Scope: To provide City-wide branding, identity development, placemaking, and economic development marketing services, the Consultant will work in close partnership with City leadership, staff, and stakeholders to develop a comprehensive and implementable branding strategy that reflects Mountlake Terrace’s unique identity, community assets, public and stakeholder feedback, and future goals.
The Consultant will be responsible for guiding the branding process, which should include the following elements:
1. Discovery, Research & Community Engagement
2. Conduct an in-depth assessment of Mountlake Terrace’s past history, current image and identity, including the evaluation of existing branding materials, community perceptions, and stakeholder input. Take into consideration the city’s reputation among its neighbors and positioning within the Greater Seattle Region.Facilitate community engagement activities, such as surveys, focus groups, and/or interviews, to gather insights from residents, businesses, and key stakeholders about their perceptions of the city and the growth that they would like to see. Stakeholders include, but are not limited to Mountlake Terrace residents, City Council, Planning Commission, Recreation and Park Advisory Commission, Arts Advisory Commission, Diversity, Equity and Inclusion Commission, Mountlake Terrace High School, Mountlake Terrace Chamber of Commerce, Economic Alliance Snohomish County, the development and brokerage community, and regional business associations.Conduct data gathering to measure preferences, perceptions, and sentiment using engagement tools.Ensure the inclusion of diverse voices in the engagement process to reflect the city’s demographic makeup.
2. Brand Development
3. Identify and utilize Mountlake Terrace’s strengths in order to tell the story of the city that reflects its current assets, growth goals, and aspirational vision for the future – with a nod to its history.Identify and develop key messages that convey a desirable destination for residents, visitors, businesses, developers, and investors.Incorporate assets of the current brand that make sense and align with the new brand (current logo, website, etc.)
3. Wayfinding Design & Placemaking Strategy
4. Create a visually compelling and adaptable brand identity, including typography, color palette, graphics, and design guidelines.Develop City-wide signage and wayfinding branding designs. These visual elements should align with the new Mountlake Terrace brand while celebrating the individuality of its neighborhoods and should enhance accessibility.The brand identity should be easily recognizable and scalable brand system for use across a variety of applications, including signage, marketing materials, and digital platforms.
4. Implementation Guidelines
5. Develop a “Dos & Don’ts” brand/style guide for City staff and external partners to use as a resource.Identify and prioritize key areas for future brand application, such as Town Center/Main Street, light rail station area, major corridors, and neighborhood branding.Incorporate branding elements into strategic recommendations for economic development marketing efforts.
5. Brand Governance & Performance Measurement
6. Develop a brand governance framework that outlines standards for maintaining and evolving the brand over time.Provide potential performance indicators (KPIs) and metrics to measure the success of the branding effort and its impact on business attraction, community engagement, and economic development.
Final Deliverables
5. Develop a cohesive and aspirational City brand to elevate the City and attract development and investment.Deliver a final brand strategy document which should include the brand narrative, positioning, and placemaking design guidelines. This should apply City-wide, with special attention to Main Street / Town Center, Melody Hill – 220th corridor, Gateway sub-area, and other designated neighborhoods/ sub-areas.Deliver a brand guide for City staff and external partners to guide future planning and development (overall aesthetic, light fixtures, signage, standards, cohesion.)Deliver strategic recommendations for economic development marketing efforts. These recommendations will be used to: * Recruit new businesses to enhance the local economy
* Target specialty and destination retail to draw regional visitors
* Promote commercial real estate development to expand business infrastructure
* Support tourism initiatives to attract visitors
* Encourage “shop local” initiatives and supporting small businesses in the community
Due Date: July 3
Contact: Sienna Spencer-Markles SSpencer@mltwa.gov
