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Link 4 - Cubic - RFP 19-03
1 2 City of Atlantic Beach Request for Proposal No. 19-63 Community Branding and Signage Initiative May 10, 2019 Cubic Creative Billy Kulkin, President 1643 S. Boston Ave Tulsa, OK 74119 billy@cubiccreative.com (918) 587-7888 3 4 Table of Contents1 5 6 Table of Contents Cover Letter Experience Timeline Fee Proposal Subcontractors References Certificates of Insurance 1 2 3 4 Table of Contents 5 6 7 8 1 7 8 Cover Letter2 9 10 Welcome to Cubic! City of Atlantic Beach Patricia Drake, Procurement Manager City Hall 800 Seminole Road Atlantic Beach, FL 32233 Patricia, It is with great enthusiasm that we submit our proposal in response to your Community Branding and Signage Initiative. With over 16 years experience in developing brands, brand ecosystems, and wayfinding systems for cities, counties and regions across the country, we believe our experience matches up perfectly with your needs. As President, I will be serving as your point person from Cubic during this process and have full contractual authorization on behalf of Cubic. We fully accept all conditions governing the procurement. I am always accessible to you and your team for clarification and questions. Office: 918-587- 7888 Cell: 918-809- 9644 We welcome the opportunity to present our proposal and to continue the discussion in person. Thank you for this opportunity. Best, BILLY KULKIN PRESIDENT & MANAGING PARTNER 12 Company Profile We start with INNOVATIVE THINKING. The City of Atlantic Beach, Florida is not like any other place on earth. It’s important for us to understand who you are, and what you stand for. That begins with our immersion into the spaces and places that represent you, in person and online. We study you. Deeply. So that when we create things that represent you, together, we’ll know they’re true. And then we start thinking about you in whole new ways. We finish with DESIGN DOING. We’re a group of resourceful, creative, brand experience designers. We are artists, designers, writers, photographers, developers, musicians, and storytellers of all kinds across all media. We make things designed to work. Primary Contact: Billy Kulkin Office: 918-587-7888 billy@cubiccreative.com cubiccreative.com Cubic Profile Official Name: Cubic Creative Firm Structure: C-Corp Number of FTE’s: 175 Locations: Dallas, TX Denver, CO Tulsa, OK U.S. Client Locations: Arkansas, California, Colorado, Florida, Iowa, Kansas, Mississippi, Missouri, New Mexico, New York, North Carolina, Oklahoma, Massachusetts, South Carolina, Tennessee, Texas, Virginia, Washington, Wisconsin Relevant Experience Martin County, FL Visit Vail Valley, CO City of Raleigh, NC Tupelo, MS Ulster County, NY City of Roswell, NM City of Southlake, TX City of Bellevue, WA Ardmore, OK 11 13 14 Experience3 15 We’re here to create positive economic and social outcomes in our clients’ communities. We do that by building brands and community pride for the residents of our communities. We understand the importance of this initiative and how this can positively impact the lives of the residents. To that end, we believe all creativity should be purposeful, all investments should have clear goals, and all goals should be measured. This belief system, along with our uniquely diverse talents and experiences, help us create strong city branding programs for passionate clients who appreciate strategy, creativity and resourcefulness. 16 17 18 Cubic Denver Cubic Tulsa Cubic Dallas Community Branding Experience CVB/CHAMBER/ECONOMIC DEVELOPMENT Beverly Hills Chamber of Commerce Broken Arrow Rose District Beverly Hills Visitors Bureau Bryan College Station Choctaw Nation City of Ardmore City of Bakersfield City of Beloit City of Bristol City of Columbia City of Ellenville City of Fort Bragg City of Hampton City of Hobbs City of Muskogee City of Pagosa Springs City of Raleigh City of Roswell City of Southlake City of Walnut Columbia Convention and Visitors Bureau Edmond Chamber of Commerce Greater Muskogee Chamber of Commerce Greater Springfield CVB and EDC Iowa City Jacksonville Chamber of Commerce Jenks Chamber of Commerce Martin County McCurtain County Tourism Authority Norman Convention and Visitors Bureau Overland Park Chamber of Commerce Owasso Chamber of Commerce Saugatuck Convention and Visitors Bureau Tulsa Convention and Visitors Bureau Tulsa Economic Development Tulsa Metro Chamber Tulsa Sports Commission Tupelo Convention and Visitors Bureau Ulster County Uvalde County Vail Valley Partnership Visit Tulsa, OK Woodward Chamber of Commerce ENTERTAINMENT BOK Center Chesapeake Energy Arena Cox Convention Center Dickies Arena Intrust Bank Arena McLane Stadium MyTicketOffice.com Rabobank Arena Raisin’ Cains River Center Tulsa Performing Arts Center Brand Experience: ARTS & CULTURE 108 Contemporary Art Directors Club of Tulsa Living Arts Of Tulsa Oklahoma Visual Arts Council Philbrook Museum of Art Tulsa Advertising Federation Tulsa Performing Arts Center LODGING Crown Plaza Hotel Hoteles M (Venezuela) Isla Di Oro Resort Aruba Renaissance Hotels Westin Resort Aruba UNIVERSITIES Oklahoma State University The University of Tulsa Tulane University Tulsa Technology Center University of Oklahoma 19 20 Dedicated Team Cubic is staffed to lead and manage this account. Our work space is incredibly valuable to us. Our open office environment and outdoor work space has created an atmosphere encouraging collaboration and fostering creativity. A strong leadership team is in place and has proven to be highly effective. Shawn Kruggel, Director of Creative Strategy, will play an integral part of this project. His in-depth knowledge of branding and city branding allows him to serve as the visionary. Rachel Mosley, Account Director, is ultimately responsible for the well being of this account. Rachel will be leading the account team with her results-driven approach. You will appreciate her accessibility during mission critical situations. Katy Livingston, Associate Creative Director, is responsible for the creative output and day- to-day management of our creative team. Her ability to connect with communities and convert complex design challenges into design solutions is something you will love. 21 22 We’re a group of resourceful artists, designers, writers, photographers, developers, musicians, and storytellers of all kinds across all mediums who are passionate about community marketing and regional branding. The following Cubicans will serve as your project team. Your Project Team Billy Kulkin President Our fair leader has built several enterprises in his professional career, from an interactive department at multi-media giant Belo in the early 2000s to the multi-talented creative company we now call Cubic. Billy brings his expertise in business, strategy and technology to the office every single day. And when he gets fired up, well, stand back because good things are going to happen for our clients, our company and our booming city. Winston Peraza VP + Chief Creative Officer A founding partner, our creative leader is a visionary with a completely fresh perspective. Winston is a deep thinker and a true artist with a remarkable ability to visualize information and design entire brand ecosystems. He’s served in leadership roles on several community boards, including Tulsa Art Directors Club, Living Arts and Tulsa’s FabLab. Cubic’s entire body of work—and its proven effectiveness—is representative of Winston’s gifted creative vision. Shawn Kruggel Director of Creative Strategy Shawn has an infectious enthusiasm for building campaigns that are rooted in human emotion. A native Tulsan, Shawn spent eight years in Chicago working on award-winning brand campaigns for some of the world’s largest companies, including Heinz, Corona, Philip Morris and Hallmark. By always striving to better understand people, their interests and behavioral drivers, he’s able to create brand strategies that bring a great story to life. Rachel Miller Senior Brand Planner Rachel Miller is a problem solver–a fact that serves her very well as a brand planner. Prior to joining Cubic, she spent five years managing PR and entertainment bookings for Key Marketing Group. From leading agency-wide research efforts to organizing data into clear, digestible forms, Rachel is great at balancing demands, and brings keen observations and global insights to our clients’ branding projects. 23 24 Rachel Mosley Account Director With 10 years of experience in helping brands tell their stories, Rachel is skilled at finding creative solutions to unique challenges. She spent the early years of her career editing and producing original programming for ESPN and the Outdoor Channel. This experience allows her to work seamlessly with our creative team and inspire a uniquely creative environment. Her philosophy is simple: Always leave things better than you found them. And she does. Sam Hester Designer Sam graduated from Oklahoma State University in 2014 with a Bachelor of Fine Arts in graphic design. Post-college, she dabbled in designing stationery and invitations, putting her playful touch and illustrative spin on announcements and greeting cards. She also interned for a local letterpress studio, and at Anthropologie in the display department, where both her mind and creative inclinations were free to wander. Today, she heads up Cubic’s motion graphic efforts, among other things. Amber Row Account Manager Amber comes to us with a broad range of professional experience over the past ten years. She has sold media, bought media, and even created it. Amber has a background in non- profit arts management and convention/tourism marketing, and most recently served as Marketing Manager at an SMG-managed convention center and arena. Amber’s resourcefulness and commitment to client success is a valued asset to the Cubic team. 25 2625 We believe in the strength and viability of our future, destined for continued social and economic progress that will improve our quality of life and beckon new residents and visitors. ROSWELL, NM 26 27 28 Roswell, New Mexico: We Believe. Scope of Work How do you take a destination known all over the galaxy for more than seven decades and build on it? Here’s how: you embrace it, enhance it and expand it across all 26 of this unique city’s departments and beyond. From immersion to identity, we believe the journey can be transformational. Brand Immersion Brand Platform Brand Messaging Visual Identity System Tourism Advertising Campaign 28 3029 3231 34 Concept 1 | Military | Searchlights | 1940’s | Industrial Concept 1 | Military | Searchlights | 1940’s | Industrial Direction Name Direction Name Direction Name Direction Name P Multi-purpose Totem / Pedestrian Wayfinding Pedestrian directory / map A simple aluminum truss-based design that emulates standard signage programs yet have a nostalgic look that connects with the 1947 incident and work well in public spaces. 12’ Concept 1 | Military | Searchlights | 1940’s | Industrial An alternate, covered version of the directory “kiosk” can be developed using the UFO design from the new logo to create a distinct landmark suitable for tourists’ photo-ops. The green light emanating from the craft will certainly add to the themed look of this design. 33 36 Concept 2 | Modern | Portal | Timeless This city “portal” envelops vehicular visitors in a Roswell green glow that symbolizes the extraordinary nature of the city putting them in a Roswell state of mind. Concept 2 | Timeless Modern Pedestrian Wayfinding Parking Sign Directory / Map Downtown Gateway This design is an expansion of the more contemporary look of the recently redesigned Roswell brand identity. Using a combination of metallic silver finish and the Roswell standard color palette, this system is highly recognizable. 12’ Concept 1 | Military | Searchlights | 1940’s | Industrial The simple totem design in this system can be enhanced with internal illumination for maximum night-time visibility and also color coded to represent different departments of Roswell’s city government as needed. This design also allows for large support graphics and text to be applied onto the color surfaces to add visual interest. 35 37 38 4039 41 42 “Working with Cubic has been wonderful. They have really taken the time and energy to come up with not only a destination brand.... but a brand campaign that has legs and has the ability to adapt and change! My major takeaway is that Cubic is a great agency that I am really happy to be working with! They are creative, innovative and VERY collaborative! They are the perfect fit for us!” Jill Lind Former Tourism Marketing Manager City of Southlake, Texas SOUTHLAKE, TEXAS 4443 45 46 Southlake, Texas: The perfect brand experience. Scope of Work Embedded in the heart of the Dallas-Fort Worth megaplex, at first glance this airtropolis might seem to be just another DFW suburb. After all, Southlake is chock full of chain stores and restaurants. But that’s where the similarity ends. This became vividly clear after we immersed ourselves in this city of friendly Type- A’s. We talked to a wide range of stakeholders, from City Councilors to residents and retailers. That led us to this succinct expression of Southlake’s Brand Essence: Southlake, Texas is an Island of Achievement inhabited by friendly American Dreamers who plan everything, play by the rules and win. This translates into a perfectly planned experience for visitors. Advertising & Marketing Analytics & Measurement Branding Strategy & Development Environmental Design Graphic Design Logo & Identity Development Print, Outdoor Responsive Web Design Legacy Logo Logo System Icon structure Southlake Icon Logo System Expansion Based on Golden Ratio Logo System STARS & STRIPES 47 48 Print Ads 49 50 The Marq Brand Update TRAIN LIKE A CHAMP. WORLD-CLASS FACILITIES • WEEKLY CLASSES • STATE-OF-THE-ART EQUIPMENT Get ready for the perfect fitness experience at Champions Club. COMING TO THE MARQ • WINTER 2018 Pre-sale memberships available at EXPERIENCECHAMPIONSCLUB.COM 51 52 Digital Visitor Ads 53 54 EMBRACE THE MAGIC OF THE SEASON. Shop, dine, and enjoy family friendly activities like carolers, carriage rides, snow hill tubing, Santa photos, and holiday treats. Then witness the glorious tree lighting ceremony at 6pm! This is only the beginning. Celebrate the holiday spirit all season long with carriage rides, visits with Santa and the best little shopping square in Texas. VISITPLAN YOUR SOUTHLAKE HOLIDAY TODAY AT HOMEFORTHEHOLIDAYSSOUTHLAKE.COM HOME FOR THE HOLIDAYS TREE LIGHTING SAT., NOV. 17 4:30 – 8:30PM SOUTHLAKE TOWN SQUARE Special Events “I was skeptical at first, but you have discovered who we really are and expressed it beautifully. I am so excited about this work and can’t wait to see it come to life!” Sarah Heard, County Commissioner, Martin County, Florida MARTIN COUNTY, FL 5655 Martin County, Florida Naturally quaint Scope of Work Drive north from Miami through the sea of high-rise development that covers south Florida. Just past West Palm Beach, you’ll pass into Martin County where more than 25% of the land here is under public protection as parks, preserves and natural beaches. Buildings are by law no more than four stories and a strict noise ordinance protects the quietude. The deeply relaxed feel of old Florida permeates Martin County and its special collection of quaint communities. This natural haven carved out of the chaos of south Florida is a place where time isn’t the only thing that is very deliberately preserved. The essence of this brand called for a beautiful, very natural creative expression. Since we started working with Martin County in 2015, tax revenue has increased by 31%. Brand Planning Strategy / Messaging Visual ID / Graphic Standards Website Design & Development Print Collateral Cross-Media Advertising Campaign Analytics + Measurement Original “legacy” logo Logo System Updated color palette 5857 Martin County Administrative Center | 2401 SE Monterey Road | Stuart, FL 34996 | 772-288 - 5 4 4 5 | 8 7 7 - 5 8 5 - 0 0 8 5 | w w w . d i s c o v e r m a r t i n . c o m 6059 Print Ads Get to know the local customs. The beautiful seaside community of Martin County, Florida, is thrilled to welcome the new U.S. Customs Facility to Witham Field. The facility will serve marine and aviation needs, providing efficient, streamlined customs processing alongside the customized aviation services of Atlantic Aviation and Stuart Jet Center. And, of course, just around the corner is the naturally quaint beauty of Southeast Florida’s hidden gem, just begging to be explored. DiscoverMartin.com/Customs Make your dreams real. Set against a backdrop of technicolor sunsets and blossoming palm trees, the Mansion at Tuckahoe in Jensen Beach is a charming event space. With a just-right balance of Southern elegance and old Florida charm, The Mansion offers a classic, romantic ambiance where the wedding of your dreams becomes a picture-perfect reality. Start planning at DiscoverMartin.com A quiet paradise is just around the corner. Calling a trip to Martin County a “beach vacation” simply doesn’t do it justice. With miles of uncrowded beaches set against a pristine horizon, you can quickly find your spot and pick your bliss in this naturally quaint paradise. Sunbathe on the beach or explore the ocean as you snorkel, surf, or scuba dive. Shop and dine in our charming downtowns, then end your day at a relaxing beachside resort or an elegant bed & breakfast. Escape the noise and crowds of the city and discover what a true summer vacation looks like. Begin your perfect summer escape at DiscoverMartin.com When it comes to road trips, getting there is half the fun, and the scenic routes in Martin County, Florida offer plenty to look at along the way. Picture canopies of shady trees welcoming you, bright tropical colors, scenic vistas, beautiful sand beaches brimming with photo-ops, and the most bio-diverse ecosystem in the Northern Hemisphere. So go ahead and stretch your legs a bit. You’ll be glad you did. Plan your trip at discovermartin.com A road trip worth pulling over for. 6261 DiscoverMartin.comDiscoverMartin.com Digital Ad When it comes to road trips, getting there is half the fun, and the scenic routes in Martin County, Florida offer plenty to look at along the way. Picture canopies of shady trees welcoming you, bright tropical colors, scenic vistas, beautiful sand beaches brimming with photo-ops, and the most bio-diverse ecosystem in the Northern Hemisphere. So go ahead and stretch your legs a bit. You’ll be glad you did. Plan your trip at discovermartin.com A road trip worth pulling over for.A road trip worth pulling over for. 6463 Neal McCoy Executive Director, Tupelo Convention and Visitors Bureau “Cubic’s creative process revealed an underlying theme about our core nature that we had not previously considered relevant to our brand. They wove that into a brand essence and identity which now serves as the filter for all the work we do from ad creation to long-term planning. It was a great pleasure working with this talented team.” 65 66 TUPELO, MISSISSIPPI 67 68 Tupelo: Center of Positivity Scope of Work The birthplace of Elvis is 90 miles from Memphis and light years from Graceland. This charming Southern city is home to more than 35,000 upbeat residents who play host to thousands of national and international visitors every year. When we immersed ourselves in their brand culture, we found their happy optimism to be infectious, and long- lasting. This welcoming warmth and progressive spirit infused all the work we’ve done for their Convention and Visitors Bureau, from a happy, unifying logo to a slate of inspiring ads to a set of cheery T-shirts. The result? Very happy, very optimistic clients and a wonderful body of award- winning work. Brand Planing Strategy / Messaging Online Strategy, SEO, SEM and SM Visual ID / Graphic Standards Print Collateral Signage / Wayfinding Neal McCoy EXECUTIVE DIRECTOR P.O. Drawer 47 // 399 E. Main St. // Tupelo, MS 38802 800-533-0611 // nmccoy@tupelo.net tupelo.net Sample Business Card Sample Tshirt Icons 69 70 Sample Street Banners Sample Ad Concepts 71 72 Sample Brochure Spread Sample Billboard “We have a unique community of smart people with widely divergent points-of-view, and we asked Cubic to help us develop a single brand to represent and unify us. From the university to downtown to residential neighborhoods, they completely understood who we are and what we stand for. And then they developed a smart brand identity system and highly creative campaign to represent us. It’s been so successful that it’s now our web address and even how we refer to the CVB.” IOWA CITY CVB Joshua Schamberger President, Think Iowa City 73 74 75 Iowa City Cultivating Curiosity Scope of Work Iowa City is the antithesis of common perceptions of the state. Home to the University of Iowa and the famed Writer’s Workshop, Iowa City was America’s first UNESCO City of Literature. It is a place of contemplation and creativity. And pie shakes. In 2015, the Iowa City-Coralville CVB was metamorphosing into a DMO and felt the time was right for a more unifying name and brand campaign. Greater Iowa City was actually composed of three separate but visually indistinguishable communities, and growing to soon include more. Brand Planning Strategy / Messaging DMO Naming Visual ID / Graphic Standards Multi-Media Brand Campaign Print Collateral Wall Murals / Signage Website Design / Content Metric / Measurement Our job was clear: create a naming system and brand campaign to represent them all, and their quirky, collective uniqueness. There is nowhere else on earth like Iowa City, and our work attempted to capture that. Their brand essence? Simply cultivating curiosity. 76 77 78 8079 81 82 8483 After a nationwide search, Ardmore Tourism hired us to help them re-brand the city to attract more visitors. From I-35, this southern Oklahoma community looks like a land of flagged hotels and chain restaurants. But Ardmore is a historic, resilient community with lots of interesting quirks to be found in the most unexpected places. From a new brand to a new, branded wayfinding system, we’re helping visitors Take a Closer Look at Ardmore. ARDMORE, OKLAHOMA 85 86 87 88 Ardmore Tourism Scope of Work Brand Identity Advertising Wayfinding System Brand Reveal Video 89 90 ART | ARCHITECTURE | ANTIQU E S | B O U T I Q U E S | C U L T U R E FOOD | GAMING | HISTORY | MUSI C | P A R K S | S M I L E S | T R E A S U R E S EXPLOREARDMORE.COM | T + 5 8 0 . 2 2 6 . 2 8 6 2 ANTIQUES, ARTIFACTS, AND AN AUTHENTIC TOWER ARE JUST THE BEGINNING OF WHAT YOU CAN FIND HERE. From natural recreation to WPA restoration, rare antiques to quirk y boutiques, historic artifacts to hidden gems, this southern Oklaho m a city offers so much more than mee t s the eye from the interstate. 91 92 “This was a tremendous success... council would not have allowed us to get to this point had Cubic not done such a great job from the start. Cubic’s work gave them the confidence to continue to the design phase.” Damien Graham Communications Director, City of Raleigh RALEIGH, NORTH CAROLINA 91 92 93 94 The City of Raleigh Naturally Networked The City of Raleigh: Naturally Networked Scope of Work In 2016 Cubic was contracted by the City of Raleigh to conduct research to determine the Mission and Vision for the City of Raleigh government. The City of Raleigh consists of 20 different departments from Police and Fire to Public Utilities and Transportation to Parks, Recreation and Engineering Services. These entities were operating with their own set of brand guidelines and identities, mission statements and communication materials without a common purpose known to the community of Raleigh. Development of both a Mission and Vision statement would lead creative development of a new City brand that would reflect Raleigh’s community vision, rich culture, economic strength, and strong position as a state capital. Cubic began this process with a working hypothesis that in order for the City of Raleigh government to connect on an emotional and rational level with the people of the community we would have to understand the commonalities and the differences between the role, perception and operational nature of the government and that of the community. Research Methodology Development Focus Group Moderation Man-on-the-Street Interviews / Boots on the Ground Key Theme Ideation Internal Brand Positioning Cultural Trend Applications Mission and Vision Statement Development 94 95 96 THE CITY OF RALEIGH THE PROBLEM: Address the City’s communication fragmentation. Police Public Utilities Transportation Parks, Recreation Engineering Services Fire BikeRaleigh WalkRaleigh CommuteSmart Arts SustainableRaleigh Convention Center Development Services City Planning Urban Design Center 12 focus groups // 100 participants // 8 stakeholder interviews // Dozens of street interviews Secondary Research Analysis Brand Attribute Association Brand Archetype Identication City Exploration Man-on- the-Street Interviews Cultural Trend Applications Participant Sourced Visualization Network Understanding Brand Visibility + Accessibility Mission + Vision Statement Brand Pillars Process 1 2 3 4 5 6 7 8 9 97 98 Secondary Research Analysis Our process involved over 100 participants from all walks of life in Raleigh including representatives from every government department, community and neighborhood representatives, arts and culture advocates, CVB employees, business owners, city management including the City Mayor, City Manager, and City Council and finally, dozens of man-on-the-street interviews with Raleigh citizens. Our methodology focused on uncovering the true brand identities of both The City of Raleigh government and The City of Raleigh community through brand attribute association, participant-sourced visual representations, brand archetype identification, city exploration, network understanding, key theme development and secondary research understanding the cultural fuel driving Raleigh. 99 Brand Archetype Identification 99 Brand Attribute Association 100 102 Man-on-the-Street InterviewsCity Exploration 102101 103 104 Participant Sourced VisualizationCultural Trend Applications 104103 105 Brand Visibility + AccessibilityNetwork Understanding 105 106106 107 108 Mission + Vision Statement Brand Pillars Through our work, we were able to identify that in order for the City of Raleigh government to continue to be successful in leading a modern, tech-driven, green-forward, outdoor enthusiast, entrepreneurial city they would need to become increasingly more reective in both their actions/communications of the bold, risk-tolerant, art-inspired, optimistic community. They would need to be both stewards of stability and infrastructure, but also champions of the aspirational vision of the community. They would need to be the connective conduit to positive growth by leveraging their expertise for the pioneering ideas of the community. Ultimately, The City of Raleigh’s new Mission and Vision statements reected stability, possibility and connectivity. We further inspired the 20 internal government departments to carry out these statements to the community of Raleigh not as government service employees, but rather as Quality of Life Experts. QUALITY OF LIFE EXPERTS STABILITY POSSIBILITY CONNECTIVITY 107 109 110 Project Approach and Timeline4 109 111 112 Project Understanding, Approach and Schedule The primary objective is to research, define and develop a new city brand for the City of Atlantic Beach. The brand will be true to the character of the city and will not only embrace the history and culture of where the city has been but cast the vision of where it’s going. Our common goal is to develop a brand strategy and visual language that reflects the strength of the City and can be embraced and easily adopted throughout the city departments. While we fully support the need to develop this brand, we also understand the external impact this has on all facets of the City of Atlantic Beach, including talent attraction and retention, economic development, tourism and civic pride. The brand strategy will amplify an expression of its attributes in a way that is authentic, succinct and memorable. Ultimately, we want to give the city its own voice and its own visual language in order to communicate to the right people at the right time using the right message. It is also important to note that this isn’t our first rodeo. We are comfortable engaging key stakeholders and community members alike throughout this process. It is important the community sees that they are actively engaged in this process. Community buy-in will often determine the success of any community branding initiative. 113 114 Approach The cornerstone of what we do is hinged on collaboration. We don’t work in a vacuum. A fluid working relationship with you and your team will be key to our long-term partnership. Together, we will discover hidden gems, come up with game-changing ideas, and uncover strengths throughout this process. It is critical for us to share ideas along the way, to discuss what each may mean and how they might influence the city brand experience. Regularly scheduled status calls and meetings will be planned to ensure collaboration among both teams. We have made several assumptions based on the information you provided and the information we have found during our preliminary research. While we appreciate the RFP process, it is critical we sit down with your team to finalize a scope of work and methodology together. Think beyond a logo. We are going to develop a city-wide brand ecosystem that will serve as the foundation for everything you do from this point forward. We need to leave room for some flexibility based on what we learn when we come to come to market. For example, most cities we work with have many departments that have different needs for their own identity. One logo may not be the answer. We may have to develop a system of logos the works for all of your departments while unifying the city. We don’t know what we don’t know. And we encourage you to leave room for discovery and innovation that will ultimately lead to a better brand ecosystem — including wayfinding concepts. Get the "Buy-In" City brands should not be imposed or perceived as arbitrary. We believe that generating a sense of local pride, confidence and excitement around your brand is key. For this reason we pay special attention to creating thoughtful and enticing presentations throughout the process that are designed to support our findings with evidence and help you get the buy-in from everyone in the city. 115 116 Objectives The primary objective is to work closely with your team to develop a city brand for Atlantic Beach to include a new brand ecosystem to include the following deliverables: 1. New city (and possibly department-specific) logos 2. Identity system to include letterhead, #10 envelope and business cards 3. Digital assets - social cover and profile images, email signature 4. Sample applications such as wearables and vehicle graphics 5. Wayfinding concepts 6. Graphic standards manual (GSM) In order to provide a high level of efficiency, we have broken down this project into four phases. 1. Immersion 2. Brand Architecture & Design 3. Wayfinding Concepts 4. Delivery 117 118 Competitive Review – Together, we will select competitive city brands based on input and findings to help us gain more insight into how the competitive set positions itself in the marketplace. It is important to understand who you are and what you want to stand for. It is equally important to understand and get in the minds of your competitors as well. Insight Groups - The second part of the trip allows us to talk with key stakeholders in and around Atlantic Beach. We will lean on your insight and your help to recruit the right types of people for our groups. Example insight groups may include city staff, residents, business owners and other key community leaders and influencers. Together, we will finalize all interview and group participants. While “focus groups” cast a wide net around beliefs and motives, our insight groups go much deeper. We look for the core emotional influencers instead of the rational ones. As humans, we first make decisions based on our emotions. And the new brand must connect emotionally. We have included two insight groups as part of this scope. PHASE 1 - IMMERSION Estimated Timeline: 3 weeks Brand immersion is the first step in our city brand development process. This is a thorough exploration of Atlantic Beach and the people who make up the city. Immersion is our information- gathering phase that consists of strategic and intentional techniques designed to help us gain insight into the heart of your brand. During this phase you should expect: Research Review and Analysis – Review all existing research to include current marketing reports and citizen surveys. Secondary research will be used as support data that may include trend-casting, online analytics as well as other secondary market research related to the Atlantic Beach. Boots on the Ground – Without question, one of the most authentic parts of the immersion process is putting our team on the ground in Atlantic Beach. Here, you will help us pair up with brand enthusiast/ambassadors to give us a behind the scenes look at the city through the eyes of young professionals, established businesses, residents and entrepreneurs that make up the city. The objective is to balance the “chamber of commerce” city pitch of how great the city is with what’s actually happening on the streets, in coffee shops and in businesses around Atlantic Beach. The information we learn from these ambassadors is not necessarily different from what we hear from city staff/officials, rather, it is the way they tell their stories that give us greater insight into the brand. Communications Review – We don’t wait until we are hired to start doing our research. The fact of the matter is we have already begun working on this project. With your help we will review current communications used by your team. We will create a war room environment and pin up every communication you have used to get a flavor of where you have been. This also allows our team to begin identifying how to maximize efficiencies moving forward. While in-market, our team will also sit down with your team to talk about implementation across the departments and your internal capabilities to ensure we deliver the types of files you can use to ensure the assets we deliver are immediately usable and executable by your team. 119 120 PHASE 2 - BRAND ARCHITECTURE & DESIGN Estimated Timeline: 4 weeks Cubic will review and analyze all the video and audio recordings of our groups interviews and time spent with the selected brand ambassadors. The city brand architecture will be developed and will serve as the roadmap for department integration. Three (3) logo systems will be presented to you for your feedback. Together we will select a direction and we have included 15 hours of design revisions to the selected direction. Once a final logo is approved, Cubic will design the identity system and sample applications defined in this response. Before we begin the design of wayfinding concepts, we will work with you to identify four primary signage types within the city to design. Ideally, we will identify these sign types during the immersion process. Cubic will provide two wayfinding design systems based on the brand as part of this scope of work. Cubic will produce a detailed graphic standards manual (GSM) to include all final elements within this scope of work. PHASE 3 - DELIVERY Estimated Timeline: 1 week Cubic will package up all final files for electronic delivery to the city. Specific format discussion will take place to ensure we provide all appropriate files types necessary for use. 121 122 Fee Proposal5 121 The most beautiful experience we can have is the mysterious... - Albert Einstein 123 124 Agency Partnership We’re up front about everything – even trying to answer the question of “what do you charge?” The fact of the matter is both of us are after the same thing — to produce the highest quality product that has the greatest positive impact Atlantic Beach. We will always be open and fair with our project pricing and are willing to work with you and your team in order to meet your budget requirements. We have allocated a project fee excluding travel and hard costs. We are open to ideas on ways to save money by working together. For example, most cities have agreements with hotels, meeting rooms, etc. that can reduce hard costs. We want to spend your investment wisely. We will work hard to put more of your dollars into deliverables. 124123 Fee Proposal Our blended rate is $185/hour. PROJECT FEE: $49,500 PROJECT ASSUMPTIONS - Client will be available for meetings and/or conference calls with Cubic. - All existing research and analytics will be provided and available to Cubic to review before any work begins. - Client will assist Cubic with identifying and recruiting interviewees and group participants. - Client will provide meeting room space for insight groups. - Hard costs for wayfinding production not included in project fee. - Travel costs not included in project fee. 125 126 Subcontractors6 125 Judge a man by his questions rather than his answers. - Voltaire 127 128 No subcontractors will be utilized for this project. 128127 129 130 References7The future is no less than we imagine 131 132 Nerissa Okiye Tourism & Marketing Manager Martin County Office of Tourism & Marketing County Administrative Center 2401 S.E. Monterey Road Stuart, FL 34996 nokiye@matin.fl.us Office: (772)288-5445 Cell phone: (722)631-8534 Jorge Gao Creative Director Communications Department City of Raleigh 919.996.3011 City of Southlake, Texas Alison Ortowski, Assistant City Manager (817) 748-8261 aortowski@ci.southlake.tx.us References 133 134 Required Forms8 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 Certificate of Insurance9 153 154 H o l d e r I d e n t i f i e r : 7 7 7 7 7 7 7 7 0 7 0 7 0 7 0 0 0 7 7 7 6 1 6 1 6 0 4 5 5 7 1 1 1 0 7 7 6 6 0 7 0 0 7 2 1 5 5 5 7 2 0 7 5 4 2 1 3 6 6 6 3 4 0 7 3 1 1 0 7 2 6 5 0 4 6 7 0 4 6 2 3 1 1 3 0 7 6 2 4 0 4 1 1 3 4 7 2 1 1 0 2 0 7 4 3 7 5 1 1 7 6 3 7 7 0 0 0 3 0 7 0 6 3 3 3 7 5 6 3 1 2 6 6 6 1 0 7 2 7 6 3 4 4 5 3 3 7 4 2 2 0 2 0 7 3 4 0 1 4 6 2 1 2 2 7 7 1 3 1 0 7 6 7 2 7 2 4 2 0 3 5 7 7 2 0 0 0 7 7 7 7 7 7 7 0 7 0 0 0 7 0 7 0 0 7 7 7 7 7 7 7 7 7 0 7 0 7 0 7 0 0 0 7 3 5 2 5 6 7 7 1 1 5 4 5 6 0 0 0 7 2 3 1 0 0 5 0 6 1 3 7 0 0 2 0 0 7 0 3 2 2 3 7 2 5 3 1 7 3 0 0 0 0 7 1 2 3 3 2 7 3 4 2 1 7 3 1 1 0 0 7 0 2 3 3 2 6 2 4 3 1 6 3 1 1 1 0 7 0 2 3 3 2 7 3 5 2 1 7 3 1 1 0 0 7 1 3 3 2 3 6 2 5 3 1 7 2 1 0 0 0 7 1 3 3 3 3 6 3 4 2 0 7 3 0 1 0 0 7 1 3 3 3 2 7 3 4 3 1 7 3 0 0 1 0 7 7 7 5 6 1 6 3 3 5 1 7 6 5 5 4 0 7 7 7 7 7 7 7 0 7 0 0 0 7 0 7 0 0 7 C e r t i f i c a t e N o : 5 7 0 0 7 6 1 9 8 5 6 6 CE R T I F I C A T E O F L I A B I L I T Y I N S U R A N C E D A T E ( M M / D D / Y Y Y Y ) 0 5 / 0 8 / 2 0 1 9 IM P O R T A N T : I f t h e c e r t i f i c a t e h o l d e r i s a n A D D I T I O N AL I N S U R E D , t h e p o l i c y ( i e s ) m u s t h a v e A D D I T I O N A L I N SU R E D p r o v i s i o n s o r b e e n d o r s e d . I f SU B R O G A T I O N I S W A I V E D , s u b j e c t t o t h e t e r m s a n d c on d i t i o n s o f t h e p o l i c y , c e r t a i n p o l i c i e s m a y r e q u i re a n e n d o r s e m e n t . A s t a t e m e n t o n t h i s ce r t i f i c a t e d o e s n o t c o n f e r r i g h t s t o t h e c e r t i f i c a te h o l d e r i n l i e u o f s u c h e n d o r s e m e n t ( s ) . TH I S C E R T I F I C A T E I S I S S U E D A S A M A T T E R O F I N F O R M A T I ON O N L Y A N D C O N F E R S N O R I G H T S U P O N T H E C E R T I F I C A T E HO L D E R . T H I S CE R T I F I C A T E D O E S N O T A F F I R M A T I V E L Y O R N E G A T I V E L Y A M EN D , E X T E N D O R A L T E R T H E C O V E R A G E A F F O R D E D B Y T H E P OL I C I E S BE L O W . T H I S C E R T I F I C A T E O F I N S U R A N C E D O E S N O T C O N S T IT U T E A C O N T R A C T B E T W E E N T H E I S S U I N G I N S U R E R ( S ) , A U TH O R I Z E D RE P R E S E N T A T I V E O R P R O D U C E R , A N D T H E C E R T I F I C A T E H O L DE R . PR O D U C E R Ao n R i s k S e r v i c e s S o u t h w e s t , I n c . Da l l a s T X O f f i c e Ci t y P l a c e C e n t e r E a s t 27 1 1 N o r t h H a s k e l l A v e n u e Su i t e 8 0 0 Da l l a s T X 75 2 0 4 US A PH O N E (A / C . N o . E x t ) : E- M A I L AD D R E S S : IN S U R E R ( S ) A F F O R D I N G C O V E R A G E NA I C # (8 6 6 ) 2 8 3 - 7 1 2 2 IN S U R E D 25 6 6 6 Th e T r a v e l e r s I n d e m n i t y C o o f A m e r i c a IN S U R E R A : 19 0 4 6 Tr a v e l e r s C a s u a l t y I n s C o o f A m e r i c a IN S U R E R B : IN S U R E R C : IN S U R E R D : IN S U R E R E : IN S U R E R F : FA X (A /C . No .) : (8 0 0 ) 3 6 3 - 0 1 0 5 CO N T A C T NA M E : Cu b i c , I n c . Cu b i c C r e a t i v e A g e n c y 16 4 3 S . B o s t o n A v e . Tu l s a O K 7 4 1 1 U S A CO V E R A G E S CE R T I F I C A T E N U M B E R : 57 0 0 7 6 1 9 8 5 6 6 RE V I S I O N N U M B E R : TH I S I S T O C E R T I F Y T H A T T H E P O L I C I E S O F I N S U R A N C E L IS T E D B E L O W H A V E B E E N I S S U E D T O T H E I N S U R E D N A M E D A BO V E F O R T H E P O L I C Y P E R I O D IN D I C A T E D . N O T W I T H S T A N D I N G A N Y R E Q U I R E M E N T , T E R M O R C O N D I T I O N O F A N Y C O N T R A C T O R O T H E R D O C U M E N T W I T H R ES P E C T T O W H I C H T H I S CE R T I F I C A T E M A Y B E I S S U E D O R M A Y P E R T A I N , T H E I N S U R AN C E A F F O R D E D B Y T H E P O L I C I E S D E S C R I B E D H E R E I N I S S UB J E C T T O A L L T H E T E R M S , EX C L U S I O N S A N D C O N D I T I O N S O F S U C H P O L I C I E S . LI M I T S S H O W N M A Y H A V E B E E N R E D U C E D B Y P A I D C L A I M S . Li m i t s s h o w n a r e a s r e q u e s t e d PO L I C Y E X P (MM /DD /YY Y Y ) PO L I C Y E F F (MM /DD /YY Y Y ) SU B R WV D IN S R LT R AD D L IN S D PO L I C Y N U M B E R T Y P E O F I N S U R A N C E LI M I T S CO M M E R C I A L G E N E R A L L I A B I L I T Y CL A I M S - M A D E OC C U R PO L I C Y LO C EA C H O C C U R R E N C E DA M A G E T O R E N T E D PR E M I S E S (Ea o c c u r r e n c e ) ME D E X P (An y o n e p e r s o n ) PE R S O N A L & AD V I N J U R Y GE N E R A L A G G R E G A T E PR O D U C T S - CO M P /OP A G G X X XGE N 'L A G G R E G A T E L I M I T A P P L I E S P E R : $1 , 0 0 0 , 0 0 0 $1 , 0 0 0 , 0 0 0 Ex c l u d e d $1 , 0 0 0 , 0 0 0 $2 , 0 0 0 , 0 0 0 $2 , 0 0 0 , 0 0 0 A 01 / 0 1 / 2 0 1 9 0 1 / 0 1 / 2 0 2 0 66 0 3 F 1 2 9 2 8 9 PR O - JE C T OT H E R : AU T O M O B I L E L I A B I L I T Y AN Y A U T O OW N E D AU T O S O N L Y SC H E D U L E D A U T O S HI R E D A U T O S O N L Y NO N - O W N E D AU T O S O N L Y BO D I L Y I N J U R Y ( P e r p e r s o n ) PR O P E R T Y D A M A G E (P e r a c c i d e n t ) X BO D I L Y I N J U R Y ( P e r a c c i d e n t ) $2 , 0 0 0 , 0 0 0 A 01 / 0 1 / 2 0 1 9 0 1 / 0 1 / 2 0 2 0 CO M B I N E D S I N G L E L I M I T (E a a c c i d e n t ) BA - 2 L 5 4 3 8 7 3 - 1 9 - 4 3 - G EX C E S S L I A B OC C U R CL A I M S - M A D E AG G R E G A T E EA C H O C C U R R E N C E DE D UM B R E L L A L I A B RE T E N T I O N E. L . D I S E A S E - E A E M P L O Y E E E. L . D I S E A S E - P O L I C Y L I M I T E. L . E A C H A C C I D E N T $1 , 0 0 0 , 0 0 0 X OT H - ER PE R S T A T U T E B 01 / 0 1 / 2 0 1 9 0 1 / 0 1 / 2 0 2 0 $1 , 0 0 0 , 0 0 0 Y / N (M a n d a t o r y i n N H ) AN Y P R O P R I E T O R / P A R T N E R / EX E C U T I V E OF F I C E R / M E M B E R E X C L U D E D ? N / A N WO R K E R S C O M P E N S A T I O N A N D EM P L O Y E R S ' L I A B I L I T Y If y e s , d e s c r i b e u n d e r DE S C R I P T I O N O F O P E R A T I O N S b e l o w $1 , 0 0 0 , 0 0 0 UB 9 H 9 2 5 8 4 9 1 9 4 3 G DE S C R I P T I O N O F O P E R A T I O N S / L O C A T I O N S / V E H I C L E S ( A CO R D 1 0 1 , A d d i t i o n a l R e m a r k s S c h e d u l e , m a y b e a t t a c he d i f m o r e s p a c e i s r e q u i r e d ) CA N C E L L A T I O N CE R T I F I C A T E H O L D E R AU T H O R I Z E D R E P R E S E N T A T I V E Ci t y o f A t l a n t i c B e a c h 80 0 S e m i n o l e R o a d At l a n t i c B e a c h F L 3 2 2 3 3 U S A AC O R D 2 5 ( 2 0 1 6 / 0 3 ) ©1 9 8 8 - 2 0 1 5 A C O R D C O R P O R A T I O N . A l l r i g h t s r e s e r v e d . Th e A C O R D n a m e a n d l o g o a r e r e g i s t e r e d m a r k s o f A C O RD SH O U L D A N Y O F T H E A B O V E D E S C R I B E D P O L I C I E S B E C A N C E LL E D B E F O R E T H E EX P I R A T I O N D A T E T H E R E O F , NO T I C E W I L L B E D E L I V E R E D I N A C C O R D A N C E W I T H T H E PO L I C Y P R O V I S I O N S . 155 156 At Cubic, we truly believe in the power of communities to inspire creativity. Let’s put our like minds together. Thank you. 157