Purpose / Background:
Established in 1987 by merchants concerned with advancing and safeguarding the well-being of the industry, the Washington Retail Association (WRA) is recognized by merchants, legislators, state officials and other trade groups as a powerful and effective spokesperson for the retail industry. WRA is the only association in Washington formed exclusively to advocate the unique interest of the retailing industry on state legislative and regulatory issues. Based in Olympia, the association represents more than 3,500 retail storefronts and comprises all types of retailers in all parts of the state, including the largest national chains to the smallest independent businesses. Members include retailers, wholesalers, dealers, professional services, and mall owners and operators.
Organizationally, the WRA is currently in the process of a significant reset. This change is happening both internally, with the hiring of a new CEO, and externally, through the implementation of a new brand. Washington Retail’s current brand/brand mark was last revamped 10 years ago, and the association has not kept pace with its peer organizations. As one of the country’s top five retail associations, and home to many globally recognized retail brands, the association seeks to develop a new brand that is more reflective of both the industry and the strength of the association.
To date, the Washington Retail Association has conducted primary research with staff to better understand the challenges and opportunities facing the organization, as well as some initial polling with the board. Additional one-on-one interviews with a variety of key WRA stakeholders — board members, staff, legislators, targeted media, other “fellow traveler” associations — are currently being conducted to supplement instant polling that was conducted on Nov. 14, 2017. A member survey is also planned to provide targeted feedback that will be used to better inform both the branding effort and overall messaging.
Scope of Work:
The Washington Retail Association seeks a consultant or firm with experience in branding to deliver an executable brand package for the association. The selected consultant or firm will produce the following project deliverables as project budget allows (additional deliverables may be negotiated):
- A new organization logo.
- A comprehensive brand strategy using stakeholder input gathered by WRA.
- A detailed brand package including fonts, brand assets, brand story and message, graphic elements and color palettes for core re-branding elements. A list of collateral materials is outlined in the proposal requirements section of this RFP.
- Branding package standards and usage guidelines.
- A plan to implement and introduce the new brand to key stakeholders.