HomeMy Public PortalAbout08) 7F Agreement with Kilter LA for Graphic Design and On-call ServicesMANAGEMENT SERVICES DEPARTM ENT
MEMORANDUM
DATE : October 2 , 2018
TO: The Honorable City Council
FROM: Bryan Cook , City Manager ~)
Via: Brian Haworth, Assistant to the C}ty J"fa~e~
By: Tinny Chan , Management Analys~
AGENDA
ITEM ?.F.
SUBJECT: PROFESSIONAL SERVICES AGREEMENTS WITH KILTER LA FOR
GRAPHIC DESIGN AND ON-CALL SERVICES
RECOMMENDATION :
The City Council is requested to :
1. Authorize the City Manager to execute a two-year professional seNices agreement
with Kilter LA for the rebranding , redesign and triannual publication of CONNECT
Magazine at a cost not to exceed $60 ,390; and
2. Authorize the City Manager to execute a two-year professiona l seNices agreement
with Kilter LA for on-call graphic design and strategic communications seNices in an
amount not to exceed $40,000.
BACKGROUND:
1. In April 2012, CONNECT Magazine was first published in response to a lack of
outreach between City Hall and the Temple City community.
2. Over the past six years , CONNECT Maga z ine has established itself as one of the
City's main channels of communication . The publication has received numerous
awards and best practice accolades from its 26 issues .
3. Presently, CONNECT is a quarterly magazine, of which mainstays include in-depth
articles , advertising artwork , a calendar of City-sponsored events and a seasonal
recreation guide. The average page count for each issue is 36 ; the largest issue at
48.
City Council
October 2, 2018
Page 2 of 4
4. In 2014, the City ventured into social media as a timely and cost-effective means to
engage a wider audience. Today, the City manages an updated website ; five
different social media accounts : Facebook, Twitter, lnstagram, YouTube and
Weibo ; in addition to Nixie for public safety announcements. As more innovative
and creative ways for disseminating information become available (e .g ., the Eat TC
and Ask the Mayor initiatives), the City 's communications strategy has evolved into
a multi-pronged approach, meaning CONNECT no longer functions as the City's
only communication channel.
5. Throughout CONNECT's run, the magazine has never had a rebranding or
repositioning . To keep the publication fresh and relevant , best practices
recommend that the City rebrand the magazine as its role is shifting, especially as
more nimble and effective communication means are introduced and leveraged by
the City.
6. In June 2018, staff issued a Request for Proposals for the rebrand initiative, as well
as for on-call graphic design services (Attachment "A"). Thirteen firms submitted
proposals (Attachment "B"); five were subsequently interviewed in August 2018 to
present their proposed scope and portfolio of similar completed projects .
7. In September 2018, staff-along with the City Manager-determined that Kilter LA
would be the best firm for the project (Attachm e nt "C"). The company 's
understanding of the City's needs was comprehensive and well -versed ;
furthermore, their portfolio displayed a wide range of work with clients including the
California Institute of the Arts (CaiArts), Scripps College, and the cities of West
Hollywood and Glendale. Th e firm not only specializes in graphic design , but also
with strategic messaging, b ra nd identity , environmental graphics and outreach
campaigns-all services that the City may require in the future .
ANALYSIS:
While the inaugural issues of CONNECT focused primarily on City initiatives and
projects-for example, the 2012 Rosemead Boulevard improvements-the publication
has morphed into a community magazine that informs and engages readers on local
issues, events and people . Its gradual evolution was in response to reader comments
that desired features with a local "s lice of life" perspective ; recent issues profiled Temple
City's growing arts community, foodie hotspots-even the state of local education.
Given its high level of content and design production , CONNECT has entrenched itself
as a communications mainstay. Nevertheless , as the City publishes the magazine (a
rarity for local government), its quarterly frequency has become increasingly labor
intensive. This shift has prohibited staff from focusing on more pressing Council
priorities .
City Council
October 2, 2018
Page 3 of 4
As it relates to one of the proposed contracts, staff is (indirectly) requesting Council
authorization to reduce the frequency of CONNECT from four to three times a year. The
change would result in:
• Two full issues-at approximately 40 to 48 pages each, including the seasonal
recreation guide-being published in May and October of each year (the summer
and fall issues, respectively); and
• A standalone CONNECT supplemental issue in January of each year (e.g .,
RecCONNECT), which will serve primarily as a 16 -page recreation guide for the
winter and spring sessions.
This approach should avail staff with more time to work on other projects, as well as to
develop robust content for the magazine. Furthermore, it meets the Parks and
Recreation Department's need for a regularly published and seasonal recreation
guide-in this case, for summer, fall and winter/spring.
Moving forward, should Council approve staff's recommended actions:
• Kilter LA will rebrand and reposition CONNECT at a one-time cost of $13,900, with
subsequent full-issue designs at $9 ,000, $9,600 or $10,000 depending on page
count (i.e., 40, 44 and 48 pages, respectively); and production of the standalone
CONNECT supplemental issue at no more than $5,500 (at no more than 16
pages). During their recommended two-year contract term, Kilter LA will produce
four full and two supplemental issues, as well as an additional eight issues per
agreed-upon contract extensions (i.e., three one-year terms). Cost for the initial
contract term is $60,390, which includes a 10% contingency for unforeseen
artwork designs, re-layouts, and the purchase of stock and copyright images .
• Kilter LA will provide on-call services related to graphic design, ·environmental
graphics, copywriting and strategic communications . Potential graphics projects
include the City website and stationary redesign , new street banners and a
wayfinding signage system. The firm may also serve as a consultant to advise on
growing the City's communications program-from initiative-specific campaigns to
developing multi-year and comprehensive approaches that further community
information·, engagement and organizational branding . All assignments would be
subject to available funding, City Manager approval, and project-specific not-to-
exceed costs under a two-year, $40,000 contract.
CITY STRATEGIC GOAL:
Actions contained in this report align with the City's strategic goals of citizen education
and communication, quality of life and good governance.
City Council
October 2 , 2018
Page 4 of 4
FISCAL IMPACT:
CONNECT Magazine: None for the current fiscal year; in fact , up to $30,000 in annual
cost savings could be realized by reducing the frequency of CONNECT from four to
three times a year. Appropriations for the contract's subsequent year costs will be made
annually as part of the City's budgetary process .
On-Call Services : None ; all assignments would be subject to available funding and City
Manager approval.
ATTACHMENTS:
A. Request for Proposals (RFP)
B. List: RFP Respondents
C. Proposal: Kilter LA
ATTACHMENT A
• REQUEST FOR PROPOSALS
PROJECT: Graphic Design Services
PROJECT MANAGER: Ti nny Chan , (626) 285-2171, ext. 4122
ISSUE DATE: June 25, 2018
PROPOSALS DUE: July 20, 2018, 5 p.m.
The City of Temple City is soliciting proposals from qualified consu ltants to rebrand its
residential magazine and recreation guide, Temple City CONNECT; and to provide on-call
graphic design services for a range of external communications media.
The successful consultant will be awarded a two-year service contract with three one-year
extensions.
BACKGROUND
The City of Temple City is a contract city in the San Gabriel Valley, fourteen miles east of Los
Angeles, with an estimated popul ation of 36,000. With an increasing senior population, a
strong focus on family and academics, and a predominant Asian immigrant population, the
City's communications audience is a unique one.
Over the past six years, the City's communications function has evolved from a "nice to have"
to a "need to have" service. Reinforcing this point, external communications remains a top City
Council priority as a means to further engage the community, reinforce the City's brand, and
educate residents about muni cipal and community issues.
The City's communications "touch points" are many. In addition to traditional means-e.g., the
City website, CONNECT magazine, media releases, and citizen learning academies-the City
has also ventured into digital media . Today, the City holds presence on You Tube, Facebook,
Twitter, lnstagram and Weibo; as well as on Nixie, a mass communications system geared
toward public safety alerts.
In addition to providing graphic design services to support these media, the successful
candidate sha ll also serve as a communications consultant to advise on growing the City's
9701 LAS TUNAS DR. I TEMPLE CITY, CA 9 1780 I (626) 285·2171 I INFO@TEMPLECITY.US I WWW.TEMPLECITY.US
RFP: Graphic Design Services
Issu e Date: June 25, 2018
Page: 2 of 4
communications program-from initiative-specific campaigns to developing a multi-year and
comprehensive approaches that further community information, engagement and
organizational branding.
CONNECT
In response to the lack of any formalized communication and outreach tool with its residents,
the City laun ched CONNECT in 2012. Since then, the magazine has recei ved numerous awards
and best practice accolades from its 25 publ ished issues.
CONNECT ha s become an important part of the Temple City community, and residents rely on
it to learn about city news, events, and programs. However, as CONNECT has never had a
rebranding or repositioning in the past six years, the publication is in much need of a refresh,
both functionally and through its visual design.
CONNECT is curren tly a triannual publication that usually rang es from 28 to 40 pages,
including a 10-page re crea tion guide, ca lendar of events, in-depth articles, advertising artwork,
and even an infographic spread. However, with print media becoming more obsolete an d the
Internet allowing for the more timely dissemination of public information, certain sections of
CONNECT will soon be featured in video formats uploaded to the City's homepage and social
media accounts.
Moving forward, the magazine may be published biannua l ly with a two-season recreation
guide (ex: fal l/winter) and a total page count not to exceed 36 pages. The se lected consu ltant
will reposition and rebrand the n ew magazine, i.e., providing a f resh design, recomm e ndations
for standing features and origina l content, and suggestions for supplemental video content.
On-Ca ll SeNices
In addition to CONNECT, the successfu l consu ltant will provide on -call graphic design seNices
to further evolve, execute, and standardize the City's brand. Potentia l projects include:
• Website redesign • Report layout and design
• Social media banners • Campaign branding
• Styl e guides • C ity sta t ionary/letterhead
• Event flyers • Street banner designs
• Print advertisements • Wayfinding signage
Projects will be assigned at the City's discretion, each with a negotiated scope and not-to-
exceed amount.
RFP:
Issue Date:
Graphic Design Services
June 25, 2018
Page: 3 of 4
SCOPE
The following provides the City's desired scope of work for graphic design seNices:
CONNECT
• Complete ly rebrand CONNECT magazine with a new format and des ign, wh i le ensuring a
consistent brand identity throughout, including graphic materials used for CONNECT in its
on line video format. General layou t dimensions for the finished print publication are 8 W' x
1 1 ". Please note the C ity is open to a nontraditional print format. The new magazine layout
should be innovative but still re ader-friendly.
• Provide ongoing layout design and production seNices for CONNECT, i.e.,
Maintain open and regular communication with City sta ff via emails and phone calls.
Obtain all content from the City; provide art direction, layout and production
coordination.
Determine which class/camp offerings, features and profiles require photos and
graph ics; provide ideas when the City does not supply photos and graphics. Produce,
res ize, apply effects, and edit photographs and artwork as necessary.
Format layout of publication. This includes layout of text, images, drawi ngs, and othe r
artwork in the appropriate location.
-Adhere to a m utually agreed upon schedule. Submit all work to the City for review as
estab li shed in the production schedule. T his includes the addition, removal and/or
modification of any portion of the publication prior to printing. (Production begins once
City staff provides content and e nds once digital file is sent to the printer.)
Ensure all aspects of production are on-schedule to meet delivery, print, and mailing
deadlines.
Coordinate print activities, including print-checks and the delivery of f ina l f iles to the
City's contracted printing company in a production-ready electronic format.
Provide the City with all print files , as we ll as a web-friendly PDF for posting to the City's
website and on l ine repository.
On-Call SeNices
• Provide graphic design seNices fo r a range of media. Sample tasks include:
Research, art direction, implementation, and production
Design, layout to specificatio ns, with multiple revisions as required
Create custom illustra tions and graphics
Use images provided by the City or City-approved stock images.
RFP: Graphic Design Services
Is sue Date: June 25, 2018
Page : 4 of 4
All projects will be assigned at the City's discretion, each with a negotiated scope and not-
to-exceed amount.
SUBMITTAL
Shou ld you or your firm be interested in providing a proposa l for this project, p lease provide a
response to include the following:
• Professional qualifications of your firm with information on experience and capabilities of
the proposed team, inc luding any applicable certifi catio ns , licenses, etc.
• Provide a conceptual plan for your project approach. I ndicate features, skills and/or services
which distinguish your fi r m and make it the better choice for the City.
• List of, at minimum, three (3) representative projects undertaken by your firm in the last five
(5) years . Identify the names of the organizations, and contact information of the project
manager. Please provide copies of these projects, if avai la ble.
• A proposed and recommended project scope and schedu le, including a fee schedule for
on-ca ll services and a not to exceed project cost for each issue of CONNECT to remain in
effect until June 30, 2020. Indicate number of permissible client reviews al lowed unde r the
proposal. The City prefers a maximum of five (5) drafts/reviews. Indicate any additional
costs for additional drafts if applicable in t he proposal.
• Acknowledgement of provisio ns in the Ci ty's professiona l services agreement including any
necessary contractual revisions should your firm be se lected for work.
Proposa ls are due Friday, July 20, 2018 by 5 p.m. to t he proj ect manager identified on the
cover page. Three hard copies and one e lectronic PDF vers ion of your proposal are requested;
emailed or facsim il e responses will not be accepted.
Th e City's acceptance of any proposal submitted to this solicitation sha ll not co nstitute any
implied intent to enter into a contract for services. Furthermore, there is no expressed or
implied obligation by the City to reimburse responding proposers for any expenses incu rred in
the preparation of proposals in re sponse to th is request, including travel and personnel cos ts.
Finally, prospe ctive firms sha ll not con tact City Council members about this sol icitation, as
engaging with them may be grounds for disqualification.
Ple ase note that for timing purposes, the City wishes to complete its consultant selection
process no later than Wednesday, Aug . 22, 20 18. Interviews are anticipated the week of Aug.
6, 2018 w ith a formal contract award sc heduled for Sept. 2, 2018.
ATTACHMENT 8
SUBMITTED PROPOSALS FOR
GRAPHIC DESIG .N SERVICES
AGENCY CONNECT ON-CALL CONTACT
COSTS HOURLY
RATE
MASKAR DESIGN FIRST REBRANDED N/A ASH MACRI
ISSUE: 215.545 .3644 X 207
$9.100-$15.400 am@maskar.com
SUBSEQUENT
ISSUES:
$7.000-$11.900
EDK & COMPANY PER ISSUE: $60/HOUR ENDREA KOSVEN
$4.800 818.488 .1543
endrea @e dkandcompany.com
PAT DAVIS DESIGN FIRST REBRANDED $95/HOUR GEORGE DIMOTAKIS
GROUP ISSUE: 916 .563.7148
$7 .600 georged @pddesign.com
SUBSEQUENT
ISSUES:
$5.700
JS DESIGNS REBRAND : N/A JEFF SNIDER
$8.000 469.782 .0064
jeff@jsdesigns .c om
PER ISSUE :
$14.000
CREATIVE VISION FIRST REBRANDED $115/HOUR WENDY SHIELDS
GROUP ISSUE : 949 .677 .2818
$18.000 wendy@cgvoc.com
SUBSEQUENT
ISSUES :
$10.500
WE THE CREATIVE PER ISSUE: $75-JOVEN OROZCO
$7.500 $120/HOUR 877 .887.1318
joven @weth ecreative .com
SUBMITTED PROPOSALS FOR
GRAPHIC DESIGN SERVICES
SABABA DESIGN PER ISSUE: N/A JACOB FREMDERMAN
$20 .500 980 .422 .277 5
j acob @sababa .design
THE BRAND REBRAND : $175 /HOUR MOLLY F. MCGILL
COLLECTIVE $25 .000 207 .224 .8972
molly@br andmaine .com
PER ISSUE :
$15 .000
VERYNICE FIRST REBRANDED $150 /HOUR CLARISA VALDEZ
ISSUE: 626.590.8558
$20 .000 clarisa @verynice .c o
SUBSEQUENT
ISSUES:
$15 .000
KILTER LA FIRST REBRANDED $150 /HOUR JESSICA FIRST
ISSUE : jess @kilter.la
$13 .900 626 .314.3399
SUBSEQUENT
ISSUES:
$9 .000
RIPE MEDIA FIRST REBRANDED N/A HEATHER RICHMAN
ISSUE : 323 .882 .6874
$12.000 heather@r i pemed ia.com
SUBSEQUENT
ISSUES :
$7 .500
FACES PER ISSUE: $90/HOUR BRANDON MORR IS
INTERNATIONAL $18 .000 302.264.1379
Brandon.morris@facesint.com
ATTACHMENT C
July 20, 2018
Hello,
We would love the opportunity to design Temple City's publication CONNECT.
Kilter is a full-service design and marketing firm . We are majority fem a le -owned a nd possess
expertise in working with cities and public agencies in the Southern California area. Our team
has decades of experience creating smart, eye-catching work that engages audiences. Current
clients include the City of Glendale and the Cit y of West Hollywood among others.
Kilter is unique in that we bring expertise in marketing strategy, messaging, and design
together under one roof. This approach ensures that the brands and campaigns w e create are
beautiful, smart, and strategically focu sed across every touchpoint. Whether it's publication
design , social media campaigns or way-finding signage, our work yields measurable results
that make a real difference for our clients.
We are adept in designing across all media and bring the same eye for detail and meticulous
approach to deliverables. Our award-winning team has received a ccolades from the likes of
PRINT magazine, the California Design Biennial, the One Show, and the Society of Publication
Designers. Most recently, our work for the Cit y of West Hollywood was honored by the
California Association of Public Information Officials (CAPIO) w ith their 2018 EPIC Award for
Excellence in Public Information and Communications.
We would be thrilled to partner with you on CONNECT, and all other branding and
communication needs for the next two years.
Warmly,
Stephanie Chan
Co-Founder, Creative Director
Temple City + Kilter p 3 of 18
Our Services
Print Design
Even the slickest of digital products is sometimes no substitute for a beautifully crafted object. Our love of print,
attention to detail, and deep knowledge of production processes combine to create memorable printed works.
Digital Marketing
We know how to maximize your digital marketing and social media dollars through smart targeting, close
analytics monitoring, and real-time adjustment and refinement.
Identity Collateral
We create consistency and brand cohesion through style guides, stationary and branded materials.
Outdoor Advertising
We amplify your message with way-finding, outdoor media and smart real-world placements.
Web Design & Development
We put user experience first to engineer compelling and intuitive digital destinations. The integrated, responsive
websites we craft serve as accessible tools while a l so helping to extend your brand narrative.
Copywriting
From writing compelling headlines to shaping concise and informative body copy we work with clients to ensure
that their message comes through loud and clear across all key touchpoints.
Temple City + Kilter p 4 of 18
Our Process
While we work with a variety of organizations to tackle a range of communication challenges we
maintain a consistent three step process proven to lead to successful results.
i"'-~ - -, -~-.. ~~,....-~ .. '1'·~---;s. ... ----~--~
PHASE I: IDENTIFY PHASE II: ~NTERPRET . ;
~ ...... : --:.. •• : ..... -~~.J.:.'1~~~1~·.l.i ... -~;.~"',·~~at!'ill
PHASE III: IMPLEMENT
PHASE I: IDEruTIFV
Before creative work begins we will immerse ourselves in the culture of your city through research and
interviews to understand your unique challenges and opportunities.
WHAT WE DO
Interview key stakeholders
Survey competitive landscape
Identify target audiences
Establish metrics for success
PHASE II: IruTERPRET
WHAT YOU GET
Report detailing research findings and
recommendations for how best to position
your publication.
Once we have aligned on goals and positioning we begin creative exploration; distilling our understanding of
Temple City into a look and voice for your publication that is strategically calibrated to engage your residents.
WHAT WE DO
Design exploration
Messaging development
Present creative direction
Refine as needed
WHAT YOU GET
Beautiful and proprietary visual identity
and voice for your publication (and future
digital touchpoints).
'
Temple City + Kilter p 5 of 18
Our Process (Continued)
PHASE III: I MPLE MEru T
Once a creative direction has been approved we elegantly execute the complete publication design and oversee
the production of t he final printed piece.
WHAT WE DO
Design and l ayout
Messaging recommendations I assistance
Art direction of any needed photography or
illustration
Work closely with editorial team through
the revision and proofreading process
Recommend publication specs and work
with vendors to get printing quotes
Oversee production process including
reviewing proofs and press checks
WHAT YOU GE T
A best in-class publication that excites and
engages Temple City reside nts.
Temple City + Kilter
Great
built
things are
teams. by
p 6 of 18
Kilter is a full-service design agency based in Los Angeles. Fluent in strategy and fueled by
curiosity, we are committed agents of resonance across your creative touchpoints: from
branding collateral and social media strategies to digital campaigns and print publications.
Jessica First
commands all channels of
marketing strategy and
holds a degree from
Syracuse and an MBA
from Vanderbilt.
Stephan ie Chan Joseph Prichard Darren Duterte
loves the challenge of
finding the right words,
having studied Advertising
at the University of Texas
at Austin.
Awards & Honors
2018 CAPIO Epic Award
Finalist SEGD's 2017 Gl obal Design Awards
• MarCom Awards, Pl atinum & Go l d Winner
2010 Ca lif orni a Design Biennial
CASE Circle of Excellen ce Awards
Society of Publicati on Designers
Annual Awards
has a passion for design
and form, with a degree in
film from the University
of Southern California
and an MFA in design
from Ca l Arts .
enjoys beautiful typography,
and received a BFA in design
from Otis College of Art
and Design.
• One Sh ow, Merit Award
• Print Regional Design Annual
PIASC Award of Excellence
UCDA Design Awards
2012 Ve n ice Architecture Biennale
Marketing Quality Product Award 2010,
Disney Consumer Products
Temple Ci ty + Kilter p 7 of 18
References
"Glendale Arts engaged Kilter to help rebrand a 17 year old event to appeal to a broader
audience. The result was a fresh, funny & vibrant campaign that enlivened the brand and
helped increase sponsorships & awareness. The Kilter team approaches each project as a
partnership, listening and taking direction, focusing on the campaign goals and directives and
re-imagining andre-envisioning each element with a perfect balance of artistry and style."
-Elissa Gliclanan
Chief Executive Officer, Glendale Arts
Email: eglickmanruglendalearts.org Office: 818.243.2611 e xt 14
"Equipped with knowledge and collateral from the Kilter team, the Drucker Institute has raised
millions of dollars, built sustainable lines of business and, ultimately, delivered on our mission
for thousands of customers."
-Zac h ary First,
Exec utive Director, Dr u cker Institute
Email: zachrudrucker.institute Office : 909.607 .9212
"We've had such a great response to this campaign-Kilter understood
our audience and how to grab their attention in a fun and authentic way."
-Lisa Belsanti
Director of Commun ications, City of West Hollywood
Email : lbelsantiruweho.org Office: 323.848.6378
Te mp l e City + Kilter
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West Hollywood Connect
The City of West Hollywood is home to landmark history,
vibrant arts, and proud people. There is plenty going on
around town, but too often residents missed out on local
activities and the city sought to change that. We created a
campaign to help WeHo connect with residents and build
their social media fo llowing. The campaign was designed
to get their attention in print, outdoor and digital
environments while celebrating all that makes
WeHo unique. Our work led to a 15% increase in followers
p 9 of 18
within 7 months, and was awarded the 2018 CAPIO Epic
award for Excellence in Public Information and
Communications. It even caught the attention of City of
West Hollywood Mayor John Heilman, who commented
"This CAPIO award is affirmation that we're leading the way
among small cities in how we engage with the community."
Project Contact: Lisa Belsanti, 323.848.6378
Temple City + Ki l t e r
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