Specifications include, but are not limited to: a. The Contractor shall develop a new department-wide brand and relevant sub-brands that can be used in the marketing of Tennessee’s business development, community and rural development, innovation, and small business efforts. It is the State’s goal to build awareness and promote Tennessee as a top tier destination for commerce and talent among C-suite executives, site selection consultants, entrepreneurs, and small business communities across the U.S. and around the globe. It is also imperative that the Tennessee brand showcase its communities and demonstrate both business and quality of life advantages. Brand development shall include, but not be limited to, the following: 1. Development of a TNECD identity and branding redesign with executable milestones culminating in a comprehensive brand package. This shall include an initial proposal with executable milestones for brand redesign and an assessment of how to incorporate sub-brands related to other departments and programs that fall under the TNECD umbrella. 2. Development of visual elements, messaging, and brand expression to include logos, taglines, fonts, colors, and brand guidelines. Public input and the inclusion of diverse stakeholders must be included in the development process to ensure that the brand identity and design reflects the State as a whole. Research, data analytics, and prospect profiles shall also be evaluated in brand identification. 3. Development of a style guide for graphics and templates for the necessities of day-today operations (e.g., letterheads, memos, presentations, report covers, and other digital and print assets as needed). 4. Positioning or modification to the brand and adjustment or modification to the use of the brand as needed to benefit the State’s marketing objectives. b. The Contractor shall assist TNECD with additional Brand Development projects, as agreed upon in writing by the Parties.
