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Home My WebLink AboutRESPONSE - RFP - P1120 CITY OF FORT COLLINSLOGOl i n d e n City Presentation Tuesday, April 1, 2008 Launie Parry, Art Director, Owner Karla Oceanak, Lead Copywriter, Research Kendra Spanjer, Copywriter, Project Coordinator Jackie O'Hara, Account Manager 1. Introduction 2. Portfolio Logos 3. Linden's Logo Process — Research and Creative Brief Design and Review 4. Before and After Examples 5. Standards Manual 6. Wrap Up — Q & A linden c o m m o n s e n s e mar k e t l n q 223 South Hawes Street Fort Collins, Colorado 80521 • Phone: (970) 221-3232 • Fax: (970) 221-0375 • wwrw lindenpress.com March 27, 2008 Kelly DiMartino 215 North Mason Street, 2nd Floor Fort Collins, CO 80524 Dear Kelly, Thank you for including Linden in the request for proposal for the City of Fort Collins Logo project. As interested and invested members of our community, we're thrilled to add our proposal to the field of Fort Collins' many talented graphic design firms contributing to this landmark effort. We welcome the opportunity to meet with you and your team as part of the interview process, and I will be happy to personally field any questions that may arise in the meantime, as you familiarize yourself with our proposal. Sincerely, Jackie O'Hara Account Manager (970) 221-3232 x26 jackie@golinden.com linden smart marketing City of Fort Collins Logo Proposal Proposal P1120 3/27/08 0� 'j- linden smart marketing CITY OF FORT COLLINS LOGO PROPOSAL Linden is a full -service marketing and branding company located in the heart of downtown Fort Collins. In business since 1996, Linden and its passionate 14-person team have deep roots in Fort Collins and Northern Colorado, and we're excited to submit a proposal for the City logo project. Our primary consideration when undertaking a project of this magnitude — whether for a city or a large corporation —is sound research, which has already been completed. With successful design projects under our belt for healthcare, technology, education, retail, nonprofit, construction, finance and more, we find that it's research —not replication —that ensures a memorable brand identity. And, no matter the client, logo design has to make sense and has to perform effectively in the marketplace. Attached to this document, you will find several pages of logos that serve as our design portfolio for this proposal. The first two pages showcase final logos for a variety of applications, while the last two pages illustrate the range of logos we developed for Front Range Cancer Specialists based on their unique set of brand attributes. We have included this study to give the City an idea of what our internal processes will look like before we select our two best efforts for your review. Proposal P1120 City of Fort Collins Logo 3/27/08 jt-� linden smart marketing OUR PROCESS AND AVAILABILITY Linden has a well-oiled process for logo development that starts long before the creative work. Understanding a client's marketing position and goals is a necessary step before the naming and visual interpretation can begin. Fortunately, NorthStar's extensive research report will be a great tool for us to gain the understanding necessary for on -brand logo development. Combining the information in NorthStar's BrandPrint report with our own, firsthand experience of Fort Collins, Linden will write a one -page creative brief (between April 2 and April 4) that will pinpoint Fort Collins' key attributes, identify its purpose in the marketplace and guide our design process. The brief will be submitted to the logo committee for approval before creative work begins. Once in the design phase, our entire team of five talented designers will collaborate to create logo choices that capture the agreed -upon strategy. Then, using our creative brief as an objective standard, the Linden team will pare the bank of logos down to two final options, which will be submitted to the logo committee for assessment on April 22. Revisions will be completed between April 28 and May 2. Proposal P1120 City of Fort Collins Logo 3/27/08 linden smart marketing PROJECT BUDGET We understand that research and branding are costly endeavors —even more so when the budget is under scrutiny by 120,000 people. We also appreciate that the City has chosen to go above and beyond the original scope of work to ensure that Fort Collins residents feel their opinions are being heard. In light of these factors, Linden is willing to forgo (or donate back) the $2,500 compensation set aside for the chosen agency. Instead, we would like to see these funds diverted to help maximize community involvement in the final dialogue, buy -in and success of the identity project. Precise publicity strategies may be discussed as the end of the project approaches, with the understanding that Linden will be willing to donate time and support for this public engagement process. Proposal PI120 City of Fort Collins Logo 3/27/08 linden smart marketing MEET OUR TEAM SUSIE CANNON Originally from California, Susie started her career in advertising with the Murphy Organization at age 22. She continued to gain marketing knowledge through her work in the commercial printing industry, where she became proficient at working with graphic designers, printers and customers. In total, Susie has more than 30 years of experience in advertising, design, marketing and printing. She is currently managing partner of Linden, where she devises marketing strategies and coordinates printed and specialty collateral. JACKIE O'HARA A marketing and communications expert, Jackie is Linden's lead account executive, coordinating everything from research and concept creation, to P.R. events, materials production and ongoing support. Jackie is the driving force behind successful campaigns such as the A Woman's Heart program launch for Heart Center of the Rockies, First National Bank's Investment, Management & Trust portfolio management campaign, and the 2007 WyoTech High School Recruiting Program. KARLA OCEANAK Linden's head writer and messaging specialist, Karla crafts research reports, marketing copy, feature stories and public relations materials that help further client goals. With a master's in communication and more than 15 years of professional writing and editing experience, she brings lucidness, attention to detail and creativity to every Linden project. She has also ghostwritten more than 20 self-help books. Karla has been a part of the Linden team since the company's inception. VIRGINIA MACKINNON With an MBA and more than 7 years of experience as a digital production expert and account manager for a busy commercial photographer, Virginia joined Linden in 2006, She oversees a number of Linden's customer accounts and is proficient at research and web content management. SANDY THOMSON Sandy is an account manager with an extensive agency background. He has worked with national clients such as Taco Bell, Nissan North America, Coldwell Banker and more. His design and printing background makes him an exceptionally skilled advertising and print media manager. KENDRA SPANJER Sharing the writing responsibilities at Linden, Kendra creates feature pieces, reports and marketing copy for a variety of clients. She is involved with research and survey development, as well as brand analysis and client support. In addition, she oversees media buying —including print advertising, web and outdoor media. Proposal P1120 City of Fort Collins Logo 3/27/08 O J linden smart marketing MEET OUR TEAM LAUNIE PARRY As Linden's art director, Laurie oversees the design team and acts as lead designer for a number of clients. A graduate of Colorado State, Laurie has over 20 years of design experience and is a founding partner in Linden. She strives for clear, concise communication in her work and enjoys the challenge of distilling a complex idea into elegant, on -message design. DIXIE LIRA A mass communications major from Illinois, Dixie has been an associate designer at Linden for 9 years. From logo solutions to complex annual reports, Dixie has an eye for compassion and tenderness in her designs and is known for her playful experimenting with color and shapes. ERIN ROGERS Erin has been with Linden nearly 4 years as an associate designer. She holds a communication design degree from Virginia Commonwealth University. From experience with large corporations like Circuit City and Yamaha, Erin is responsive, accurate and technical. She is quick to provide effective solutions while always keeping every design element "on brand." Proposal P1120 City of Port Collins Logo 3/27/08 '?-' linden smart marketing COMMUNITY INVOLVEMENT The Fort Collins community is important to us —both as a business and as individuals —and it shows. Linden works with a variety of community nonprofits, doing sponsorship, pro bono and discounted work for agencies such as Cross- roads Safehouse, MS Society, Respite, Hospice, HABIC, Poudre Valley Health System Foundations (including PVH and MCR Foundations), Abby's Signature Concert Series, Legacy Land Trust, the Women's Resource Center and more. As individuals, our community involvement has included: Crossroads Safehouse Advisory Board Poudre School District Parent Advisory Board New West Fest Founder Poudre School District Boundary Committee Abby's Signature Concert Series Advisory Committee Fort Collins Soccer Club Member Fort Collins Cycling Club Member Legacy Land Trust Member CoCOA Member MoCA Member Articulate City Member CSU Graduates (4) CSU Ram Auction Volunteer Poudre School District Volunteer (3) KRFC Volunteer Humane Society Volunteer Rocky Mountain Cat Rescue Supporter Proposal P1120 City of Fort Collins Logo 3/27/08 0 'p-� linden smart marketing REFERENCES We're proud that, over the past twelve years, we have been able to maintain ongoing relationships with our clients. Please feel free to call them to confirm our capabilities as designers, marketers and community supporters. Pam Brock Poudre Valley Health System 1 (970) 297-6707 Scott Martin SAFEbuilt 1 (970) 686-7511 ext. 114 Vicki Lutz Crossroads Safehouse j (970) 530-2353 Gary Luckasen I Heart Center of the Rockies (970) 221-1000 Liz Murphy In Phase 1 (720) 494-7465 Armi Hall Orthopaedic Center of the Rockies (970) 419-7140 Proposal P1120 City of Fort Collins Logo 3/27/08 linden smart marketing LOGO DESIGN PORTFOLIO L34A 2534 Office Development Orthopaedic Center OF THE ROCKIES Orthopaedic Center of the Rockies Orthopaedic Medical Practice r� ` T01 Hunt Spillman Associates Columbine Health Systems Accounting Firm Senior Care S C 1-1 RI 0LL CAB I N ETS Schnell Cabinets Custom Cabinet Manufacturer S B®g Do Gans C`.DailL and Nu Via' f VNon - to Delcal OUesily '', ' CanDo Community Coalition Heart Center OF THE ROCKIES POUDRE VAI.t1:Y 14EALTII SYSUM Heart Center of the Rockies Cardiac Practice Big Grins Pediatric Dentist Rally Cap Consulting Educational Consulting sul�flov;rel� spa Sunflower Spa Spa and Salon Tulip Creek Housing Development Rocket Jones Interactive Web Development Proposal P1120 ',. City of Fort Collins Logo'.. 3/27/08 0 1-� I i n d e n � Logo Design linden smart marketing LOGO DESIGN PORTFOLIO N l w km RR InPhaseTechnologies InPhase Technologies I Holographic Storage Solutions Lo�mithing One Locksmithing I Locksmith BAILIWICK PRESS Bailiwick Press I Publishing Company SAF buf tin,,. Safebuilt I Municipal Building Department Services ro LIVENGOOD I.IVGI N I -I -RING Livengood Engineering I Medical Products strong, Strongbucks I Financial Advisors health CO i`11 hea lthinfosource.com 0 c The Imaging Center The Imaging Center I Medical Imaging =STREEST 11 Nichols Street I Realtor Nealth District OF NORTHERN LARIMER COUNTY Health District I Public Health Proposal P1120 City of Fort Collins Logo 3/27/08 0 'J-� linden smart marketing LOGO DESIGN PROCESS The following two pages of logo designs for Front Range Cancer Specialists illustrate the range of logos we develop during our design process. Our designers work individually and collaboratively on a wide range of solutions. Then we meet as a team with the account managers and consider each design and how well it reflects the brand attributes. Logos that meet the brand attributes and pass the team's design standards are refined and submitted for consideration to the client. Proposal P1120 City of Fort Collins Logo 3/27/08 linden smart marketing INITIAL LOGO DESIGNS - FRONT RANGE CANCER SPECIALISTS .c S 1? (: G 1 a 1 1 5 t 5 s p c r i a l i 5 5 s front range cancer P I':, A I S I E. front range (, � n ce,- specialists PO=?'try fl`oni range , NI I,AN I. ' 1: i)iA l 11 A ,N(1: ancer c (riali is I, C u�rer c,ix,c l�1(isl`; P,GN I:ala(jI. C ,aII cer 4j)rcialisis C cancel (�x�cl,allsts C mIcei, `ve< i,lh( E [DE <"llner.v(,(I dj),Is Proposal P1120 City of Fort Collins Logo !. 3/27/08 I. 0 linden smart marketing INITIAL LOGO DESIGNS - FRONT RANGE CANCER SPECIALISTS front range cancer a� hunt range L 0 . X. front range cancer s�•(<I;,I15,� N� unit range cancer front range cancer J ` .A11. 1: I:O hi 1 1, A N(b alio'l" C�pec ldllsk Front Range e Cancer s Pt(,Dl.lsls I=RGIJT RANGL Cancer Specialists . f 40 N 1 4h NId 1100111 RANW Cancer Spemilisk Cancer Specialists Front Range Cancer IR0NI H " 5 1 Cancer Specialists cancer Specialists Proposal P1120 I', City of Fort Collins Logo 3/27/08 Logo Portfolio The following logos are examples of work Linden has produced for a variety of companies and organizations. Orthopaedic Center OF THE ROCKIES MIIIIIIIIIII F DLS STREET _.. 7� £> •CONSULTINGIIIIIIII health strong cO ' ',.. linden '., smart marketing S P In Phase Technologies H(Wth(46trid OF NORTHERN LARIMER COUNTY nD6 ction for and Nutrition Activity to Defeat Obesity LIVENGOOD F NGIN[I:-RING 1 linden smart marketing Linden has a well-oiled process for logo development that starts long before the creative work. Understanding a client's marketing position and goals is a necessary step before the naming and visual interpretation can begin. Research Creative Brief Design Review linden '.. smart marketing The following examples show the original logo alongside the re -designed logo produced by Linden. BEFORE On - HEART CENTER OF THE ROCKIES POLIDRE VALLEY HEALTH SYSTEM -(-nL- COLUMBINE HEALTH SYSTEMS Schq)ll AFTER Heart Center OF THE ROCKIES POUDRE VALLEY HEALTH SYSTEM SCa H R0LL__i CAB1 N ETS � A--{ linden smart marketing BEFORE ,oHarmony Imaging Center PRINT#ONE AFTER J Construction is The Imaging Center pr nV"' §�eK the. mrfildgo stom linden smart marketing Linden frequently produces a standards manual along with a new logo design to ensure the proper and consistent use of the logo. These manuals can include acceptable logo formats, color palatte, do's and don'ts for logo use, typefaces and even layouts for stationery and other materials. Linden smart marketing 'M{ linden smart marketing Jackie O'Hara Phone: 970-221-3232 x26 Email: jackie@golinden.com 223 South Howes Street Fort Collins, Colorado 80521 www.golinden.com