Brand platform development Washington puBlic ports associaton

09.25.13
Brand platform Development
Washington Public Ports Associaton
Letter of Intent
September 25, 2013
Ginger Eagle
Assistant Director
WPPA
P.O. Box 1518
Olympia, WA 98507
Dear Ginger,
Thank you for considering Phinney Bischoff as a brand and marketing partner with the WPPA. We are
delighted about the opportunity to present our scope of work for developing a brand and kit of parts
to provide you with the tools to promote the PNW Gateway Ports to your key markets. The following
proposal is based on your RFP and our discussions to date. We hope that with our provided solutions
and ideas, we may become a long-term partner for the WPPA.
With more than 30 years of experience, we have developed some of the most recognized brands
and communication systems including award-winning websites. Our proven track record stems from
a research-based creative approach directed at solving client business problems through strategic
design. Our senior-level team has extensive experience navigating complex brand challenges for
organizations such as Microsoft, Bill & Melinda Gates Foundation, GE, and the Port of Seattle.
Based on our understanding, we’ve provided our suggested methodology for leading the PNW
Gateway Ports organization through the development of a strategic brand platform and supporting
graphic elements. Please consider this our working proposal based on current assumptions and to
which we welcome your feedback and questions.
We very much look forward to working with you!
Best regards,
Annett Kohlmann
Marketing Director
206.322.3484
[email protected]
614 Boylston Avenue East
Seattle, WA 98102
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Table of Contents
Table of contents
Agency History and Ownership
4
Agency Overview
5
Qualifications of Staff
6
Partial Client List
8
Portfolio9
Point of View
16
Scope of Work/Proposal
17
Cost Estimate and Considerations
20
Future Phases
21
Why Phinney Bischoff
22
References24
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Agency History and Ownership
Agency HISTORY AND OWNERSHIP
Federal Tax ID Number
Phinney Bischoff is an independent, highly
regarded brand and digital design firm with
offices in Seattle, Washington and Sun Valley,
Idaho. Founded in 1982, and registered as a
corporation with the State of Washington, we
offer world-class expertise in brand strategy,
ideation, design and digital applications.
91-1267748
UBI Number
600-549-386
Location of Facility
The principals of the company are as follows:
Leslie Phinney, CEO/Creative Director
Phinney Bischoff
614 Boylston Avenue East
Seattle, WA 98102
206.322.3484
Karl Bischoff, COO/Chairman
Phinney Bischoff
614 Boylston Avenue East
Seattle, WA 98102
206.322.3484
Phinney Bischoff
Seattle Office
614 Boylston Avenue East
Seattle, WA 98102
206.322.3484
Work will be done out of the Seattle Office.
Sun Valley Idaho Office
P.O. Box 2923
Ketchum, ID 83340
Holly Keenan, President
Phinney Bischoff
614 Boylston Avenue East
Seattle, WA 98102
206.322.3484
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Agency Overview
PHINNEY BISCHOFF
We believe that great ideas come from inviting
clients into the strategic branding and creative
process. The firm is dedicated to bold and
innovative work inspired by this transparent and
inclusive approach. Phinney Bischoff is rated by
media and business publications as one of the
top brand experience firms.
PHINNEY BISCHOFF SERVICES
Brand and Market Strategy
Through our Brand Strategy process, we uncover
the essence of our clients’ brands and market
needs. Adopting proven research disciplines,
Phinney Bischoff reveals and communicates
the elements of your brand that are unique,
valued and memorable. Our process guides
clients in understanding their value offering and
building consensus around the brand’s identity,
while informing them of their image among
current and potential audience segments. It is
the reconciliation of brand image and market
strategy that guides our counsel in strategic
positioning. Our strategic services include:
• Focus Groups
• Brand Architecture
• Marketing Strategy – (market analysis, product
planning, integrated go-to-market strategies)
• Strategic Positioning
• Naming
• Consumer Research
• Creative Audits
• Competitive Assessments
• Segmentation
• Messaging
• New Product and Service Ideation
• Launch Planning and Coordination
• Consulting
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Visual Brand Identities/Logos
Advertising
Graphic Standards
Collateral Architecture
Business Papers
Brochures
Direct Mail
Marketing Collateral
Environmental/Event Signage
Packaging
Annual Reports
Digital
Over 18 years ago, Phinney Bischoff was among
the first of the established design firms in the
Northwest to develop a digital design division.
We recognize the exciting opportunities digital
marketing has for clients and continue to
expand our capabilities in the field of digital
design. Our primary role is to help clients create
communication vehicles that are appropriate
for their business, fully integrated with their
marketing program and geared toward achieving
successful results. By embracing the principles
of Experience Design, we blend form and
function to create customer experiences that
leave a lasting impression. Digital design
services include:
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Digital Design and Development
UX/UI Design Expertise
Digital Advertising
Information Architecture
Persona Development
Testing
Programming
Social Media Planning and Implementation
Interactive CD/DVD/Kiosk Design
Motion Graphics
Electronic Presentations
Video
Creative
For over 30 years, Phinney Bischoff has been a
leader in effective, creative and solution-driven
design. Our numerous awards and high rate of
client retention are a testament to our success.
Design services include:
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Qualifications of Staff
YOUR PHINNEY BISCHOFF TEAM
At the beginning of every Phinney Bischoff client
relationship, a senior-level team is formed from
each of the strategic and creative disciplines
required by the project. Led by your Account
Manager/Strategist and with direct oversight
from one of the principals, your team would
become a highly collaborative extension of your
own team. The following are biographies of the
individuals who would be a part of the initial
PNW Gateway Ports team.
Leslie Phinney
CEO
30 Years of Industry Experience
Leslie oversees strategic branding and awardwinning creative for a diverse group of regional,
national and international clients. Her 30 years
of experience, vision and leadership have turned
Phinney Bischoff into one of the top design
firms in the Northwest and one of Puget Sound
Business Journal’s Fastest Growing Private
Companies. Her strategy is simple: She hires
the best people and inspires them to do great
work for clients such as the Sun Valley Summer
Symphony, the Sun Valley/Ketchum Chamber &
Visitors Bureau, Columbus Zoo and Aquarium,
Woodland Park Zoo, Seattle Symphony, BECU
and The Bill & Melinda Gates Foundation.
Annett Kohlmann
Marketing Director
16 Years of Industry Experience
Annett is our client advocate and biggest
fan. She speaks two languages: yours and
ours, ensuring that your needs are accurately
translated into meaningful deliverables. She
is passionate about solving problems through
design and strongly believes in fostering
longstanding relationships with all our business
partners. Annett brings over 16 years in
marketing and client services with global and
interactive agencies and has had the privilege
of working with destination and tourism brands
such as Holland America Line, TUI Travel, TCS
& Starquest Expeditions, The Space Needle,
Chihuly Garden and Glass, and The Burke
Museum.
Patti Frey Benjamin
Director, Brand Strategy
30 Years of Industry Experience
Patti has over 30 years of experience in
strategic brand development and marketing
communications. She is passionate about
transforming brands, fueling growth and creating
enduring value through consumer insight.
Curious, energetic and creative, Patti draws on
her extensive background in brand development
and creative communications to unravel complex
business problems and create engaging
brand experiences. Patti has worked for global
agencies DDB, Hornall Anderson, and Draft/FCB
and helped guide communications for travel and
destination brands like Holland America Line,
Washington State Tourism and the Columbus
Zoo and Aquarium, as well as consumer brands
JanSport, Frito-Lay, and Nordstrom. An avid
snow skier and outdoors enthusiast, Patti counts
Beaver Creek and the Town of Avon among her
favorite winter haunts.
Alyssa Struck
Account Manager/Strategist
9 Years of Industry Experience
With over nine years of client service and
agency experience, Alyssa brings a wealth of
senior project management knowledge to the
Phinney Bischoff team and has worked with
a variety of clients including Columbus Zoo
and Aquarium, Washington STEM, Sun Valley
Summer Symphony, Benaroya Hall, McDonald’s,
Children’s Museum of Tacoma, State of Alaska
Department of Transportation and more. From
integrated advertising campaigns to internal
marketing communications, Alyssa has a breadth
of experience collaborating with clients to
achieve their goals. In 2011, Alyssa was honored
as a recipient of the Business Examiner’s
40 Under Forty Award, which recognizes
outstanding business and community leaders
under the age of 40.
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Qualifications of Staff
Jake Johnson
Brand Experience Director
10 Years Industry Experience
Jake brings over a decade of experience to
Phinney Bischoff working both in high-level
business management and creative direction.
This balance of creative and business strategy
lends to Jake’s uniqueness in the industry,
enabling him to both understand the complexities
of a business and translate those complexities
into creative brands and campaigns that feel
human. Entrepreneurial and diverse, Jake has
founded two companies, including an interactive
branding agency nominated as one of the 10
best new agencies in the world by .net Magazine,
worked with authors on over 17 books, including
three New York Times Bestsellers, and overseen
the content and creative strategies as an inhouse lead with two large non-profits. Jake’s
work includes a broad range of clients, including
Microsoft, the Seattle Seahawks, Paramount
Pictures, Caffe Vita, Rotary International, Hachette
Book Group, Harkins Theatres, The Rich Dad
Company, and more. Jake graduated summa cum
laude from Cornell University with a bachelor of
arts in English Literature is married to his highschool sweetheart, and has two little boys, Liam
and Dylan, who keep him humble.
Cody Rasmussen
Design Director
19 Years Industry Experience
A 16-year veteran of Phinney Bischoff, Cody
employs a dynamic approach to strategic,
comprehensive brand development and
inspired digital and print design. He is a skilled
creative who excels at solving problems and
applying design to strengthen a brand’s unique
personality. He enjoys working with design teams
and clients to develop creative concepts and
design solutions with award-winning results.
Woodland Park Zoo, Radio City Music Hall,
National Museum of American Art, Microsoft,
Russell, Margaret Thatcher Foundation and
Zymogenetics.
Audrey Na
Senior Art Director
13 Years Industry Experience
With a strong background in retail design
and years of in-house experience, Audrey
understands what it takes to build a brand from
the inside out and how to communicate brand
messaging effectively. At the start of each design
process, Audrey listens, observes and asks a lot
of questions—an attentiveness that helps her
create visually stunning, thoughtfully constructed
concepts. Prior to joining Phinney Bischoff,
Audrey was a Senior Art Director for retailer
Eddie Bauer working on national advertising,
packaging, in-store signage and marketing for
Apparel, Home and Outlet. Additional clients
include Seattle University, The Bravern, Sahale
Snacks, National Frozen Foods, Capstone
Partners, WSECU, The Northwest School, Teo
Technologies and Microsoft.
Matt Mooseles
Production Designer/Web Producer
10 Years Industry Experience
Matt is extremely detail-oriented and efficient in
his work, prepping files and perfecting images on
multiple projects at the same time. With ten years
of industry experience, his organizational skills
and ability to work with designers, combined
with his in-depth software knowledge, make
him the ultimate electronic production designer.
His amazing attention to detail can be seen in
work for clients such as Holland America Line,
McDonald’s, Exclusive Resorts, Swedish Hospital,
Sun Valley Summer Symphony, The Bravern,
Seattle Symphony and BECU.
He has played a key role in art direction, design
and production for clients including the Columbus
Zoo and Aquarium, the Allen Institute for Brain
Science, Seattle Children’s, BECU, Executive
Conversation, Marylhurst University, The Bravern,
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Partial Client List
Partial Client List
• AAA of Washington/Inland
• Alaska Airlines
• Allen Institute for Brain Science
• Antioch University
• BECU
• Bellevue Community College
• Berger/Abam Engineering
• Bill & Melinda Gates Foundation
• Boeing Commercial Airplanes
• Callison
• City of Lacey
• Columbus Zoo and Aquarium
• Fred Hutchinson Cancer Research Center
• Marlyhurst University
• Microsoft
• NAES Power Contractors
• Northwest Trek
• Point Defiance Zoo & Aquarium
• Port of Everett
• Port of Seattle
• Power Engineers
• Public Health—Seattle & King County
• Qwest Field Event Center
• Russell Investments
• Seattle Children’s Hospital
• Seattle Symphony
• Seattle University
• Sun Valley Ketchum Chamber & Visitors
Bureau
• Swedish Medical Center
• Symetra Financial
• United States Naval Academy Alumni
Association and Foundation
• University of Washington
• Woodland Park Zoo
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PORTFOLIO
Port of Seattle
Website and Advertising
In addition to extensive user testing, we built a series of user personas to meet an
array of user needs. Then we applied our experience design process to combine
form, fit and function into one satisfying user experience, while reinforcing the Port’s
position as a source of vital economic activity in the Northwest. After the launch, the
new site received a significantly improved 89% customer satisfaction score.
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Sun Valley/Ketchum
Chamber & Visitors
Bureau
BrandBuilder,™ Getaway Guide, Advertising and Web Banners
Sun Valley has established itself as the nation’s first ski resort and premier,
year-round destination. To help leverage that enviable position, the chamber
partnered with our team to develop a wide range of seasonal marketing efforts
and strategically targeted campaigns.
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Washington State
Department of Labor
and Industries
Website
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NAES
Website
NAES is a global leader that provides independent services for the energy
and related infrastructure markets. We designed a new website for them which
distinguishes the NAES brand from its competitors by solidifying their image as
an organization that looks to the future for clean, renewable energy. The design
is both fresh and serious to solidify the company’s top position in their industry.
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Bill & Melinda Gates
Foundation
BrandBuilder,™ Naming, Logo, Business Papers, Marketing Collateral,
Online Annual Report, Website and Environmental Graphics
The goal when working with the world’s largest foundation is to showcase their
global philanthropy in a unique way, with maximum impact. After designing their
logo, we began developing communications materials that focused directly
on the work of their worldwide grantees. Materials highlight improving the lives
of others through innovative health and learning initiatives.
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Washington Dairy
Products Commission
Annual Report, Event Promotion and Advertising
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Point of View
Point of view
Positioning our Resources for Greatness
A port is, in a sense, a destination for a customer.
And a successful destination thinks and acts
like a marketable brand which assesses
the competitive landscape and identifies
opportunities for success. For ports competing
in a global market, it is crucial to have a clear and
distinct brand proposition.
Capitalizing on our previous experience with
the Port of Seattle, and also in doing some initial
research where PNW Gateway Ports fits into the
competative set, there are interesting facts that
will be important to keep in mind throughout the
branding process:
As Bari Bookout, director of commercial strategy
at the Port of Seattle said, “The PNW has to
continue to make itself relevant.” (JOC.com, May
2012)
As your strategic partner, Phinney Bischoff
will help you shape a compelling brand. We
not only bring the discipline and expertise
needed to conduct a thorough audit of your
communications, but will also bring a solid
understanding of the unique organizational
issues that must be considered when developing
strategies and tactics to position PNW Gateway
Ports as the preferred choice for access to
Pacific Rim Markets.
With 50 to 70 percent of inbound cargo moving
on to eastern destinations, the ports in the
PNW have to clearly differentiate from large
competitors to the south because we don’t have
mass local populations that generate cargo the
way Los Angeles-Long Beach or Oakland do.
That being said, PNW ports outpaced their
southern West Coast rivals in year-over-year
growth in container trade with Asia, with a 3.9
percent increase in imports, 1 percent in exports
and 2.7 percent in total trade through the first 11
months of 2012.
Carriers are operating smarter and are figuring
out that there are all sorts of advantages to
partnering with the PNW Gateway Ports.
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Scope of Work/Proposal
OUR APPROACH
Objective
Based upon the documentation made available
on your site and the conversations we have
had to date, it is clear that a lot of work has
already been invested in identifying the name
and positioning for PNW Gateway Ports. Our
goal for the initial discovery phase of our
process is to leverage the brand work already
completed and to develope it into a platform and
visual language that you can leverage for your
communications programs and systems.
PHASE I: DISCOVERY
Kickoff Meeting
We begin the project with a two (2) to three (3)
hour meeting at Phinney Bischoff’s offices during
which we’ll clarify roles and responsibilities,
confirm project objectives, establish any
additional project success criteria, introduce
other team members, and finalize budget and
schedule. This is also an opportunity to share
and discuss any additional relevant information
before we begin the project in earnest.
This kickoff helps the Phinney Bischoff
team develop a clear understanding of the
specific challenges and opportunities relating
to your brand’s positioning and external
communications. Capitalizing on the experience
base of your team, the Phinney Bischoff team
may focus our discussion and questioning on
issues such as:
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Strategic goals and objectives
Specific marketing goals
Competitors/comparable ports
Positioning; current and future
Target audience needs, attitudes and
behaviors
External communications budgets
Success metrics
The information gathered during this session
will provide the necessary context for evaluating
PNW Gateway Ports’s current communications
and developing recommendations.
Deliverables: Kickoff Meeting Agenda, Project
Schedule, Conference Call and Meeting Recap
Brand Audit
Phinney Bischoff will conduct a brand audit and
evaluate PNW Gateway Port’s current research
and analysis as well as a competitive review. This
will include an evaluation of the organization’s
marketing and communication goals, audience
segments, brand communication channels
currently used, messaging themes, success
metrics as well as an audit of comparative/
competitive ports. WPPA will provide a complete
set of communication materials prior to, or
immediately following, the kickoff meeting.
This may include strategic and marketing
plans, target audience profiles and competitive
materials.
Deliverables: Brand and Competitive Audit,
PDF of Findings Presentation (reviewed at the
Presentation of Findings meeting)
Internal Stakeholder Input/Work Sessions
To gain a thorough understanding of WPPA’s
current communications needs, processes
and programs, we suggest conducting three
(3) input/work sessions with key stakeholders/
representatives from WPPA’s staff and
consultants. The input/work sessions will be
conducted in person over the course of one day
and include four (4) to six (6) representatives
each and last up to two (2) hours each. Phinney
Bischoff will work with WPPA to outline specific
objectives, participant homework, agendas and
activities for these sessions.
These input/work sessions will give us the
opportunity to hear directly from staff and
consultants about current communications,
explore brand perceptions and identify specific
communication issues and/or unmet needs.
Engaging stakeholders in the process will
also help them feel heard and engaged in the
development of recommended improvements,
thus building consensus among your team
throughout the process.
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Scope of Work/Proposal
This proposal assumes Phinney Bischoff will
assist WPPA in identifying the appropriate
participant profile and mix for each work
session, with WPPA scheduling/confirming
specific participants. Input/work sessions will
be conducted on site at WPPA’s offices with A/V
support, and/or refreshments arranged for and
provided by WPPA. This proposal assumes that
no monetary or merchandise incentive will be
necessary to ensure stakeholder participation. If
WPPA would prefer that we conduct the sessions
at an off-site facility, provide additional services
and/or offer an incentive, costs will be adjusted
accordingly.
Deliverables: Work Session Agendas, Homework
Assignments, Work Session Activities, PDF
of Findings Presentation (reviewed at the
Presentation of Findings meeting)
Brand Platform Executive Forum
The Phinney Bischoff team will lead a structured
session with key stakeholders from the PNW
Gateway Ports to review Brand Platform
directions. During this working session, the
Phinney Bischoff strategy team will guide your
team through discussions further refining
each aspect of the PNW Gateway Ports Brand
Platform, including Brand Positioning, Brand
Essence, Brand Manifesto, Brand Attributes,
Brand Personality and Brand Guardrails. The
forum will conclude with alignment from your
team and a finalized brand platform.
Deliverables: PDF of Executive Forum deck(s)
and Recommended Brand Platform
creative development
Presentation of Findings and
Recommendations
With a strategic foundation set, Phinney Bischoff
will begin the creative development process.
Phinney Bischoff will conclude this initial
assessment project with an in-person meeting
at our offices, during which we will present
our observations, findings and resulting
recommendations regarding WPPA’s brand.
This meeting should provide the necessary
information for WPPA to identify appropriate next
steps, including additional project considerations
and the development of implementation plans.
Creative Brief
We start the process with a Creative Brief
that clearly spells out what we want the
PNW Gateway Ports brand to achieve, which
audience(s) we are targeting and what they do
and don’t know about us, what our key message
is, and how we’ll measure success. This brief will
be approved by the WPPA team (with up to one
round of revisions if needed) and will provide the
springboard for creative inspiration.
Deliverables: PDF of Final Presentation deck(s)
and Recommendations
PHASE II: STRATEGIC BRAND
DEVELOPMENT
Brand Platform Development
Building on the insights developed during
the Discovery phase, we will develop a Brand
Platform for the PNW Gateway Ports. We
will work with you to define your strategic
positioning and the defining elements of
your brand so that stakeholders and external
marketing partners have a clear idea of what
makes the PNW Gateway Ports uniquely
appealing, as well as what is or is not “on brand.”
Brand Identity/Logo System
Based on findings from earlier discovery
and the approved creative brief, the Phinney
Bischoff team will work with the client team to
recommend the best way to visually convey the
new brand. Services include:
• Creative direction;
• In a brainstorm/ideation meeting, Phinney
Bischoff will present multiple identity concepts
and design roughs, concluding with selection
of up to two (2) ideas for further exploration;
• After one (1) direction is selected, the logo
will be refined up to one (1) round. At this
time, the logo will be finalized and then color
exploration will begin; allowing one more
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Scope of Work/Proposal
round of design refinements to the chosen
direction.
• Production and delivery of final logo artwork
files;
• Project management, meetings and
consultation.
Visual Language Development
Phinney Bischoff will develop a visual language
system for the new PNW Gateway Ports brand.
Your visual language provides the kit of parts
from which your brand is expressed in all of
its applications. As the visual language is
developed, Phinney Bischoff will apply it to two
to three (2-3) relevant sample applications (these
will be decided upon with the WPPA team).
Sample applications help showcase how all
elements can come to life and may include:
• One-page Brochure
• PowerPoint slide
• Newsletter masthead
Visual Identity Elements Include:
Color Palette – Phinney Bischoff will develop
a primary and secondary color palette
for use across all brand applications. All
recommendations will be based on the strategic
findings developed during the previous Phase.
Typography – Based on the results of the
branding work, logo identity development,
and the development of the color palette and
photo guidelines, Phinney Bischoff will make
recommendations on the use of a primary and
secondary typeface and/or recommended
alternatives.
Deliverables: Creative brief, visual language and
identity elements, typography and color palette.
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Cost Estimate and Considerations
COST ESTIMATE SUMMARY
Phase I: Discovery
$7,625
Phase II: Strategic Brand Development $9,400
Phase III: Creative Development
$30,560
Project Sub-Total:
$47,585
NOT INCLUDED IN SCOPE
COST ESTIMATE CONSIDERATIONS
This estimate does not include printing or
fabrication, custom or stock photography
fees, illustration fees, color-correction fees,
professional proofing and materials and
expenses such as color output, scans, couriers
and long distance phone and fax charges, disks,
supplies, etc.
• This is an estimate of how we expect to
allocate our time. We reserve the right to
re-allocate time within the categories as
needed to complete your project most
effectively for the total design fee stated.
Travel
Any travel expenses are not included in this
proposal. We will work with you to research the
most affordable travel arrangements with your
approval and will simply ask to be reimbursed for
those expenses (with no mark-up).
Please let us know if you have any questions
regarding what we have proposed and estimated
against. Once the scope and budget meet
with your approval, we will submit the finalized
proposal with our standard Agreement for
Services for your review and signature.
• Prices listed are preliminary and valid for
30 days from the date listed. Final creative,
designs, features and functionality, if different
from the scope outlined, may impact budget.
• Budget revisions require a signature of
approval by the client before Phinney Bischoff
proceeds with any additional expenditure.
This allows the client to make outcome/cost
decisions prior to changes being made. Upon
selection to begin a working relationship
with Phinney Bischoff, we would provide a
formal working agreement. We require this
agreement, including any modifications, to
be signed by both parties prior to any work
commencing.
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Future Phases
optional phase iii: marketing and
communications
Tagline Development
Phinney Bischoff will leverage the information
from the newly defined brand platform, as well
as findings from the research from the previous
phases, to develop a tagline to support PNW
Gateway Port’s brand. Phinney Bischoff will
develop up to five (5) tagline recommendations,
with the selection of one (1) to be used as the
new tagline. This scope assumes two (2) rounds
of refinements to the selected direction as well
as preliminary trademark search.
Tagline Estimate
$8,000
Brand Guidelines Document
Phinney Bischoff will develop a comprehensive
Brand Guide (estimated at 16-20 pages) that
details the previously defined brand position,
messaging, visual language usage and brand
personality that articulates PNW Gateway Ports
brand story in a meaningful and resonant way.
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the usage standards for the new visual
language system that has been developed
as part of this proposal. It will also identify
correct and incorrect usage and standards
for the following:
Identity guidelines
Typography treatments
Color palette
Photography style (if applicable)
Secondary graphic elements (if applicable)
Look and Feel – Application Examples
Phinney Bischoff will document the sample
application templates that were developed
as part of the Visual Language. Phinney
Bishoff will also provide narrative that
explains and documents how the look and
feel should be applied to the applications
to remain consistent for future development
by PNW Gateway Ports staff, departments,
or when adapted by future outsourced
designers or vendors.
Brand Guidelines Estimate $19,200 - $24,000
Additional Recommendations
The Brand Guide will include narrative that
explains the brand tone and manner, look and
feel and visual examples of how both will be
applied to various collateral pieces.
The Brand Guide will be comprised of four parts:
1. Introduction
• The user’s role in implementing the new
brand platform/design
• How the PNW Gateway Ports brand is
expressed
• How to use the Brand Guide
2. Tone and Manner/Thematic Language
• The tone and manner and thematic
language section will have two sections:
• Top three messages for up to 5 target
audiences based on the previously
developed brand strategy and platform
• Tone guidelines and examples to assure
that PNW Gateway Ports “speaks” in a
voice consistent with the desired brand
positioning
3. Usage Standards
• In this section Phinney Bischoff will integrate
We understand that the PNW Gateway Port
ultimately needs a new brand platform to evolve
its brand. As a strategic partner, following is
a list of additional recommendations that we
believe are critical for bringing the brand to life
in a consistent and compelling fashion in future
phases of work. These elements help establish a
consistent foundation for the new PNW Gateway
Port brand. Upon further conversations with
your team, and as we gain additional insight into
your organizational needs, Phinney Bischoff can
provide scope of work proposals as appropriate.
Initial recommendations, which may be included
as part of the External and Internal Rollout Plan
tactics, may include:
• Map design
• Website Design and Development;
• Messaging;
• Print Collateral and Templates;
• Print Advertising;
• Online Advertising;
• Photography/Illustration style.
Additional Recommendations Estimates $TBD
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Why Phinney Bischoff
WHY PHINNEY BISCHOFF
GROUNDED IN RESEARCH
Phinney Bischoff is passionate about getting
clients to effective solutions they love through
a collaborative process. That’s why we include
clients throughout the brand strategy, creative
development and implementation phases. We
have thrown out the typical model, where the
client comes to the agency, the client briefs
them on the opportunity, and the creative team
then goes away and comes back with preordained thinking. That’s the industry standard
and it’s broken. We have developed a much
more collaborative process, as we believe
that ultimately, a transparent, more-inclusive
approach creates better work while at the same
time building consensus among your various
stakeholders. Here’s why:
The best brand design and marketing solutions
come from a deep understanding—about your
organization, competitive landscape and the
users who interact with your brand. We start
every project with research. We may immerse
ourselves in primary research (interviews,
surveys, etc.), but we may also rely on client
teams to download us on existing data and
insights. We want to ensure that our work is
built on a solid foundation of information and
comprehension—not just gut instinct (even
though our instincts can be very, very good).
While we’re extraordinarily quick studies, we’ll
never know as much about your organization as
you do. That’s why you’ll be a vital part of our
strategic and creative development process.
We love great creative work, but it needs to be
strategic. That means we need to understand
what your organizational and business
challenges are and we need to provide you with
hard-working, measurable solutions. By involving
you throughout the process we ensure you
agree with the objectives and the end result.
While every client’s time is valuable, we
understand that stakeholders from municipalities
can be spread thin with many things to do in any
given workday. Our process respects this reality.
A streamlined, iterative process built upon key
milestones and client check-ins along the way
ensures greater efficiency and alignment. The
end result is a strategic execution that meets
your needs without any unwanted surprises.
We leave our egos at the door. All the reasons
for not having the client involved are about an
agency’s ego or insecurities. We know you have
good ideas. So we want to hear them. Your big
brain is welcome here anytime.
We also believe in proving the success of the
creative solutions we develop. We are not here
to design just for design’s sake. We work with
you to establish measurable objectives and
goals—which may include sales, reach, impact
within your core service areas, brand satisfaction
and awareness levels, value associations—
whatever is most appropriate in evaluating the
progress and success of the initiative. We can
even design and implement benchmarking and
measurement tools such as pre- and post-launch
surveys and focus groups to help evaluate some
of the less quantifiable goals.
Brand Strategy
Insights drawn from the Discovery Phase fuel
our Brand Strategy process. We collaborate with
you to assess the key strengths, weaknesses,
challenges and opportunities your organization
faces. Then we review and develop your vision,
mission and values to ensure your Brand
Platform is appropriate and relevant today, as
well as tomorrow.
Finally, we work with you to define not only
your strategic positioning but also your
Brand Essence, Brand Personality and Brand
Guardrails, so that internal teammates and
external partners have a clear idea of what is or
is not “on brand.” Your Brand Platform provides
a strategic springboard for the development of
engaging and meaningful creative.
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(continued)
Why Phinney Bischoff
Creative: An Iterative Process
At Phinney Bischoff, the creative development
and design implementation phases, like the rest
of our process, are collaborative and transparent.
We won’t go away and come back months later
with an “answer” that needs to be sold. We
meet with you early in the ideation process to
explore divergent creative directions and vet
concepts. Together, we’ll select the concepts
that warrant further development and then
continue to involve you in our iterative process
until we arrive at a final solution. In many cases
we continue to work with clients throughout
the implementation process, developing a
visual language and voice for your brand that
is holistically consistent, yet relevant to your
specific audiences.
Engaging Audiences Where They Are
It’s no longer enough to put up an interestinglooking website and cross your fingers that it
works for you. We have been working in the
digital space for over 18 years, and we believe
that any digital piece—whether a website, an
email communication, or a mobile app—needs to
be an effective manifestation of your brand.
It’s for this reason that we keep your brand in
mind as we research, scope, and implement
digital solutions. Phinney Bischoff has developed
a process where each step builds on the last,
gathering supporting evidence and earning
buyoff at each stage. The end result is a strategic
execution that meets your needs without any
nasty surprises.
So, why Phinney Bischoff? Because our
collaborative process ensures we work with
you every step of the way to develop branding
solutions that are grounded in research. Because
we know how to create compelling brands. And
because we’re excited to introduce you to a way
of thinking that works.
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References
References
Port of Seattle
Nancy Blanton
Manager of Corporate Communications
[email protected]
206.787.3364
Foster Pepper, PLLC
Cara Ryan
Director of Business Development
[email protected]
206.447.4400
Woodland Park Zoo
Deborah Jensen
President and CEO
[email protected]
206.548.2500
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THANK YOU