined sense of place,while also honoring the
<br /> E d legacy of the City.
<br /> • -i9,`'', In our design work,we will create a visual brand identity that is unique
<br /> { to the City of Sunny Isles Beach including:
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<br /> 1,.. contemporary brand mark/logo Original illustrations
<br /> -: -, Brand messaging(mission&vision) Distinct color palettes
<br /> f" ` Custom typography Dynamic photography
<br /> E...:,..2--',::' ,r¢9µ •'' Of course,the key to a successful branding campaign is that all stakeholders are well informed on the direction
<br /> 44,-, and usage of the new brand identity through MI its permutations and are encouraged to take part in the
<br /> t� '� i�'a.\ spreading of this information.
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<br /> -- `�r - As part of this work we w II develop a detailed style guide and hierarchy of subrands that allows all graphic
<br /> ' )v "I �'-�. elements and messaging strategy to be easily carried through n:
<br /> i_.. - ;�,�31i /,.s, • Print 8 digital media,Including social
<br /> • On accessories such as T-shirts and hats
<br /> .( • Advertising,Including street banners
<br /> 11 v`Xt.S 41:1'#:: c•-ft,:',;', �f' Experiential activations of the brand
<br /> • lili\lit . ytt j.-• Jij"1'L'�I We w Il develop updated taglines brand voice and messaging that position Sunny Isles Beach as both new
<br /> t 1' :I' :11'�" v �(ll I J • '1 "take-another-look-at-us,"and as an existing gem one should re-engage with or rediscover.This will include
<br /> F - v X' ,.�` clear brand positioning and recommended value propositions for key audiences that will set the City apart
<br /> �I .,,,,,,,,7_, , ,, r ^Vt from compering municipalities in South Florida.
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