HomeMy WebLinkAboutLarimer & Co._SIB Brand Proposal RFP#19-07-02_Page by Page VersionCITY OF SUNNY
ISLES BEACH
CITYWIDE RE-BRANDING
RFP#19-07-02
Attn: City Clerk
Sunny Isles Beach Government Center
18070 Collins Avenue, 4th Floor
Sunny Isles Beach, Florida 33160
Shanon M. Larimer
Managing Member
Larimer & Co.
MEMORY
LANE.
Larimer & Co. | City of Sunny Isles Beach2
To the City of Sunny Isles Beach,
It was love at first sight.
We met at The Ocean Palm in 1948 during my first visit to Florida with mom
and pop right before the big hurricane. It had an endless white sand beach
and an ocean that was paradise, simply paradise.
Then we met again at The Castaways Motel in 1969. Don’t you remember?
You looked through the porthole windows in the Wreck Bar and saw me
swimming in the pool. We had so much fun playing our tambourines and
maracas with all of those groovy people. And running into Jimi Hendrix was
simply righteous! Can you believe that was 50 years ago?
That was the heyday, I guess.
I came back in the late 70s and Motel Row was really going downhill. It’s like
no one wanted to put five cents into updating them, so they just went into
disrepair. I’ve since had two kids and took them to visit just after the turn of
the century and so much had changed.
But nowadays, I’m confused.
I feel like I don’t know you anymore. Most of the old motels are gone and the
skyline is lined with luxury hotels and condos. I’ve heard the area referred
to as ‘Florida’s Riviera’ and ‘Little Moscow,’ but I don’t really know what that
means.
I’m thinking of retiring there now so we can be together forever. I want to
know that the City of Sunny Isles Beach is the place for me to live, and a pla-
ce for my family to come and visit. I want them to fall in love with the City
of Sunny Isles Beach like I did so many years ago. Can you help me make
sense of it all?
Wanderlust forever!
Sandy Beach
Your future resident
Citywide Re-Branding Services | RFP 19-07-02 3
EXPLORE,
EXPAND,
REDEFINE.
Larimer & Co. | City of Sunny Isles Beach4
In 1920, Harvey Baker Graves, a private investor, purchased a 2.26 square-
mile tract of land for development as a tourist resort. He named it “Sunny
Isles: The Venice of America” and it was known as North Miami Beach until
1931. For the last 100 years, one constant in the City of Sunny Isles Beach
has been multiple developers’ quest to explore, expand and redefine its
horizons. The City of Sunny Isles Beach possesses this same ambition.
In 1920, it consisted of white sand beaches and a single hotel. Today, it
encompasses a 2.26 square-mile stretch lined with luxury real estate and
hotel brands such as The Ritz-Carlton Residences, Acqualina Resort &
Spa, Porsche Design, Regalia and Armani Casa, just to name a few. These
properties are transforming the area into a world-class destination for
tourists and residents alike.
At Larimer & Co., we know your target consumer’s perspective will be a
critical influencer in developing the right identity for optimizing the equity
of the City of Sunny Isles Beach. How do they perceive the brand? Does
your brand’s perception vary when the name is attached to residential living
vs. visitors staying in luxury hotels? How do they select your destination
as a place to call home, or a place to visit with their families? How does
the City of Sunny Isles stand out vis-à-vis your competition?
Our team at Larimer & Co. will work with key community stakeholders
to conduct a series of formal and informal research over a period of
up to 12 months to help determine perceptions and define how the
City’s brand should be positioned for the future. At the conclusion
of stakeholder interviews, we will provide a strategic assessment and
recommended market positioning that will pave the way for brand and
identity development. In this assessment, we will propose a new vision
and mission statement that will be strategically driven and creatively
inspired.
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IT IS ABOUT
THE
EXPERIENCE.
Larimer & Co. | City of Sunny Isles Beach6
Just like experiencing your favorite movie in your favorite movie theater
or under the stars in a classic drive-in, the City of Sunny Isles Beach offers
a variety of settings in which to interact with its brand. To understand
the consumer lens, we recommend mapping—at a high level—the
consumer journey for target audiences, showing how they engage with
the different types of venues the City offers so we can appreciate when
and how consumers are interacting with the brand and we can marry
these journeys with consumer personas. Who is that target audience
other than a “young Boomer or older Boomer?” What are their wants,
needs and brand associations? And how might we align the City of Sunny
Isles Beach brand against each consumer persona?
Our team will start by evaluating research provided by the City of
Sunny Isles Beach to determine the consumer personas of various key
stakeholders including property owners, tourists, developers, corporations,
and employees. Once identified, the consumer personas will provide
tremendous value and insight to help develop a deeper understanding
of audience needs and how to relate to and solve them. They also help
to prioritize which projects, campaigns and initiatives to invest time and
resources in and will create alignment across the City of Sunny Isles Beach
around a consumer-centric vision.
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WHAT’S IN
A NAME?
Larimer & Co. | City of Sunny Isles Beach8
Just ask the musician Prince. Back in 1993, during a dispute with his
record label, he changed his name to an unpronounceable symbol, and
was soon referred to as “The Artist Formerly Known as Prince.” Fans were
confused and sales dipped for the next seven years, before he eventually
changed his name back.
When the City chose to incorporate in 1997, they changed the name to
Sunny Isles Beach, although it has come to be known as “Little Moscow” due
to the influx of Russian immigration. Given the City’s rapid development
expansion, Larimer & Co. will explore nomenclature strategies to meet
the needs of the growing community.
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TIMELESS &
RELEVANT.
Larimer & Co. | City of Sunny Isles Beach10
Timeless brands last as long as they have by always appealing to—and
attracting—the next generation of fans. Create something appealing, and
they will come. Over and over and over again.
Demand creation is an important consideration for the City of Sunny
Isles Beach’s ideal brand solution—not just among your current target
audience, but also among younger consumers. How can we leverage
your vast assets to draw new audiences into the brand? Right now your
defined consumer target is mature. But for the brand to continue to thrive
we need to welcome in younger consumers and drive preference among
them.
At Larimer & Co., this is a challenge we are currently addressing in our
revitalization of the Bloomingdale’s brand. In the City of Sunny Isles
Beach’s case, we will explore how we can we leverage a core dimension
of your brand positioning— experiential focused, world-class hospitality
for residents and tourists alike—as a possible angle in defining the brand
architecture. The ideal model will reinforce the brand’s core proposition—
strengthening what it stands for today, but perhaps pushing it in new
directions to earn permission with audiences over time to stretch the
brand in different ways. At the end of the day, we will create an identity
and tagline that is timeless and relevant.
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WELCOME
TO THE
PROPOSAL.
Larimer & Co. | City of Sunny Isles Beach12
At Larimer & Co., we’re passionate about solving complex branding
challenges while using a brand’s history as a guiding light. Ultimately, we
believe that brand architecture and naming will be powerful storytelling
vehicles for the City of Sunny Isles Beach brand and experience. They
can reinforce your business agenda and also serve as impactful tools for
attracting, engaging, and growing preference among existing and new
consumers.
The following proposal response details our process, methodology and
associated fees/timing for evolving the City of Sunny Isles Beach brand
architecture and nomenclature strategy—an approach that will engage
current audiences while attracting new and prospective target consumers
as the City continues to expand.
We welcome the opportunity to partner with you to build upon the existing
City brand in order to enhance internal and external understanding,
execution, and of course, loyalty and engagement.
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1
CORPORATEBACKGROUND
Larimer & Co. | City of Sunny Isles Beach14
OUR
COMPANY
Larimer & Co. is an Orlando-based brand strategy, design, and experience
agency with a passion for launching, rejuvenating, and propelling brands.
We partner with people and companies to uncover untapped sources of
differentiation to drive loyalty, preference, and margin. Our clients range
from emerging businesses to multinational corporations and span the
market spectrum, including commercial real estate, hospitality, restaurants,
retail, entertainment, healthcare, non-profit, travel and tourism.
Larimer & Company, LLC. (EIN#82-0667198) was established on March
17, 2017, and previously operated for six years as Baker Barrios FUSION,
the brand strategy division of Baker Barrios Architects in Orlando, Florida.
There is no pending litigation that would threaten the viability of the firm
or the performance of this contract. The project manager will be the
founding principal, Shanon Larimer, who can be reached via email at
shanon@larimercompany.com. Larimer & Co. can be found online at
www.inspiringbrands.com.
NOTE: A copy of the Larimer & Co. business license, certificates/quotes for professional
liability and general liability, and automobile insurance are included the end of section 11,
marked “Contract Forms”.
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2
QUALIFICATIONS
Larimer & Co. | City of Sunny Isles Beach16
The following sections outline our relevant experience, qualifications, and
past performance. You’ll learn what inspires us, we’ll review our process
and our leadership, we’ll educate you on our mission, vision and culture,
and we’ll outline our capabilities, markets and brands we work with.
NOTE: For an overview of how Larimer & Co. will address the two phases of the contract,
and for the schedule/timeline, please refer to section 4, titled “Approach & Methodology.”
We’ll also give you a snapshot of some of our favorite projects in our portfolio which you
can find in section 7, titled “Creative Ability.”
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WHAT
INSPIRES US
We are inspired by the human
experience. We are obsessed with the
5 senses; how we perceive the world
around us; what excites us and moves
us to action. We are inspired by the
innovative genius of Walt Disney, the
storytelling of Hans Christian Andersen,
and the temperament of risk-taking
entrepreneur Richard Branson. We
love to combine art with design in
unexpected ways. We love invention,
emotion and new ways of thinking.
But most of all, we are addicted to that
feeling you get when you create and
launch something great.
Larimer & Co. | City of Sunny Isles Beach18
WORKING WITH US
From concept to implementation, Larimer & Co. brings
a collaborative and human-first approach by creating
experiences that are innovative, built for people, and
offer a chance for surprise and delight.
DISCOVER
• Stakeholder Interviews
• Qualitative & Quantitative Research
• Brand Audit & Competitive Review
• Positioning Workshop
DEFINE
• Synthesize Findings
• Establish Process & Set Goals
• Develop Creative Brief
DEVELOP
• Explore Possibilities
• Conceptual Development
• Execute Creative Communications
DEPLOY
• Launch Project
• Track Results
• Analyze Impact, Adapt, Optimize,
Prevail
1
2
3
4
OUR PROCESS
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OUR MISSION
To drive performance for agile
brands.
CREATE
Develop transformational ideas
and compelling creative.
INNOVATE
Disrupt the status quo.
RELATE
Craft engaging stories and
create emotional connections
that unite brands and people.
INSPIRE
Empower new companies to
become established and estab-
lished companies to become
leaders.
OUR VISION
To inspire creativity.
PROMISE
To empower people, brands,
and companies to let go of
the familiar and embrace the
unknown.
OUR VALUES
Our core values provide an
internal guide to how we
approach our workplace
culture.
• Exceed expectations
• Be enthusiastic
• Empower others
• Nurture a collaborative
environment
• Encourage
entrepreneurial spirit
Larimer & Co. | City of Sunny Isles Beach20
OUR CULTURE
QUALITY & RELATIONSHIPS
We aim to exceed expectations and nurture authentic
relationships that build mutual loyalty.
INTEGRITY & DIVERSITY
We offer respect for diversity of background and opinion.
PROFITABILITY & GROWTH
We maximize efficiency, margins, and business growth.
COMMUNITY & PEOPLE
We foster community engagement and choose people and
projects that make a difference in the world.
INNOVATION & CREATIVITY
We bring ideas to life and invigorate brands through compelling
creative.
RESILIENCE & ADAPTABILITY
We are resilient, adaptable, agile and flexible to change.
Citywide Re-Branding Services | RFP 19-07-02 21
OUR CAPABILITIES
A strong brand identity is the
fundamental cornerstone of every
company and individual. Strong
brand identities are thoughtful,
uniquely crafted concepts bearing
dynamic, emotionally charged
personalities. At Larimer & Co., we
deliver high quality brand design
with an eye for precision, seamlessly
integrating strategy and creative.
Larimer & Co. | City of Sunny Isles Beach22
STRATEGY
Brand Architecture
Brand Citizenship
Brand Standards
Multi-Channel Marketing
Nomenclature
Social Responsibility
Storytelling
Style Guides
DESIGN
Advertising Design
Annual Reports
Environmental Graphics
Merchandise
Newsletters
Packaging
Presentations
Sales Brochures
Wayfinding Signage
Website & Social
IDENTITY
Color Selection
Iconography
Illustration
Infographics
Logotype / Isotype Design
Naming & Verbal Identity
Personal Branding
Typography
CONSULTING
Brand Discovery Sessions
Business Plan
Assessments
Communications Audits
Concept Development
Facility Assessments
Market Research
Marketing Strategy
Analysis
Public Relations
Sourcing & Procurement
Talent Acquisition
Team Building
EVENTS
Corporate Events
Grand Openings
Lectures
Product Launches
Ribbon Cutting
Ceremonies
Symposiums
Trade Shows
PRODUCTION
Animation & Visual Effects
Copywriting & Scripting
Illustration
Interactive Design
Lifestyle Photography
Motion Graphics
Pre-Production & Casting
Shooting & Editing
Video & Film
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OUR MARKETS
Architecture & Interior Design
Arts & Entertainment
Commercial Real Estate
Fashion & Retail
Healthcare
Hotels & Resorts
Hospitality, Travel & Tourism
Nonprofit & Foundations
Restaurants & Cafés
Larimer & Co. | City of Sunny Isles Beach24
*Inactive due to project completion
Aldrin Family Fundation
Aloft Hotels*
Arizona State University*
Aspire Health Partners*
Avalon Park Group*
Baker Barrios Architects
Ben Van Beusekom Couture*
Black Elk Group
Bloomingdale’s
Bove Company
Buzz Aldrin’s ShareSpace
C4 Architecture
Central Florida Press*
Cicero Studios
CityArts Factory
CityView Nashville*
CNL Financial Group*
Companion Shield*
CPC Business Development*
Creative Insurance Group*
Deux Mains*
Dixie Belle's Café
Downtown Arts District
Educe Salon*
Eleventh Element Spa
First Watch*
GDC Properties*
Glam Dry Blow Dry Bar*
Global Peace Film Festival
Helcasio
Herman Miller*
Latin Square*
Legends Academy*
L’Oréal Paris*
Marriott International
Miami Worldcenter
Mindstream Media*
Miss America
Nap Ford Academy*
NASA
Nathan Vanags Design*
Nemours Children’s Hospital*
Nobu Hotels*
NORA Luxury Residences*
Old Town
Orange County Public Schools*
Orlando Ballet*
Orlando Science Center
Palace Resorts*
Parkway Properties
Principal Senior Living Group*
Project Runway*
Pulte Homes*
Rider Sandals*
Rollins College*
Sand Lake Imaging
Sentio Investments*
Shorthouse Hospitality, London
Shim Projects, Miami
Starwood Hotels & Resorts*
The Alfond Inn*
The Allen Morris Co.
The Forbes Company
The Mall at Millenia
The Pie Hole, Los Angeles
The Running Experience*
The Walt Disney Company*
Tony Roma’s*
Trader Vic’s*
Trattoria 1982
United Arts of Central Florida*
University of North Florida
University of South Florida*
Ustler Development
Valorem Institute
VelocityRED
Vision Title Insurance*
VinceFit*
Watson Cancer Foundation*
Workscapes*
Xentury City*
ZIO
ZOM Living
ZRS Management
BRANDS WE WORK WITH
We’re fortunate to work with a number of ambitious, thought-leader brands.
These are clients who make us better and push us farther, who are eager to take
risks, who want to do things that have never been done before.
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ACCOLADES
We’re proud that
our work is uniquely
recognized for
effectiveness, artistry
and innovation.
Larimer & Co. | City of Sunny Isles Beach26
Orlando
Business Journal
Top Social Media
Agency
2018
Orlando
Business Journal
Top Social Media
Agency
2019
Orlando
Business Journal
Top Marketing
Agency
2019
Citywide Re-Branding Services | RFP 19-07-02 27
We believe that we have what it takes to propel the City of Sunny Isles
Beach into the future. Below are the qualifications we possess that will
allow us to perform the requirements and exceed expectations.
Strategic, Unbiased Perspective
Rebranding isn’t the type of initiative that can be successfully accomplished by an internal marketing
team—even the best marketing team. A rebrand requires a big-picture, strategic approach, as well as
an outside perspective, and we’re from a sister city, so we can relate with both the visitors, and also
the residents from a cultural perspective. It isn’t realistic to expect an internal marketing team to do
an objective assessment of the brand they’ve helped to shape.
Nor is it possible for such a team to survey the competitive landscape from an unbiased standpoint.
As an Orlando-based agency, we can relate to the residents, but aren’t seen as being biased or as a
threat. The very things that make an internal marketing team valuable for an organization (passion
for their work and dedication to the City) make them unsuited to the task of optimally repositioning
it within the competitive landscape. This something best left to a third-party expert, such as us.
Larimer & Co.’s ability to conduct a big-picture analysis of the City of Sunny Isles Beach from an all-
important objective perspective is what allows us to bring the City’s brand to life in dynamic fashion.
WHAT SETS US
APART FROM THE
COMPETITION?
Larimer & Co. | City of Sunny Isles Beach28
Cross-Industry Experience
At Larimer & Co., we offer the benefit of working with a broad cross-section of industries and we
only hire senior-level talent with entrepreneurial mindsets. An internal marketing team is designed
to specialize in its given industry but branding requires a broader perspective because a brand isn’t
confined to the industry in which it operates. Brands affect and are affected by stakeholders across
business, political, social, and cultural spheres.
Cross-industry experience enables us to bring new ideas into different industries. It’s only with this
type of perspective that we’re able to help brands we represent to meaningfully differentiate them
from the competition. What’s more important is our proven ability to solve the unique challenges of
brands across a broad spectrum of industries.
Unique and Proven Expertise
Just as branding is distinct from marketing, Larimer & Co. offers unique areas of expertise that
you won’t find by just working with an internal marketing team. We provide best-in-class research,
strategy and identity services.
At Larimer & Co., we understand that research is paramount to rebranding and it’s a component
of every project we touch. When it comes to the strategy required for a rebrand, there’s a big
difference between a brand strategist and marketing strategist. The latter is a critical role if you
hope to get the most out of your new brand after you launch it. But only the former can provide
the big picture expertise needed to identify opportunities for differentiation within the competitive
landscape and optimally position your brand for long-term success.
Finally, the type of design expertise needed to create a powerful identity is not within the wheelhouse
of most graphic designers—even talented individuals who have decades of design experience under
their belt. When you hire Larimer & Co., you get a senior design team that specializes in the creation
of dynamic brand identities founded on research and strategy.
Ongoing Brand Management
At Larimer & Co., our value will remain long after we launch the City’s new brand. In fact, all your
marketing efforts will be more effective—and therefore less expensive—following the rebrand. In
addition to giving you more bang for your marketing buck, however, we will remain an invaluable
partner long after your rebrand is complete.
No one will know your brand better than us because we will have helped to define it. With this in-
depth familiarity, we help orchestrate the creation of powerful marketing campaigns designed to
amplify competitive differentiation and solidify positioning. When it comes to marketing, nothing
is more important than a cohesive and consistent experience across touchpoints. For businesses
whose model doesn’t include an all-important brand manager position, Larimer & Co. can serve as
just that, ensuring that your brand is reliably maintained well into the future.
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SHANON LARIMER
Founding Principal + Brand Architect
As the Founding Principal of Larimer & Co., Shanon drives an
innovative team of senior-level professionals in the development
and execution of customized strategic campaigns for emerging
businesses and multinational corporations.
Shanon is a seasoned brand strategist who has created revenue-
driving marketing platforms for a number of ambitious, thought-
leader brands including Bloomingdale’s, Marriott International,
SeaWorld Parks & Entertainment and The Walt Disney Company.
He has made good use of his passport, working across geographies
and cultures to deliver ideas that build identity and drive bottom-
line performance for people and brands.
Shanon has most recently been recognized as a top C-Level
marketing executive by American City Business Journals, and was
twice named among Central Florida’s most influential leaders
under 40. He has also been the recipient of multiple American
Business Awards and Telly Awards, and has received top honors
from the Academy of Interactive and Visual Arts.
Shanon serves the City of Orlando and the Office of the Mayor
as a member of the Historic Preservation Board. He is a trustee
for The Neon Museum in Las Vegas, and serves on the board
of directors for the Orange County Regional History Center and
the Benji Watson Cancer Foundation in Orlando. He is also the
immediate past Chairman for the Downtown Arts District for the
City of Orlando.
Shanon is a graduate of Kent State University’s School of Journalism
and Mass Communications. He received his Certificate in Leadership
Practice from the Crummer Graduate School of Business at Rollins
College and is a proud graduate of the Central Florida Partnership’s
Leadership Orlando program. Shanon’s guiding principles are his
two sons, Shawn and Charlie.
3. YOUR TEAM
Larimer & Co. | City of Sunny Isles Beach30
LEONARDO BIANCHI
Senior Brand Designer
Leo serves as the Senior Brand Designer for Larimer & Co. and brings
over two decades of band development experience representing
major corporations and emerging brands. Leo is passionate about
promoting the value of great design with depth to deliver high-
impact business performance for clients. He earned his degree
in Graphic Design at Blas Pascal University in Córdoba, Argentina.
When Leo’s not working in the office, he can be found enjoying
pop culture, art and illustration that defend and promote diversity
and global unity. It is said that creativity is intelligence having fun,
and Leo brings all three to the brands and people he works with.
SETH REXILIUS
Creative Director
Seth serves as the Creative Director at Larimer & Co. and brings
nearly 20 years’ experience in design. Seth’s portfolio includes
work for major brands such as Lay’s, Coors, USA Today, Disney,
Adidas and Union Pacific. His creative problem-solving is simple
and straightforward while his style bold and personality-driven.
He loves helping companies of all sizes rediscover the wonder of
their brand and visually express it in ways that create emotional
connections and ultimately helps them level-up. Seth earned his
degree in Advertising from the University of Nebraska. Creativity
sits at the heart of Larimer & Co. and Seth is its champion.
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4
APPROACH / METHODOLOGY
Larimer & Co. | City of Sunny Isles Beach32
PHASE 1
MARKET RESEARCH & INVESTIGATION
1.1 Project Kickoff & City of Sunny Isles Beach Orientation
To begin this engagement, we will conduct a full-day, in-person project kickoff and orientation
with the City of Sunny Isles Beach team in Miami. The purpose of this meeting will be to:
• Introduce the working teams • Hand off all relevant research, assets, business, strategy and communications documents • Finalize project timeline, including key milestones and stakeholder involvement
by project phase • Identify research specifics (i.e., interviewees, competitive/best practice brands, etc.) • Receive a thorough download on the business landscape and brand and
architecture challenges • Understand the vision, priorities, and growth agenda for the City of Sunny Isles Beach • Discuss desired commercial growth strategies and goals for the City • Define project success criteria
1.2 Audits
Strategic Materials, Communications & Existing Research Review
We will review a cross-section of your current business strategy and communications materials,
relevant research, as well your existing brand strategy and experience architecture.
Brand Architecture Review
To better appreciate the current brands and sub-brands in the portfolio, we will have the City’s
brand manager(s) complete a matrix which outlines the City’s data demand drivers, value
propositions and current linkages. This matrix, the management interviews and our outside-in
analysis of the brand will serve as key inputs for our comprehensive review of your go-to-market
strategy. This review will help us understand how the City currently presents itself to external
audiences highlighting challenges and opportunities for the brand across the local, regional,
national and global footprint.
1.3 Site Visits (6)
We will immerse ourselves in the overall City of Sunny Isles Beach experience by visiting a
representative sample of hotels and resorts, residential properties, restaurant and retail, and area
attractions. Our visits will include both formal and informal tours and will commence during our
project kickoff trip described above.
1.4 Internal Stakeholder Interviews (3)
Interviews will add valuable color and context for building the brand story for the City of Sunny
Isles Beach. We will conduct up to three, in-person, 45-minute interviews (if coordinated
with the project kickoff or site visits) with key internal leaders. The goal will be to gain a clear
understanding of how the City was founded, how it operates today and its vision for the future.
• City Commissioners• Public Arts Advisory Committee• City Leadership including the City Manager, Assistant City Manager, Cultural and Community
Services Director, Media Manager, PR & Media Specialist and the Purchasing Agent
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We will tailor a discussion guide in advance to cover a variety of questions such as:
• What are your key strengths? What is the City’s greater purpose or broader mission?• What do you consider to be the unique selling point for the City of Sunny Isles Beach? • What are the major challenges and opportunities facing the brand? • What are your aspirations going forward for the City’s business strategy? • Which property types are most powerful in the City and which are most essential for
the future? • How is your current brand architecture working? What are the pain points? What
works well? • What are your brand’s key experiential touchpoints or highlights? • What do you think are the most important elements of the City’s brand today? What should
stay the same? What should change?
1.5 External Stakeholder Interviews (6)
Qualitative questions will give stakeholders insight into the language that people associate
with the City of Sunny Isles Beach, and the interactions they remember most. We look for
consistencies and inconsistencies between the responses from your internal and external
communities through a series of curated inquiries to uncover brand perceptions.
Interviews will be conducted in small group settings, via electronic survey, or on the phone and
will consist of short questions where responses will be analyzed to determine the brand story,
positioning, net promoter score, and persona. Below is a sampling of questions:
Brand Story
Designed to provide insight into the language that people associate with your brand.
• What words and phrases do you most strongly associate with the City of Sunny Isles Beach?• If you were to describe the value of the City to a friend or colleague, what would you say?• What is the most memorable experience you have had with the City of Sunny Isles Beach?
(Where was it? Who was there? What happened? How did it end? Why was it meaningful
to you?)• What “one thing” do you value most about the City of Sunny Isles Beach today?• If you could change one thing about your experience with the City, what would it be?• Looking towards the future, what do you think represents the biggest opportunity for the
City to serve you better?
Positioning Questions
Designed to understand competitive landscape and your unique selling points
• What locations would you consider as competitors to the City of Sunny Isles Beach?• If you had to group those locations into a category, what would you call it?• What do you think distinguishes the City from other locations in that category?
Larimer & Co. | City of Sunny Isles Beach34
Net Promoter Score
Designed as a quantitative measure of your brand strengths
• How likely would you be to recommend the City of Sunny Isles Beach to a friend or
colleague to live? (1-10 scale)• How likely would you be to recommend the City of Sunny Isles Beach to a friend or
colleague to work? (1-10 scale)• How likely would you be to recommend the City of Sunny Isles Beach to a friend or
colleague to play? (1-10 scale)• How likely would you be to recommend the City of Sunny Isles Beach to a friend or
colleague to vacation? (1-10 scale)
Persona Questions
Designed to gain insight into community members lives and personalities.
It is likely that this information is already available with relation to demographics and online
presence which will help us understand how to best reach our audiences in the future. Below is
a sampling of questions:
Demographics
• What is your age, income, highest-level of education, gender, occupation, marital status, etc.?• Where do you live? • What are your hobbies?• What initially attracted you to the City of Sunny Isles Beach?• What was your first impression of us?• Were you the main person doing research when you found us? If not, who was?• What could make our City even better? • What could we do to reach more people just like you?
Online Presence
• How often do you check emails on your phone, at home, at work?• What type of online or print information articles do you read?• What publications, blogs or social media networks do you pay attention to?• Which social media networks do you use personally? How often?• Which search engine do you use the most? What’s your process for finding something
online?
1.6 The brand research and positioning workshop
After we analyze the data we’ve collected, Larimer & Co. will host a facilitated workshop to
review the results together and collaboratively push the synthesis one step further. We’ve found
that this milestone is pivotal to creating alignment among diverse teams, and that looking
objectively at the data together lays the foundation for the next step—creating a story that’s
grounded in the present while pushing the brand into the future.
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PHASE 2
BRAND DEVELOPMENT & EXECUTION
2.1 Brand Discovery & Strategy
Larimer & Co. will host a brand discovery session with the leadership at the City of Sunny Isles
Beach to establish what a timeless and relevant brand might start to look like. We will create
a creative brief for City leadership to complete which will be comprised of the mission critical
criteria for developing new look and feel and tagline. The brief will be used by Larimer & Co. to
provide overall direction to develop a brand strategy. The core team at the City will review and
approve the brief before we begin naming development.
2.2 Identity Development
This is where the fun begins! At the completion of the brand strategy development, and
with the approval of the City of Sunny Isles Beach, our team will move into interpreting the
identified brand characteristics in a more visual way. We will prepare two identity concepts for
consideration that will include:
• Logotype & Isotype Design• Tagline Proposals• Brand Architecture Subsets• Narrative Set & Messaging• Headline Wardrobe• Iconography• Color Selections• Patterns & Textures• Typography
NOTE: Larimer & Co. will screen taglines presented for preliminary trademark availability to
assure name availability for legal registration using USPTO, and leading online databases, such
as Thompson & Thompson Trademark Scan and Google/URL search analyses.
2.3 Full Legal Search
Once a tagline is selected, the City of Sunny Isles Beach will be responsible for conducting a
full, in-depth trademark registration. While we will take the initial steps to ensure there are no
immediate conflicts with any taglines recommended, your legal counsel is expected to secure
the final trademark clearances for the selected trademark.
2.4 Final Tagline Selection
Once your legal counsel has conducted the in-depth trademark search, we will collaboratively
review and approve the name for each brand for final registration. If none of the naming
candidates clear this search, we will conduct one additional round of naming for additional legal
clearance.
Larimer & Co. | City of Sunny Isles Beach36
Project Kickoff & Orientation
Historical Research
Audits of Marketing Materials
Review of Market Research
Brand Architecture Review
Review of Economic Development Plan
Evaluation of Data Demand Drivers
Review of Competitive Analysis
Monthly Site Visits
Internal Stakeholder Interviews
Rollover Interviews
Presentation of Findings
Brand Discovery & Strategy Sessions
Tagline Development
Narrative Development
Narrative Storytelling
Identity Development
Creative Execution
Visual Storytelling
Trademark Registration by City’s Legal Team
Tagline Selection
Brand Guidelines Development
Implementation & Rollout Planning
Training
2019
Q4 Q1 Q1Q2 Q2Q3 Q3Q4
2020 2021Timeline
2.5 Brand Guidelines
The last step in creating the brand foundation is the completion of the brand guidelines. This
is one of the most essential tools in your toolkit and will be your handbook on how to properly
express your brand: where and how to use the logo, colors, fonts, and just as importantly, how
NOT to use them, in order to consistently communicate the properties new identity.
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5
FINANCIAL BACKGROUND
Larimer & Co. | City of Sunny Isles Beach38
NOTE: Please refer to subset marked as “Financial Documents,” not
for public release. In this subset, we have included the Balance Sheets,
Statements of Income, and Annual Reports for 2017 and 2018, as our
company had not been formally formed in 2016. There have been no
statements of changes in the financial position or notes to financial
statements for those years.
Larimer & Company, LLC. (EIN#82-0667198) was established on March
17, 2017, and previously operated for six years as Baker Barrios FUSION,
the brand strategy division of Baker Barrios Architects in Orlando, FL. As
a small-business, our company does not have audited reports; however,
we agree to allow an authorized representative of the City, at the City’s
discretion, complete audits of records as necessary.
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6
AGENCYBILLINGS
Larimer & Co. | City of Sunny Isles Beach40
The agency requires a 20% deposit within 15 business days of acceptance
of the proposal, and the remaining balance is to be paid out in monthly
installments for a period of 23 months. Payments are to be received
on the first Monday of each month. At no time during the duration of
the project may the total fees outstanding exceed 5 days. In the event
that the total outstanding fee exceeds 5 days, the project will be placed
on hold and no additional work will be performed by Larimer & Co. or
Consultant(s) until the outstanding balance has been paid. Larimer & Co.
reserves the right to invoice all attempts to collect on outstanding invoices
beyond 30 days as a reimbursable expense and will charge interest on
these outstanding amounts at 15%.
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7
CREATIVEABILITY
Larimer & Co. | City of Sunny Isles Beach42
OUR
PORTFOLIO
We make strategy more
creative and creativity
more strategic. Following
is a sampling of our work
for some of the people
and brands we love.
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Larimer & Co. | City of Sunny Isles Beach44
MIAMI WORLDCENTER
Miami Worldcenter is the second-largest mixed-use development in the U.S,
and is the biggest building project in Florida and Miami history. Larimer
& Co. analyzed market research to strategically create and design venture
opportunity and construction financing documents for the team of master
developers. These documents highlighted the developments unique selling
points and attracted multi-million dollar capital funding from U.S. and
European investors.
BRAND STRATEGY
COMPETITOR ANALYSIS
DEMOGRAPHIC RESEARCH
GRAPHIC DESIGN
45
Larimer & Co. | City of Sunny Isles Beach46
LUMA AT MIAMI WORLDCENTER
Luma at Miami Worldcenter is a 43-story, Class A luxury rental highrise in
located in the heart of Miami’s new world-class mixed-use project. Larimer
& Co. partnered with the developer, owners representatives, and equity
investors to design and develop U.S. and European Venture Opportunity and
Construction Financing presentations.
ART DIRECTION
BRAND STRATEGY
COMPETITOR ANALYSIS
DEMOGRAPHIC RESEARCH
GRAPHIC DESIGN
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Larimer & Co. | City of Sunny Isles Beach48
THE JULIAN AT CREATIVE VILLAGE
The Julian is a luxury $108 million, 409-unit urban market-rate apartment
community in the epicenter of Creative Village in Downtown Orlando. Creative
Village is a $1.5 billion, 68-acre mixed-use, transit oriented, urban infill development
that is home to the new UCF Downtown and the Valencia College Downtown
campus. Larimer & Co. served as the agency of record, conducted extensive
market research, and provided the naming, theming, creative strategy and brand
messaging from concept through completion and lease-up. The end result was the
creation of a signature identity that possesses brand equity and depth designed to
attract the target demographic while also representing the community, its diversity
and its unique location in the City’s core.
AGENCY OF RECORD
ADVERTISING CAMPAIGN
BRAND NAMING
BRAND STRATEGY
COLLATERAL DESIGN
COMPETITOR ANALYSIS
DATA DRIVER EVALUATION
DEMOGRAPHIC RESEARCH
ENVIRONMENTAL GRAPHICS
HISTORICAL RESEARCH
QUALITATIVE & QUANTITATIVE
RESEARCH
UX/UI & WEBSITE DESIGN
WAYFINDING
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Larimer & Co. | City of Sunny Isles Beach50
THE HELIX AT LAKE MARY
The Helix is a $60 million, 300-unit Class A resort-style apartment community nestled on
16-acres in Lake Mary, Florida. Located in the heart of Lake Mary’s Wellness and Technology
Park, a 153-acre, $750M mixed-use development, The Helix draws inspiration from the discovery
of the double helix in 1953. Larimer & Co. served as the agency of record, conducted extensive
market research, and provided the naming, theming, creative strategy and brand messaging
from concept through completion and lease-up. The end result was the creation of a signature
identity that possesses brand equity and depth designed to attract the target demographic
while also representing the community, its diversity and its unique location in Lake Mary.
AGENCY OF RECORD
3D ANIMATION
ADVERTISING CAMPAIGN
BRAND NAMING
BRAND STRATEGY
COLLATERAL DESIGN
COMPETITOR ANALYSIS
DATA DRIVER EVALUATION
DEMOGRAPHIC RESEARCH
ENVIRONMENTAL GRAPHICS
HISTORICAL RESEARCH
QUALITATIVE & QUANTITATIVE
RESEARCH
UX/UI & WEBSITE DESIGN
WAYFINDING
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Larimer & Co. | City of Sunny Isles Beach52
ZOM LIVING
Throughout its 40-year history, ZOM has developed more than $4 billion
in luxury multifamily and mixed-use projects and is one of the most highly
regarded developers in the U.S. Larimer & Co. has enjoyed working as a
partner to ZOM for nearly a decade and manages the overall brand identity
for the Company. Larimer & Co. produces all branded assets including annual
reports, newsletters, advertising, and anniversary-edition publications.
ADVERTISING
BRAND MANAGEMENT
CONCEPT DEVELOPMENT
INTEGRATED DESIGN
LEAD AGENCY
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Larimer & Co. | City of Sunny Isles Beach54
ZOM LIVING
In celebration of ZOM Living’s 40th anniversary, Larimer & Co. was
commissioned to design and publish a 200-page, limited edition book to
commemorate their work in commercial real estate. The publication includes
a series of custom illustrations, commissioned art, and historical photographs
to engage readers with a glimpse into their stories and inspirations.
GRAPHIC DESIGN
HISTORICAL RESEARCH
ILLUSTRATION
PACKAGE DESIGN
PHOTOGRAPHY
PUBLISHING
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Larimer & Co. | City of Sunny Isles Beach56
THE RESIDENCES AT THE RITZ-CARLTON,
GRAND CAYMAN
The Residences at the Ritz-Carlton, Grand Cayman is a collection of 69
private ownership homes situated on 144 acres in the Grand Cayman Islands
stretching sea-to-sea from the acclaimed Seven Mile Beach to the North
Sound. Larimer & Co. provided lifestyle architectural visualizations to assist
with pre-sales initiatives for dwellings starting at $3 Million.
ART DIRECTION
3D MODELING
ANIMATION
RENDERING
SCORE SELECTION
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Larimer & Co. | City of Sunny Isles Beach58
MARRIOTT INTERNATIONAL
Marriott International, Inc. (NYSE: MAR) is the world’s largest travel company
with more than 6,500 properties across 127 countries and territories. Larimer
& Co. serves as an extension of their existing marketing team to support
corporate branding initiatives for the launch of new properties. Larimer &
Co. supports brands within their expansive portfolio including Aloft Hotels,
Gaylord Hotels, Residence Inn, and W Hotels.
CORPORATE BRANDING
NEW PROPERTY ASSET DEVELOPMENT
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Larimer & Co. | City of Sunny Isles Beach60
THE ALFOND INN
The Alfond Inn is a 112-room, $32.5M AAA Four-Diamond Rated boutique
hotel located in Winter Park, Florida. Larimer & Co., (DBA: Fusion) provided
branding services for the launch of the new hotel in partnership with the
architectural firm, developers, owners representatives, and hotel operations
team.
BRANDING
IDENDITY DEVELOPMENT
PHOTOGRAPHY
VIDEOGRAPHY
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Larimer & Co. | City of Sunny Isles Beach62
SHORTHOUSE HOSPITALITY INTERNATIONAL
Shorthouse Hospitality International is a luxury hospitality management
corporation headquartered in London with operations throughout Europe
and Asia. Larimer & Co. supports strategic growth initiatives and leads brand
strategy, creative, and production services for the Company and its portfolio
of international clients including boutique hotels and resorts, cruise lines, and
residential estates.
BRAND STRATEGY
CREATIVE SERVICES
PUBLIC RELATIONS
SIGNATURE EVENT PRODUCTION
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Larimer & Co. | City of Sunny Isles Beach64
BLOOMINGDALE’S
Bloomingdale’s is America’s only nationwide, full-line, upscale department
store and is owned by Macy’s, Inc. A client of nearly two decades, Larimer
& Co. provides support for incentive marketing programs, corporate
philanthropy initiatives and luxury branded events – from large-scale fashion
shows to private trunk shows and masterclass experiences for affluent
shoppers. Partner brands have included David Yurman, John Hardy, and
Roberto Coin. Through unique customer experiences, we drive relationships
that significantly impact the bottom line.
CO-BRANDING
CORPORATE PHILANTHROPY
INCENTIVE MARKETING
LUXURY BRANDED EVENTS
MERCHANDISING
PUBLIC RELATIONS
SALES ACTIVATION
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Larimer & Co. | City of Sunny Isles Beach66
BLOOMINGDALE’S
Bloomingdale’s enlisted Larimer & Co. to serve as a partner to the visual
merchandising and marketing divisions to create a traveling exhibition
celebrating Bloomingdale’s 145-year history in fashion. The Heritage
Collection -- made exclusively of Bloomingdale’s brown bags and tissue
-- toured throughout the U.S. as part of a social media promotion to
increase engagement and delight shoppers. The campaign was inspired by
Bloomingdale’s iconic logotype and “Big Brown Bag” designed by Massimo
Vignelli in 1973 and included commemorative shopping bags.
BRANDING
CONCEPT DEVELOPMENT
CUSTOMER EXPERIENCE
MERCHANDISING
PUBLIC RELATIONS
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Larimer & Co. | City of Sunny Isles Beach68
BUZZ ALDRIN’S SHARESPACE FOUNDATION
Buzz Aldrin’s ShareSpace Foundation is dedicated to inspiring STEAM
education by providing innovative and interactive educational tools to
educators throughout the world. Larimer & Co. was enlisted to support the
48th, 49th, and 50th Apollo Anniversary Galas, in partnership with NASA,
which celebrate the first landing on the moon and recognize innovators that
support the advancement of space exploration – most recently Jeff Bezos and
Richard Branson. Larimer & Co. provides event production, motion graphics,
and public relations support to draw worldwide attention of the country’s
historic space exploration.
3D & MOTION GRAPHICS
DIGITAL MEDIA
EVENT PRODUCTION
GRAPHIC DESIGN
PUBLIC RELATIONS
TECHNICAL DIRECTION
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Larimer & Co. | City of Sunny Isles Beach70
ELEVENTH ELEMENT SPA
Nestled in the Wyoming Valley of Northeastern Pennsylvania, Eleventh
Element is a health and wellness spa dedicated to providing an unparalleled
wellbeing experience. Larimer & Co. served as the agency of record and
provided the naming, theming creative strategy and brand messaging from
concept and pre-opening through completion.
AGENCY OF RECORD
ADVERTISING CAMPAIGN
BRAND NAMING
BRAND STRATEGY
COMPETITOR ANALYSIS
COLLATERAL DESIGN
DEMOGRAPHIC RESEARCH
ENVIRONMENTAL GRAPHICS
GRAPHIC DESIGN
WAYFINDING
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Larimer & Co. | City of Sunny Isles Beach72
SAND LAKE IMAGING
Sand Lake Imaging is Central Florida’s largest center for diagnostic imaging,
nuclear medicine, women’s imaging, and interventional radiology. Larimer
& Co. was selected as the agency of record to conceptualize and launch a
National Health Awareness Campaign to activate engagement with patients
and medical providers. The Warhol-inspired campaign increased awareness
of health issues impacting society and incorporated strategic partnerships
with 12 national charities.
LEAD AGENCY
ADVERTISING
ANALYTICS
COMMUNITY RELATIONS
CONTENT DEVELOPMENT
IDEA & CONCEPT DESIGN
PUBLIC RELATIONS
SALES & MARKETING ACTIVATION
SOCIAL MEDIA
STRATEGIC PARTNERSHIPS
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Larimer & Co. | City of Sunny Isles Beach74
GLOBAL PEACE FILM FESTIVAL 2019
Larimer & Co. was tapped as the agency of record to produce branding and
identity for the 2019 Global Peace Film Festival – a tribute to Jimi Hendrix.
Larimer & Co. provided the overall conceptualization, branding and design
of all merchandise, ticketing, posters, collateral material, and website that
supported the festival’s theme. In addition, the agency enhanced sales
activation and strategic partnerships with the Jimi Hendrix Foundation and
major retailers.
LEAD AGENCY
IDEA & CONCEPT DESIGN
MARKETING COMMUNICATIONS
MOTION GRAPHICS
PRODUCT AND VISUAL DESIGN
SALES ACTIVATION
STRATEGIC PARTNERSHIPS
UX/UI, WEB & APP DESIGN
AND PRODUCTION
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Larimer & Co. | City of Sunny Isles Beach76
TRATTORIA 1982
Trattoria 1982 is a traditional Italian restaurant chain headquartered in
Buenos Aires with 22 locations throughout South America. In an effort to
prepare the company for franchising, Larimer & Co. was enlisted to create
a complete an extensive brand refresh for the 37-year old company to be
introduced in 2019.
BRAND STRATEGY
GRAPHIC DESIGN
LOGOTYPE & ISOTYPE
MENUS
MERCHANDISE
NAMING & IDENTITY
PACKAGING
SIGNAGE
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Larimer & Co. | City of Sunny Isles Beach78
FIRST WATCH
First Watch is a restaurant chain based in University Park, Florida with more
than 200 locations in 26 states. Larimer & Co. created a fresh look and cross-
platform website that incorporated the Company’s new brand positioning,
new restaurant prototype and new company logo and tagline.
CONSULTING
UX/UI, WEB & APP DESIGN
AND PRODUCTION
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Larimer & Co. | City of Sunny Isles Beach80
OLD TOWN
Old Town has been a Central Florida amusement, shopping and
entertainment destination for locals and tourists since 1986. Larimer & Co. has
partnered with the managing agent, Jones Lang LaSalle, to reimagine Old
Town’s iconic brand mark. In addition, Larimer & Co. has designed vehicular
and pedestrian wayfinding, tenant signage, and graphic identities for all
branded merchandise, anniversary events, signature programs including
their Friday and Saturday Nite Classic Car Cruises.
BRAND MANAGEMENT
BRAND REFRESH
CONCEPT DESIGN
LOGO DEVELOPMENT
MERCHANDISING
PACKAGING DESIGN
WAYFINDING SIGNAGE
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BRANDS WE’VE CREATED FROM
THE GROUND UP.
Larimer & Co. | City of Sunny Isles Beach82
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Larimer & Co. | City of Sunny Isles Beach84
CASE STUDIES
Citywide Re-Branding Services | RFP 19-07-02 85
INDUSTRY
Architecture & Design
SERVICES
ANNUAL INVESTMENT REPORT
BRAND DEVELOPMENT
CAUSE MARKETING
COMMUNICATIONS
GRAPHIC DESIGN
MARKETING
PROMOTIONS
PUBLIC RELATIONS
SPECIAL EVENTS
STRATEGIC PLANNING
VIDEO PRODUCTION
WEBSITE DEVELOPMENT
BAKER BARRIOS ARCHITECTS
Orlando, Florida
Larimer & Co. | City of Sunny Isles Beach86
SUMMARY
While most architecture practices scaled back on proactive marketing and public relations efforts
in the economic downturn, Baker Barrios realized the opportunity to act as an authoritative voice
on issues impacting its diverse client base. An integrated marketing approach highlighted the
firm’s core design services across ten industry sectors in three primary markets.
OBJECTIVES
• To leverage philanthropic commitment• To drive visibility within vertical trade media• To penetrate business, news, and broadcast media• To refresh brand and establish market differentiation• To position internal talent and project portfolio
APPROACH
• Evolve Brand + Conduct a brand audit with stakeholders to access relationships and strategies.• Define Cause Marketing Platform + Infuse employee’s interests with business objectives to
determine giving areas.• Leverage Media + Develop media platforms surrounding new projects, breaking news, and
national industry trends.• Create Brand-Building Events + Create original programs, grow strategic partnerships, and
participate in large-scale community events.
RESULTS
The first company-wide re-branding effort in more than a decade emphasized the firm’s vision to
establish a legacy based on creative excellence, innovative solutions, and long-term relationships.
The corporate brand identity package reflected the company’s 20 years of growth, innovation,
and evolution.
A comprehensive approach addressed the full spectrum of re-branding to include the firm’s image,
strategy, management, and overall experience. The new brand has been integrated throughout
the firm’s business practice; personal interactions, corporate culture, communications, and
services. It reflects and informs the company’s business decisions, and it guides all points of client
contact.
Defining and implementing a cause marketing plan allowed Baker Barrios to leverage its
philanthropic commitment to community enrichment. The creation of stakeholder engagement
programs strengthened relationships while the launch of a Community Investment Report
underscored the firm’s commitment to supporting families in immediate need, causes related to
the treatment of life threatening illness, and the arts.
The approach – which often involved leveraging current socioeconomic news trends affecting
communities as well as pitching compelling human interest stories – garnered $24 million in
print and online coverage.
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INDUSTRY
Arts & Cultural Institutions
SERVICES
BRAND DEVELOPMENT
COMMUNICATIONS
GRAPHIC DESIGN
MARKETING
MEDIA RELATIONS
PUBLIC RELATIONS
SPECIAL EVENTS
STRATEGIC PLANNING
TALENT RELATIONS
WEBSITE DEVELOPMENT
CITYARTS FACTORY
Orlando, Florida
Larimer & Co. | City of Sunny Isles Beach88
SUMMARY
Following the economic crisis in 2008, CityArts Factory, a 20,000 square-foot nonprofit arts
and cultural center operated by the Downtown Arts District, suffered six-figure debt and
lack of consumer engagement. The organization needed to demonstrate financial health, a
recommitment to the company’s founding values, a plan for intelligent growth, and a clear vision
for the future to its stakeholders. To fully transform the brand and return the organization to a
position of operational strength, CityArts Factory also needed to succeed in rolling out an evolved
brand identity that spoke to both the local and tourist markets.
OBJECTIVES
• To establish growth vision• To demonstrate brand evolution• To engage community support• To leverage free press and spike interest. • To increase transparency
APPROACH
• Engage Influencers + Engage business and financial influencers for candid conversation in
business environments.• Leverage Media + Leverage free press to communicate targeted business messaging and
increase transparency.• Demonstrate Transformation + Demonstrate recommitment to vision, mission and values.
RESULTS
Demonstrating CityArts Factory’s return to its core values and operational strength, a plan was
activated to re-engage stakeholders and articulate a clear path forward. Stakeholders were linked
to signature mission-based events, the Art District’s 10th anniversary, and a new brand logo and
marquee that signaled a change to more than just an arts organization. This platform created
a strong identity which appealed to residents and tourists alike – increasing annual attendance
from 36,000 to more than 100,000 in under a year’s time.
A phased approach allowed the Downtown Arts District and CityArts Factory to tell a cohesive
brand-evolution story, while establishing conversation and meaningful connections with
influencers and stakeholders.
The organization effectively leveraged alliance partnerships to increase earned revenue by
more than $150,000 and reduce operational expenses by more than $250,000. Strong media
relationships and unique story angles resulted in significant press coverage highlighting
organizational transparency.
89
INDUSTRY
Film & Entertainment
ADVERTISING PLANNING AND BUYING
ANNUAL REPORT
BRAND DEVELOPMENT
COMMUNICATIONS
GLOBAL PUBLIC RELATIONS
GRAPHIC DESIGN
MARKETING
MEDIA RELATIONS
MERCHANDISING
PROMOTIONS
PUBLIC RELATIONS
SPECIAL EVENTS
STRATEGIC PLANNING
TALENT RELATIONS
WEBSITE DEVELOPMENT
FLORIDA FILM FESTIVAL
Maitland, Florida
SERVICES
Larimer & Co. | City of Sunny Isles Beach90
SUMMARY
The Florida Film Festival, produced by Enzian Theater, is ranked among the top 15 film festivals
in the world, and is attended by more than 25,000 independent and foreign film aficionados.
Celebrity chefs from around the nation join in to create their own take on “Southern” dishes
during the Festival’s Food and Wine opening weekend.
OBJECTIVES
• To increase event capacity and stimulate ticket sales• To establish an identity for food and wine opening weekend• To leverage free press and spike interest• To increase advance ticket package sales
APPROACH
• Clarify Visual Strategy + Conceptualize unified visuals to achieve message clarity.• Enhance Partnerships + Leverage strategic partnerships and alliances to attract celebrity
talent and submissions.• Exploit Graphic Design + Conceptualize an edgy identity that directly speaks to Film and
Food – the Festival’s differentiator.• Expand Online Presence + Provide new service offerings to boost advance ticket sales.
RESULTS
A successful multi-channel brand campaign attracted more than 25,000 attendees and
successfully wrapped the Festival’s seventeenth year with a 40% increase in box office ticket sales.
For the first time in the Festival’s 17 year history, all special engagements averaged a 90% capacity.
In addition, the Opening Weekend’s film, food, and wine celebration sold out within 60-days of
the launch of the campaign.
As a leading provider of independent and foreign film, the Festival was able to attract more than
100 filmmakers, 185 journalists, and celebrity talent. Top-tier talent drew nationally recognized
brands including JetBlue Airways and Peroni.
Public Relations played a significant role in the success of the Festival and garnered a media value
exceeding $500,000. Custom electronic press kits included promotional trailers, high-resolution
image galleries, celebrity bios, and fact sheets. Pre-production of materials resulted in an 80%
increase in free media exposure.
A revitalized web approach and online experience resulted in a 71% increase in new visitation from
more than 60,000 visitors spanning 500 countries. Expanded online ticketing and film previews
resulted in more than 500 advance purchases, representing 55% of total ticket sales.
Following the Festival, the organization introduced its first annual report providing program
highlights and economic impact. This served as a tool for future sponsorship solicitation.
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STRATEGIC THINKING
Larimer & Co. | City of Sunny Isles Beach92
Research
Larimer & Co. delivers creative solutions driven by research and insight working
collaboratively with the brands we represent. We immerse our team in the research
and development process to fully understand the current positioning of the
business. We offer a holistic approach to marketing strategy, from branding through
deployment, to deliver measurable success. REFERENCE: Aspire Health Partners //
Research Subset // Market Research // Proprietary Client Information)
Target Audiences
Larimer & Co. works with clients to identify key target audiences by conducting
brand communications audits, reviewing market research, and competitive analysis.
(REFERENCE: The Julian // Research Subset // Market Research // Proprietary Client
Information)
Non-Traditional Strategic Alliances
Larimer & Co. works to develop non-traditional strategic alliances for clients that
are mutually beneficial and offer a synergistic partnership. Larimer & Co. has
conceptualized and launched a National Health Awareness Campaigns to activate
engagement with patients and medical providers for radiology centers through
strategic partnerships with 12 national charities. In addition, we have partnered with
the Jimi Hendrix Foundation in celebration of the 50th Anniversary of Woodstock
for the 2019 Global Peace Film Festival. Anytime we can involve public/private
partnerships, we see success! (REFERENCE: Sand Lake Imaging & Global Peace Film
Festival located in the Portfolio section.)
Strategic PR & Crisis Communications Planning
Our Founder, Shanon Larimer, has a razor-sharp skillset for developing strategic PR
and Crisis Management plans. He managed the strategy and tactical execution of
global public relations, crisis planning and response for SeaWorld Orlando, Discovery
Cove, Aquatica, Busch Gardens Tampa and Adventure Island. There, he served as the
main company spokesperson and prepared key leadership’s public comments for
major PR issues that could affect the stock market. In addition, Shanon managed
crisis communications initiatives for Middle Eastern tour operations following the
September 11th attacks and partnered with travel and tourism bureaus to restore
visitation to the United Kingdom following the foot-and-mouth disease outbreaks.
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COST OFSERVICES
Larimer & Co. | City of Sunny Isles Beach94
CEO/PM $195
Creative Director $175
Senior Brand Designer $175
Jr. Brand Designer $125
Quality Assurance Specialist $140
Copywriter $125
Copy Editor $100
Administrative Support $95
Research $95
95Citywide Re-Branding Services | RFP 19-07-02
The fee proposal to include phase 1 (market research and investigation)
and phase 2 (brand development and execution) is being offered at a
discounted rate of $100,000. This discount is due to the maxed budget of
the City's requirements per the proposal. A commencement deposit of
20% ($20,006) is due within 15 business days of acceptance of the
proposal, and the remaining balance ($79,994) is to be paid out in
monthly installments of ($3,478) for a period of 23 months. Payments
are to be received on the first Monday of each month. At no time during
the duration of the project may the total fees outstanding exceed 5
days. In the event that the total outstanding fee exceeds 5 days, the
project will be placed on hold and no additional work will be performed
by Larimer & Co. or Consultant(s) until the outstanding balance has been
paid. Larimer & Co. reserves the right to invoice all attempts to collect
on outstanding invoices beyond 30 days as a reimbursable expense
and will charge interest on these outstanding amounts at 15%.
At Larimer & Co., we believe in billing project fees vs. hourly rates to offer a
better value for the client. Overages in hours are absorbed by the agency and
are never passed along to the client, unless there are additional scope of services
added, or change orders become excessive. In rare instances where we must
implement hourly fees, clients are notified before hourly rates are implemented.
Below is a fixed hourly rate sheet per the contract’s request.
Hourly Rate Sheet
4
REFERENCES
Larimer & Co. | City of Sunny Isles Beach96
City of Orlando
Buddy Dyer
Mayor
400 South Orange Avenue
Orlando, FL 32802
(407) 246-2221
Ustler Development
Craig T. Ustler
President
800 N. Orange Avenue, #200
Orlando, FL 32801
(407) 839-1070
Eleventh Element
Donna Caruso
CEO
17A Gateway Shopping Center
Edwardsville, PA 18704
(407) 579-2065
ZOM Living
Samuel C. Stephens, III
Chief Investment Officer
2001 Summit Park Drive, #300
Orlando, FL 32810
(407) 644-6300
Bove Company
Gabriel Bove
President
354 Royal Tern Road South
Ponte Vedra, FL 32082
(904) 219-9095
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August 6, 2019
To Whom It May Concern:
Shanon Larimer has been a great partner in helping to foster long-term public-private partnerships within
creative industries to stimulate innovation, strengthen Orlando’s competitiveness in the global
marketplace, and play an important role in building and sustaining economic vibrancy for the City of
Orlando.
Shanon is currently the founding principal of Larimer & Co. Branding Studios where he unites strategy
and creative to drive positive change for the people and brands he and his team represents. He managed
our City’s Arts and Cultural District as the organization’s Executive Director from 2008-2011 and served
as the Chairman of the Board from 2014-2018. During his tenure, he guided the nonprofit arts
organization through a significant period in its then 10-year history by eliminating a six-figure deficit and
achieving a balanced financial position despite the financial recession.
In addition, he directed the rebranding and renovation of the historic CityArts Factory landmark building
– a 20,000 square-foot center for contemporary arts. The re-brand, which included market research and
engagement by government officials, residents, community leaders, board, staff, and volunteers, resulted
in increased visibility, visitation, and program participation by more than 80 percent within a 12-month
period.
An advocate for community development, Shanon leverages the power of the arts, culture, and creativity
to serve the community’s interest while driving change, growth, and transformation in a way that builds
character and quality of place. He has participated on three occasions as a speaker for the city on creative
industries and placemaking within urban environments and is currently on the project team for Creative
Village, a $1.5-billion, 68-acre mixed-use, transit-oriented, urban infill neighborhood in our downtown.
Most recently, I have appointed Shanon to serve on the city’s Historic Preservation Board where he helps
to promote the welfare of our city though the preservation and protection of historic structures, sites,
monuments, and designation of historic landmarks. On this board, Shanon participates in monthly public
hearings, evaluating the architectural significance of historic buildings.
Shanon is a good steward for the economic development of our city and is a key player in supporting
Orlando’s arts and cultural heritage in an inclusive manner.
Sincerely,
Buddy Dyer
Mayor
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ZOM HOLDING, INC. ▪ 2001 SUMMIT PARK DRIVE, SUITE 300 ▪ ORLANDO, FL 32810 ▪ TEL 407.644.6300 ▪www.zomliving.com
August 13, 2019
Larimer & Co. Branding Studios
135 West Central Boulevard, Suite #400
Orlando, FL 32801
Re: Reference Letter
To whom it may concern:
Shanon Larimer has been a strong partner and steward of the ZOM Living brand for nearly a decade. In
2017, he provided creative guidance on a major overhaul of our company website, giving it a fresh new
level of sophistication. As we marked ZOM’s 40th anniversary year in 2018, Shanon and his team further
evolved our brand and designed and published a commemorative limited-edition coffee-table book
celebrating our accomplishments in commercial design. The publication included a series of custom
illustrations, commissioned art, and historical photographs offering a glimpse into our company’s story
and inspirations. This milestone work has elevated our brand and as a gift to our many partners and
vendors has enhanced our key business relationships.
Partnering with Larimer & Company has allowed us to super-charge our internal teams and work with
some of the most experienced strategists and designers to redefine luxury living. The excellence that
Shanon and his team continue to bring to ZOM raises the bar on everything from ideation and strategy
to design and development across our branded content.
Over the last decade, Shanon and his team have worked with us to strategically market luxury
multifamily and mixed-use development investment opportunities throughout the US for capital
funding. He works hand-in-hand with our in-house teams to conceptualize and design venture
opportunity and construction financing collaterals that have been instrumental in securing financings on
ZOM’s multi-million dollar development projects, including a Class-A high-rise at Miami Worldcenter,
America’s second-largest mixed-use urban development – the biggest building project in Florida and
Miami history, and also Solitair, a 50-story Class-A luxury multifamily high-rise adjacent to Brickell City
Centre. He also provides creative inspiration in the production of our annual news magazine, ZOM
Living, which uniquely showcases ZOM’s most recent body of work.
It is with great pleasure that I confidently recommend Shanon and his company for branding and
identity development services. He and his team are able to digest complex content with precision and
deliver assets that are both rich in content and physically dynamic, without ever compromising quality.
Sincerely,
Samuel C. Stephens, III
Chief Investment Officer
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CONTRACT FORMS
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NOTE: Larimer & Co. confirmed with Genesis Cuevas, Purchasing Agent
for the City of Sunny Isles Beach, on August 5, that the Comprehensive
General Liability Insurance Policy and Automobile Liability Insurance was
not needed at the time of submission. In good faith, we have included
estimates for these items, and if selected as the agency of record, we
will file and make sure that all certificates of insurance are provided and
in the City’s possession prior to commencement of work. All additional
affidavits required for this proposal are signed and are included in this
package.
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(?)
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Certified Copy
ARTICLES OF ORGANIZATION
I certify the attached is a true and correct copy of the Articles of Organization of LARIMER & COMPANY, LLC., a
limited liability company organized under the laws of the state of Florida, filed electronically on February 27, 2017
effective March 17, 2017, as shown by the records of this office.
I further certify that this is an electronically transmitted certificate authorized by section 15.16, Florida Statutes,
and authenticated by the code noted below.
The document number of this limited liability company is L17000045573.
Authentication Code: 170302112820-600296010976#1
Given under my hand and the
Great Seal of the State of Florida
at Tallahassee, the Capital, this the
Second day of March, 2017
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2911 UPPER PARK ROAD
ORLANDO, FL 32814
Current Principal Place of Business:
Current Mailing Address:
2911 UPPER PARK ROADORLANDO, FL 32814
Entity Name: LARIMER & COMPANY, LLC.
DOCUMENT# L17000045573
FEI Number: 82-0667198 Certificate of Status Desired:
Name and Address of Current Registered Agent:
LARIMER, SHANON M2911 UPPER PARK ROADORLANDO, FL 32814 US
The above named entity submits this statement for the purpose of changing its registered office or registered agent, or both, in the State of Florida.
SIGNATURE:
Electronic Signature of Registered Agent Date
Authorized Person(s) Detail :
I hereby certify that the information indicated on this report or supplemental report is true and accurate and that my electronic signature shall have the same legal effect as if made under oath; that I am a managing member or manager of the limited liability company or the receiver or trustee empowered to execute this report as required by Chapter 605, Florida Statutes; and
that my name appears above, or on an attachment with all other like empowered.
SIGNATURE:
Electronic Signature of Signing Authorized Person(s) Detail Date
FILEDJan 29, 2018Secretary of StateCC1560869265
SHANON LARIMER AMBR 01/29/2018
2018 FLORIDA LIMITED LIABILITY COMPANY ANNUAL REPORT
No
Title AMBR
Name LARIMER, SHANON M
Address 2911 UPPER PARK ROAD
City-State-Zip:ORLANDO FL 32814
Citywide Re-Branding Services | RFP 19-07-02 127
2911 UPPER PARK ROAD
ORLANDO, FL 32814
Current Principal Place of Business:
Current Mailing Address:
2911 UPPER PARK ROADORLANDO, FL 32814
Entity Name: LARIMER & COMPANY, LLC.
DOCUMENT# L17000045573
FEI Number: 82-0667198 Certificate of Status Desired:
Name and Address of Current Registered Agent:
LARIMER, SHANON M2911 UPPER PARK ROADORLANDO, FL 32814 US
The above named entity submits this statement for the purpose of changing its registered office or registered agent, or both, in the State of Florida.
SIGNATURE:
Electronic Signature of Registered Agent Date
Authorized Person(s) Detail :
I hereby certify that the information indicated on this report or supplemental report is true and accurate and that my electronic signature shall have the same legal effect as if made under oath; that I am a managing member or manager of the limited liability company or the receiver or trustee empowered to execute this report as required by Chapter 605, Florida Statutes; and
that my name appears above, or on an attachment with all other like empowered.
SIGNATURE:
Electronic Signature of Signing Authorized Person(s) Detail Date
FILEDMar 14, 2019Secretary of State8956796453CC
SHANON LARIMER OWNER 03/14/2019
2019 FLORIDA LIMITED LIABILITY COMPANY ANNUAL REPORT
No
Title AMBR
Name LARIMER, SHANON M
Address 2911 UPPER PARK ROAD
City-State-Zip:ORLANDO FL 32814
Larimer & Co. | City of Sunny Isles Beach128
Quote Presented By:
Jason Santoro
Santoro Insurance
407-302-4646
JASON@SANTOROINSURANCE.COM
Quote Details for Larimer and Company LLC
Contact Name: Shannon Larimer Hiscox Insurance Company Inc.
Business name: Larimer and Company LLC Quote Reference Number: 8745429
Primary service: Digital marketing Date of Quote: 07/29/19
Telephone number: 407-484-8751 Effective Date: 07/29/19
E-mail address: wes@cicerostudios.com
Products Quoted: Professional Liability Insurance & General Liability Insurance
Quote reference number: 8745429 Page 1 of 3
Quote Total: $1,245.00
Choose Your Payment Option:
Pay Monthly:One Annual Payment:
$103.75*$1,245.00
*Initial payment of $207.50 and then $103.75 for 10 months.
Get Coverage in Minutes!
Call Jason Santoro
407-302-4646
Credit and Debit Cards accepted (Visa, MasterCard or American Express).
Products Quoted
Professional Liability $707.00/year
Your quote includes liability coverage for:
●Claims against you for negligence, even if you haven't made a mistake
●Coverage for copyright infringement claims up to $200,000
●Claims for libel and slander arising from your services
●Unknown claims arising from previous work (back to an agreed-upon date)
●Services delivered by your employees and temporary staff
●Awarded damages and defense costs up to your policy limit
●Punitive damages covered up to $250,000 where allowed by law
Retroactive date:
●07/01/19
Limits and Deductibles:
●Aggregate Limit:$1,000,000++
●Occurrence Limit:$1,000,000++
Citywide Re-Branding Services | RFP 19-07-02 129
Quote Presented By:
Jason Santoro
Santoro Insurance
407-302-4646
JASON@SANTOROINSURANCE.COM
Quote reference number: 8745429 Page 2 of 3
●Deductible (per occurrence):$500++
++Other Options may be available
The following sublimits are per claim and aggregate and subject to the deductible:
Infringement Claim Sublimit $200,000
Endorsements & Exclusions:
5019 Marketing Consulting Services Endorsement
5106 Florida Amendatory Endorsement
5424 Blanket Additional Insured Endorsement
General Liability $538.00/year
Your quote includes liability coverage for:
●Damage to someone else's property
●Damage to properties rented to you (e.g. a fire)
●Bodily injury to a third party including related medical expenses
●Electronic data liability arising from property damage up to $25,000
●Claims of personal injury including libel and slander
●Actions of your employees, including temporary staff
Your quote also includes these optional coverages:
●Non-Owned Auto Liability Coverage $188.00/year+
$1,000,000 coverage that protects your business if an employee has an accident
driving his or her vehicle, or a rented one, while driving for business purposes.
●Certified Act of Terrorism Coverage $6.00/year+
+Optional coverage costs are already included in quote total
Limits and Deductibles:
●Aggregate Limit:$2,000,000++
●Products/Completed Operations:$2,000,000
●Occurrence Limit:$1,000,000++
●Damages to Premises Rented to You:$100,000
●Medical Expenses (for any one person):$5,000
●Deductible (per occurrence):$0
++Other Options may be available
Endorsements & Exclusions:
Larimer & Co. | City of Sunny Isles Beach130
Quote Presented By:
Jason Santoro
Santoro Insurance
407-302-4646
JASON@SANTOROINSURANCE.COM
Quote reference number: 8745429 Page 3 of 3
5421 Additional Insured - Automatic Status
5409 Right and Duty to Select Counsel
5404 Exclusion - Personal Information
5408 Cancellation Provision (14 Day Full Refund)
5403 Notice Information
5401 Definition of Employee Endorsement
5445 Exclusion - Designated Professional Services
5468 Nuclear Energy Liability Exclusion Endorsement (Broad Form)
5466 Common Policy Conditions
5452 Exclusion - Personal and Advertising Injury
5450 Electronic Data Liability
5473 Exclusion - Intercompany Products Suits
5472 Recording and Distribution of Material or Information in Violation of Law Exclusion
5482 Florida Changes - Cancellation and Nonrenewal
5405 Exclusion - Damage to Primary Residence
9995 FLORIDA ADDENDUM TO THE DECLARATIONS
5521 Cap On Losses From Certified Acts Of Terrorism
5528 Disclosure Pursuant To Terrorism Risk Insurance Act
5691 Hired Auto and Non-Owned Auto Liability
Get Coverage Today!
Contact Jason Santoro
407-302-4646
JASON@SANTOROINSURANCE.COM
Underwritten by Hiscox Insurance Company Inc. Coverage is subject to underwriting, terms, conditions, and limits of the policy, and is not available
in all states. This information is provided to assist you in understanding the coverage we offer and does not modify the terms and conditions of any
insurance policy, nor does it imply any claim is covered.
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STATE FARM MUTUAL AUTOMOBILE INSURANCE COMPANY
AUTO RATE QUOTE August 06, 2019
PREPARED ESPECIALLY FOR: PREPARED BY:
PSOMAS, JOHN A.
922 Lake Baldwin Lane
LARIMER,SHANON MICHAEL Suite A
2911 UPPER PARK RD ORLANDO, FL
ORLANDO, FL 32814-6101 32814
(407) 277-2997
H: (407) 691-4642 INITIALS: LJK
VEHICLE #1 TERRITORY: 039 USE: Business
MODEL YEAR: 2013 PRIN OPER: SHANON
VEH. DESC: AUDI S5 2DR COMPREHENSIVE RATING GROUP: 29
COLLISION RATING GROUP: 31
LIABILITY RATING GROUP: 5
QUOTE EFF: August 06, 2019
RATES EFF: March 11, 2019
POLICY COVERAGES AS FOLLOWS:
SEMI-ANNUAL
LIMITS PREMIUM
AUTOMOBILE LIABILITY 1M/1M/1M $420.98
NO FAULT/PERSONAL INJURY PROTECTION P10 $68.45
SUPPLEMENTAL MEDICAL PAY $5000 $19.06
COMPREHENSIVE $500 DEDUCTIBLE ACV $72.86
COLLISION $500 DEDUCTIBLE ACV $175.63
R1 CAR RENTAL/TRAVEL EXPENSES 80%/DAY, $1000 MAX $11.64
EMERGENCY ROAD SERVICE $3.49
UNINSURED MOTOR VEHICLE 100/300 $117.29
NON-STACKING
DEATH, DISMEMBERMENT AND 1 AT $10000 $2.33
LOSS OF SIGHT
TOTAL OF 6 MONTH PREMIUM $891.73
MONTHLY PREMIUM (SERVICE CHARGE NOT INCLUDED) $148.62
APPLICABLE DISCOUNTS:
HOD-OWN-CONDO
MULTIPLE LINE DISCOUNT
ACCIDENT FREE
VEHICLE SAFETY
ANTI-THEFT DEVICE
ANTI-LOCK BRAKES
DRIVE SAFE AND SAVE
This example of some of the available coverages and limits is not a
contract, binder, or recommendation of coverage. All coverages are
subject to the terms and conditions contained in the policy and
endorsements. Because the rate charged must be in compliance with the
Company's rules and rates, rate quotes are subject to revision if
different rates are effective at the time of policy issuance. This
policy inquiry rate quote may be revised if any of the information
used for rating is changed. If you have any questions, please contact
my office.
Larimer & Co. | City of Sunny Isles Beach132
@LarimerCo
AGENCY
Larimer & Co. Branding Studios
135 W Central Blvd., Suite #400
Orlando, FL 32801
Principal: Shanon Larimer
e-mail: shanon@larimercompany.com
Office: +1 (407) 900-5106
Mobile: +1 (321) 217-7709
inspiringbrands.com
CONTACT WEB