Branding, Rebrand, and Marketing Services

The vendor required to provide marketing, branding, and advertising firms with demonstrated experience in branding, naming and identity development, culturally responsive engagement, and full brand implementation.
- Objectives
•    Development of a short, clear, and inclusive dba name that reflects the full district service area;
•    Creation of a modern, cohesive, and flexible brand identity;
•    Reduction of geographic confusion and improvement of community understanding;
•    Establishment of a culturally responsive brand that reflects the district’s diverse population; and
•    Development of a brand system suitable for long-term use across facilities, programs, digital platforms, signage, and marketing materials.
- Requirement:
1. Discovery and research
•    Engagement with district staff, and leadership;
•    Community engagement approach proposed by the firm;
•    Review of existing brand assets;
•    Assessment of geographic and identity challenges;
•    Cultural and linguistic landscape assessment.
2. Naming and brand strategy
•    Development of proposed dba name options;
•    Rationale and evaluation methodology for name selection;
•    Brand positioning and personality framework;
•    Messaging architecture aligned with district values.
3. Visual identity system
•    Primary and secondary logo systems;
•    Color palette and typography;
•    Graphic elements and iconography, as applicable;
•    Comprehensive brand standards and style guide;
•    The mascot “Chomper the shark” be utilized.
4. Messaging and language
•    Taglines and key messages;
•    Bilingual (English and Spanish) taglines as a required deliverable;
•    Guidance for culturally appropriate bilingual use.
5. Brand rollout and implementation
•    Internal and external brand rollout strategy;
•    Transition plan from existing brand assets;
•    Digital, signage, and facility considerations;
•    Templates and tools for district staff.

- Mandatory Site Pre-Proposal Meeting Date: January 28, 2026
- Questions/Inquires Deadline: January 30, 2026