The vendor required to provide marketing, branding, and advertising firms with demonstrated experience in branding, naming and identity development, culturally responsive engagement, and full brand implementation.
- Objectives
• Development of a short, clear, and inclusive dba name that reflects the full district service area;
• Creation of a modern, cohesive, and flexible brand identity;
• Reduction of geographic confusion and improvement of community understanding;
• Establishment of a culturally responsive brand that reflects the district’s diverse population; and
• Development of a brand system suitable for long-term use across facilities, programs, digital platforms, signage, and marketing materials.
- Requirement:
1. Discovery and research
• Engagement with district staff, and leadership;
• Community engagement approach proposed by the firm;
• Review of existing brand assets;
• Assessment of geographic and identity challenges;
• Cultural and linguistic landscape assessment.
2. Naming and brand strategy
• Development of proposed dba name options;
• Rationale and evaluation methodology for name selection;
• Brand positioning and personality framework;
• Messaging architecture aligned with district values.
3. Visual identity system
• Primary and secondary logo systems;
• Color palette and typography;
• Graphic elements and iconography, as applicable;
• Comprehensive brand standards and style guide;
• The mascot “Chomper the shark” be utilized.
4. Messaging and language
• Taglines and key messages;
• Bilingual (English and Spanish) taglines as a required deliverable;
• Guidance for culturally appropriate bilingual use.
5. Brand rollout and implementation
• Internal and external brand rollout strategy;
• Transition plan from existing brand assets;
• Digital, signage, and facility considerations;
• Templates and tools for district staff.
- Mandatory Site Pre-Proposal Meeting Date: January 28, 2026
- Questions/Inquires Deadline: January 30, 2026
