1. Brand Discovery and Research • Conduct stakeholder engagement through interviews, focus groups, and surveys (residents, business owners, civic groups, Town staff and Town council). • Audit the Town’s current brand presence, public perception, communication materials, and perform peer/locality comparisons. 2. Brand Strategy Development • Develop a brand strategy including mission, vision, values, positioning, personality, tone, and audience segmentation. • Evaluate the continued use or evolution of the slogan “Destination Dumfries - a place you drive to and not through.” 3. Visual Identity System • Design a new municipal brand identity (logo and visual system). • Develop color palette, typography, graphic elements, and iconography. • Provide usage guidelines and logo lockups for departments or sub-brands. • Deliver final assets in both raster (JPG, PNG) and vector (AI, SVG, PDF) formats suitable for digit print and signage applications. 4. Messaging and Content Framework • Create a messaging guide including boilerplate, talking points, taglines, headlines, and social media examples. • Provide tailored messaging and branded collateral for key audiences, including: o Residents o Investors and developers (to include branded economic development tools such as an investor prospectus, business attraction pitch decks, and marketing materials aligned with Main Street and Waterfront revitalization plans) o Regional partners and potential visitors. 5. Brand Application Templates • Deliver editable templates for stationery, presentations, flyers, reports, newsletters, and social media. • Templates must be customizable using standard tools such as Microsoft Office and Canva.
