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<br />Fi~ ~iO~~0=GF!CJU-'-= <br /> <br />;1dvl}nising & bi'(md CQmmUnic~tijvns <br /> <br />REFERENCE: Florida's Riviera <br /> <br />June 5, 2006 <br /> <br />Dear Alyce Hanson & Susan Simpson; <br /> <br />We are pleased that the City of Sunny Isles Beach recognizes the need for branding <br />and realizes the importance of creating a unified look. Sunny Isles Beach is one of <br />the first municipalities in South Florida to implement branding, which has afforded <br />your City the ability to offer a consistent image. For six years, this image has been <br />reflected on annual reports, budget covers, bus and other vehicle designs, uniforms, <br />the website, memorabilia, invitations, banners, signage, stationery, print ads, <br />brochures, power point presentations, SIB TV, etc. <br /> <br />This letter is in response to your request for guidance in implementing a new tag <br />line, Florida's Riviera, as chosen by the City Commission. <br /> <br />First, let me say that a new tag line affords the City an opportunity to evolve its <br />branding into one that reflects the City of 2006, and the City of the future. It is <br />important that the process of evolving the branding be accomplished in a manner <br />that continues to build, not weaken, the City's image. Remember that with every <br />communication there is an opportunity to either protect and reinforce a positive <br />image of the City's brand, or to send a confusing message about City government to <br />the public. <br /> <br />The steps involved in evolving into a new brand need to be taken with the above in <br />mind. These steps include: <br />1. Creating a new look. <br />2. Implementing a strategic plan to evolve to Florida's Riviera. <br />3. Updating the brand guidelines and applying the new look. <br /> <br />The 'how' of carrying out this evolution includes: <br />· Gathering input from key people in the City. It is recommended that the vendor <br />meet one-on-one with each of the key people. <br />· Presenting ideas to and getting feedback from these key people. It is <br />recommended that this be done with the key people in a group setting. <br />· Upon agreement of a look, creating a correct plan to evolve to Florida's Riviera. <br />· Updating the brand guidelines, and applying the brand on all forms of <br />communications. <br /> <br />Altius Group is available to help guide the City through this evolutionary process, and <br />has already submitted a proposal for this exciting project. If you should have any <br />questions please feel free to contact me at (305) 774-3438 x 210. <br /> <br />With regards to your immediate need of striping the new buses, Altius Group <br />recommends replacing a life with a view with Florida's Riviera. <br /> <br />Most sincerely; <br /> <br />Bert Oliva <br />President/CEO <br />The Altius Group <br /> <br />12080 SW 127 Avenue, Suite 305 Miami, Florida 33186 (305) 774-3438 www.altiusgroup.com <br />