Phase 1: Discovery and Alignment • Kickoff with City project team; confirm decision-makers, stakeholders, schedule, and constraints. • Stakeholder discovery (recommended): interviews and/or workshops with City elected officials and staff, key property owners/businesses, residents, and internal departments as appropriate. • Synthesis of findings into strategic implications and a clear problem statement. Phase 2: 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. Phase 3: 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. • Partner toolkit: plain-language usage guidance, do/don’t examples, and asset handoff. Phase 4: 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
