An agency in Iowa is seeking a design and branding partner to develop a scalable and adaptable brand system for a downtown district. The goal is to create a robust, flexible branding platform that will evolve alongside the district and effectively support investor confidence, tenant recruitment, resident pride, and partner adoption.

The selected consultant will be responsible for building the foundational branding strategy and operating system. This system should be practical, easily deployable, and capable of expanding as new development areas, projects, events, and partnerships arise. Key tasks include conducting discovery sessions with the project team to align on objectives and constraints, synthesizing findings into strategic recommendations, and defining a clear brand platform. The brand platform will articulate the downtown's promise, core pillars, personality, key messages, and supporting proof points, as well as establish a brand architecture outlining how the umbrella brand interacts with sub-areas and events.

Additional responsibilities involve developing a modular visual identity system—encompassing typography, color schemes, patterns, icons, photographic direction, and branding lockups—along with providing a set of initial application templates for social media, event materials, banners, wayfinding, and co-branding needs. The consultant will also propose naming logic and generate candidates for key development zones, and present a rollout plan with guidelines to ensure cohesive brand adoption and minimize drift. Consideration for public art and place-based storytelling as components of the overall branding strategy is also expected.