AGR-7680 - MODASSIC GROUP LLC DBA CIVICBRAND - PROFESSIONAL SERVICES AGREEMENT FOR ECONOMIC DEVELOPMENT SERVICES - APRIL 23, 2024DocuSign Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
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AGR-7680 ST
PROFESSIONAL SERVICES AGREEMENT
Economic Development Services]
THIS PROFESSIONAL SERVICES AGREEMENT (the "Agreement") is made at
Orange,California,on this 23rd day of April 2024(the"Effective Date")by and
between the CITY OF ORANGE, a municipal corporation ("City"), and MODASSIC GROUP,
LLC, a Colorado limited liability company, dba CIVICBRAND ("Contractor"), who agree as
follows:
1. Services. Subject to the terms and conditions set forth in this Agreement,
Contractor shall provide to the reasonable satisfaction of City the services set forth in Exhibit"A,"
which is attached hereto and incorporated herein by reference. As a material inducement to City
to enter into this Agreement,Contractor represents and warrants that it has thoroughly investigated
and considered the scope of services and fully understands the difficulties and restrictions in
performing the work. The services which are the subject of this Agreement are not in the usual
course of City's business and City relies on Contractor's representation that it is independently
engaged in the business of providing such services and is experienced in performing the work.
Contractor shall perform all services in a manner reasonably satisfactory to City and in a manner
in conformance with the standards of quality normally observed by an entity providing such
services to a municipal agency. All services provided shall conform to all federal, state and local
laws, rules and regulations and to the best professional standards and practices. The terms and
conditions set forth in this Agreement shall control over any terms and conditions in Exhibit "A"
to the contrary.
2. Compensation and Fees.
a. Contractor's total compensation for all services performed under this
Agreement, shall not exceed SEVENTY THOUSAND DOLLARS and 00/100 ($70,000.00)
without the prior written authorization of City.
b. The above compensation shall include all costs, including, but not limited
to, all clerical, administrative, overhead, insurance, reproduction, telephone, travel, auto rental,
subsistence and all related expenses.
3. Payment.
a. As scheduled services are completed, Contractor shall submit to City an
invoice for the services completed, authorized expenses and authorized extra work actually
performed or incurred.
b. All such invoices shall state the basis for the amount invoiced, including
services completed,the number of hours spent and any extra work performed.
c. Payment shall constitute payment in full for all services, authorized costs
and authorized extra work covered by that invoice.
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4. Change Orders. No payment for extra services caused by a change in the scope
or complexity of work, or for any other reason, shall be made unless and until such extra services
and a price therefor have been previously authorized in writing and approved by City as an
amendment to this Agreement. City's Project Manager is authorized to approve a reduction in the
services to be performed and compensation therefor. All amendments shall set forth the changes
of work,extension of time,and/or adjustment of the compensation to be paid by City to Contractor
and shall be signed by the City's Project Manager, City Manager or City Council, as applicable.
5. Licenses. Contractor represents that it and any subcontractors it may engage,
possess any and all licenses which are required under state or federal law to perform the work
contemplated by this Agreement and that Contractor and its subcontractors shall maintain all
appropriate licenses, including a City of Orange business license, at its cost, during the
performance of this Agreement.
6. Independent Contractor. At all times during the term of this Agreement,
Contractor shall be an independent contractor and not an employee of City. City shall have the
right to control Contractor only insofar as the result of Contractor's services rendered pursuant to
this Agreement. City shall not have the right to control the means by which Contractor
accomplishes services rendered pursuant to this Agreement. Contractor shall, at its sole cost and
expense, furnish all facilities, materials and equipment which may be required for furnishing
services pursuant to this Agreement. Contractor shall be solely responsible for, and shall
indemnify, defend and save City harmless from all matters relating to the payment of its
subcontractors, agents and employees, including compliance with social security withholding and
all other wages, salaries, benefits, taxes, exactions, and regulations of any nature whatsoever.
Contractor acknowledges that it and any subcontractors, agents or employees employed by
Contractor shall not,under any circumstances,be considered employees of City,and that they shall
not be entitled to any of the benefits or rights afforded employees of City,including,but not limited
to, sick leave, vacation leave, holiday pay, Public Employees Retirement System benefits, or
health, life,dental, long-term disability or workers' compensation insurance benefits.
7. Contractor Not Agent. Except as City may specify in writing, Contractor shall
have no authority, express or implied, to act on behalf of City in any capacity whatsoever as an
agent. Contractor shall have no authority, express or implied, to bind City to any obligation
whatsoever.
8. Designated Persons. Only those qualified persons authorized by City's Project
Manager,or as designated in Exhibit"A,"shall perform work provided for under this Agreement.
It is understood by the parties that clerical and other nonprofessional work may be performed by
persons other than those designated.
9. Assignment or Subcontracting. No assignment or subcontracting by Contractor
of any part of this Agreement or of funds to be received under this Agreement shall be of any force
or effect unless the assignment has the prior written approval of City. City may terminate this
Agreement rather than accept any proposed assignment or subcontracting. Such assignment or
subcontracting may be approved by the City Manager or his/her designee.
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10. Time of Completion. Except as otherwise specified in Exhibit "A," Contractor
shall commence the work provided for in this Agreement within five(5)days of the Effective Date
of this Agreement and diligently prosecute completion of the work in accordance with the time
period set forth in Exhibit"A"hereto or as otherwise agreed to by and between the representatives
of the parties.
11. Time Is of the Essence. Time is of the essence in this Agreement. Contractor shall
do all things necessary and incidental to the prosecution of Contractor's work.
12. Reserved.
13. Delays and Extensions of Time. Contractor's sole remedy for delays outside its
control, other than those delays caused by City, shall be an extension of time. No matter what the
cause of the delay,Contractor must document any delay and request an extension of time in writing
at the time of the delay to the satisfaction of City. Any extensions granted shall be limited to the
length of the delay outside Contractor's control. If Contractor believes that delays caused by City
will cause it to incur additional costs, it must specify, in writing, why the delay has caused
additional costs to be incurred and the exact amount of such cost at the time the delay occurs. No
additional costs can be paid that exceed the not to exceed amount stated in Section 2.a, above,
absent a written amendment to this Agreement.
14. Products of Contractor. The documents, studies, evaluations, assessments,
reports, plans, citations, materials, manuals,technical data, logs, files, designs and other products
produced or provided by Contractor for this Agreement shall become the property of City upon
receipt. Contractor shall deliver all such products to City prior to payment for same. City may
use, reuse or otherwise utilize such products without restriction.
15. Equal Employment Opportunity. During the performance of this Agreement,
Contractor agrees as follows:
a. Contractor shall not discriminate against any employee or applicant for
employment because of race, color, religion, sex, national origin, mental or physical disability,or
any other basis prohibited by applicable law. Contractor shall ensure that applicants are employed,
and that employees are treated during employment, without regard to their race, color, religion,
sex,national origin, mental or physical disability,or any other basis prohibited by applicable law.
Such actions shall include,but not be limited to the following: employment,upgrading,demotion
or transfer,recruitment or recruitment advertising,layoff or termination,rates of pay or other forms
of compensation and selection for training, including apprenticeship. Contractor agrees to post in
conspicuous places, available to employees and applicants for employment, a notice setting forth
provisions of this non-discrimination clause.
b. Contractor shall, in all solicitations and advertisements for employees
placed by, or on behalf of Contractor, state that all qualified applicants will receive consideration
for employment without regard to race, color, religion, sex, national origin, mental or physical
disability, or any other basis prohibited by applicable law.
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C. Contractor shall cause the foregoing paragraphs(a)and(b)to be inserted in
all subcontracts for any work covered by this Agreement, provided that the foregoing provisions
shall not apply to subcontracts for standard commercial supplies or raw materials.
16. Conflicts of Interest. Contractor agrees that it shall not make, participate in the
making, or in any way attempt to use its position as a consultant to influence any decision of City
in which Contractor knows or has reason to know that Contractor, its officers, partners, or
employees have a financial interest as defined in Section 87103 of the Government Code.
17. Indemnity.
a. To the fullest extent permitted by law, Contractor agrees to indemnify,
defend and hold City, its City Council and each member thereof,and the officers, officials,agents
and employees of City(collectively the"Indemnitees") entirely harmless from all liability arising
out of:
1) Any and all claims under workers' compensation acts and other
employee benefit acts with respect to Contractor's employees or Contractor's subcontractor's
employees arising out of Contractor's work under this Agreement, including any and all claims
under any law pertaining to Contractor or its employees' status as an independent contractor and
any and all claims under Labor Code section 1720 related to the payment of prevailing wages for
public works projects; and
2) Any claim, loss, injury to or death of persons or damage to property
caused by any act, neglect, default, or omission of Contractor, or person, firm or corporation
employed by Contractor, either directly or by independent contract, including all damages due to
loss or theft sustained by any person, firm or corporation including the Indemnitees, or any of
them, arising out of, or in any way connected with the work or services which are the subject of
this Agreement, including injury or damage either on or off City's property; but not for any loss,
injury,death or damage caused by the active negligence or willful misconduct of City. Contractor,
at its own expense, cost and risk, shall indemnify any and all claims, actions, suits or other
proceedings that may be brought or instituted against the Indemnitees on any such claim or liability
covered by this subparagraph, and shall pay or satisfy any judgment that may be rendered against
the Indemnitees, or any of them, in any action, suit or other proceedings as a result of coverage
under this subparagraph.
b. Reserved.
c. Except for the Indemnitees, the indemnifications provided in this
Agreement shall not be construed to extend any third party indemnification rights of any kind to
any person or entity which is not a signatory to this Agreement.
d. The indemnities set forth in this section shall survive any closing,
rescission,or termination of this Agreement, and shall continue to be binding and in full force and
effect in perpetuity with respect to Contractor and its successors.
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18. Insurance.
a. Contractor shall carry workers' compensation insurance as required by law
for the protection of its employees during the progress of the work. Contractor understands that it
is an independent contractor and not entitled to any workers' compensation benefits under any
City program.
b. Contractor shall maintain during the life of this Agreement the following
minimum amount of comprehensive general liability insurance or commercial general liability
insurance: the greater of (1) One Million Dollars ($1,000,000) per occurrence; or (2) all the
insurance coverage and/or limits carried by or available to Contractor. Said insurance shall cover
bodily injury, death and property damage and be written on an occurrence basis.
c. Contractor shall maintain during the life of this Agreement, the following
minimum amount of automotive liability insurance: the greater of(1) a combined single limit of
One Million Dollars ($1,000,000); or (2) all the insurance coverage and/or limits carried by or
available to Contractor. Said insurance shall cover bodily injury, death and property damage for
all owned, non-owned and hired vehicles and be written on an occurrence basis.
d. Any insurance proceeds in excess of or broader than the minimum required
coverage and/or minimum required limits which are applicable to a given loss shall be available
to City. No representation is made that the minimum insurance requirements of this Agreement
are sufficient to cover the obligations of Contractor under this Agreement.
e. Each policy of general liability and automotive liability shall provide that
City, its officers, officials, agents, and employees are declared to be additional insureds under the
terms of the policy, but only with respect to the work performed by Contractor under this
Agreement. A policy endorsement to that effect shall be provided to City along with the certificate
of insurance. In lieu of an endorsement,City will accept a copy of the policy(ies)which evidences
that City is an additional insured as a contracting party. The minimum coverage required by
Subsection 1 8.b and c, above, shall apply to City as an additional insured. Any umbrella liability
insurance that is provided as part of the general or automobile liability minimums set forth herein
shall be maintained for the duration of the Agreement.
f.Reserved.
g. The insurance policies maintained by Contractor shall be primary insurance
and no insurance held or owned by City shall be called upon to cover any loss under the policy.
Contractor will determine its own needs in procurement of insurance to cover liabilities other than
as stated above.
h. Before Contractor performs any work or prepares or delivers any materials,
Contractor shall furnish certificates of insurance and endorsements, as required by City,
evidencing the aforementioned minimum insurance coverages on forms acceptable to City,which
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shall provide that the insurance in force will not be canceled or allowed to lapse without at least
ten(10)days' prior written notice to City.
i.Except for professional liability insurance coverage that may be required by
this Agreement, all insurance maintained by Contractor shall be issued by companies admitted to
conduct the pertinent line of insurance business in California and having a rating of Grade A or
better and Class VII or better by the latest edition of Best Key Rating Guide. In the case of
professional liability insurance coverage, such coverage shall be issued by companies either
licensed or admitted to conduct business in California so long as such insurer possesses the
aforementioned Best rating.
j Contractor shall immediately notify City if any required insurance lapses or
is otherwise modified and cease performance of this Agreement unless otherwise directed by City.
In such a case, City may procure insurance or self-insure the risk and charge Contractor for such
costs and any and all damages resulting therefrom, by way of set-off from any sums owed
Contractor.
k. Contractor agrees that in the event of loss due to any of the perils for which
it has agreed to provide insurance, Contractor shall look solely to its insurance for recovery.
Contractor hereby grants to City,on behalf of any insurer providing insurance to either Contractor
or City with respect to the services of Contractor herein,a waiver of any right to subrogation which
any such insurer may acquire against City by virtue of the payment of any loss under such
insurance.
1.Contractor shall include all subcontractors, if any, as insureds under its
policies or shall furnish separate certificates and endorsements for each subcontractor to City for
review and approval. All coverages for subcontractors shall be subject to all of the requirements
stated herein.
19. Termination. City may for any reason terminate this Agreement by giving
Contractor not less than five (5) days' written notice of intent to terminate. Upon receipt of such
notice, Contractor shall immediately cease work, unless the notice from City provides otherwise.
Upon the termination of this Agreement, City shall pay Contractor for services satisfactorily
provided and all allowable reimbursements incurred to the date of termination in compliance with
this Agreement, unless termination by City shall be for cause, in which event City may withhold
any disputed compensation. City shall not be liable for any claim of lost profits.
20. Maintenance and Inspection of Records. In accordance with generally accepted
accounting principles, Contractor and its subcontractors shall maintain reasonably full and
complete books, documents, papers, accounting records, and other information (collectively, the
records")pertaining to the costs of and completion of services performed under this Agreement.
City and its authorized representatives shall have access to and the right to audit and reproduce
any of Contractor's records regarding the services provided under this Agreement. Contractor shall
maintain all such records for a period of at least three (3)years after termination or completion of
this Agreement. Contractor agrees to make available all such records for inspection or audit at its
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offices during normal business hours and upon three(3)days' notice from City,and copies thereof
shall be furnished if requested.
21. Compliance with all Laws/Immieration Laws.
a. Contractor shall be knowledgeable of and comply with all local, state and
federal laws which may apply to the performance of this Agreement.
b. If the work provided for in this Agreement constitutes a"public works,"as
that term is defined in Section 1720 of the California Labor Code,for which prevailing wages must
be paid, to the extent Contractor's employees will perform any work that falls within any of the
classifications for which the Department of Labor Relations of the State of California promulgates
prevailing wage determinations, Contractor hereby agrees that it, and any subcontractor under it,
shall pay not less than the specified prevailing rates of wages to all such workers. The general
prevailing wage determinations for crafts can be located on the website of the Department of
Industrial Relations (www.dir.ca.gov/DLSR). Additionally,to perform work under this Contract,
Contractor must meet all State registration requirements and criteria, including project compliance
monitoring.
c. Contractor represents and warrants that it:
1) Has complied and shall at all times during the term of this
Agreement comply, in all respects, with all immigration laws, regulations, statutes, rules, codes,
and orders, including, without limitation, the Immigration Reform and Control Act of 1986
IRCA); and
2) Has not and will not knowingly employ any individual to perform
services under this Agreement who is ineligible to work in the United States or under the terms of
this Agreement; and
3) Has properly maintained, and shall at all times during the term of
this Agreement properly maintain, all related employment documentation records including,
without limitation, the completion and maintenance of the Form I-9 for each of Contractor's
employees; and
4) Has responded, and shall at all times during the term of this
Agreement respond, in a timely fashion to any government inspection requests relating to
immigration law compliance and/or Form I-9 compliance and/or worksite enforcement by the
Department of Homeland Security, the Department of Labor, or the Social Security
Administration.
d. Contractor shall require all subcontractors or subconsultants to make the
same representations and warranties as set forth in Subsection 21.c.
e. Contractor shall, upon request of City, provide a list of all employees
working under this Agreement and shall provide,to the reasonable satisfaction of City,verification
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that all such employees are eligible to work in the United States. All costs associated with such
verification shall be borne by Contractor. Once such request has been made, Contractor may not
change employees working under this Agreement without written notice to City, accompanied by
the verification required herein for such employees.
f.Contractor shall require all subcontractors or sub-consultants to make the
same verification as set forth in Subsection 21.e.
g. If Contractor or subcontractor knowingly employs an employee providing
work under this Agreement who is not authorized to work in the United States, and/or fails to
follow federal laws to determine the status of such employee,that shall constitute a material breach
of this Agreement and may be cause for immediate termination of this Agreement by City.
h. Contractor agrees to indemnify and hold City, its officers, officials, agents
and employees harmless for,of and from any loss, including but not limited to fines,penalties and
corrective measures City may sustain by reason of Contractor's failure to comply with said laws,
rules and regulations in connection with the performance of this Agreement.
22. Governing Law and Venue. This Agreement shall be construed in accordance
with and governed by the laws of the State of California and Contractor agrees to submit to the
jurisdiction of California courts. Venue for any dispute arising under this Agreement shall be in
Orange County, California.
23. Integration. This Agreement constitutes the entire agreement of the parties. No
other agreement,oral or written,pertaining to the work to be performed under this Agreement shall
be of any force or effect unless it is in writing and signed by both parties. Any work performed
which is inconsistent with or in violation of the provisions of this Agreement shall not be
compensated.
24. Notice. Except as otherwise provided herein, all notices required under this
Agreement shall be in writing and delivered personally, by e-mail, or by first class U.S. mail,
postage prepaid, to each party at the address listed below. Either party may change the notice
address by notifying the other party in writing. Notices shall be deemed received upon receipt of
same or within three (3) days of deposit in the U.S. Mail,whichever is earlier. Notices sent by e-
mail shall be deemed received on the date of the e-mail transmission.
CONTRACTOR" CITY"
MODassic Group,LLC, dba CivicBrand City of Orange
224 W. Rainbow Blvd. #122 300 E. Chapman Avenue
Salida, CO 81201 Orange, CA 92866-1591
Attn.: Ryan Short Attn.: Economic Development Manager
Telephone: (214) 586-0795 Telephone: (714) 744-2222
E-Mail: ryan@civicbrand.com E-Mail: edinfo@cityoforange.org
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25. Counterparts. This Agreement may be executed in one or more counterparts,each
of which shall be deemed an original, but all of which together shall constitute one and the same
instrument. Signatures transmitted via facsimile and electronic mail shall have the same effect as
original signatures.
IN WITNESS of this Agreement, the parties have entered into this Agreement as of the
year and day first above written.
CONTRACTOR" CITY"
MODASSIC GROUP, LLC, a Colorado CITY OF ORANGE, a municipal corporation
limited liability company,dba CIVICBRAND
Docu8igned by: Docu8igned by:
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B :Y D7G DODt C Wi8 YoB nMURR777A2nnn
Printed Name: Ryan Short Daniel R. Slater, Mayor
Title: CEO
By: ATTEST:
Printed Name: p—DocuSigned by:
Title:
DB2RE'ICBaBEF^1
Pamela Coleman, City Clerk
APPROVED AS TO FORM:
r—DocuSlgned by:
M if c, VVijOifa
fRIlRn1FRR7RFdQR
Mike Vigliotta, City Attorney
NOTE:City requires the following signature(s)on behalf of the Contractor:
1)the Chairman of the Board,the President or a Vice-President,AND(2)the
Secretary, the Chief Financial Officer, the Treasurer, an Assistant Secretary
or an Assistant Treasurer. If only one corporate officer exists or one corporate
officer holds more than one corporate office, please so indicate. OR
The corporate officer named in a corporate resolution as authorized to enter
into this Agreement. A copy of the corporate resolution, certified by the
Secretary close in time to the execution of the Agreement,must be provided to
City.
NINA
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EXHIBIT "A"
SCOPE OF SERVICES
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DISTRICT BRAND VISION
CITY OF ORANGE ,CA
Envelope ID.09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
The transformative TABLE OF CONTENTS
ecommendations provided by
ivicBrand have set a clear path INTRODUCTORY LETTER 3
or enhancing the Village's brand PROJECT UNDERSTANDING 4
nd establishing it as a must-visit
CIVICBRAND OVERVIEW 5-8
estination.
PROJECT LEAD RESUME 9
s we started implementing the
CLIENTS 10
APPROACH 11-19
ecommendations from the audit,
e have seen the cohesive branding
FEATURED WORK 20-24
nitiatives come to life, creating a
PROJECT SCHEDULE 25
aptivating identity that embraces
he possibilities of a vibrant future."
manda Muzaurieta
ocoa Village Main Street CONTACT
Ryan Short
ryan@civicbrand.com
214) 586-0795
224. W. Rainbow Blvd. #122
Salida, CO 81201
CivicBrand.com
Page 2
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
Aaron Schulze & City of Orange,
For the past 15 years, our firm has crafted our processes, team, and tools to
position ourselves as industry leadings in placemaking and place branding.
We believe that place branding extends beyond mere logos and campaigns. It's
about forging an authentic brand vision that both shapes the built environment
and creates opportunity for its residents and stakeholders.
By intertwining place branding with placemaking, we empower communities to
realize their full potential while honoring their unique identities. We've witnessed
firsthand the transformative power of a well-defined brand vision and are excited
to partner with the City of Orange to help achieve
your goals for this district.
CIVIC
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Ryan Short
CEO, CivicBrand I
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Project UnderstandingJ
CivicBrand understands that the City of Orange is f
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Imimmin
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CivicBrand CEO Ryan
Short on Place branding,
engagement& placemaking.
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itillo recognized on a C I.iV C Brand Miles traveled last year- it's
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global stage.
BY THE NUMBERS google maps- but we're on
the road a lot.
Alli-7111r A team of creatives and strategists that are all
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passionate about place. We love witnessing the
power design has on communities and proving I .
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that value with real metrics. Whether it's
measuring the economic impact of a project or
32,000+ counting the number of people holding hands on 15
a street after a placemaking activation we are_
here for it and love doing what we do. Years in business. Here's
Photos taken. It's probably the original crew in 2008.
more but that's what we Starting out in a recession
currently have in our you quickly learn how to run
Google Photos account.lean while delivering value.
i Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC s 4 2 ;
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MADE-IN" BRAND
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CivicBrand POP-UP SHOP FOR
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Founded in 2008, CivicBrand collaborates directly and brand architecture that caters to a variety of
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with cities, counties, CVBs, DMOs, and downtown needs. Achieving this demands deep expertise in
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organizations to implement strategies for public equitable engagement, local government, economic L I t E
engagement, community visioning, place branding, development, user experience, design leadership,
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placemaking, wayfinding, and destination marketing. brand strategy, and tourism and destination
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Counties are intricate ecosystems.They encompass E I t
multiple cities,various departments, community While there are numerous firms and local freelancers i. i
organizations, a blend of public and private initiatives, capable of designing appealing logos, communities
entities that both compete and collaborate, and serve require more than just another logo or campaign.
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diverse audiences. However, at the end of the day, They need clarity about their identity. They need a
they represent one unified place. shared vision that unifies and inspires. At CivicBrand,
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we specialize in assisting communities in carefully gm. -
Effective place branding transcends mere logos; it navigating this process and telling a story that brings
involves creating a comprehensive brand platform real impact to its residents, staff, and stakeholders.
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City92023
Finalist- Best Use of Design I Place Branding, High Point, NC 1a
Nation 2021 Finalist- Best Use of Data I Placemaking,Waco,TX
Place 2019 Finalist- Best Use of Design I Place Branding, Waupaca, WI
Awards 2018 Finalist- Best Citizen Engagement I Place Branding, Park Rapids, MN
CivicBrand.com Page 6
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
Creating a shared
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To succeed in this space requires a deep 0f t
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understanding of how civic entities work,the role of L.:
artnershi s fundingoptions, planning
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public/private partnerships, P x
development, and public engagement.There are t../ ; •
many great design firms out there that work across a
range of industries, from hotels to liquor brands,yet i -,
lack deep experience in the civic realm. A.
On the other hand, there are civic consultants who
are well-versed in the civic space; however, they either
outsource design work or their creative output leaves
much to be desired.At CivicBrand,we offer the best of
both worlds.There isn't a design firm that possesses a a
deeper understanding of the civic space than us, and
there isn't a civic consultant with our level of design
talent.
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CivicBrand's designs are cutting edge and don't have liBUIVsothatconventionalgovernmentlookandfeel. They
really helped set us up for success." i---E x•$ -
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CivicBrand.com Page 7
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
Creatingg
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wayfindingILI
r 4 r.11r;)* . 't.. .i 'ig _ ". I Afr- - .N„_.,!1 , ...There's a significant difference between a true'place' y r
and simply real estate or a collection of buildings.
Placemaking and Wayfinding can create a genuine j >r St f,-
destination by integrating elements of place branding l r P-1-
and identity into the built environment, alongside a ESONl4 a, t; ,,
focus on how people utilize and move through the og 140
space or community. It goes beyond merely signage
or decorating the built environment and addresses41114W.11111 '
safety, walkability, beautification, traffic calming,
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urban design, and even creatively tackles parking k
challenges and perceptions.
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From permanent wayfinding signage systems to
temporary activations of blocks, intersections,
alleyways, parking lots, and vacant spaces, CivicBrand
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works with communities to infuse their brand into
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the built environment and shape the overall user
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CivicBrand.com Page 8
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
Ryan Short - CivicBrand founder & Project Lead
EDUCATION Since 2008, Ryan Short has served as the CEO and co-founder of
Human Centered Design, Pratt Institute-Brooklyn, NY CivicBrand,an organization at the forefront of transformative placeyrBBAMarketing, University of North Texas-Denton,TX branding and community engagement. Ryan also hosts the"Eyes
on The Street"podcast,where he engages in discussions about
EXPERIENCE the intersection of place, identity,and community. He has been
15 Years Experience as CivicBrand co-founder published on Forbes.com and is a frequent speaker on topics related
to engagement, placemaking,and place branding.
PROFESSIONAL AFFILIATIONS
APA Colorado With an unwavering passion for the profound impact of place on440CongressfortheNewUrbanism(CNU) our lives, Ryan co-founded CivicBrand,dedicating himself to the
Main Street America mission of helping communities unlock their full potential. He has
Mobilizing for Monuments cultivated a proficient team,fine-tuned processes,and developed
Proud Place, Founding Member cutting-edge tools tailored to fully engage communities.These
Forbes Agency Council resources aren't just about attracting attention or visitors;they play
IAP2-International Association of a vital role in nurturing civic pride and facilitating the discovery and
Public Participation implementation of each community's authentic identity.
At the helm of CivicBrand, Ryan provides strong leadership,guiding
RECENT AWARDS the team toward realizing their shared vision of creating vibrant and
meaningful places. His impressive portfolio of work spans diverse
2023 Finalist-City Nation Place Global communities across the US,encompassing comprehensive city and
Best Use of Design-High Point, NC
county-wide branding initiatives,district branding projects,as well as
2021 Finalist City Nation Place Global placemaking and activation strategies that breathe life into once-
Best Use of Data-7th Street Plaza,Waco,TX neglected areas. Furthermore, Ryan has been a driving force behind
various planning efforts, including comprehensive plans,open
2021 1st Place-APA New Mexico space and trails master plans, parks and recreation master plans,
Long Range Planning, Las Cruces, NM and downtown master plans,all aimed at shaping sustainable and
thriving communities.
2019 Finalist-City Nation Place Global
Best Use of Design-Waupaca,WI
2018 Gold Winner- Hermes Creative Awards
Brand Identity-Heartland Lakes/Park Rapids, MN
2017 Platinum Winner-Hermes Creative Awards
Brand Identity -Benioff Ocean Initiative
University of California Santa Baraba
CivicBrand.com Page 9
In Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
Featured Clients
Project
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midbm I'i Techye for Public p CENU
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CivicBrand.com Page 10
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
Approach
City Orange,of CA
District Brand Vision
Task 1 Task 2
Kick-Off & Project Management Research, Engagement & Audit
1.1 Kick off meeting 2.1 Trip 1 - Engagement&Asset Audit
1.2 Committee Meetings 2.2 Virtual Engagement& Research
1.3 Status Checks 2.3 Place Brand Audit
1.4 Project website
1.5 Data Transfer
Task 3 Task4
Brand Strategy Implementation
3.1 Brand Vision 4.1 Implementation Plan
3.2 Brand Story& Principles 4.2 Impact vs Effort Matrix
3.3 Identity Design 4.3 Placemaking Plan
3.4 Messaging&Visual Language
3.5 Brand Guidelines
CivicBrand.com Page 11
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
CIVICBRAND
u STRATEGIST
I
BRISA BYFORD
LEADING A
FOCUS GROUP
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Task 1 A process built background information necessary
on proactive for data transfer, bringing the
h' CivicBrand team up to speed on all
communication & existing developments in the district.
Project Management We will also look for opportunities
Kick-Off transparency to collaborate and overlap the
engagement phase of the project with
the engagement work that City Thinkers
will be doing so that both the urban
Task 1.1 Kick-Off Meeting design and identity work are shaped
We initiate the project with a virtual by the same underlying vision and
meeting involving the staff project team engagement.
to align on project goals, processes,
and timelines. During this meeting, 1.2 Committee Meetings
we will also discuss the development We will closely collaborate with the
of a committee representing key staff team throughout the project,
stakeholders in the district and the occasionally engaging the committee
CivicBrand.com Page 12
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
and council at crucial junctures. Our
process aims to avoid a big reveal at the
end, instead, aiming to garner support
gradually throughout the process. We
are mindful that meeting with more
than two council members at a time
constitutes a public meeting, so we y,..
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nre BRAstrategicallyplanhowandwhento NO s. '„,~
involve the council in the process. Most I.U8
i.committee meetings will be conducted S,y O -
virtually, except for those that coincide
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P 1 1withourin-person visit.
1.3 Status Checks y f
We will collaborate with the staff project
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team to establish a schedule for regular
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check-in meetings. The frequency of
these meetings will vary at different
i
stages of the project.
1.4 Project website
We will launch a project website that 2/
will serve as the 24/7 hub for public
information related to the project.This Q
platform will keep all stakeholders
informed about the process and 1/\./
offer multiple options for interactive
engagement and survey questions
throughout the project. w
1.5 Data Transfer it.,
CivicBrand will request relevant
background information from the
project team, including previous PROJECT WEBSITE FOR CITY OF LUBBOCK, TX
planning efforts, strategic plans, lists of BRANDING PROJECT
community assets, current brand assets
CivicBrand.com
In Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
i CIVICBRAND
TEAMminM
0 I CONDUCTING
4 7--.t -,
AN ASSET
AUDIT IN HIGH
4 POINT, NORTH
4
CAROLINA
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Task 2 In depth research and explore the community.Additionally,
equitable engagement the CivicBrand team will take inventory
and audit community assets during this
Research, Engagement
in order to measure initial trip.
Audit twice and cut once
2.2 Virtual Engagement& Research
Following our visit, we will conduct
digital engagement and further
2.1 Site Visit- Engagement&Audit research. This includes interviews,
During our visit,the CivicBrand team virtual focus groups, interactive surveys,
will embark on an extensive tour of the as well as audits of competing areas and
district to establish existing conditions, communities. CivicBrand is an industry
conduct initial interviews, and hold leader in public engagement, and we
in-person focus groups.We will also employ a wide range of tools and tactics
engage with residents,visitors, and to reach the community, maximizing the
business owners on the streets as we project budget's impact.
CivicBrand.com Page 14
In Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
2.3 Place Brand Audit
This phase culminates in the delivery
of our Place Brand Audit.This
comprehensive audit summarizes all
our research, engagement, and SWOT
analysis across numerous categories
for the district. It represents the first
key deliverable and sets the stage for
entering the brand strategy phase.The
Place Brand Audit examines the current
identity, positioning, competing areas,
placemaking, the built environment,G v"'0.1"
mobility, and, using ArcGIS, delves deep A'' "`" er.40°.+'00*
into the area's demographics.All of this
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information will provide the foundation off a
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for developing a brand strategy that is 45+_04 ~jdoom- + ` .M mod"
both authentic and inspiring,while also y.e+r` ,,,s +e+
considering real world constraints. 14.7 rw4 Mr'
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CivicBrand.com Page 15
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
CIVICBRAND
TEAM WORKING
ON CUSTOM
ILLUSTRATION
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Task 3 A comprehensive shared vision for the future, we will
brand platform is far begin developing the strategy needed to
achieve that vision.
Brand Strategy
more than just a logo
3.2 Brand Story& Principles
and tagl i ne The brand story breathes life into the
vision through an inspiring narrative
that captures the essence of the
community and the strategic vision.The
3.1 Brand Vision brand principles serve as a decision-
Everything we learn in the Place Brand making filter for all implementation
Audit will shape the brand vision. tasks and creative endeavors.
While engaging with diverse groups of
stakeholders, our goal is to discover the 3.3 Identity Design
underlying shared values and common With an approved brand vision, story,
threads that will allow us to create a and principles in place, we will bring the
shared brand vision.With a clear and brand to life through identity design.
CivicBrand.com Page 16
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
ii! .
aI_u I
This involves creating a comprehensive minerr
brand platform and brand architecture i-
that defines the place brand and any
lc,sub-brands or endorsement brands that
can be strategically used to comprise
the overall brand platform.
3.4 Messaging&Visual Language 46 \
In addition to the logo and brand 1111)1114atiViii iarchitectureelements, we will develop CleillIlMllmessagingandavisuallanguage.This
includes the look,feel, voice, tone,
colors, and associated elements that
collectively shape how the brand will be
communicated and give it life. fr
3.6 Brand Guidelines
Upon finalizing the branding, we will IWAUPACA /1 ik
produce a brand guidelines document k
that provides detailed instructions
on how the brand should be used.
This document will define logo usage,
46
brand architecture rules, fonts, colors, alill
icons, and imagery. It will serve as a
reference document for staff, vendors,
or contractors who will work with the F
brand. Ai t________Wl
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BRAND CAMPAIGN /AIPORT ADVERTISING FOR WAUPACA, WI
CivicBrand.com Page 1 7
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
BRANDING
AND
MONUMENT
I . SIGNAGE FOR
BURLESON,
e. , TEXAS
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Task 4 A brand is built by priority matrix for how the brand should
living the brand be implemented.This is a multi-phase,
multi-year implementation plan that
promise on a daily encompasses a diverse set of channels,
Implementation including digital and placemaking within
basis the built environment.
4.2 Impact v. Effort Matrix
4.1 Implementation Plan It is essential for an implementation
The greatest brands in the world plan to strike a balance between
meant nothing on day one.Their value quick-win projects and larger-scale
is entirely based on how they are initiatives. Not all projects can be small,
implemented, managed, and how they and not all can be large. We will plot
fulfill the brand promise daily. The all recommendations on an impact vs.
implementation plan is organized by effort matrix, helping prioritize which
strategic focus areas and provides a projects should be tackled first.
CivicBrand.com Page 18
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
PLACEMAKING ACTIVATION
IN HIGH POINT, NC
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4.3 Placemaking Plan Pk* * - . - , lI 1 %
A key element of implementation is I - sr'.(,.. i
the placemaking plan. At CivicBrand,
we understand that placemaking goes dit, r -1,
beyond merely hanging a banner or
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incorporating a logo into the built I
t.
environment. Instead, it's about shaping
the built environment to authentically
I...... 7reflectthebrandprinciplesofthe
district. For example, consider our
recent project in High Point, North
Carolina. High Point's brand strategy w.- --
centers on the concept that they are a
hub of creativity,where all residents
are creators. One aspect of their
placemaking plan involved organizing
a temporary placemaking activation to w
demonstrate how this brand concept l ,, How Do You
ry,
PRESS .
CR
r , •could be integrated in the long term I 4i.,
throughout their city.The activation J. ..'`_ 1ti,
featured murals painted by local artists, M f i . , .
live music performed by local musicians,
qr
fNiro_craft beer brewed by local craft 1 .: F
brewers, and opportunities for people O1 it-' "'
to engage in activities that reinforced 4 s
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the brand story that everyone in High
ar i r
Point is creative.The placemaking
t
plan will surface areas within the
district where placemaking activations, Ittbothtemporaryandpermanent, canlih
serve as catalyst projects to spark c' v
redevelopment and activate the
r
area.This, ultimately, will lead to the 1 t
realization of the place brand vision. r1`#` Ilk '"
CivicBrand.com Page 19
In Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
CITY OF SANTA FE,NEW MEXICO
NMDISTRICT MIDTOWN DISTRICT
BRANDING BRAND STRATEGY
THE VISION
D•
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TIMELINE
I Strict NEW DISTRICT r
OPPORTUNITY
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Brandingini.TA FE
N
THE VISION STAY
a'
i TIMELINEtheheartofNEWDISTRIC
OPPORTUNITY
Santa Fe14.i
SANTA FE
STAY UPDATED rt., ..
Casting the vision for
a brand new district in
Midtown Santa Fe
With the closing of a 34 acre college 2
campus in the heart of Santa Fe, the city
hada unique and oncein a generation I D T V V \
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opportunity to createte aa new district
in the heart of the city.After deep
engagement with the community, it SANTA F E 0. -
was clear that this needed to be a true
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neighborhood and one that connects i
with the neighboring areas rather than a 7
master planned development.Through DT W \ F'
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engagement, research, and staff r -""
workshops, CivicBrand helped cast the SANTA F E
future vision of the district that would
w,.
guide future development of the area.
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CivicBrand.com Page 20
In Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
DOWNTOWN GARLAND,TX
FOOD•DRINK THINGS TO DO EVENTS PLANS SLOG
TX isDISTRICTPEACEMAKINGAND4
BRANDING BRANDING
i I a 411
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Making IT SfOR1tS 'FOR >\ THE_
downtown T to MUSICIANS
tipA.I V ES 1 v,s o o
aplace fori
everybodyInt r
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Public engagement,
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placemaking and JUNE17&19II4
downtown brand strategy
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All— DOWNTOWNRRRl[ NORU8•I0NTO•NWIIMOIX,CW
rS. GARLANDDowntownGarlandistheheartofya'n US roust FE:.. K
Garland,TX and has changed over the
years.There was uncertainty on who
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Itco,u/ vey
downtown was for. Is it for shopping? V'?T°kr
Is it for night-life?Artists? Families? s• a k'z
CivicBrand conducted a placemaking 1 - -1 s
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activation and multiple rounds of
engagement to understand what a t i I
Downtown Garland means to residents
t '" 4
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and what they want it to be in the i 1 I J ' ) lr
r.
future.Together we developed a brand y, '1
strategy and vision plan that shows ii.
that Downtown Garland is for everyone s l----- .i `Y
and created an implementation plan to i
actually live up to that.
CivicBrand.corn
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
FAIRFAX,VIRGINIA
VAPLACEMAKING BLENHEIM BOULEVARD
VISION
t
A strategic to 111 It
Blenheim Blenheim • •kali...vision for a
Boulevard
keycorrdior l
inFairfax, VA 1 Ir1
Developing a new
name, shared vision and
placemaking plan for Old Bye Sheller twaway Separated Two-way Separated
Dimensions•4.75'x 17 Bicycle Lane Bicycle Lary
Lee Highway
Intermediate Level)Sidewa&Lowe)
In Fairfax, VA, our project involved
the renaming of Old Lee Highway to R
Blehnheim Boulevard and the creation
of a strategic vision and placemaking
plan for a pivotal corridor slated for Ill 4`0'
full redevelopment. The end result was
1111 i 1 t
a
a comprehensive brand and strategic LEGENDttt
12 0•
vision, driven by guiding principles, 4 35
1o0.-o• BicycteRacks
poised to transform the corridor into a i COMCK11 MMli Space between' •4'
MEM
En °ERC...1w,Mlq'Al6.CEvibrant, community centered "complete
o<+SetnanOOpctsEdDedPavement 7
in RUl,WO MEM
street" and a focal point for the area's NM .m,.DE,,,,E moon ci.u.MEP Capitalakesna,e
revitalization. Bus Landing Pad Dimensions of Dock•a x 42'
MMEi Minimum Oimwrsrons 5..8' Pedestrian Access Area•6'wide
Dimensions Shown-12'x a
mom
CivicBrand.com Page 22
in Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
City
Nation4fil
I I,
Place
w: d
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s m ' t
CITY OF WAUPACA,WISCONSIN
u
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BRACE BRAND NATFORM l
BRANDING BRAND PLATFORM aft VIM MEW MIL
Making trisii
k4k ff e -tourism i r" WAUPACA II
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work for 4,
ll 1residents
A City, Chamber, and CVB y I
collaboration, creating a
true place brand platform
eWaupaca k
The brand platform unified the LIIISCONSIN
community through design and cast
a common vision and voice, while
ith
at the same time allowing different of W4(i
stakeholders and entities to use the t R24 Emmons
brand to support their different goals. D creek Road
The city, like many small communities
8 57
Rustic Road
tjJ
across the country, needs to attract Canoe Access W
talent, businesses and tourists, but they
it•/
scot&
need to do so in a way that does not
dilute the values of the community and
what has made it a great place to visit
and live for decades.
Ltj WAUPACA
CHAIN 0' LAKES
CivicBrand.com Page 23
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
CLACKAMAS COUNTY,OREGON 7 x 0 A•, .
0 \ DESTINATION
j.
MT.HOOD TERRITORY i,I•
MARKETING &CLACKAMAS COUNTY 4,: Zigza9
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RANGER STATION
A'MTHOODammat II
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Capturing the i!I 8 . $
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spirit.rit of the
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Mt. HoodIV
Territory
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Building a photo and
video content library for r
Clackamas County
As part of a larger county-wide branding
initiative for Clackamas County, Oregon,
a key task was producing a library of
high quality imagery.The goal was
to build a robust and diverse library
of imagery that county staff could 4, F
utilize for a wide variety of marketing 4J
and communication needs. Our team st
captured hundreds of photos and hours Nts; v'
of video footage including Mt. Hood, c . ''.. the different cities in Clackamas County, 1"'"
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local farms, businesses, residents,
parks,transit, recreational activities, r:
and the diverse residents that make up
the county.
CivicBrand.com Page 2-
n Envelope ID:09357265-B4A7-40A2-BAC6-BC8DD79A8ADC
MONTHLY PROJECT SCHEDULE 1 2 3 4 5 6
KICK-OFF & DATA TRANSFER
TRIP 1 - ENGAGEMENT & RESEARCH
VIRTUAL ENGAGEMENT & RESEARCH
PLACE BRAND AUDIT
BRAND STRATEGY
IDENTITY & MESSAGING
IMPLEMENTATION PLAN
Project Budget
70,000 (travel included)
CivicBrand.com Page 25