laurentian valley rebranding work plan

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BRANDING WORK PLAN FORTOWNSHIP OF LAURENTIAN VALLEY

Ryan/Smith Creative99 Holland Avenue, Suite 104 Ottawa, ON K1Y 0Y1

Contact: Charlie Smith e: [email protected] t: (613) 241-9711 x100 f: (613) 241-9184

www.ryansmith.com

2BRANDING WORK PLAN: TOWNSHIP OF LAURENTIAN VALLEY

LET’S CREATE A MEMORABLE BRAND FOR THE TOWNSHIP OF THE LAURENTIAN VALLEY.

A good brand communicates a clear message about what it stands for and how it differs from competitors.

A brand includes: a creative logo, memorable organization name, key messages, corporate colours,

consistent language style, symbols, and photography. A brand creates the initial feeling and memory that

a customer has about you or your company.

REQUIREMENTS FOR THE BRAND AS OUTLINES IN THE RFP

1. Ensure the development of a Corporate Brand Position re!ective of the Township’s current strategic direction;

2. Recognize that the new Brand and Updated Website will be the "rst steps in a multi-year/phased launch of a broader

Township marketing & economic development plan;

3. Ensure that the Township’s new Brand will contribute to giving Laurentian Valley a competitive business edge for

the future;

4. Ensure that the Township’s new Brand and Website embraces the Township’s history, culture and heritage;

5. Ensure that the Township’s new Brand and Website are developed in such a way as to generate and maintain interest

from investors, developers, and the community;

BRANDING QUESTIONNAIRE

1. What is the history of the Township (as a “corporation” and as a community)

RSC’S BRANDING WORK PLAN — QUESTIONNAIRE


2. Are there any stories/history that are unique to the Laurentian Valley?

3. List the top 5 things the Township does or promises? What problems do you solve?

4. What is the 5-year vision for the Township? (Strategic Direction)

5. Do you currently have a marketing / economic development plan? If so, please attach the outline.



(For the following questions, when using the term customers, it represents your clients, stakeholders and investors)

6. Who are your current customers? Who bene"ts from what you do?

7. What customers do you want to have?

8. How do your customers feel about your products and services?

9. How do you currently market to your customers?



10. Who is your competition?

11. What makes you unique and di#erent? What are the emotional bene"ts that only you deliver to your customers?



LOGO AND VISUAL BRAND QUESTIONNAIRE

1. Discuss the existing logo and brand as it is now for the Laurentian Valley.

2. Is there a pre-determined length of time the new brand will be used?

3. Where will the logo and new brand be used? (Ex: Signage, promo materials, reports, business cards, website, ads.

Which groups will use the logo or their “version” of the logo - ex: police, "re dept, recreation)

4. What name is to be used? (Township of the Laurentian Valley or Laurentian Valley?) Is a bi-lingual version necessary?



5. Is there an existing tag line?

6. Are there existing corporate colours to maintain in the new logo and brand?

7. Are there colours/combinations to avoid?

8. What fonts (if any) should be considered? (Existing corporate fonts)

9. Are there existing graphics to keep?

10. Any graphics to avoid?



COMMUNITY LOGO SAMPLES

Existing Logo:

Samples of Crest Logos:



Samples of Crest Logos and Text Treatment:

Samples of Logos with Emphasis on Visual Identi"er



Samples with Visual Identi"er and Text Visually Combined



Samples with Separate Visual Identi"er and Text


LOGO PREFERENCES — Let’s talk about the logo samples provided on the previous pages.

1. Which logos do you like and why?

2. Are there logos you don’t like, and why?

3. What colours do you like?

4. What fonts do you like?

5. Are there other logos which you like, that capture the !avour of what you’d like for the new Laurentian Valley logo?

RSC’S BRANDING WORK PLAN — LOGO PREFERENCES


THE BRAND DELIVERABLES AS OUTLINED IN THE RFP

1. We will explore the possibility of creating a new logo. We will use recommendations regarding the existing corporate

identi"er to determine:

a) sensitivities regarding the Township’s existing logo

b) the desire to move forward with the implementation of a new logo

c) the desire for a logo with a ‘fresh coat of paint’ upon it

2. RSC will provide 3 to 5 branding conceptual approaches which will include:

• the new or updated logo

• graphical structure

• colour palette (including primary and secondary colours)

• portable graphics for use throughout the branded products

3. Following the "rst meeting, RSC will "nalize the marketing samples which will be used to show the conceptual

approaches. These could include:

• a report cover

• a business card

• a web home page

4. Upon concept selection and "nal approval (including all required client edits, at no additional charge),

RSC will supply up to 9 sample templates, as requested by the Township of Laurentian Valley. These could include:

• social media banners

• complete stationery package

• banner stand display

• ads

• brochure

• signage

BRAND DELIVERABLES


5. At the completion of the project, RSC will provide a brand style guide, which will outline all restrictions and/or liberties

associated with the corporate identity and common look and feel; a maximum (6) pages, (1) language.

6. As a "nal phase of project production, RSC will provide the Township with a DVD containing a working set of all "nal

"les completed to date, including a full kit of parts consisting of all associated graphic elements. This will enable the

Township to create, within their own in-house capacity, any additional desktop-related projects.

7. In addition to the bi-weekly reporting as set out in this RFP, RSC will provide any associated reporting with the

above-listed process.

BRAND DELIVERABLES AND SCHEDULE


BRAND WORK PLAN AND SCHEDULE

DATE SEPTEMBER OCTOBER NOVEMBER DECEMBER

Project Initiation Meeting Sept 3

Completed Brand Questionnaires to RSC Sept 10

Production, Brand Concepts Sept 10 - 28

Presentation of Branding Conceptual Approaches Sept 29

Feedback of Concepts to RSC Oct 6

Production: Revisions to Concepts Oct 6 - 12

Revisions Presented to Township by Email Oct 13

Second Round Feedback Oct 20

Production: Finalize Chosen Brand Concepts Oct 21-26

Presentation of Final Brand Concept(s) to Sta# Oct 27

Formal Presentation to Council for Adoption Nov 3

Production: Brand Templates & Brand Style Guide Nov 4 - 16

Presentation of Brand Templates & Brand Style Guide Nov 17

Feedback: Brand Templates & Brand Style Guide Nov 24

Revisions: Brand Templates & Brand Style Guide Nov 24 - Nov 30

Revisions Presented to Township by Email Dec 1

Second Round Feedback Dec 8

Finalize: Brand Templates & Brand Style Guide Dec 8 - 14

Present DVD with Kit of Parts and Brand Style Guide

by courier

Dec 15

Ryan/Smith Creative

Meetings / Presentations

Township of Laurentian Valley

NOTES FOR SCHEDULING:

- Tuesday is the day set for most of the deliverables.

- Initial production time for RSC deliverables allows for 2 weeks.

- Feedback from the Township, RSC Secondary revisions and RSC Final delivery dates allow for 1 week.


HERE’S A SUMMARY OF WHAT WE GLEANED FROM YESTERDAY’S MEETING:

1. The Laurentian Valley o�ers:

• Quality of life

• Low taxes

• Proximity to Pembroke, Petawawa and Ottawa

• Recreation and new 4 season trail (old rail now pathways)

• Good education system

• Safe community

• Lots of services

2. There’s no need to pull from the current “crest-like” logo.

• The brand is starting from a clean slate.

• There’s no speci!c imagery or colours to represent in the logo.

3. The brand will be used to identify the Township for the community, many people and businesses don’t

realize where Pembroke ends and Laurentian Valley begins.

Some applications for the brand will be:

• Signage

• Business cards, letterhead

• On service vehicles/trucks

• Street "ags

• Posters in business windows

• Promotional Items

• Website and social media

4. Options for text with the logo may include:

• Township of Laurentian Valley

• Municipality of Laurentian Valley

• Laurentian Valley

• LV

MEETING SUMMARY - SEPT 3, 2015


5. The design preference for the logo is a strong visual symbol (like that of the Mississippi Mills and Ontario logos)

which is:

• Clear

• Clean

• Distinct

• Stylized

• Recognizable (even from a distance; ie: on trucks)

• and hopefully clever

Overall the design of the logo, brand and colour choice is in the hands of RSC, who of course are open to feedback following

the concept presentation.

6. The brand will include a tagline.

• RSC will propose taglines with the logo concepts.

• If Council is inspired to include any suggestions, please do.

• One proposed tagline is: “Grow with Us”

7. The decision of the !nalized brand will be made by mid November.

• The Templates and Style Guide can be completed following that date, but wrapped up in 2015.

8. Any further input, prior to the start of logo and brand design is forwarded to RSC by Sept 10, 2015.

MEETING SUMMARY - SEPT 3, 2015

laurentian valley rebranding work plan

Documents

townships new brand

township of laurentian

memorable brand

com2branding work plan

good brand

corporate brand position

visual brand questionnaire1

current customers