Scope of work:
Raleigh is a unique city that appeals to a wide audience but it lacks an easily-identifiable brand. Without a brand that clearly represents Raleigh, the Communications department has relied on the historical city seal to denote all marketing materials. This same city seal is used for official letters, on city vehicles, email notifications, city forms, and publications. It appears on all printed and digital materials in different formats, colors, quality and implementation, creating a high level of fragmentation in city communications. City officials and the recently-adopted Strategic Plan identify the need for improved communications and a city brand that provides a cohesive message across the various departments. A communication study (by Fleishman Hillard) brought to light the issues the city is facing in that area:- City has not set communication objectives and/or branding strategy.
- Usage of the city seal as a logo: No style guidelines for the usage in printing and digital materials.
- Inconsistent message through our communication channels.
- Departments use their own communication strategy and identities creating a high level of fragmentation.
- Lack of staff and training in new communication standards and technology.
- The selected firm will meet with Communications staff in charge of the branding process to learn about the city’s goals and community profile. In order to begin developing the brand identity, the firm will help identify and meet with stakeholders, and will also meet with elected officials, department directors, and other groups as determined by Communications.
- Community buy-in for the branding effort is key to the success of the project. Input should be solicited from various sectors of the public, schools, businesses, and government agencies.
- Schedule at least a meeting per month with Communications staff to show the progress of the project. The firm should be ready to answer questions and offer solutions.
- After the branding process finishes, the firm should deliver the following:
- A presentation to the Communications Board describing the proposed brand identity and its visual platform. Some changes may be requested.
- A presentation of the final brand identity to the City Council Members and the community.
- Brand Strategy: The plan should include the following components: Purpose, Consistency, Emotion Factor, Flexibility, Loyalty, and Competitive Awareness
- City of Raleigh Brand Identity, including but not limited to:
- Branding strategy
- Creation of vision/mission statements
- Branding styles guideline for all collaterals including but not limited to: logo usage, typeface, color palette, text treatment, illegal formats, photography styles, iconography, etc.
- Visual elements such as memo, business card, flier, brochure, postcard, report, sign, vehicle signage, PowerPoint templates, web mock-ups, email templates, etc.
- Deliver all corresponding files to Communications for branding implementation, including: logos, collaterals, web mockups, presentations, brand style guidelines, and brand strategy reports
