Vendor needs to provide design and branding partner service. – Agency seeks a brand system that can scale with the district over time and support investor confidence, tenant recruitment, resident pride, and partner adoption. – Agency seeks a design/branding partner to create a durable, flexible downtown brand system using a hybrid approach • Project Intent: – Consultant builds the foundational strategy and brand system (operating system). – Work must be practical, easy to deploy, and designed to grow as new development areas, projects, events, and partners emerge. • Tasks: • Discovery and Alignment: – Kickoff with agency project team, confirm decision–makers, stakeholders, schedule, and constraints. – Synthesis of findings into strategic implications and a clear problem statement. • Brand Platform: – Downtown brand platform: promise, pillars, personality, key messages, and proof points. – Brand architecture: how the umbrella brand relates to sub–areas, programs, and events over time. – Naming approach: criteria and logic for naming sub–areas/places; generate name candidates for early development focus areas (Big Block/Little Block) and a lightweight validation approach. • Identity System + Deployment Kit: – Modular visual identity system (more system than logo): typography, color system, motifs/patterns, icon style, photo/visual direction, and lockups. – Core application set (initial templates): social, event flyer/poster, banner/sign placeholder, simple map/wayfinding placeholder, partner co–branding lockups. • Rollout Plan: – Guidelines for extensions/partner use to prevent drift. – Public art considerations: identify how public art and place–based storytelling can naturally align with (and reinforce) the brand system.