Request For Proposal
For Logo and Branding Strategy
About the St. Louis Food Policy Coalition
After releasing the St. Louis Regional Food Study in November 2014, Missouri Coalition for the Environment (MCE) sought to bring experts and passionate individuals together from diverse interest groups to address the food system needs of the Greater St. Louis area. In St. Louis, there are many great, local efforts addressing hunger, food access, sustainable agriculture, nutrition, social justice, community, and economic development. The St. Louis Food Policy Coalition (STLFPC) seeks to bridge these efforts to form a coordinated, local food system. The STLFPC vision is a thriving local economy in the Greater St. Louis area where everyone has access to affordable, healthy food from local producers who are stewards of our soil, air, and water resources.
MCE, as the backbone organization of STLFPC, plans to create a regional food system brand that will boost the entities that are committed to our communities of need and to improving our food system in a way that educates consumers to shift behavior so that we may have a thriving, equitable, sustainable, local food system. The regional brand will be used to identify produce, value-added products, meat, and dairy from environmentally-responsible urban and rural farms, businesses (grocery stores, community food markets, and restaurants) and organizations that use or sell those local products, and the value-added food products created by local communities through food entrepreneurship opportunities. There will be a set of criteria developed for each type of entity that STLFPC would want to promote with this brand. This logo will be incorporated into a website, the STLFPC Facebook page, and other possible future web presence/venues that a regional brand may have. It will also be used on letterhead, business cards, brochures, banners, bus advertisements, and other print materials as needed. It is expected that the development of a regional brand will evolve as part of a conversation with STLFPC members. The brand logo may have variations based on the type of entity or product it is used to promote or identify. A ‘creative strategy’ or brand document will be produced capturing how the existing mission, values, and priorities of regional brand are reflected in the proposed logo.
We expect the consultant to:
Conduct focus groups with our primary internal and external audiences to determine current perceptions of local food
Develop a brand strategy that specifies the organization’s primary audiences, brand values, personality, value proposition, brand positioning and brand promise
Develop brand messaging and train staff on its use
Lead the development of a name for the brand
Create a tagline for the brand
Establish a visual identity for the brand and create a visual identity standards manual or brand book that governs the use of the identity
Conduct focus groups with identified audiences to determine perceptions of draft brand
Develop print collateral, including brochures, letterhead, window decals, bus advertisements.
Establish initial web presence for brand
Guidance on brand launch
Findings summary and brand strategy document
Visual Identity with logo files saved in EPS format
Brand Book or Visual Identity Standards Manual
Print collateral and templates (list)
The brand materials will be ready for a April 2019 launch, so that we can take advantage of a summer fresh, healthy food advertising campaign on St. Louis Metro buses and along MetroBus routes.
Provide agency’s name, address, URL, telephone and fax numbers. Include name, title and e-mail address of the individual who will serve as agency’s primary contact. Include a brief description and history of your firm.
Please explain your project approach, style and process.
Provide biographies of key staff
Please include a summary of experience of all key staff.
Proposals should include a list describing projects that are similar in scale that your firm has completed. Please include at least one in-depth case study that includes a limited number of creative samples. Where possible, highlight work for analogous organizations and work that demonstrates of St. Louis’s diverse communities.
Schedule and Timeline
The contract is expected to begin August 2018. Please indicate in the proposal how long each task outlined in the Project Scope is expected to take, with understanding that the desired launch date is April 2019.
Proposals must include the estimated cost for all work related to tasks and deliverables outlined in the schedule/timeline.