The selected firm will be responsible for: 1. Brand Discovery & Research ○ Conducting stakeholder meetings, workshops, and a community focus group that includes residents, business owners, and other community members. This focus group will ensure that diverse perspectives are captured as part of the brand development process. ○ Performing a competitive analysis and market research to assess Lexington’s position in the region and state. 2. Brand Development ○ Developing a comprehensive brand identity, including a tagline, Brand Book, digital assets, and brand guidelines. ○ Creating design elements and messaging guidelines that reflect the Town’s values and future aspirations. ○ Optionally proposing updates or complementary designs to the existing Town logo, if deemed beneficial for a cohesive brand identity. 3. Strategic Communication Plan ○ Creating a plan to roll out the new brand across various platforms (digital, print, signage, etc.). ○ Outlining strategies for engaging the community throughout the brand launch and beyond. 4. Implementation & Training ○ Providing comprehensive brand guidelines and digital assets to ensure consistent application of the brand by Town staff, businesses, and community organizations. ○ Offering initial training and resources for in-house teams to manage and implement the brand across future Town initiatives.
