Specifications include, but are not limited to: Task 1: Brand and Signage Audit. The contractor will perform a review of existing brand and signage assets as outlined below: • Audit of current brand awareness and brand usage • Audit of streetcar stop signage and materials • Audit of interior and exterior streetcar vehicle signage and materials • Audit of digital assets Task 2: Brand Extension Strategy. Upon completion of the aforementioned audits, the contractor will develop a Brand Extension Strategy, with guidance from KCSA, outlining recommendations that build off the audit findings, and listing specific strategies and actions necessary to prepare for system opening. Strategies, actions, and identified product deliverables will relate to, at a minimum, the following categories: • Overall Brand Extension (extension of core brand elements to reflect extensions, including graphics, icons, route maps, and related collateral) • On-Vehicle Streetcar Signage • Wayside/Street-Side Signage and Wayfinding • Digital Presence (website, social media, etc.) • Print Collateral Task 3: Implementation. Task 3 will include the design and development of agreed upon, high-priority, action items. The intent with Task 3 is to bring selected items and elements to print-ready, productionready, state. Printing and production costs will be handled on a case-by-case outside of the base scope and need not be included. Task 4: Additional Activities. In addition to the base scope of services (Tasks 1, 2, and 3), qualified Proposers should be prepared to support completion of additional activities and tasks as may be required to fully implement the brand extension strategy. These activities are expected to be scalable and likely supplemental to base scope of services. Selected Proposer should be prepared and qualified to perform some, or all, of the following services: • Development of digital + print assets • Graphic design services • Brand extension + graphic refresh • New Streetcar Maintenance Facility and Midtown Streetcar Annex signage development • Various KC Streetcar campaign assets (to be determined)
