HomeMy WebLinkAboutC2023-022 - BWP Communications
Contract No. 2023-022
PROFESSIONAL SERVICES AGREEMENT
BETWEEN
THE TOWN OF FOUNTAIN HILLS
AND
BWP Communications, Inc.
THIS PROFESSIONAL SERVICES AGREEMENT (this “Agreement”) is entered into as
of July 1, 2022, between the Town of Fountain Hills, an Arizona municipal corporation (the
“Town”) and BWP Communications, Inc., a(n) Utah corporation (the “Vendor”).
RECITALS
A. The Town issued a Request for Proposals, REQ-2022-015 (the “RFP”), a copy of
which is on file with the Town and incorporated herein by reference, seeking proposals from
vendors interested in providing professional services consisting of Graphic Design Services for
the Town’s Community Services Department (the “Services”).
B. The Vendor responded to the RFP by submitting a proposal (the “Proposal”),
attached hereto as Exhibit A and incorporated herein by reference.
C. The Town desires to enter into an Agreement with the Vendor to perform the
Services, as set forth below.
AGREEMENT
NOW, THEREFORE, in consideration of the foregoing introduction and recitals, which
are incorporated herein by reference, the following mutual covenants and conditions, and other
good and valuable consideration, the receipt and sufficiency of which are hereby acknowledged,
the Town and the Vendor hereby agree as follows:
1. Term of Agreement. This Agreement shall be effective as of the date first set forth
above and shall remain in full force and effect until June 30, 2023 (the “Initial Term”), unless
terminated as otherwise provided in this Agreement. After the expiration of the Initial Term, this
Agreement may be renewed for up two successive one-year terms (the “Renewal Term”) if (i) it is
deemed in the best interests of the Town, subject to availability and appropriation of funds for
renewal, (ii) at least 30 days prior to the end of the then-current term of this Agreement, the Vendor
requests, in writing, to extend this Agreement for an additional one-year term and (iii) the Town
approves the additional one-year term in writing (including any price adjustments approved as part
of this Agreement), as evidenced by the Town Manager’s signature thereon, which approval may
be withheld by the Town for any reason. The Vendor’s failure to seek a renewal of this Agreement
shall cause this Agreement to terminate at the end of the then-current term of this Agreement;
provided, however, that the Town may, at its discretion and with the agreement of the Vendor,
elect to waive this requirement and renew this Agreement. The Initial Term and the Renewal Term
are collectively referred to herein as the “Term.” Upon renewal, the terms and conditions of this
Agreement shall remain in full force and effect.
2. Scope of Work. This is an indefinite quantity and indefinite delivery Agreement
for Services as previously set forth herein. Services shall only be provided when the Town
identifies a need and proper authorization and documentation have been approved. For project(s)
determined by the Town to be appropriate for this Agreement, the Vendor shall provide the
Services to the Town on an as-required basis relating to the specific Services as may be agreed
upon between the parties in writing, in the form of a written acknowledgment between the parties
describing the Services to be provided (each, a “Work Order”). Each Work Order issued for
Services pursuant to this Agreement shall be (i) in the form provided and approved by the Town
for the Services, (ii) contain a reference to this Agreement and (iii) be attached to hereto as Exhibit
B and incorporated herein by reference. By signing this Agreement, Vendor acknowledges and
agrees that Work Order(s) containing unauthorized exceptions, conditions, limitations, or
provisions in conflict with the terms of this Agreement, other than Town's project-specific
requirements, are hereby expressly declared void and shall be of no force and effect. The Town
does not guarantee any minimum or maximum amount of Services will be requested under this
Agreement.
3. Compensation. The Town shall pay the Vendor an amount not to exceed $50,000
per term at the rates set forth in the Fee Proposal attached hereto as Exhibit A and incorporated
herein by reference. The aggregate amount per renewal term shall not exceed $50,000 in any case
unless the Agreement is affirmed and ratified via an executed amendment. All remaining terms
and conditions of the Agreement shall remain in full force and effect.
4. Payments. The Town shall pay the Vendor monthly (and the Vendor shall invoice
the Town monthly), based upon work performed and completed to date, and upon submission and
approval of invoices. All invoices shall document and itemize all work completed to date. Each
invoice statement shall include a record of time expended and work performed in sufficient detail
to justify payment. This Agreement must be referenced on all invoices.
5. Documents. All documents, including any intellectual property rights thereto,
prepared and submitted to the Town pursuant to this Agreement shall be the property of the Town.
6. Vendor Personnel. Vendor shall provide adequate, experienced personnel, capable
of and devoted to the successful performance of the Services under this Agreement. Vendor agrees
to assign specific individuals to key positions. If deemed qualified, the Vendor is encouraged to
hire Town residents to fill vacant positions at all levels. Vendor agrees that, upon commencement
of the Services to be performed under this Agreement, key personnel shall not be removed or
replaced without prior written notice to the Town. If key personnel are not available to perform
the Services for a continuous period exceeding 30 calendar days, or are expected to devote
substantially less effort to the Services than initially anticipated, Vendor shall immediately notify
the Town of same and shall, subject to the concurrence of the Town, replace such personnel with
personnel possessing substantially equal ability and qualifications.
7. Inspection; Acceptance. All work shall be subject to inspection and acceptance by
the Town at reasonable times during Vendor’s performance. The Vendor shall provide and
maintain a self-inspection system that is acceptable to the Town.
8. Licenses; Materials. Vendor shall maintain in current status all federal, state and
local licenses and permits required for the operation of the business conducted by the Vendor. The
Town has no obligation to provide Vendor, its employees or subcontractors any business
registrations or licenses required to perform the specific services set forth in this Agreement. The
Town has no obligation to provide tools, equipment or material to Vendor.
9. Performance Warranty. Vendor warrants that the Services rendered will conform
to the requirements of this Agreement and with the care and skill ordinarily used by members of
the same profession practicing under similar circumstances at the same time and in the same
locality.
10. Indemnification. To the fullest extent permitted by law, the Vendor shall
indemnify, defend and hold harmless the Town and each council member, officer, employee or
agent thereof (the Town and any such person being herein called an “Indemnified Party”), for,
from and against any and all losses, claims, damages, liabilities, costs and expenses (including, but
not limited to, reasonable attorneys’ fees, court costs and the costs of appellate proceedings) to
which any such Indemnified Party may become subject, under any theory of liability whatsoever
(“Claims”), insofar as such Claims (or actions in respect thereof) relate to, arise out of, or are
caused by or based upon the negligent acts, intentional misconduct, errors, mistakes or omissions,
breach of contract, in connection with the work or services of the Vendor, its officers, employees,
agents, or any tier of subcontractor in the performance of this Agreement. The amount and type
of insurance coverage requirements set forth below will in no way be construed as limiting the
scope of the indemnity in this Section.
11. Insurance.
11.1 General.
A. Insurer Qualifications. Without limiting any obligations or
liabilities of Vendor, Vendor shall purchase and maintain, at its own expense, hereinafter
stipulated minimum insurance with insurance companies authorized to do business in the
State of Arizona pursuant to ARIZ. REV. STAT. § 20-206, as amended, with an AM Best,
Inc. rating of A- or above with policies and forms satisfactory to the Town. Failure to
maintain insurance as specified herein may result in termination of this Agreement at the
Town’s option.
B. No Representation of Coverage Adequacy. By requiring insurance
herein, the Town does not represent that coverage and limits will be adequate to protect
Vendor. The Town reserves the right to review any and all of the insurance policies and/or
endorsements cited in this Agreement but has no obligation to do so. Failure to demand
such evidence of full compliance with the insurance requirements set forth in this
Agreement or failure to identify any insurance deficiency shall not relieve Vendor from,
nor be construed or deemed a waiver of, its obligation to maintain the required insurance
at all times during the performance of this Agreement.
C. Additional Insured. All insurance coverage, except Workers’
Compensation insurance and Professional Liability insurance, if applicable, shall name, to
the fullest extent permitted by law for claims arising out of the performance of this
Agreement, the Town, its agents, representatives, officers, directors, officials and
employees as Additional Insured as specified under the respective coverage sections of this
Agreement.
D. Coverage Term. All insurance required herein shall be maintained
in full force and effect until all work or services required to be performed under the terms
of this Agreement are satisfactorily performed, completed and formally accepted by the
Town, unless specified otherwise in this Agreement.
E. Primary Insurance. Vendor’s insurance shall be primary insurance
with respect to performance of this Agreement and in the protection of the Town as an
Additional Insured.
F. Claims Made. In the event any insurance policies required by this
Agreement are written on a “claims made” basis, coverage shall extend, either by keeping
coverage in force or purchasing an extended reporting option, for three years past
completion and acceptance of the services. Such continuing coverage shall be evidenced
by submission of annual Certificates of Insurance citing applicable coverage is in force and
contains the provisions as required herein for the three-year period.
G. Waiver. All policies, except for Professional Liability, including
Workers’ Compensation insurance, shall contain a waiver of rights of recovery
(subrogation) against the Town, its agents, representatives, officials, officers and
employees for any claims arising out of the work or services of Vendor. Vendor shall
arrange to have such subrogation waivers incorporated into each policy via formal written
endorsement thereto.
H. Policy Deductibles and/or Self-Insured Retentions. The policies set
forth in these requirements may provide coverage that contains deductibles or self-insured
retention amounts. Such deductibles or self-insured retention shall not be applicable with
respect to the policy limits provided to the Town. Vendor shall be solely responsible for
any such deductible or self-insured retention amount.
I. Use of Subcontractors. If any work under this Agreement is
subcontracted in any way, Vendor shall execute written agreements with its subcontractors
containing the indemnification provisions set forth in this Agreement and insurance
requirements set forth herein protecting the Town and Vendor. Vendor shall be responsible
for executing any agreements with its subcontractors and obtaining certificates of insurance
verifying the insurance requirements.
J. Evidence of Insurance. Prior to commencing any work or services
under this Agreement, Vendor will provide the Town with suitable evidence of insurance
in the form of certificates of insurance and a copy of the declaration page(s) of the insurance
policies as required by this Agreement, issued by Vendor’s insurance insurer(s) as evidence
that policies are placed with acceptable insurers as specified herein and provide the
required coverages, conditions and limits of coverage specified in this Agreement and that
such coverage and provisions are in full force and effect. Confidential information such as
the policy premium may be redacted from the declaration page(s) of each insurance policy,
provided that such redactions do not alter any of the information required by this
Agreement. The Town shall reasonably rely upon the certificates of insurance and
declaration page(s) of the insurance policies as evidence of coverage but such acceptance
and reliance shall not waive or alter in any way the insurance requirements or obligations
of this Agreement. If any of the policies required by this Agreement expire during the life
of this Agreement, it shall be Vendor’s responsibility to forward renewal certificates and
declaration page(s) to the Town 30 days prior to the expiration date. All certificates of
insurance and declarations required by this Agreement shall be identified by referencing
the RFP number and title or this Agreement. A $25.00 administrative fee shall be assessed
for all certificates or declarations received without the appropriate RFP number and title or
a reference to this Agreement, as applicable. Additionally, certificates of insurance and
declaration page(s) of the insurance policies submitted without referencing the appropriate
RFP number and title or a reference to this Agreement, as applicable, will be subject to
rejection and may be returned or discarded. Certificates of insurance and declaration
page(s) shall specifically include the following provisions:
(1) The Town, its agents, representatives, officers, directors,
officials and employees are Additional Insureds as follows:
(a) Commercial General Liability – Under Insurance
Services Office, Inc., (“ISO”) Form CG 20 10 03 97 or equivalent.
(b) Auto Liability – Under ISO Form CA 20 48 or
equivalent.
(c) Excess Liability – Follow Form to underlying
insurance.
(2) Vendor’s insurance shall be primary insurance with respect
to performance of this Agreement.
(3) All policies, except for Professional Liability, including
Workers’ Compensation, waive rights of recovery (subrogation) against Town, its
agents, representatives, officers, officials and employees for any claims arising out
of work or services performed by Vendor under this Agreement.
(4) ACORD certificate of insurance form 25 (2014/01) is
preferred. If ACORD certificate of insurance form 25 (2001/08) is used, the
phrases in the cancellation provision “endeavor to” and “but failure to mail such
notice shall impose no obligation or liability of any kind upon the company, its
agents or representatives” shall be deleted. Certificate forms other than ACORD
form shall have similar restrictive language deleted.
11.2 Required Insurance Coverage.
A. Commercial General Liability. Vendor shall maintain “occurrence”
form Commercial General Liability insurance with an unimpaired limit of not less than
$1,000,000 for each occurrence, $2,000,000 Products and Completed Operations Annual
Aggregate and a $2,000,000 General Aggregate Limit. The policy shall cover liability
arising from premises, operations, independent contractors, products-completed
operations, personal injury and advertising injury. Coverage under the policy will be at
least as broad as ISO policy form CG 00 010 93 or equivalent thereof, including but not
limited to, separation of insured’s clause. To the fullest extent allowed by law, for claims
arising out of the performance of this Agreement, the Town, its agents, representatives,
officers, officials and employees shall be cited as an Additional Insured under ISO,
Commercial General Liability Additional Insured Endorsement form CG 20 10 03 97, or
equivalent, which shall read “Who is an Insured (Section II) is amended to include as an
insured the person or organization shown in the Schedule, but only with respect to liability
arising out of “your work” for that insured by or for you.” If any Excess insurance is
utilized to fulfill the requirements of this subsection, such Excess insurance shall be
“follow form” equal or broader in coverage scope than underlying insurance.
B. Vehicle Liability. Vendor shall maintain Business Automobile
Liability insurance with a limit of $1,000,000 each occurrence on Vendor’s owned, hired
and non-owned vehicles assigned to or used in the performance of the Vendor’s work or
services under this Agreement. Coverage will be at least as broad as ISO coverage code
“1” “any auto” policy form CA 00 01 12 93 or equivalent thereof. To the fullest extent
allowed by law, for claims arising out of the performance of this Agreement, the Town, its
agents, representatives, officers, directors, officials and employees shall be cited as an
Additional Insured under ISO Business Auto policy Designated Insured Endorsement form
CA 20 48 or equivalent. If any Excess insurance is utilized to fulfill the requirements of
this subsection, such Excess insurance shall be “follow form” equal or broader in coverage
scope than underlying insurance.
C. Professional Liability. If this Agreement is the subject of any
professional services or work, or if the Vendor engages in any professional services or
work in any way related to performing the work under this Agreement, the Vendor shall
maintain Professional Liability insurance covering negligent errors and omissions arising
out of the Services performed by the Vendor, or anyone employed by the Vendor, or
anyone for whose negligent acts, mistakes, errors and omissions the Vendor is legally
liable, with an unimpaired liability insurance limit of $2,000,000 each claim and
$2,000,000 annual aggregate.
D. Workers’ Compensation Insurance. Vendor shall maintain
Workers’ Compensation insurance to cover obligations imposed by federal and state
statutes having jurisdiction over Vendor’s employees engaged in the performance of work
or services under this Agreement and shall also maintain Employers Liability Insurance of
not less than $500,000 for each accident, $500,000 disease for each employee and
$1,000,000 disease policy limit.
11.3 Cancellation and Expiration Notice. Insurance required herein shall not
expire, be canceled, or be materially changed without 30 days’ prior written notice to the Town.
12. Termination; Cancellation.
12.1 For Town’s Convenience. This Agreement is for the convenience of the
Town and, as such, may be terminated without cause after receipt by Vendor of written notice by
the Town. Upon termination for convenience, Vendor shall be paid for all undisputed services
performed to the termination date.
12.2 For Cause. If either party fails to perform any obligation pursuant to this
Agreement and such party fails to cure its nonperformance within 30 days after notice of
nonperformance is given by the non-defaulting party, such party will be in default. In the event of
such default, the non-defaulting party may terminate this Agreement immediately for cause and
will have all remedies that are available to it at law or in equity including, without limitation, the
remedy of specific performance. If the nature of the defaulting party’s nonperformance is such
that it cannot reasonably be cured within 30 days, then the defaulting party will have such
additional periods of time as may be reasonably necessary under the circumstances, provided the
defaulting party immediately (A) provides written notice to the non-defaulting party and (B)
commences to cure its nonperformance and thereafter diligently continues to completion the cure
of its nonperformance. In no event shall any such cure period exceed 90 days. In the event of
such termination for cause, payment shall be made by the Town to the Vendor for the undisputed
portion of its fee due as of the termination date.
12.3 Due to Work Stoppage. This Agreement may be terminated by the Town
upon 30 days’ written notice to Vendor in the event that the Services are permanently abandoned.
In the event of such termination due to work stoppage, payment shall be made by the Town to the
Vendor for the undisputed portion of its fee due as of the termination date.
12.4 Conflict of Interest. This Agreement is subject to the provisions of ARIZ.
REV. STAT. § 38-511. The Town may cancel this Agreement without penalty or further obligations
by the Town or any of its departments or agencies if any person significantly involved in initiating,
negotiating, securing, drafting or creating this Agreement on behalf of the Town or any of its
departments or agencies is, at any time while this Agreement or any extension of this Agreement
is in effect, an employee of any other party to this Agreement in any capacity or a Vendor to any
other party of this Agreement with respect to the subject matter of this Agreement.
12.5 Gratuities. The Town may, by written notice to the Vendor, cancel this
Agreement if it is found by the Town that gratuities, in the form of economic opportunity, future
employment, entertainment, gifts or otherwise, were offered or given by the Vendor or any agent
or representative of the Vendor to any officer, agent or employee of the Town for the purpose of
securing this Agreement. In the event this Agreement is canceled by the Town pursuant to this
provision, the Town shall be entitled, in addition to any other rights and remedies, to recover and
withhold from the Vendor an amount equal to 150% of the gratuity.
12.6 Agreement Subject to Appropriation. This Agreement is subject to the
provisions of ARIZ. CONST. ART. IX, § 5 and ARIZ. REV. STAT. § 42-17106. The provisions of
this Agreement for payment of funds by the Town shall be effective when funds are appropriated
for purposes of this Agreement and are actually available for payment. The Town shall be the sole
judge and authority in determining the availability of funds under this Agreement and the Town
shall keep the Vendor fully informed as to the availability of funds for this Agreement. The
obligation of the Town to make any payment pursuant to this Agreement is a current expense of
the Town, payable exclusively from such annual appropriations, and is not a general obligation or
indebtedness of the Town. If the Town Council fails to appropriate money sufficient to pay the
amounts as set forth in this Agreement during any immediately succeeding fiscal year, this
Agreement shall terminate at the end of then-current fiscal year and the Town and the Vendor shall
be relieved of any subsequent obligation under this Agreement.
13. Miscellaneous.
13.1 Independent Contractor. It is clearly understood that each party will act in
its individual capacity and not as an agent, employee, partner, joint venturer, or associate of the
other. An employee or agent of one party shall not be deemed or construed to be the employee or
agent of the other for any purpose whatsoever. The Vendor acknowledges and agrees that the
Services provided under this Agreement are being provided as an independent contractor, not as
an employee or agent of the Town. Vendor, its employees and subcontractors are not entitled to
workers’ compensation benefits from the Town. The Town does not have the authority to
supervise or control the actual work of Vendor, its employees or subcontractors. The Vendor, and
not the Town, shall determine the time of its performance of the services provided under this
Agreement so long as Vendor meets the requirements as agreed in Section 2 above and in Exhibit
A. Vendor is neither prohibited from entering into other contracts nor prohibited from practicing
its profession elsewhere. Town and Vendor do not intend to nor will they combine business
operations under this Agreement.
13.2 Applicable Law; Venue. This Agreement shall be governed by the laws of
the State of Arizona and suit pertaining to this Agreement may be brought only in courts in
Maricopa County, Arizona.
13.3 Laws and Regulations. Vendor shall keep fully informed and shall at all
times during the performance of its duties under this Agreement ensure that it and any person for
whom the Vendor is responsible abides by, and remains in compliance with, all rules, regulations,
ordinances, statutes or laws affecting the Services, including, but not limited to, the following: (A)
existing and future Town and County ordinances and regulations; (B) existing and future State and
Federal laws; and (C) existing and future Occupational Safety and Health Administration
standards.
13.4 Amendments. This Agreement may be modified only by a written
amendment signed by persons duly authorized to enter into contracts on behalf of the Town and
the Vendor.
13.5 Provisions Required by Law. Each and every provision of law and any
clause required by law to be in this Agreement will be read and enforced as though it were included
herein and, if through mistake or otherwise any such provision is not inserted, or is not correctly
inserted, then upon the application of either party, this Agreement will promptly be physically
amended to make such insertion or correction.
13.6 Severability. The provisions of this Agreement are severable to the extent
that any provision or application held to be invalid by a Court of competent jurisdiction shall not
affect any other provision or application of this Agreement which may remain in effect without
the invalid provision or application.
13.7 Entire Agreement; Interpretation; Parol Evidence. This Agreement
represents the entire agreement of the parties with respect to its subject matter, and all previous
agreements, whether oral or written, entered into prior to this Agreement are hereby revoked and
superseded by this Agreement. No representations, warranties, inducements or oral agreements
have been made by any of the parties except as expressly set forth herein, or in any other
contemporaneous written agreement executed for the purposes of carrying out the provisions of
this Agreement. This Agreement shall be construed and interpreted according to its plain meaning,
and no presumption shall be deemed to apply in favor of, or against the party drafting this
Agreement. The parties acknowledge and agree that each has had the opportunity to seek and
utilize legal counsel in the drafting of, review of, and entry into this Agreement.
13.8 Assignment; Delegation. No right or interest in this Agreement shall be
assigned or delegated by Vendor without prior, written permission of the Town, signed by the
Town Manager. Any attempted assignment or delegation by Vendor in violation of this provision
shall be a breach of this Agreement by Vendor.
13.9 Subcontracts. No subcontract shall be entered into by the Vendor with any
other party to furnish any of the material or services specified herein without the prior written
approval of the Town. The Vendor is responsible for performance under this Agreement whether
or not subcontractors are used. Failure to pay subcontractors in a timely manner pursuant to any
subcontract shall be a material breach of this Agreement by Vendor.
13.10 Rights and Remedies. No provision in this Agreement shall be construed,
expressly or by implication, as waiver by the Town of any existing or future right and/or remedy
available by law in the event of any claim of default or breach of this Agreement. The failure of
the Town to insist upon the strict performance of any term or condition of this Agreement or to
exercise or delay the exercise of any right or remedy provided in this Agreement, or by law, or the
Town’s acceptance of and payment for services, shall not release the Vendor from any
responsibilities or obligations imposed by this Agreement or by law, and shall not be deemed a
waiver of any right of the Town to insist upon the strict performance of this Agreement.
13.11 Attorneys’ Fees. In the event either party brings any action for any relief,
declaratory or otherwise, arising out of this Agreement or on account of any breach or default
hereof, the prevailing party shall be entitled to receive from the other party reasonable attorneys’
fees and reasonable costs and expenses, determined by the court sitting without a jury, which shall
be deemed to have accrued on the commencement of such action and shall be enforced whether or
not such action is prosecuted through judgment.
13.12 Liens. All materials or services shall be free of all liens and, if the Town
requests, a formal release of all liens shall be delivered to the Town.
13.13 Offset.
A. Offset for Damages. In addition to all other remedies at law or
equity, the Town may offset from any money due to the Vendor any amounts Vendor owes
to the Town for damages resulting from breach or deficiencies in performance or breach of
any obligation under this Agreement.
B. Offset for Delinquent Fees or Taxes. The Town may offset from
any money due to the Vendor any amounts Vendor owes to the Town for delinquent fees,
transaction privilege taxes and property taxes, including any interest or penalties.
13.14 Notices and Requests. Any notice or other communication required or
permitted to be given under this Agreement shall be in writing and shall be deemed to have been
duly given if (A) delivered to the party at the address set forth below, (B) deposited in the U.S.
Mail, registered or certified, return receipt requested, to the address set forth below or (C) given to
a recognized and reputable overnight delivery service, to the address set forth below:
If to the Town: Town of Fountain Hills
16705 East Avenue of the Fountains
Fountain Hills, Arizona 85268
Attn: Grady E. Miller, Town Manager
With copy to: Town of Fountain Hills
16705 East Avenue of the Fountains
Fountain Hills, Arizona 85268
Attn: Aaron D. Arnson, Town Attorney
If to Vendor: BWP Communications, Inc.
654 W. 100 South
Salt Lake City, UT. 84104
Attn: Kristin Harmon
or at such other address, and to the attention of such other person or officer, as any party may
designate in writing by notice duly given pursuant to this subsection. Notices shall be deemed
received (A) when delivered to the party, (B) three business days after being placed in the U.S.
Mail, properly addressed, with sufficient postage or (C) the following business day after being
given to a recognized overnight delivery service, with the person giving the notice paying all
required charges and instructing the delivery service to deliver on the following business day. If
a copy of a notice is also given to a party’s counsel or other recipient, the provisions above
governing the date on which a notice is deemed to have been received by a party shall mean and
refer to the date on which the party, and not its counsel or other recipient to which a copy of the
notice may be sent, is deemed to have received the notice.
13.15 Confidentiality of Records. The Vendor shall establish and maintain
procedures and controls that are acceptable to the Town for the purpose of ensuring that
information contained in its records or obtained from the Town or from others in carrying out its
obligations under this Agreement shall not be used or disclosed by it, its agents, officers, or
employees, except as required to perform Vendor’s duties under this Agreement. Persons
requesting such information should be referred to the Town. Vendor also agrees that any
information pertaining to individual persons shall not be divulged other than to employees or
officers of Vendor as needed for the performance of duties under this Agreement.
13.16 Records and Audit Rights. To ensure that the Vendor and its subcontractors
are complying with the warranty under subsection 13.17 below, Vendor’s and its subcontractor’s
books, records, correspondence, accounting procedures and practices, and any other supporting
evidence relating to this Agreement, including the papers of any Vendor and its subcontractors’
employees who perform any work or services pursuant to this Agreement (all of the foregoing
hereinafter referred to as “Records”), shall be open to inspection and subject to audit and/or
reproduction during normal working hours by the Town, to the extent necessary to adequately
permit (A) evaluation and verification of any invoices, payments or claims based on Vendor’s and
its subcontractors’ actual costs (including direct and indirect costs and overhead allocations)
incurred, or units expended directly in the performance of work under this Agreement and (B)
evaluation of the Vendor’s and its subcontractors’ compliance with the Arizona employer
sanctions laws referenced in subsection 13.17 below. To the extent necessary for the Town to
audit Records as set forth in this subsection, Vendor and its subcontractors hereby waive any rights
to keep such Records confidential. For the purpose of evaluating or verifying such actual or
claimed costs or units expended, the Town shall have access to said Records, even if located at its
subcontractors’ facilities, from the effective date of this Agreement for the duration of the work
and until three years after the date of final payment by the Town to Vendor pursuant to this
Agreement. Vendor and its subcontractors shall provide the Town with adequate and appropriate
workspace so that the Town can conduct audits in compliance with the provisions of this
subsection. The Town shall give Vendor or its subcontractors reasonable advance notice of
intended audits. Vendor shall require its subcontractors to comply with the provisions of this
subsection by insertion of the requirements hereof in any subcontract pursuant to this Agreement.
13.17 E-verify Requirements. To the extent applicable under ARIZ. REV. STAT. §
41-4401, the Vendor and its subcontractors warrant compliance with all federal immigration laws
and regulations that relate to their employees and their compliance with the E-verify requirements
under ARIZ. REV. STAT. § 23-214(A). Vendor’s or its subcontractors’ failure to comply with such
warranty shall be deemed a material breach of this Agreement and may result in the termination
of this Agreement by the Town.
13.18 Israel. Vendor certifies that it is not currently engaged in, and agrees for
the duration of this Agreement that it will not engage in a “boycott,” as that term is defined in
ARIZ. REV. STAT. § 35-393, of Israel.
13.19 Conflicting Terms. In the event of any inconsistency, conflict or ambiguity
among the terms of this Agreement, the Proposal, any Town-approved invoices, and the RFP, the
documents shall govern in the order listed herein.
13.20 Non-Exclusive Contract. This Agreement is entered into with the
understanding and agreement that it is for the sole convenience of the Town. The Town reserves
the right to obtain like goods and services from another source when necessary.
[SIGNATURES ON FOLLOWING PAGES]
IN WITNESS WHEREOF, the parties hereto have executed this Agreement as of the date
and year first set forth above.
“Town”
TOWN OF FOUNTAIN HILLS,
an Arizona municipal corporation
Grady E. Miller, Town Manager
ATTEST:
Linda Mendenhall, Town Clerk
APPROVED AS TO FORM:
Aaron D. Arnson, Town Attorney
[SIGNATURES CONTINUE ON FOLLOWING PAGES]
Aaron Arnson (Jul 12, 2022 08:58 PDT)
Linda Mendenhall (Jul 12, 2022 09:16 PDT)
Linda Mendenhall
“Contractor/Vendor/Consultant”
____________________________________,
By:
Name:
Title:
BWP Communications, Inc., a(n) Utah corporation
Brett Palmer (Jul 5, 2022 08:21 PDT)
Brett Palmer
Brett Palmer
President
EXHIBIT A
TO
PROFESSIONAL SERVICES AGREEMENT
BETWEEN
THE TOWN OF FOUNTAIN HILLS
AND
BWP Communications, Inc.
[Consultant’s Proposal]
See following pages.
Town of Fountain Hills
Admin-Procurement
Robert Durham, Procurement Officer
16705 E. Avenue of the Fountains, Fountain Hills, AZ 85268
PROPOSAL DOCUMENT REPORT
RFP No. REQ-2022-015
Graphic Design Services
RESPONSE DEADLINE: May 19, 2022 at 5:00 pm
Report Generated: Wednesday, June 22, 2022
BWP Communications.com Proposal
CONTACT INFORMATION
Company:
BWP Communications.com
Email:
brett@bwpcommunications.com
Contact:
Brett Palmer
Address:
654 West 100 South
SALT LAKE CITY, UT 84104
Phone:
N/A
Website:
www.bwpcommunications.com
Submission Date:
May 19, 2022 8:32 AM
PROPOSAL DOCUMENT REPORT
RFP No. REQ-2022-015
Graphic Design Services
PROPOSAL DOCUMENT REPORT
Request for Proposals - Graphic Design Services
Page 2
ADDENDA CONFIRMATION
No addenda issued
QUESTIONNAIRE
1. Certification
By confirming questions under this section, the Vendor certifies:
NO COLLUSION*
The submission of the Proposal did not involve collusion or other anti-competitive practices.
Confirmed
NO DISCRIMINATION*
It shall not discriminate against any employee or applicant for employment in violation of Federal Executive Order 11246.
Confirmed
NO GRATUITY*
It has not given, offered to give, nor intends to give at any time hereafter, any economic opportunity, future employment, gi ft, loan,
gratuity, special discount, trip favor or service to a Town employee, officer or agent in connection with the submitted Proposal. It
(including the Vendor’s employees, representatives, agents, lobbyists, attorneys, and subcontractors) has refrained, under penalty of
disqualification, from direct or indirect contact for the purpose of influencing the selection or creating bias in the selection process
with any person who may play a part in the selection process, including the Selection Committee, elected officials, the Town Manager,
Assistant Town Managers, Department Heads, and other Town staff. All contact must be addressed to the Town’s Procurement Agent,
except for questions submitted as set forth in Subsection 1.4 (Inquiries), above. Any attempt to influence the selection proc ess by any
means shall void the submitted Proposal and any resulting Agreement.
PROPOSAL DOCUMENT REPORT
RFP No. REQ-2022-015
Graphic Design Services
PROPOSAL DOCUMENT REPORT
Request for Proposals - Graphic Design Services
Page 3
Confirmed
FINANCIAL STABILITY*
It is financially stable, solvent and has adequate cash reserves to meet all financial obligations including any potential co sts resulting
from an award of the Agreement.
Confirmed
NO SIGNATURE/FALSE OR MISLEADING STATEMENT*
The signature on the cover letter of the Proposal and the Vendor Information Form is genuine and the person signing has the
authority to bind the Vendor. Failure to sign the Proposal and the Vendor Information Form, or signing either with a false or
misleading statement, shall void the submitted Proposal and any resulting Agreement.
Confirmed
PROFESSIONAL SERVICES AGREEMENT*
In addition to reviewing and understanding the submittal requirements, it has reviewed the attached sample Professional Services
Agreement including the Scope of Work and other Exhibits.
Confirmed
REFERENCE CHECKS*
References will be checked, and it is Vendor’s responsibility to ensure that all information is accurate and current. Vendor authorizes
the Town’s representative to verify all information from these references and releases all those concerned from any liability in
connection with the information they provide. Inability of the Town to verify references shall result in the Proposal being considered
non-responsive.
Confirmed
PROPOSAL DOCUMENT REPORT
RFP No. REQ-2022-015
Graphic Design Services
PROPOSAL DOCUMENT REPORT
Request for Proposals - Graphic Design Services
Page 4
2. Vendor Proposal
GENERAL INFORMATION*
A. One page cover letter as described in the section titled "RFP Submission Process", the subsection titled "Required Submittal".
B. Provide Vendor identification information. Explain the Vendor’s legal organization including the legal name, address,
identification number and legal form of the Vendor (e.g., partnership, corporation, joint venture, limited liability company, sole
proprietorship). If a joint venture, identify the members of the joint venture and provide all of the information required under
this section for each member. If a limited liability company, provide the name of the member or members authorized to act on
the company’s behalf. If the Vendor is a wholly owned subsidiary of another company, identify the parent company. If the
corporation is a nonprofit corporation, provide nonprofit documentation. Provide the name, address and telephone number of
the person to contact concerning the Proposal.
C. Identify the location of the Vendor’s principal office and the local work office, if different. Include any documentation tha t
supports the Vendor’s authority to provide services in Arizona.
D. Provide a general description of the Vendor’s organization, including years in business.
E. Identify any contract or subcontract held by the Vendor or officers of the Vendor that have been terminated within the last
five years. Briefly describe the circumstances and the outcome.
F. Identify any claims arising from a contract which resulted in litigation or arbitration within the last five years. Briefly d escribe
the circumstances and the outcome.
BWP_Proposal_REQ-2022-015_051922_Final2.pdf
EXPERIENCE AND QUALIFICATIONS OF THE VENDOR*
Provide a detailed description of the Vendor’s experience in providing similar services to municipalities or other entities of a similar
size to the Town, specifically relating experience with respect to Graphic Design.
A. Vendor must demonstrate successful completion of at least three similar projects within the past 60 months. For the purpose
of this Solicitation, “successful completion” means completion of a project within the established schedule and budget and
PROPOSAL DOCUMENT REPORT
RFP No. REQ-2022-015
Graphic Design Services
PROPOSAL DOCUMENT REPORT
Request for Proposals - Graphic Design Services
Page 5
“similar projects” resemble this project in size, nature and scope. Provide a list of at least three organizations for which you
successfully completed a similar project. This list shall include, at a minimum, the following information:
1. Name of company or organization.
2. Contact name.
3. Contact address, telephone number and e-mail address.
4. Type of services provided.
5. Dates of contract initiation and expiration.
BWP_Proposal_REQ-2022-015_051922_Final2.pdf
KEY POSITIONS*
A. Identify each key personnel member that will render services to the Town including title and relevant experience required,
including the proposed project manager and project staff.
B. Indicate the roles and responsibilities of each key position. Include senior members of the Vendor only from the perspective of
what their role will be in providing services to the Town.
C. If a subcontractor will be used for all work of a certain type, include information on this subcontractor. A detailed plan for
providing supervision must be included.
D. Attach a résumé and evidence of certification, if any, for each key personnel member and/or subcontractor to be involved in
this project. Résumés should be attached together as a single appendix at the end of the Proposal and will not count toward
the Proposal page limit. However, each resume shall not exceed two pages in length.
BWP_Key_Designer_Resumes_Fountain_Hill.pdf
PROJECT APPROACH*
A. Describe the Vendor’s approach to performing the required Services in the section titled Scope of Work, and its approach to
contract management, including its perspective and experience on partnering, customer service, quality control, scheduling
and staff.
PROPOSAL DOCUMENT REPORT
RFP No. REQ-2022-015
Graphic Design Services
PROPOSAL DOCUMENT REPORT
Request for Proposals - Graphic Design Services
Page 6
B. Describe any alternate approaches if it is believed that such an approach would best suit the needs of the Town. Include
rationale for alternate approaches, and indicate how the Vendor will ensure that all efforts are coordinated with the Town’s
Representatives.
BWP_Proposal_REQ-2022-015_051922_Final2.pdf
PRICING*
BWP_Proposal_REQ-2022-015_051922_Final2.pdf
WORK PRODUCT*
Show examples of no more than three (3) projects/work products.
BWP_Proposal_REQ-2022-015_051922_Final2.pdf
PROPOSAL_REQ-2022-015
THE TOWN OF FOUNTAIN HILLS
- Graphic Design Services
We are a DESIGN-DRIVEN creative agency that exists to build and strengthen
the symbiotic relationship between community and brand.
Dear Fountain Hills Selection Committee,
BWP is pleased to provide this proposal for graphic design services on behalf of The Town of Fountain Hills, Arizona and appreciates your
consideration for this contract. We would love to contribute our passion, experience and design expertise to further enhance the Fountain Hills
brand and contribute to the marketing, promotion and economic development of Fountain Hills.
Enclosed you will find information that attempts to encapsulate 27 years of success as a fully-integrated creative agency. We spent our early years
as a high-end design shop and slowly evolved into a full service agency over that 27 year span.
Over 60% of our business is conducted in the government and community realm. We understand the dynamics and nuances of working
collaboratively with government entities and over the past 27 years it has become part of our DNA. We have branded cities, towns and
neighborhoods by utilizing not only our design and marketing expertise, but also our knowledge of, and in-depth experience with, qualitative
research, which has helped inform both our creative and design decisions. That research has been conducted first hand with community members
through open houses, interviews, town halls, luncheons, and many other events that helped inform and shape those communities. And following
the branding of those entities we have provided a comprehensive suite of branding, marketing and advertising solutions and assets to help them
grow and thrive.
Vendor Information:
BWP Communications
654 West 100 South
Salt Lake City, Utah 84104
S-Corporation
27-1083127
Proposal Contact:
Brett Palmer, President
801-809-3574 / 801-359-2766
No contracts have been terminated in the last 5 years.
No claims resulting in litigation or arbitration exist.
Every BWP team member is passionate about the work we do for community governments across the Intermountain West. We would be honored
to play a role in continuing to help shape the future of Fountain Hills through the power of design, marketing and brand communications.
Thank you in advance for you consideration,
Brett W. Palmer
BWP Communications
COVER LETTER
WELCOME TO BWP
1
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Established in 1995, BWP is a top-tier creative agency that exists to build and strengthen the symbiotic relationship between community and brand.
We are a full-service agency based in Salt Lake City, Utah, with top-tier expertise in:
• Brand Development • Digital Design • Print Design
• Conceptual Development • Social Media • Digital Marketing
• Advertising • Public Relations • Market Research
• Campaign Development • Collateral Design • Copywriting
The BWP Portfolio includes a seasoned menu of beautifully crafted brands, meticulously executed campaigns, and top-tier graphic design provided
for a variety of companies and organizations, from major corporate brands to notable government organizations. Our abbreviated commercial
clientele list is shown below:
• Lyft • DirecTV • Sinclair Oil
• Century Link • Myriad Genetics • MyFamily.com (Ancestry.com)
• Grabber Construction Products • Eagle Gate College • Salt Lake City International Airport
• eBay • GetReadyNow • Glacier Bank
• Stadler Rail • Eight Settlers Distillery • EnerBank
• Creminelli Fine Meats • i2S2 • Nucor/Vulcraft Utah
WE SPECIALIZE IN GOVERNMENT AND COMMUNITY
While our portfolio contains many locally as well as nationally recognized companies and corporations, our primary focus and expertise is in the
government arena. Our abbreviated government client list includes the following organizations:
> Current - State Approved Vendor List for “Graphic Design”
> Current - State Approved Vendor List for “Advertising/Marketing”
• Utah Department of Health_OHV • Utah Department of Health_DSME
• Orem City • Green River, Wyoming
• Utah State Board of Education • Tremonton City Redevelopment Agency
• Governor’s Office of Energy Development • Utah State Charter School Board
• Utah Department of Health & Human Services • Governor’s Office of Management and Budget
• Utah Retirement Services • Governor’s Office of Economic Development
• Mountainland Association of Governments • Utah Association of Counties
• SLC Housing and Neighborhood Development • SLC Department of Transportation
• SLC Redevelopment Agency • SLC Department of Economic Development
• SLC Department of Sustainability • Salt Lake City Corporation
INITIAL EVALUATION
GENERAL INFORMATION
2
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
• Salt Lake County Recorder’s Office • Salt Lake County Center for the Arts
• Ogden City Office of Economic Development • Orem City Department of Planning and Transportation
• Salt Lake County Adult & Aging Services • Salt Lake City International Airport
• Downtown Alliance • SLC/SLCo Interlocal Agreement (5-year action plan for SLC)
• Taylorsville City • Public Employees Health Program (PEHP)
FEE STRUCTURE
Design and Creative > Blended Rate > $105/hour
INITIAL EVALUATION
GENERAL INFORMATION
3
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EDUCATION AND TRAINING:
We have 27+ years of experience in print design and 22+ years of experience in digital design. We approach all aspects of design from a
communications approach. Regardless of how well an asset is designed visually it cannot be deemed successful unless it effectively communicates
the desired message to the intended target audience. While we agree that there is value in visual brand awareness but ultimately the asset must
resonate with the target audiences to be considered effective. Every design decision we make is informed with that perspective.
In addition to designing from a communications perspective, we believe in adherence to consistency and continuity to the brand.
The design team that would be devoted to the Fountain Hills account boasts a combined 40+ years of print and digital design experience.
Lead Designer: Bachelor’s
TYPES OF INDUSTRIES
While our primary vertical is government, we have experience and expertise in dozens of industries including:
• Hospitality
• Tech
• Food and Beverage
• Manufacturing
• Higher Education
• Finance
• Real Estate
• A/E/C (Architecture/Engineering/Construction)
• Automotive
• Oil and Gas
• Transportation
• Communications
• Finance
• Transportation
• Arts and Entertainment
• Health and Medical
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
4
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
Amanda Holty
Marketing Director
Salt Lake City RDA
801-535-7181
amanda.holty@slcgov.com
Madeline Mullholand
Communications Manager | Family Planning Elevated
Department of Obstetrics and Gynecology | University of Utah
801-541-3324
madeline.mullholand@hsc.utah.edu
Kim Larson
Director of External Relations
Jon M. Huntsman School of Business l Utah State University
435-797-8328
kimberly.larson@usu.edu
Pete Codella
Director of Marketing and Communications
Governor’s Office of Economic Development
801-538-8774
pcodella@utah.gov
Jennifer Lambert
Executive Director
Utah State Charter School Board
801-538-7676
Jennifer.Lambert@schools.utah.gov
Lorie Davis
Assistant to the Director
Governor’s Office of Management and Budget (GOMB)
801-538-1705
lorie@utah.gov
Darin Nielsen
Assistant Superintendent of Student Learning
Utah State Board of Education
801-538-7811
darin.nielsen@schools.utah.gov
Lia Summers
Senior Advisor for Arts & Culture
Salt Lake City Corporation / Office of the Mayor
O: 801-535-6006
lia.summers@slcgov.com
Jessica Liebrecht
Marketing Manager
Salt Lake County Center for the Arts
385-468-1016
jliebrecht@slco.org
Doug Perry
Communications Director
Utah Association of Counties
801-265-1331
doug@uacnet.org
Blake Perez
Special Projects Analyst
Salt Lake City Transportation Division
801-596-7433
blake.perez@slcgov.com
Sam Lee
Program Manager
Utah Department of Health
801-273-2884
samlee@utah.gov
5
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
HOW WILL WE WORK WITH FOUNTAIN HILLS?
BWP works with a select number of premium brands. We become intimately connected with our clients at a granular level and become immersed
in their industry, company and culture, creating trusted long-term relationships. We function as a strategic and creative in-house department for our
premium clients and provide state-of-the-art services at the speed and efficiency of a department as if it were just down the hall. We are accessible
and responsive 24/7. We place our premium clients at the top of the priority list whenever a project comes in and provide daily updates so our
clients never have to approach us to find out the status of a project. We are meticulous in follow-up and follow-through and go above and beyond
when developing each project and provide strategic and creative thinking and suggestions on how each deliverable or asset might be improved
upon or refined. Fountain Hills would be considered a premium client and enjoy our top-tier responsive, attentive and enterprise-level service.
We integrate every client into our Teamwork Project Management system to ensure day to day progress on each project is documented, transparent
and easy to follow. It serves as one singular hub for all directives, to-dos, completed, unresolved and desired items to provide every client is up to
date on every aspect of each project. For Fountain Hills, we will devote one particular member of the team to manage and oversee all projects.
You will also have access to the designer, or designers, working on your projects. You can expect any questions or concerns to be answered and
satisfied completely as we operate under the good old adage “the customer is always right”. We are customer-focused, customer-driven and
understand that complete customer satisfaction is why we are here and thriving after 27+ years in business.
We would set up a “project request” system that works best for the Fountain Hills team. We believe in being thorough and whenever possible we
would prefer a quick Zoom call to review the project request in detail. We always record those calls for future reference to ensure we get every detail
correct.
Nothing goes out for client review before going through two different senior team members for audit. This is another area we feel sets BWP apart
from many of our competitors. Even if the item we are sending for review is “preliminary”, we do not allow anything to go out for client review unless
it has been through intensive quality control for things such as:
1. Spelling
2. Grammar
3. Spacing and Alignment
4. Brand Consistency
5. Brand Relevancy
6. All client comments and feedback are integrated
7. Concept or revision is fully informed by the process up to that point
8. Would a jury of our piers respect the work?
9. Does it potentially solve a problem?
10. Is it conceptually strong?
11. Is it visually compelling?
12. Does it communicate the intended message clearly, succinctly and effectively?
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
6
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WHAT IF DON’T HAVE SPECIFIC EXPERTISE?
We have the capability in-house to provide anything Fountain Hills might possibly request and have most likely provided that expertise many times.
KEY DESIGNERS FOR FOUNTAIN HILLS
Mel Maldonado
Senior Designer
Northwest College of Art / Poulsbo, Washington
BFA Fine Art & Multimedia Design / 2000 - 2002
Salt Lake Community College / Salt Lake City, Utah
AAS Visual Art & Design/ 2010 - 2012
Design Experience: 15+ years
Mel takes a broad approach to a variety of disciplines in the development of making meaningful products that make a real difference. With
carefully selected tools and skills, he expresses his ideas ranging from visionary designs to developing cohesive, authentic and powerful brands.
Passion, drive, and vision are his fuel to solve problems and think critically about design. He is passionate about working with government
organizations to create a more effective and meaningful relationship between government and community.
DEREK BALLARD
Senior Designer / Art Director
Derek’s expertise is in logo design, strategic brand development, brand identity design, advertising, custom illustration, art direction, print,
environmental, government and publication design. He understands how to build cohesive brands for government clients through intensive
research and immersion. He’s worked with international clients such as Red Bull, Suunto, Pearl Izumi, Braun and Lowe Pro. We are honored to
have Derek leading our design team.
• Salt Lake Community College | Associate of Visual Art & Design | 2008
• Salt Lake Community College | Associate in General Studies | 2008
Design Experience: 15+ years
• Solo art exhibit at God Hates Robots, Salt Lake City, UT | 2019
• Solo art exhibit at Urban Arts Gallery, Salt Lake City, UT | 2018
• Group art show at Spoke Art, San Francisco, CA | 2018
• Group art show at G1988, Los Angeles, CA | 2018
• Group art show at Spoke Art, New York, NY | 2017
• Group art show at Spoke Art, San Francisco, CA | 2016
• Group art show at Hero Complex Gallery Los Angeles, CA | 2016
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
7
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
HOW WE APPROACH A PROJECT
We evaluate each project with a number of questions in mind. Our creative process is provided in detail on the following page. However, many of
those questions are as follows:
1. What is the project objective?
2. Do we have all the visual assets?
3. Do we see anything from a communications perspective that we might recommend for improvement?
4. What are the brand guidelines and what latitude, if any, exists with regard to brand consistency and usage?
5. When is the project due?
6. When are initial comps expected?
7. Are there any benchmarks the client would like BWP to follow or reference?
8. What would the client like to see? What are your expectations? What is your vision?
9. Who are our target audiences?
10. What are the budget or time parameters?
11. Do we have all the written content?
12. What is the medium and platform for this asset? Print? Digital? Social? Environmental? Large Format? OOH?
> We customarily provide 2-3 concepts for each design and 2-3 revisions on the direction selected. If we don’t hit the mark on the first go around
we go back to the drawing board. (That has only happened 4-5 times in 27+ years).
CLIENT EXPECTATIONS
This is a great question. A few thoughts would be:
1. One point of contact and collected source of project feedback
2. If there is a deadline we love it if the client has the ability to be responsive so that we can be sure to meet that deadline
3. Kind, friendly and enjoyable to work with
8
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
Step 1
Research and Discovery
We assess the challenges through intensive internal
stakeholder workshops, competitive analysis and a strategic
blend of consumer discovery, then initiate a unique process
of investigation, consensus building and “brand community”
input employing ethnography, personal interviews, charettes,
focus groups, surveys and additional internal engagements
to unlock the story of each brand.Step 2
Strategic Ideation
We dig deeply into the data and uncover relevant
and actionable insights from which to create
customer personas, emotional maps and behavior
models. The strategic ideas that emerge are then
measured by their ability to create a compelling,
authentic, sustainable, economically viable and
emotionally tangible brand strategy.
Step 3
Brand Architecture
Understandings and insights unearthed in Steps 1 &
2 are translated into new opportunities, positioning
strategies and a cohesive brand architecture that
takes into account every facet of the brand. This
is accomplished with collaboration and full buy-in
from all stakeholder groups. MVV, persona, essence,
positioning statements and taglines are created here.
Step 4
Story Development
Following the strategic positioning and brand
architecture we create the brand story --
essence, positioning, personality, differentiating
characteristics and lifeblood of the company or
organization brand and then create a compelling
story to reach every touchpoint and channel where
your brand intersects with each audience.
Step 5
Stakeholder Alignment and Preliminary Brand Analysis
Through all appropriate communications and evaluation
methodologies we connect again with all relevant
stakeholders - internal, external, present / past / potential
customers, etc... to test, confirm, reaffirm and revise our
brand strategy where necessary and encourage them to
embrace the brand and help build equity by sharing the
brand story across all channels.
Step 6
Execution and Deliverable Analysis (Testing)
Execution takes shape in whatever tactic or channel is
necessary to connect your brand to its audience. From
branding, to web design and development, to messaging, to
positioning, to content development, to collateral and template
development, to packaging and product design, to print media,
to video, to digital marketing, to social media, to content
generation, to TV/radio. Solutions are tested and refined.
Step 7
Deliverable Confirmation / Marketing Planning
The suite of brand deliverables are prepared and
presented to appropriate stakeholder groups to
gain further insight and buy-in. User Experience
Research methodologies are implemented here.
Revisions are made and strategic marketing plans
are developed to identify the optimal channels for
each market segment.
Step 8
Implementation and Analysis
Following implementation, tracking and review of the
results follows. Analysis of results is completed to
determine success. If needed, improvement tactics
are implemented to increase the potency of outreach
and brand awareness. An action plan is created.
Engagement effectiveness is measured and assessed
for future viability and refinement
Each and Every Brand
is a multi-dimensional platform
serving as your greatest
differentiator and competitive
edge. It is both a rational and
emotional connection to your
stakeholders that increases
brand awareness, builds brand
preference and solidifies brand
loyalty with each geographic
and cultural “brand community”
in a variety of ways integral to
their life experiences.
9
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
Client: Utah State Board of Education
Project: Rebrand statewide testing assessment system (Was SAGE). Provide new name, tagline, logo, style guide, marketing campaign and video
segments for new assessment.
Client: Utah State Charter School Board
Project: Design new logo for organization. Also provide style guide, public relations consultation and collateral design.
BRAND STANDARDS MANUAL
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 11
COLOR PALETTE
USCSB BLUE
PRIMARY COLORS SECONDARY COLORS
#002639
CMYK: (98, 76, 50, 57)
RGB: (0, 38, 57)
PMS: 539
USCSB GOLD BLACK BLACK 50%
#9C8530
CMYK: (38, 40, 100, 10)
RGB: (156, 133, 48)
PMS: 112
#231F20
CMYK: (0, 0, 0, 100)
RGB: (35, 31, 32)
PMS: N/A
#939598
CMYK: (0, 0, 0, 50)
RGB: (147, 149, 152)
PMS: N/A
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
COLOR PALETTE
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 31
AUXILIARY GRAPHICS
AUXILIARY GRAPHICS
GRAPHS, CHARTS, TABLES, ETC
When creating supplimentary graphics such as tables, charts, graphs, maps, etc.
please use brand colors / tints of brand colors and fonts where possible.
When using pre-existing graphic it may be possible to stylistically modify them
to closer match USCSB’s brand.
DONUT CHART EXAMPLE
BAR GRAPH EXAMPLE
UNTITLED DATA 1
UNTITLED DATA 2
UNTITLED DATA 3
UNTITLED DATA 4
DATA DATA DATA DATA DATA
0
10
20
30
40
50
60
70
80
90
100
10
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
11
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
SPONSORED BY SPONSORED BY
12
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
SUGAR HOUSE
GRANDMONUMENT PLAZA
OPENING
Lowering of the time capsule, live music
with Bullets & Belles, street performers,
face painting and more!
C
M
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CM
MY
CY
CMY
K
SHMP_Poster_FINAL.pdf 1 6/1/15 5:42 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
Dine.Mix.Perk.Enjoy.Gather.Sing.
13
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Liz Fitzgerald / Hive Pass Rider since 2014
Queen_UTABus_BWP_002.indd 1 7/10/15 12:55 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
14
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PRICING
AND A COUPLE MORE SAMPLES
PRICING
Design and Creative > Blended Rate > $105/hour
15
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROPOSAL_REQ-2022-015
THE TOWN OF FOUNTAIN HILLS
- Graphic Design Services
We are a DESIGN-DRIVEN creative agency that exists to build and strengthen
the symbiotic relationship between community and brand.
Dear Fountain Hills Selection Committee,
BWP is pleased to provide this proposal for graphic design services on behalf of The Town of Fountain Hills, Arizona and appreciates your
consideration for this contract. We would love to contribute our passion, experience and design expertise to further enhance the Fountain Hills
brand and contribute to the marketing, promotion and economic development of Fountain Hills.
Enclosed you will find information that attempts to encapsulate 27 years of success as a fully-integrated creative agency. We spent our early years
as a high-end design shop and slowly evolved into a full service agency over that 27 year span.
Over 60% of our business is conducted in the government and community realm. We understand the dynamics and nuances of working
collaboratively with government entities and over the past 27 years it has become part of our DNA. We have branded cities, towns and
neighborhoods by utilizing not only our design and marketing expertise, but also our knowledge of, and in-depth experience with, qualitative
research, which has helped inform both our creative and design decisions. That research has been conducted first hand with community members
through open houses, interviews, town halls, luncheons, and many other events that helped inform and shape those communities. And following
the branding of those entities we have provided a comprehensive suite of branding, marketing and advertising solutions and assets to help them
grow and thrive.
Vendor Information:
BWP Communications
654 West 100 South
Salt Lake City, Utah 84104
S-Corporation
27-1083127
Proposal Contact:
Brett Palmer, President
801-809-3574 / 801-359-2766
No contracts have been terminated in the last 5 years.
No claims resulting in litigation or arbitration exist.
Every BWP team member is passionate about the work we do for community governments across the Intermountain West. We would be honored
to play a role in continuing to help shape the future of Fountain Hills through the power of design, marketing and brand communications.
Thank you in advance for you consideration,
Brett W. Palmer
BWP Communications
COVER LETTER
WELCOME TO BWP
1
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Established in 1995, BWP is a top-tier creative agency that exists to build and strengthen the symbiotic relationship between community and brand.
We are a full-service agency based in Salt Lake City, Utah, with top-tier expertise in:
• Brand Development • Digital Design • Print Design
• Conceptual Development • Social Media • Digital Marketing
• Advertising • Public Relations • Market Research
• Campaign Development • Collateral Design • Copywriting
The BWP Portfolio includes a seasoned menu of beautifully crafted brands, meticulously executed campaigns, and top-tier graphic design provided
for a variety of companies and organizations, from major corporate brands to notable government organizations. Our abbreviated commercial
clientele list is shown below:
• Lyft • DirecTV • Sinclair Oil
• Century Link • Myriad Genetics • MyFamily.com (Ancestry.com)
• Grabber Construction Products • Eagle Gate College • Salt Lake City International Airport
• eBay • GetReadyNow • Glacier Bank
• Stadler Rail • Eight Settlers Distillery • EnerBank
• Creminelli Fine Meats • i2S2 • Nucor/Vulcraft Utah
WE SPECIALIZE IN GOVERNMENT AND COMMUNITY
While our portfolio contains many locally as well as nationally recognized companies and corporations, our primary focus and expertise is in the
government arena. Our abbreviated government client list includes the following organizations:
> Current - State Approved Vendor List for “Graphic Design”
> Current - State Approved Vendor List for “Advertising/Marketing”
• Utah Department of Health_OHV • Utah Department of Health_DSME
• Orem City • Green River, Wyoming
• Utah State Board of Education • Tremonton City Redevelopment Agency
• Governor’s Office of Energy Development • Utah State Charter School Board
• Utah Department of Health & Human Services • Governor’s Office of Management and Budget
• Utah Retirement Services • Governor’s Office of Economic Development
• Mountainland Association of Governments • Utah Association of Counties
• SLC Housing and Neighborhood Development • SLC Department of Transportation
• SLC Redevelopment Agency • SLC Department of Economic Development
• SLC Department of Sustainability • Salt Lake City Corporation
INITIAL EVALUATION
GENERAL INFORMATION
2
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
• Salt Lake County Recorder’s Office • Salt Lake County Center for the Arts
• Ogden City Office of Economic Development • Orem City Department of Planning and Transportation
• Salt Lake County Adult & Aging Services • Salt Lake City International Airport
• Downtown Alliance • SLC/SLCo Interlocal Agreement (5-year action plan for SLC)
• Taylorsville City • Public Employees Health Program (PEHP)
FEE STRUCTURE
Design and Creative > Blended Rate > $105/hour
INITIAL EVALUATION
GENERAL INFORMATION
3
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EDUCATION AND TRAINING:
We have 27+ years of experience in print design and 22+ years of experience in digital design. We approach all aspects of design from a
communications approach. Regardless of how well an asset is designed visually it cannot be deemed successful unless it effectively communicates
the desired message to the intended target audience. While we agree that there is value in visual brand awareness but ultimately the asset must
resonate with the target audiences to be considered effective. Every design decision we make is informed with that perspective.
In addition to designing from a communications perspective, we believe in adherence to consistency and continuity to the brand.
The design team that would be devoted to the Fountain Hills account boasts a combined 40+ years of print and digital design experience.
Lead Designer: Bachelor’s
TYPES OF INDUSTRIES
While our primary vertical is government, we have experience and expertise in dozens of industries including:
• Hospitality
• Tech
• Food and Beverage
• Manufacturing
• Higher Education
• Finance
• Real Estate
• A/E/C (Architecture/Engineering/Construction)
• Automotive
• Oil and Gas
• Transportation
• Communications
• Finance
• Transportation
• Arts and Entertainment
• Health and Medical
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
4
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
Amanda Holty
Marketing Director
Salt Lake City RDA
801-535-7181
amanda.holty@slcgov.com
Madeline Mullholand
Communications Manager | Family Planning Elevated
Department of Obstetrics and Gynecology | University of Utah
801-541-3324
madeline.mullholand@hsc.utah.edu
Kim Larson
Director of External Relations
Jon M. Huntsman School of Business l Utah State University
435-797-8328
kimberly.larson@usu.edu
Pete Codella
Director of Marketing and Communications
Governor’s Office of Economic Development
801-538-8774
pcodella@utah.gov
Jennifer Lambert
Executive Director
Utah State Charter School Board
801-538-7676
Jennifer.Lambert@schools.utah.gov
Lorie Davis
Assistant to the Director
Governor’s Office of Management and Budget (GOMB)
801-538-1705
lorie@utah.gov
Darin Nielsen
Assistant Superintendent of Student Learning
Utah State Board of Education
801-538-7811
darin.nielsen@schools.utah.gov
Lia Summers
Senior Advisor for Arts & Culture
Salt Lake City Corporation / Office of the Mayor
O: 801-535-6006
lia.summers@slcgov.com
Jessica Liebrecht
Marketing Manager
Salt Lake County Center for the Arts
385-468-1016
jliebrecht@slco.org
Doug Perry
Communications Director
Utah Association of Counties
801-265-1331
doug@uacnet.org
Blake Perez
Special Projects Analyst
Salt Lake City Transportation Division
801-596-7433
blake.perez@slcgov.com
Sam Lee
Program Manager
Utah Department of Health
801-273-2884
samlee@utah.gov
5
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
HOW WILL WE WORK WITH FOUNTAIN HILLS?
BWP works with a select number of premium brands. We become intimately connected with our clients at a granular level and become immersed
in their industry, company and culture, creating trusted long-term relationships. We function as a strategic and creative in-house department for our
premium clients and provide state-of-the-art services at the speed and efficiency of a department as if it were just down the hall. We are accessible
and responsive 24/7. We place our premium clients at the top of the priority list whenever a project comes in and provide daily updates so our
clients never have to approach us to find out the status of a project. We are meticulous in follow-up and follow-through and go above and beyond
when developing each project and provide strategic and creative thinking and suggestions on how each deliverable or asset might be improved
upon or refined. Fountain Hills would be considered a premium client and enjoy our top-tier responsive, attentive and enterprise-level service.
We integrate every client into our Teamwork Project Management system to ensure day to day progress on each project is documented, transparent
and easy to follow. It serves as one singular hub for all directives, to-dos, completed, unresolved and desired items to provide every client is up to
date on every aspect of each project. For Fountain Hills, we will devote one particular member of the team to manage and oversee all projects.
You will also have access to the designer, or designers, working on your projects. You can expect any questions or concerns to be answered and
satisfied completely as we operate under the good old adage “the customer is always right”. We are customer-focused, customer-driven and
understand that complete customer satisfaction is why we are here and thriving after 27+ years in business.
We would set up a “project request” system that works best for the Fountain Hills team. We believe in being thorough and whenever possible we
would prefer a quick Zoom call to review the project request in detail. We always record those calls for future reference to ensure we get every detail
correct.
Nothing goes out for client review before going through two different senior team members for audit. This is another area we feel sets BWP apart
from many of our competitors. Even if the item we are sending for review is “preliminary”, we do not allow anything to go out for client review unless
it has been through intensive quality control for things such as:
1. Spelling
2. Grammar
3. Spacing and Alignment
4. Brand Consistency
5. Brand Relevancy
6. All client comments and feedback are integrated
7. Concept or revision is fully informed by the process up to that point
8. Would a jury of our piers respect the work?
9. Does it potentially solve a problem?
10. Is it conceptually strong?
11. Is it visually compelling?
12. Does it communicate the intended message clearly, succinctly and effectively?
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
6
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WHAT IF DON’T HAVE SPECIFIC EXPERTISE?
We have the capability in-house to provide anything Fountain Hills might possibly request and have most likely provided that expertise many times.
KEY DESIGNERS FOR FOUNTAIN HILLS
Mel Maldonado
Senior Designer
Northwest College of Art / Poulsbo, Washington
BFA Fine Art & Multimedia Design / 2000 - 2002
Salt Lake Community College / Salt Lake City, Utah
AAS Visual Art & Design/ 2010 - 2012
Design Experience: 15+ years
Mel takes a broad approach to a variety of disciplines in the development of making meaningful products that make a real difference. With
carefully selected tools and skills, he expresses his ideas ranging from visionary designs to developing cohesive, authentic and powerful brands.
Passion, drive, and vision are his fuel to solve problems and think critically about design. He is passionate about working with government
organizations to create a more effective and meaningful relationship between government and community.
DEREK BALLARD
Senior Designer / Art Director
Derek’s expertise is in logo design, strategic brand development, brand identity design, advertising, custom illustration, art direction, print,
environmental, government and publication design. He understands how to build cohesive brands for government clients through intensive
research and immersion. He’s worked with international clients such as Red Bull, Suunto, Pearl Izumi, Braun and Lowe Pro. We are honored to
have Derek leading our design team.
• Salt Lake Community College | Associate of Visual Art & Design | 2008
• Salt Lake Community College | Associate in General Studies | 2008
Design Experience: 15+ years
• Solo art exhibit at God Hates Robots, Salt Lake City, UT | 2019
• Solo art exhibit at Urban Arts Gallery, Salt Lake City, UT | 2018
• Group art show at Spoke Art, San Francisco, CA | 2018
• Group art show at G1988, Los Angeles, CA | 2018
• Group art show at Spoke Art, New York, NY | 2017
• Group art show at Spoke Art, San Francisco, CA | 2016
• Group art show at Hero Complex Gallery Los Angeles, CA | 2016
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
7
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
HOW WE APPROACH A PROJECT
We evaluate each project with a number of questions in mind. Our creative process is provided in detail on the following page. However, many of
those questions are as follows:
1. What is the project objective?
2. Do we have all the visual assets?
3. Do we see anything from a communications perspective that we might recommend for improvement?
4. What are the brand guidelines and what latitude, if any, exists with regard to brand consistency and usage?
5. When is the project due?
6. When are initial comps expected?
7. Are there any benchmarks the client would like BWP to follow or reference?
8. What would the client like to see? What are your expectations? What is your vision?
9. Who are our target audiences?
10. What are the budget or time parameters?
11. Do we have all the written content?
12. What is the medium and platform for this asset? Print? Digital? Social? Environmental? Large Format? OOH?
> We customarily provide 2-3 concepts for each design and 2-3 revisions on the direction selected. If we don’t hit the mark on the first go around
we go back to the drawing board. (That has only happened 4-5 times in 27+ years).
CLIENT EXPECTATIONS
This is a great question. A few thoughts would be:
1. One point of contact and collected source of project feedback
2. If there is a deadline we love it if the client has the ability to be responsive so that we can be sure to meet that deadline
3. Kind, friendly and enjoyable to work with
8
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
Step 1
Research and Discovery
We assess the challenges through intensive internal
stakeholder workshops, competitive analysis and a strategic
blend of consumer discovery, then initiate a unique process
of investigation, consensus building and “brand community”
input employing ethnography, personal interviews, charettes,
focus groups, surveys and additional internal engagements
to unlock the story of each brand.Step 2
Strategic Ideation
We dig deeply into the data and uncover relevant
and actionable insights from which to create
customer personas, emotional maps and behavior
models. The strategic ideas that emerge are then
measured by their ability to create a compelling,
authentic, sustainable, economically viable and
emotionally tangible brand strategy.
Step 3
Brand Architecture
Understandings and insights unearthed in Steps 1 &
2 are translated into new opportunities, positioning
strategies and a cohesive brand architecture that
takes into account every facet of the brand. This
is accomplished with collaboration and full buy-in
from all stakeholder groups. MVV, persona, essence,
positioning statements and taglines are created here.
Step 4
Story Development
Following the strategic positioning and brand
architecture we create the brand story --
essence, positioning, personality, differentiating
characteristics and lifeblood of the company or
organization brand and then create a compelling
story to reach every touchpoint and channel where
your brand intersects with each audience.
Step 5
Stakeholder Alignment and Preliminary Brand Analysis
Through all appropriate communications and evaluation
methodologies we connect again with all relevant
stakeholders - internal, external, present / past / potential
customers, etc... to test, confirm, reaffirm and revise our
brand strategy where necessary and encourage them to
embrace the brand and help build equity by sharing the
brand story across all channels.
Step 6
Execution and Deliverable Analysis (Testing)
Execution takes shape in whatever tactic or channel is
necessary to connect your brand to its audience. From
branding, to web design and development, to messaging, to
positioning, to content development, to collateral and template
development, to packaging and product design, to print media,
to video, to digital marketing, to social media, to content
generation, to TV/radio. Solutions are tested and refined.
Step 7
Deliverable Confirmation / Marketing Planning
The suite of brand deliverables are prepared and
presented to appropriate stakeholder groups to
gain further insight and buy-in. User Experience
Research methodologies are implemented here.
Revisions are made and strategic marketing plans
are developed to identify the optimal channels for
each market segment.
Step 8
Implementation and Analysis
Following implementation, tracking and review of the
results follows. Analysis of results is completed to
determine success. If needed, improvement tactics
are implemented to increase the potency of outreach
and brand awareness. An action plan is created.
Engagement effectiveness is measured and assessed
for future viability and refinement
Each and Every Brand
is a multi-dimensional platform
serving as your greatest
differentiator and competitive
edge. It is both a rational and
emotional connection to your
stakeholders that increases
brand awareness, builds brand
preference and solidifies brand
loyalty with each geographic
and cultural “brand community”
in a variety of ways integral to
their life experiences.
9
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
Client: Utah State Board of Education
Project: Rebrand statewide testing assessment system (Was SAGE). Provide new name, tagline, logo, style guide, marketing campaign and video
segments for new assessment.
Client: Utah State Charter School Board
Project: Design new logo for organization. Also provide style guide, public relations consultation and collateral design.
BRAND STANDARDS MANUAL
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 11
COLOR PALETTE
USCSB BLUE
PRIMARY COLORS SECONDARY COLORS
#002639
CMYK: (98, 76, 50, 57)
RGB: (0, 38, 57)
PMS: 539
USCSB GOLD BLACK BLACK 50%
#9C8530
CMYK: (38, 40, 100, 10)
RGB: (156, 133, 48)
PMS: 112
#231F20
CMYK: (0, 0, 0, 100)
RGB: (35, 31, 32)
PMS: N/A
#939598
CMYK: (0, 0, 0, 50)
RGB: (147, 149, 152)
PMS: N/A
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
COLOR PALETTE
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 31
AUXILIARY GRAPHICS
AUXILIARY GRAPHICS
GRAPHS, CHARTS, TABLES, ETC
When creating supplimentary graphics such as tables, charts, graphs, maps, etc.
please use brand colors / tints of brand colors and fonts where possible.
When using pre-existing graphic it may be possible to stylistically modify them
to closer match USCSB’s brand.
DONUT CHART EXAMPLE
BAR GRAPH EXAMPLE
UNTITLED DATA 1
UNTITLED DATA 2
UNTITLED DATA 3
UNTITLED DATA 4
DATA DATA DATA DATA DATA
0
10
20
30
40
50
60
70
80
90
100
10
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
11
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
SPONSORED BY SPONSORED BY
12
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
SUGAR HOUSE
GRANDMONUMENT PLAZA
OPENING
Lowering of the time capsule, live music
with Bullets & Belles, street performers,
face painting and more!
C
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CM
MY
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CMY
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SHMP_Poster_FINAL.pdf 1 6/1/15 5:42 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
Dine.Mix.Perk.Enjoy.Gather.Sing.
13
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Liz Fitzgerald / Hive Pass Rider since 2014
Queen_UTABus_BWP_002.indd 1 7/10/15 12:55 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
14
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PRICING
AND A COUPLE MORE SAMPLES
PRICING
Design and Creative > Blended Rate > $105/hour
15
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
DEREK BALLARD
Senior Designer / Art Director
Summary of Qualifications / Work History
Senior Designer + Art Director / BWP / Present
• Design
• Art Direction
• Concepting
• Illustration
• UI/UX & Web Design
Creative Director / Neuer Geist Studio / 2015 to 2017 / Salt Lake City
• Art Direction
• Packaging Design
• Illustration
• UI/UX & Web Design
Senior Design / Zooom Productions / 2012 to 2014 / Salzburg, Austria
• Design / Art Direction for various campaigns
• Print, package and apparel design
• Corporate identity
Designer / Cyprus Credit Union / 2009 to 2011 / Salt Lake City
• Print, Direct mail, Environmental Graphics
• Web design
• Marketing Event Planning
Formal Education
• Salt Lake Community College | Associate of Visual Art & Design | 2008
• Salt Lake Community College | Associate in General Studies | 2008
Honors and Accomplishments
• Solo art exhibit at God Hates Robots, Salt Lake City, UT | 2019
• Solo art exhibit at Urban Arts Gallery, Salt Lake City, UT | 2018
• Group art show at Spoke Art, San Francisco, CA | 2018
• Group art show at G1988, Los Angeles, CA | 2018
• Group art show at Spoke Art, New York, NY | 2017
• Group art show at Spoke Art, San Francisco, CA | 2016
• Group art show at Hero Complex Gallery Los Angeles, CA | 2016
Specialties Relevant to this RFP
1. Brand Development
2. Art Direction
3. Brand Identity
4. UX/UI/IXD
5. Illustration
6. Print and Digital Design
7. Creative Development
8. Place Branding
Derek’s expertise is in strategic brand development, brand identity design, advertising, custom illustration, art direction, print, packaging,
environmental, UX/UI/IXD, publication design & social media campaigns. He understands how to build cohesive brands for government clients
through intensive research and immersion. He’s worked with international clients such as Red Bull, Suunto, Pearl Izumi, Braun and Lowe Pro.
We are honored to have Derek leading our design team.
1
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
MEL MALDONADO
Graphic Designer / Brand Development
Summary of Qualifications / Work History
Graphic Designer / BWP / Present
• Recommend and implement creative design techniques and
treatments to ensure maximum retention and engagement.
• Create effective design deliverables across a variety of different
channels, including (but not limited to) web, online ads, print and
social media.
Graphic Designer / Even Stevens Sandwiches / 2017 - 2018
• Collaborating in the development of project concepts and applying a
consistent design approach to a wide range of digital content.
• Collaborating with design team for the ideation, development and
execution of design collateral in existing and new restaurants.
• Create and design art, copy layouts for signage, flyers, menus,
coupons, publications, visual installations and retail POS,
packaging, ads, web and all other graphic design branded materials.
Senior Graphic Designer / Fabrica Creative / 2016 - 2017
• Create new and original designs from scratch for brands based on
client specification, needs and brand image.
Formal Education
Northwest College of Art / Poulsbo, Washington
BFA Fine Art & Multimedia Design / 2000 - 2002
Salt Lake Community College / Salt Lake City, Utah
AAS Visual Art & Design/ 2010 - 2012
Specialties Relevant to this RFP
1. Brand Development
2. Art Direction
3. Brand Identity
4. UX/UI/IXD
5. Illustration
6. Print and Digital Design
7. Creative Development
8. Place Branding
Mel takes a broad approach to a variety of disciplines in the development of making meaningful products that make a real difference. With
carefully selected tools and skills, he expresses his ideas ranging from visionary designs to developing cohesive, authentic and powerful brands.
Passion, drive, and vision are his fuel to solve problems and think critically about design. He is passionate about working with government
organizations to create a more effective and meaningful relationship between government and community.
2
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROPOSAL_REQ-2022-015
THE TOWN OF FOUNTAIN HILLS
- Graphic Design Services
We are a DESIGN-DRIVEN creative agency that exists to build and strengthen
the symbiotic relationship between community and brand.
Dear Fountain Hills Selection Committee,
BWP is pleased to provide this proposal for graphic design services on behalf of The Town of Fountain Hills, Arizona and appreciates your
consideration for this contract. We would love to contribute our passion, experience and design expertise to further enhance the Fountain Hills
brand and contribute to the marketing, promotion and economic development of Fountain Hills.
Enclosed you will find information that attempts to encapsulate 27 years of success as a fully-integrated creative agency. We spent our early years
as a high-end design shop and slowly evolved into a full service agency over that 27 year span.
Over 60% of our business is conducted in the government and community realm. We understand the dynamics and nuances of working
collaboratively with government entities and over the past 27 years it has become part of our DNA. We have branded cities, towns and
neighborhoods by utilizing not only our design and marketing expertise, but also our knowledge of, and in-depth experience with, qualitative
research, which has helped inform both our creative and design decisions. That research has been conducted first hand with community members
through open houses, interviews, town halls, luncheons, and many other events that helped inform and shape those communities. And following
the branding of those entities we have provided a comprehensive suite of branding, marketing and advertising solutions and assets to help them
grow and thrive.
Vendor Information:
BWP Communications
654 West 100 South
Salt Lake City, Utah 84104
S-Corporation
27-1083127
Proposal Contact:
Brett Palmer, President
801-809-3574 / 801-359-2766
No contracts have been terminated in the last 5 years.
No claims resulting in litigation or arbitration exist.
Every BWP team member is passionate about the work we do for community governments across the Intermountain West. We would be honored
to play a role in continuing to help shape the future of Fountain Hills through the power of design, marketing and brand communications.
Thank you in advance for you consideration,
Brett W. Palmer
BWP Communications
COVER LETTER
WELCOME TO BWP
1
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Established in 1995, BWP is a top-tier creative agency that exists to build and strengthen the symbiotic relationship between community and brand.
We are a full-service agency based in Salt Lake City, Utah, with top-tier expertise in:
• Brand Development • Digital Design • Print Design
• Conceptual Development • Social Media • Digital Marketing
• Advertising • Public Relations • Market Research
• Campaign Development • Collateral Design • Copywriting
The BWP Portfolio includes a seasoned menu of beautifully crafted brands, meticulously executed campaigns, and top-tier graphic design provided
for a variety of companies and organizations, from major corporate brands to notable government organizations. Our abbreviated commercial
clientele list is shown below:
• Lyft • DirecTV • Sinclair Oil
• Century Link • Myriad Genetics • MyFamily.com (Ancestry.com)
• Grabber Construction Products • Eagle Gate College • Salt Lake City International Airport
• eBay • GetReadyNow • Glacier Bank
• Stadler Rail • Eight Settlers Distillery • EnerBank
• Creminelli Fine Meats • i2S2 • Nucor/Vulcraft Utah
WE SPECIALIZE IN GOVERNMENT AND COMMUNITY
While our portfolio contains many locally as well as nationally recognized companies and corporations, our primary focus and expertise is in the
government arena. Our abbreviated government client list includes the following organizations:
> Current - State Approved Vendor List for “Graphic Design”
> Current - State Approved Vendor List for “Advertising/Marketing”
• Utah Department of Health_OHV • Utah Department of Health_DSME
• Orem City • Green River, Wyoming
• Utah State Board of Education • Tremonton City Redevelopment Agency
• Governor’s Office of Energy Development • Utah State Charter School Board
• Utah Department of Health & Human Services • Governor’s Office of Management and Budget
• Utah Retirement Services • Governor’s Office of Economic Development
• Mountainland Association of Governments • Utah Association of Counties
• SLC Housing and Neighborhood Development • SLC Department of Transportation
• SLC Redevelopment Agency • SLC Department of Economic Development
• SLC Department of Sustainability • Salt Lake City Corporation
INITIAL EVALUATION
GENERAL INFORMATION
2
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
• Salt Lake County Recorder’s Office • Salt Lake County Center for the Arts
• Ogden City Office of Economic Development • Orem City Department of Planning and Transportation
• Salt Lake County Adult & Aging Services • Salt Lake City International Airport
• Downtown Alliance • SLC/SLCo Interlocal Agreement (5-year action plan for SLC)
• Taylorsville City • Public Employees Health Program (PEHP)
FEE STRUCTURE
Design and Creative > Blended Rate > $105/hour
INITIAL EVALUATION
GENERAL INFORMATION
3
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EDUCATION AND TRAINING:
We have 27+ years of experience in print design and 22+ years of experience in digital design. We approach all aspects of design from a
communications approach. Regardless of how well an asset is designed visually it cannot be deemed successful unless it effectively communicates
the desired message to the intended target audience. While we agree that there is value in visual brand awareness but ultimately the asset must
resonate with the target audiences to be considered effective. Every design decision we make is informed with that perspective.
In addition to designing from a communications perspective, we believe in adherence to consistency and continuity to the brand.
The design team that would be devoted to the Fountain Hills account boasts a combined 40+ years of print and digital design experience.
Lead Designer: Bachelor’s
TYPES OF INDUSTRIES
While our primary vertical is government, we have experience and expertise in dozens of industries including:
• Hospitality
• Tech
• Food and Beverage
• Manufacturing
• Higher Education
• Finance
• Real Estate
• A/E/C (Architecture/Engineering/Construction)
• Automotive
• Oil and Gas
• Transportation
• Communications
• Finance
• Transportation
• Arts and Entertainment
• Health and Medical
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
4
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
Amanda Holty
Marketing Director
Salt Lake City RDA
801-535-7181
amanda.holty@slcgov.com
Madeline Mullholand
Communications Manager | Family Planning Elevated
Department of Obstetrics and Gynecology | University of Utah
801-541-3324
madeline.mullholand@hsc.utah.edu
Kim Larson
Director of External Relations
Jon M. Huntsman School of Business l Utah State University
435-797-8328
kimberly.larson@usu.edu
Pete Codella
Director of Marketing and Communications
Governor’s Office of Economic Development
801-538-8774
pcodella@utah.gov
Jennifer Lambert
Executive Director
Utah State Charter School Board
801-538-7676
Jennifer.Lambert@schools.utah.gov
Lorie Davis
Assistant to the Director
Governor’s Office of Management and Budget (GOMB)
801-538-1705
lorie@utah.gov
Darin Nielsen
Assistant Superintendent of Student Learning
Utah State Board of Education
801-538-7811
darin.nielsen@schools.utah.gov
Lia Summers
Senior Advisor for Arts & Culture
Salt Lake City Corporation / Office of the Mayor
O: 801-535-6006
lia.summers@slcgov.com
Jessica Liebrecht
Marketing Manager
Salt Lake County Center for the Arts
385-468-1016
jliebrecht@slco.org
Doug Perry
Communications Director
Utah Association of Counties
801-265-1331
doug@uacnet.org
Blake Perez
Special Projects Analyst
Salt Lake City Transportation Division
801-596-7433
blake.perez@slcgov.com
Sam Lee
Program Manager
Utah Department of Health
801-273-2884
samlee@utah.gov
5
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
HOW WILL WE WORK WITH FOUNTAIN HILLS?
BWP works with a select number of premium brands. We become intimately connected with our clients at a granular level and become immersed
in their industry, company and culture, creating trusted long-term relationships. We function as a strategic and creative in-house department for our
premium clients and provide state-of-the-art services at the speed and efficiency of a department as if it were just down the hall. We are accessible
and responsive 24/7. We place our premium clients at the top of the priority list whenever a project comes in and provide daily updates so our
clients never have to approach us to find out the status of a project. We are meticulous in follow-up and follow-through and go above and beyond
when developing each project and provide strategic and creative thinking and suggestions on how each deliverable or asset might be improved
upon or refined. Fountain Hills would be considered a premium client and enjoy our top-tier responsive, attentive and enterprise-level service.
We integrate every client into our Teamwork Project Management system to ensure day to day progress on each project is documented, transparent
and easy to follow. It serves as one singular hub for all directives, to-dos, completed, unresolved and desired items to provide every client is up to
date on every aspect of each project. For Fountain Hills, we will devote one particular member of the team to manage and oversee all projects.
You will also have access to the designer, or designers, working on your projects. You can expect any questions or concerns to be answered and
satisfied completely as we operate under the good old adage “the customer is always right”. We are customer-focused, customer-driven and
understand that complete customer satisfaction is why we are here and thriving after 27+ years in business.
We would set up a “project request” system that works best for the Fountain Hills team. We believe in being thorough and whenever possible we
would prefer a quick Zoom call to review the project request in detail. We always record those calls for future reference to ensure we get every detail
correct.
Nothing goes out for client review before going through two different senior team members for audit. This is another area we feel sets BWP apart
from many of our competitors. Even if the item we are sending for review is “preliminary”, we do not allow anything to go out for client review unless
it has been through intensive quality control for things such as:
1. Spelling
2. Grammar
3. Spacing and Alignment
4. Brand Consistency
5. Brand Relevancy
6. All client comments and feedback are integrated
7. Concept or revision is fully informed by the process up to that point
8. Would a jury of our piers respect the work?
9. Does it potentially solve a problem?
10. Is it conceptually strong?
11. Is it visually compelling?
12. Does it communicate the intended message clearly, succinctly and effectively?
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
6
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WHAT IF DON’T HAVE SPECIFIC EXPERTISE?
We have the capability in-house to provide anything Fountain Hills might possibly request and have most likely provided that expertise many times.
KEY DESIGNERS FOR FOUNTAIN HILLS
Mel Maldonado
Senior Designer
Northwest College of Art / Poulsbo, Washington
BFA Fine Art & Multimedia Design / 2000 - 2002
Salt Lake Community College / Salt Lake City, Utah
AAS Visual Art & Design/ 2010 - 2012
Design Experience: 15+ years
Mel takes a broad approach to a variety of disciplines in the development of making meaningful products that make a real difference. With
carefully selected tools and skills, he expresses his ideas ranging from visionary designs to developing cohesive, authentic and powerful brands.
Passion, drive, and vision are his fuel to solve problems and think critically about design. He is passionate about working with government
organizations to create a more effective and meaningful relationship between government and community.
DEREK BALLARD
Senior Designer / Art Director
Derek’s expertise is in logo design, strategic brand development, brand identity design, advertising, custom illustration, art direction, print,
environmental, government and publication design. He understands how to build cohesive brands for government clients through intensive
research and immersion. He’s worked with international clients such as Red Bull, Suunto, Pearl Izumi, Braun and Lowe Pro. We are honored to
have Derek leading our design team.
• Salt Lake Community College | Associate of Visual Art & Design | 2008
• Salt Lake Community College | Associate in General Studies | 2008
Design Experience: 15+ years
• Solo art exhibit at God Hates Robots, Salt Lake City, UT | 2019
• Solo art exhibit at Urban Arts Gallery, Salt Lake City, UT | 2018
• Group art show at Spoke Art, San Francisco, CA | 2018
• Group art show at G1988, Los Angeles, CA | 2018
• Group art show at Spoke Art, New York, NY | 2017
• Group art show at Spoke Art, San Francisco, CA | 2016
• Group art show at Hero Complex Gallery Los Angeles, CA | 2016
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
7
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
HOW WE APPROACH A PROJECT
We evaluate each project with a number of questions in mind. Our creative process is provided in detail on the following page. However, many of
those questions are as follows:
1. What is the project objective?
2. Do we have all the visual assets?
3. Do we see anything from a communications perspective that we might recommend for improvement?
4. What are the brand guidelines and what latitude, if any, exists with regard to brand consistency and usage?
5. When is the project due?
6. When are initial comps expected?
7. Are there any benchmarks the client would like BWP to follow or reference?
8. What would the client like to see? What are your expectations? What is your vision?
9. Who are our target audiences?
10. What are the budget or time parameters?
11. Do we have all the written content?
12. What is the medium and platform for this asset? Print? Digital? Social? Environmental? Large Format? OOH?
> We customarily provide 2-3 concepts for each design and 2-3 revisions on the direction selected. If we don’t hit the mark on the first go around
we go back to the drawing board. (That has only happened 4-5 times in 27+ years).
CLIENT EXPECTATIONS
This is a great question. A few thoughts would be:
1. One point of contact and collected source of project feedback
2. If there is a deadline we love it if the client has the ability to be responsive so that we can be sure to meet that deadline
3. Kind, friendly and enjoyable to work with
8
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
Step 1
Research and Discovery
We assess the challenges through intensive internal
stakeholder workshops, competitive analysis and a strategic
blend of consumer discovery, then initiate a unique process
of investigation, consensus building and “brand community”
input employing ethnography, personal interviews, charettes,
focus groups, surveys and additional internal engagements
to unlock the story of each brand.Step 2
Strategic Ideation
We dig deeply into the data and uncover relevant
and actionable insights from which to create
customer personas, emotional maps and behavior
models. The strategic ideas that emerge are then
measured by their ability to create a compelling,
authentic, sustainable, economically viable and
emotionally tangible brand strategy.
Step 3
Brand Architecture
Understandings and insights unearthed in Steps 1 &
2 are translated into new opportunities, positioning
strategies and a cohesive brand architecture that
takes into account every facet of the brand. This
is accomplished with collaboration and full buy-in
from all stakeholder groups. MVV, persona, essence,
positioning statements and taglines are created here.
Step 4
Story Development
Following the strategic positioning and brand
architecture we create the brand story --
essence, positioning, personality, differentiating
characteristics and lifeblood of the company or
organization brand and then create a compelling
story to reach every touchpoint and channel where
your brand intersects with each audience.
Step 5
Stakeholder Alignment and Preliminary Brand Analysis
Through all appropriate communications and evaluation
methodologies we connect again with all relevant
stakeholders - internal, external, present / past / potential
customers, etc... to test, confirm, reaffirm and revise our
brand strategy where necessary and encourage them to
embrace the brand and help build equity by sharing the
brand story across all channels.
Step 6
Execution and Deliverable Analysis (Testing)
Execution takes shape in whatever tactic or channel is
necessary to connect your brand to its audience. From
branding, to web design and development, to messaging, to
positioning, to content development, to collateral and template
development, to packaging and product design, to print media,
to video, to digital marketing, to social media, to content
generation, to TV/radio. Solutions are tested and refined.
Step 7
Deliverable Confirmation / Marketing Planning
The suite of brand deliverables are prepared and
presented to appropriate stakeholder groups to
gain further insight and buy-in. User Experience
Research methodologies are implemented here.
Revisions are made and strategic marketing plans
are developed to identify the optimal channels for
each market segment.
Step 8
Implementation and Analysis
Following implementation, tracking and review of the
results follows. Analysis of results is completed to
determine success. If needed, improvement tactics
are implemented to increase the potency of outreach
and brand awareness. An action plan is created.
Engagement effectiveness is measured and assessed
for future viability and refinement
Each and Every Brand
is a multi-dimensional platform
serving as your greatest
differentiator and competitive
edge. It is both a rational and
emotional connection to your
stakeholders that increases
brand awareness, builds brand
preference and solidifies brand
loyalty with each geographic
and cultural “brand community”
in a variety of ways integral to
their life experiences.
9
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
Client: Utah State Board of Education
Project: Rebrand statewide testing assessment system (Was SAGE). Provide new name, tagline, logo, style guide, marketing campaign and video
segments for new assessment.
Client: Utah State Charter School Board
Project: Design new logo for organization. Also provide style guide, public relations consultation and collateral design.
BRAND STANDARDS MANUAL
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 11
COLOR PALETTE
USCSB BLUE
PRIMARY COLORS SECONDARY COLORS
#002639
CMYK: (98, 76, 50, 57)
RGB: (0, 38, 57)
PMS: 539
USCSB GOLD BLACK BLACK 50%
#9C8530
CMYK: (38, 40, 100, 10)
RGB: (156, 133, 48)
PMS: 112
#231F20
CMYK: (0, 0, 0, 100)
RGB: (35, 31, 32)
PMS: N/A
#939598
CMYK: (0, 0, 0, 50)
RGB: (147, 149, 152)
PMS: N/A
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
COLOR PALETTE
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 31
AUXILIARY GRAPHICS
AUXILIARY GRAPHICS
GRAPHS, CHARTS, TABLES, ETC
When creating supplimentary graphics such as tables, charts, graphs, maps, etc.
please use brand colors / tints of brand colors and fonts where possible.
When using pre-existing graphic it may be possible to stylistically modify them
to closer match USCSB’s brand.
DONUT CHART EXAMPLE
BAR GRAPH EXAMPLE
UNTITLED DATA 1
UNTITLED DATA 2
UNTITLED DATA 3
UNTITLED DATA 4
DATA DATA DATA DATA DATA
0
10
20
30
40
50
60
70
80
90
100
10
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
11
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
SPONSORED BY SPONSORED BY
12
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
SUGAR HOUSE
GRANDMONUMENT PLAZA
OPENING
Lowering of the time capsule, live music
with Bullets & Belles, street performers,
face painting and more!
C
M
Y
CM
MY
CY
CMY
K
SHMP_Poster_FINAL.pdf 1 6/1/15 5:42 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
Dine.Mix.Perk.Enjoy.Gather.Sing.
13
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Liz Fitzgerald / Hive Pass Rider since 2014
Queen_UTABus_BWP_002.indd 1 7/10/15 12:55 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
14
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PRICING
AND A COUPLE MORE SAMPLES
PRICING
Design and Creative > Blended Rate > $105/hour
15
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROPOSAL_REQ-2022-015
THE TOWN OF FOUNTAIN HILLS
- Graphic Design Services
We are a DESIGN-DRIVEN creative agency that exists to build and strengthen
the symbiotic relationship between community and brand.
Dear Fountain Hills Selection Committee,
BWP is pleased to provide this proposal for graphic design services on behalf of The Town of Fountain Hills, Arizona and appreciates your
consideration for this contract. We would love to contribute our passion, experience and design expertise to further enhance the Fountain Hills
brand and contribute to the marketing, promotion and economic development of Fountain Hills.
Enclosed you will find information that attempts to encapsulate 27 years of success as a fully-integrated creative agency. We spent our early years
as a high-end design shop and slowly evolved into a full service agency over that 27 year span.
Over 60% of our business is conducted in the government and community realm. We understand the dynamics and nuances of working
collaboratively with government entities and over the past 27 years it has become part of our DNA. We have branded cities, towns and
neighborhoods by utilizing not only our design and marketing expertise, but also our knowledge of, and in-depth experience with, qualitative
research, which has helped inform both our creative and design decisions. That research has been conducted first hand with community members
through open houses, interviews, town halls, luncheons, and many other events that helped inform and shape those communities. And following
the branding of those entities we have provided a comprehensive suite of branding, marketing and advertising solutions and assets to help them
grow and thrive.
Vendor Information:
BWP Communications
654 West 100 South
Salt Lake City, Utah 84104
S-Corporation
27-1083127
Proposal Contact:
Brett Palmer, President
801-809-3574 / 801-359-2766
No contracts have been terminated in the last 5 years.
No claims resulting in litigation or arbitration exist.
Every BWP team member is passionate about the work we do for community governments across the Intermountain West. We would be honored
to play a role in continuing to help shape the future of Fountain Hills through the power of design, marketing and brand communications.
Thank you in advance for you consideration,
Brett W. Palmer
BWP Communications
COVER LETTER
WELCOME TO BWP
1
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Established in 1995, BWP is a top-tier creative agency that exists to build and strengthen the symbiotic relationship between community and brand.
We are a full-service agency based in Salt Lake City, Utah, with top-tier expertise in:
• Brand Development • Digital Design • Print Design
• Conceptual Development • Social Media • Digital Marketing
• Advertising • Public Relations • Market Research
• Campaign Development • Collateral Design • Copywriting
The BWP Portfolio includes a seasoned menu of beautifully crafted brands, meticulously executed campaigns, and top-tier graphic design provided
for a variety of companies and organizations, from major corporate brands to notable government organizations. Our abbreviated commercial
clientele list is shown below:
• Lyft • DirecTV • Sinclair Oil
• Century Link • Myriad Genetics • MyFamily.com (Ancestry.com)
• Grabber Construction Products • Eagle Gate College • Salt Lake City International Airport
• eBay • GetReadyNow • Glacier Bank
• Stadler Rail • Eight Settlers Distillery • EnerBank
• Creminelli Fine Meats • i2S2 • Nucor/Vulcraft Utah
WE SPECIALIZE IN GOVERNMENT AND COMMUNITY
While our portfolio contains many locally as well as nationally recognized companies and corporations, our primary focus and expertise is in the
government arena. Our abbreviated government client list includes the following organizations:
> Current - State Approved Vendor List for “Graphic Design”
> Current - State Approved Vendor List for “Advertising/Marketing”
• Utah Department of Health_OHV • Utah Department of Health_DSME
• Orem City • Green River, Wyoming
• Utah State Board of Education • Tremonton City Redevelopment Agency
• Governor’s Office of Energy Development • Utah State Charter School Board
• Utah Department of Health & Human Services • Governor’s Office of Management and Budget
• Utah Retirement Services • Governor’s Office of Economic Development
• Mountainland Association of Governments • Utah Association of Counties
• SLC Housing and Neighborhood Development • SLC Department of Transportation
• SLC Redevelopment Agency • SLC Department of Economic Development
• SLC Department of Sustainability • Salt Lake City Corporation
INITIAL EVALUATION
GENERAL INFORMATION
2
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
• Salt Lake County Recorder’s Office • Salt Lake County Center for the Arts
• Ogden City Office of Economic Development • Orem City Department of Planning and Transportation
• Salt Lake County Adult & Aging Services • Salt Lake City International Airport
• Downtown Alliance • SLC/SLCo Interlocal Agreement (5-year action plan for SLC)
• Taylorsville City • Public Employees Health Program (PEHP)
FEE STRUCTURE
Design and Creative > Blended Rate > $105/hour
INITIAL EVALUATION
GENERAL INFORMATION
3
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EDUCATION AND TRAINING:
We have 27+ years of experience in print design and 22+ years of experience in digital design. We approach all aspects of design from a
communications approach. Regardless of how well an asset is designed visually it cannot be deemed successful unless it effectively communicates
the desired message to the intended target audience. While we agree that there is value in visual brand awareness but ultimately the asset must
resonate with the target audiences to be considered effective. Every design decision we make is informed with that perspective.
In addition to designing from a communications perspective, we believe in adherence to consistency and continuity to the brand.
The design team that would be devoted to the Fountain Hills account boasts a combined 40+ years of print and digital design experience.
Lead Designer: Bachelor’s
TYPES OF INDUSTRIES
While our primary vertical is government, we have experience and expertise in dozens of industries including:
• Hospitality
• Tech
• Food and Beverage
• Manufacturing
• Higher Education
• Finance
• Real Estate
• A/E/C (Architecture/Engineering/Construction)
• Automotive
• Oil and Gas
• Transportation
• Communications
• Finance
• Transportation
• Arts and Entertainment
• Health and Medical
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
4
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
Amanda Holty
Marketing Director
Salt Lake City RDA
801-535-7181
amanda.holty@slcgov.com
Madeline Mullholand
Communications Manager | Family Planning Elevated
Department of Obstetrics and Gynecology | University of Utah
801-541-3324
madeline.mullholand@hsc.utah.edu
Kim Larson
Director of External Relations
Jon M. Huntsman School of Business l Utah State University
435-797-8328
kimberly.larson@usu.edu
Pete Codella
Director of Marketing and Communications
Governor’s Office of Economic Development
801-538-8774
pcodella@utah.gov
Jennifer Lambert
Executive Director
Utah State Charter School Board
801-538-7676
Jennifer.Lambert@schools.utah.gov
Lorie Davis
Assistant to the Director
Governor’s Office of Management and Budget (GOMB)
801-538-1705
lorie@utah.gov
Darin Nielsen
Assistant Superintendent of Student Learning
Utah State Board of Education
801-538-7811
darin.nielsen@schools.utah.gov
Lia Summers
Senior Advisor for Arts & Culture
Salt Lake City Corporation / Office of the Mayor
O: 801-535-6006
lia.summers@slcgov.com
Jessica Liebrecht
Marketing Manager
Salt Lake County Center for the Arts
385-468-1016
jliebrecht@slco.org
Doug Perry
Communications Director
Utah Association of Counties
801-265-1331
doug@uacnet.org
Blake Perez
Special Projects Analyst
Salt Lake City Transportation Division
801-596-7433
blake.perez@slcgov.com
Sam Lee
Program Manager
Utah Department of Health
801-273-2884
samlee@utah.gov
5
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
HOW WILL WE WORK WITH FOUNTAIN HILLS?
BWP works with a select number of premium brands. We become intimately connected with our clients at a granular level and become immersed
in their industry, company and culture, creating trusted long-term relationships. We function as a strategic and creative in-house department for our
premium clients and provide state-of-the-art services at the speed and efficiency of a department as if it were just down the hall. We are accessible
and responsive 24/7. We place our premium clients at the top of the priority list whenever a project comes in and provide daily updates so our
clients never have to approach us to find out the status of a project. We are meticulous in follow-up and follow-through and go above and beyond
when developing each project and provide strategic and creative thinking and suggestions on how each deliverable or asset might be improved
upon or refined. Fountain Hills would be considered a premium client and enjoy our top-tier responsive, attentive and enterprise-level service.
We integrate every client into our Teamwork Project Management system to ensure day to day progress on each project is documented, transparent
and easy to follow. It serves as one singular hub for all directives, to-dos, completed, unresolved and desired items to provide every client is up to
date on every aspect of each project. For Fountain Hills, we will devote one particular member of the team to manage and oversee all projects.
You will also have access to the designer, or designers, working on your projects. You can expect any questions or concerns to be answered and
satisfied completely as we operate under the good old adage “the customer is always right”. We are customer-focused, customer-driven and
understand that complete customer satisfaction is why we are here and thriving after 27+ years in business.
We would set up a “project request” system that works best for the Fountain Hills team. We believe in being thorough and whenever possible we
would prefer a quick Zoom call to review the project request in detail. We always record those calls for future reference to ensure we get every detail
correct.
Nothing goes out for client review before going through two different senior team members for audit. This is another area we feel sets BWP apart
from many of our competitors. Even if the item we are sending for review is “preliminary”, we do not allow anything to go out for client review unless
it has been through intensive quality control for things such as:
1. Spelling
2. Grammar
3. Spacing and Alignment
4. Brand Consistency
5. Brand Relevancy
6. All client comments and feedback are integrated
7. Concept or revision is fully informed by the process up to that point
8. Would a jury of our piers respect the work?
9. Does it potentially solve a problem?
10. Is it conceptually strong?
11. Is it visually compelling?
12. Does it communicate the intended message clearly, succinctly and effectively?
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
6
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WHAT IF DON’T HAVE SPECIFIC EXPERTISE?
We have the capability in-house to provide anything Fountain Hills might possibly request and have most likely provided that expertise many times.
KEY DESIGNERS FOR FOUNTAIN HILLS
Mel Maldonado
Senior Designer
Northwest College of Art / Poulsbo, Washington
BFA Fine Art & Multimedia Design / 2000 - 2002
Salt Lake Community College / Salt Lake City, Utah
AAS Visual Art & Design/ 2010 - 2012
Design Experience: 15+ years
Mel takes a broad approach to a variety of disciplines in the development of making meaningful products that make a real difference. With
carefully selected tools and skills, he expresses his ideas ranging from visionary designs to developing cohesive, authentic and powerful brands.
Passion, drive, and vision are his fuel to solve problems and think critically about design. He is passionate about working with government
organizations to create a more effective and meaningful relationship between government and community.
DEREK BALLARD
Senior Designer / Art Director
Derek’s expertise is in logo design, strategic brand development, brand identity design, advertising, custom illustration, art direction, print,
environmental, government and publication design. He understands how to build cohesive brands for government clients through intensive
research and immersion. He’s worked with international clients such as Red Bull, Suunto, Pearl Izumi, Braun and Lowe Pro. We are honored to
have Derek leading our design team.
• Salt Lake Community College | Associate of Visual Art & Design | 2008
• Salt Lake Community College | Associate in General Studies | 2008
Design Experience: 15+ years
• Solo art exhibit at God Hates Robots, Salt Lake City, UT | 2019
• Solo art exhibit at Urban Arts Gallery, Salt Lake City, UT | 2018
• Group art show at Spoke Art, San Francisco, CA | 2018
• Group art show at G1988, Los Angeles, CA | 2018
• Group art show at Spoke Art, New York, NY | 2017
• Group art show at Spoke Art, San Francisco, CA | 2016
• Group art show at Hero Complex Gallery Los Angeles, CA | 2016
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
7
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
HOW WE APPROACH A PROJECT
We evaluate each project with a number of questions in mind. Our creative process is provided in detail on the following page. However, many of
those questions are as follows:
1. What is the project objective?
2. Do we have all the visual assets?
3. Do we see anything from a communications perspective that we might recommend for improvement?
4. What are the brand guidelines and what latitude, if any, exists with regard to brand consistency and usage?
5. When is the project due?
6. When are initial comps expected?
7. Are there any benchmarks the client would like BWP to follow or reference?
8. What would the client like to see? What are your expectations? What is your vision?
9. Who are our target audiences?
10. What are the budget or time parameters?
11. Do we have all the written content?
12. What is the medium and platform for this asset? Print? Digital? Social? Environmental? Large Format? OOH?
> We customarily provide 2-3 concepts for each design and 2-3 revisions on the direction selected. If we don’t hit the mark on the first go around
we go back to the drawing board. (That has only happened 4-5 times in 27+ years).
CLIENT EXPECTATIONS
This is a great question. A few thoughts would be:
1. One point of contact and collected source of project feedback
2. If there is a deadline we love it if the client has the ability to be responsive so that we can be sure to meet that deadline
3. Kind, friendly and enjoyable to work with
8
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
Step 1
Research and Discovery
We assess the challenges through intensive internal
stakeholder workshops, competitive analysis and a strategic
blend of consumer discovery, then initiate a unique process
of investigation, consensus building and “brand community”
input employing ethnography, personal interviews, charettes,
focus groups, surveys and additional internal engagements
to unlock the story of each brand.Step 2
Strategic Ideation
We dig deeply into the data and uncover relevant
and actionable insights from which to create
customer personas, emotional maps and behavior
models. The strategic ideas that emerge are then
measured by their ability to create a compelling,
authentic, sustainable, economically viable and
emotionally tangible brand strategy.
Step 3
Brand Architecture
Understandings and insights unearthed in Steps 1 &
2 are translated into new opportunities, positioning
strategies and a cohesive brand architecture that
takes into account every facet of the brand. This
is accomplished with collaboration and full buy-in
from all stakeholder groups. MVV, persona, essence,
positioning statements and taglines are created here.
Step 4
Story Development
Following the strategic positioning and brand
architecture we create the brand story --
essence, positioning, personality, differentiating
characteristics and lifeblood of the company or
organization brand and then create a compelling
story to reach every touchpoint and channel where
your brand intersects with each audience.
Step 5
Stakeholder Alignment and Preliminary Brand Analysis
Through all appropriate communications and evaluation
methodologies we connect again with all relevant
stakeholders - internal, external, present / past / potential
customers, etc... to test, confirm, reaffirm and revise our
brand strategy where necessary and encourage them to
embrace the brand and help build equity by sharing the
brand story across all channels.
Step 6
Execution and Deliverable Analysis (Testing)
Execution takes shape in whatever tactic or channel is
necessary to connect your brand to its audience. From
branding, to web design and development, to messaging, to
positioning, to content development, to collateral and template
development, to packaging and product design, to print media,
to video, to digital marketing, to social media, to content
generation, to TV/radio. Solutions are tested and refined.
Step 7
Deliverable Confirmation / Marketing Planning
The suite of brand deliverables are prepared and
presented to appropriate stakeholder groups to
gain further insight and buy-in. User Experience
Research methodologies are implemented here.
Revisions are made and strategic marketing plans
are developed to identify the optimal channels for
each market segment.
Step 8
Implementation and Analysis
Following implementation, tracking and review of the
results follows. Analysis of results is completed to
determine success. If needed, improvement tactics
are implemented to increase the potency of outreach
and brand awareness. An action plan is created.
Engagement effectiveness is measured and assessed
for future viability and refinement
Each and Every Brand
is a multi-dimensional platform
serving as your greatest
differentiator and competitive
edge. It is both a rational and
emotional connection to your
stakeholders that increases
brand awareness, builds brand
preference and solidifies brand
loyalty with each geographic
and cultural “brand community”
in a variety of ways integral to
their life experiences.
9
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
Client: Utah State Board of Education
Project: Rebrand statewide testing assessment system (Was SAGE). Provide new name, tagline, logo, style guide, marketing campaign and video
segments for new assessment.
Client: Utah State Charter School Board
Project: Design new logo for organization. Also provide style guide, public relations consultation and collateral design.
BRAND STANDARDS MANUAL
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 11
COLOR PALETTE
USCSB BLUE
PRIMARY COLORS SECONDARY COLORS
#002639
CMYK: (98, 76, 50, 57)
RGB: (0, 38, 57)
PMS: 539
USCSB GOLD BLACK BLACK 50%
#9C8530
CMYK: (38, 40, 100, 10)
RGB: (156, 133, 48)
PMS: 112
#231F20
CMYK: (0, 0, 0, 100)
RGB: (35, 31, 32)
PMS: N/A
#939598
CMYK: (0, 0, 0, 50)
RGB: (147, 149, 152)
PMS: N/A
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
COLOR PALETTE
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 31
AUXILIARY GRAPHICS
AUXILIARY GRAPHICS
GRAPHS, CHARTS, TABLES, ETC
When creating supplimentary graphics such as tables, charts, graphs, maps, etc.
please use brand colors / tints of brand colors and fonts where possible.
When using pre-existing graphic it may be possible to stylistically modify them
to closer match USCSB’s brand.
DONUT CHART EXAMPLE
BAR GRAPH EXAMPLE
UNTITLED DATA 1
UNTITLED DATA 2
UNTITLED DATA 3
UNTITLED DATA 4
DATA DATA DATA DATA DATA
0
10
20
30
40
50
60
70
80
90
100
10
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
11
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
SPONSORED BY SPONSORED BY
12
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
SUGAR HOUSE
GRANDMONUMENT PLAZA
OPENING
Lowering of the time capsule, live music
with Bullets & Belles, street performers,
face painting and more!
C
M
Y
CM
MY
CY
CMY
K
SHMP_Poster_FINAL.pdf 1 6/1/15 5:42 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
Dine.Mix.Perk.Enjoy.Gather.Sing.
13
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Liz Fitzgerald / Hive Pass Rider since 2014
Queen_UTABus_BWP_002.indd 1 7/10/15 12:55 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
14
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PRICING
AND A COUPLE MORE SAMPLES
PRICING
Design and Creative > Blended Rate > $105/hour
15
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROPOSAL_REQ-2022-015
THE TOWN OF FOUNTAIN HILLS
- Graphic Design Services
We are a DESIGN-DRIVEN creative agency that exists to build and strengthen
the symbiotic relationship between community and brand.
Dear Fountain Hills Selection Committee,
BWP is pleased to provide this proposal for graphic design services on behalf of The Town of Fountain Hills, Arizona and appreciates your
consideration for this contract. We would love to contribute our passion, experience and design expertise to further enhance the Fountain Hills
brand and contribute to the marketing, promotion and economic development of Fountain Hills.
Enclosed you will find information that attempts to encapsulate 27 years of success as a fully-integrated creative agency. We spent our early years
as a high-end design shop and slowly evolved into a full service agency over that 27 year span.
Over 60% of our business is conducted in the government and community realm. We understand the dynamics and nuances of working
collaboratively with government entities and over the past 27 years it has become part of our DNA. We have branded cities, towns and
neighborhoods by utilizing not only our design and marketing expertise, but also our knowledge of, and in-depth experience with, qualitative
research, which has helped inform both our creative and design decisions. That research has been conducted first hand with community members
through open houses, interviews, town halls, luncheons, and many other events that helped inform and shape those communities. And following
the branding of those entities we have provided a comprehensive suite of branding, marketing and advertising solutions and assets to help them
grow and thrive.
Vendor Information:
BWP Communications
654 West 100 South
Salt Lake City, Utah 84104
S-Corporation
27-1083127
Proposal Contact:
Brett Palmer, President
801-809-3574 / 801-359-2766
No contracts have been terminated in the last 5 years.
No claims resulting in litigation or arbitration exist.
Every BWP team member is passionate about the work we do for community governments across the Intermountain West. We would be honored
to play a role in continuing to help shape the future of Fountain Hills through the power of design, marketing and brand communications.
Thank you in advance for you consideration,
Brett W. Palmer
BWP Communications
COVER LETTER
WELCOME TO BWP
1
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
Established in 1995, BWP is a top-tier creative agency that exists to build and strengthen the symbiotic relationship between community and brand.
We are a full-service agency based in Salt Lake City, Utah, with top-tier expertise in:
• Brand Development • Digital Design • Print Design
• Conceptual Development • Social Media • Digital Marketing
• Advertising • Public Relations • Market Research
• Campaign Development • Collateral Design • Copywriting
The BWP Portfolio includes a seasoned menu of beautifully crafted brands, meticulously executed campaigns, and top-tier graphic design provided
for a variety of companies and organizations, from major corporate brands to notable government organizations. Our abbreviated commercial
clientele list is shown below:
• Lyft • DirecTV • Sinclair Oil
• Century Link • Myriad Genetics • MyFamily.com (Ancestry.com)
• Grabber Construction Products • Eagle Gate College • Salt Lake City International Airport
• eBay • GetReadyNow • Glacier Bank
• Stadler Rail • Eight Settlers Distillery • EnerBank
• Creminelli Fine Meats • i2S2 • Nucor/Vulcraft Utah
WE SPECIALIZE IN GOVERNMENT AND COMMUNITY
While our portfolio contains many locally as well as nationally recognized companies and corporations, our primary focus and expertise is in the
government arena. Our abbreviated government client list includes the following organizations:
> Current - State Approved Vendor List for “Graphic Design”
> Current - State Approved Vendor List for “Advertising/Marketing”
• Utah Department of Health_OHV • Utah Department of Health_DSME
• Orem City • Green River, Wyoming
• Utah State Board of Education • Tremonton City Redevelopment Agency
• Governor’s Office of Energy Development • Utah State Charter School Board
• Utah Department of Health & Human Services • Governor’s Office of Management and Budget
• Utah Retirement Services • Governor’s Office of Economic Development
• Mountainland Association of Governments • Utah Association of Counties
• SLC Housing and Neighborhood Development • SLC Department of Transportation
• SLC Redevelopment Agency • SLC Department of Economic Development
• SLC Department of Sustainability • Salt Lake City Corporation
INITIAL EVALUATION
GENERAL INFORMATION
2
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
• Salt Lake County Recorder’s Office • Salt Lake County Center for the Arts
• Ogden City Office of Economic Development • Orem City Department of Planning and Transportation
• Salt Lake County Adult & Aging Services • Salt Lake City International Airport
• Downtown Alliance • SLC/SLCo Interlocal Agreement (5-year action plan for SLC)
• Taylorsville City • Public Employees Health Program (PEHP)
FEE STRUCTURE
Design and Creative > Blended Rate > $105/hour
INITIAL EVALUATION
GENERAL INFORMATION
3
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EDUCATION AND TRAINING:
We have 27+ years of experience in print design and 22+ years of experience in digital design. We approach all aspects of design from a
communications approach. Regardless of how well an asset is designed visually it cannot be deemed successful unless it effectively communicates
the desired message to the intended target audience. While we agree that there is value in visual brand awareness but ultimately the asset must
resonate with the target audiences to be considered effective. Every design decision we make is informed with that perspective.
In addition to designing from a communications perspective, we believe in adherence to consistency and continuity to the brand.
The design team that would be devoted to the Fountain Hills account boasts a combined 40+ years of print and digital design experience.
Lead Designer: Bachelor’s
TYPES OF INDUSTRIES
While our primary vertical is government, we have experience and expertise in dozens of industries including:
• Hospitality
• Tech
• Food and Beverage
• Manufacturing
• Higher Education
• Finance
• Real Estate
• A/E/C (Architecture/Engineering/Construction)
• Automotive
• Oil and Gas
• Transportation
• Communications
• Finance
• Transportation
• Arts and Entertainment
• Health and Medical
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
4
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EXPERIENCE AND QUALIFICATIONS
EDUCATION, TRAINING AND INDUSTRIES
Amanda Holty
Marketing Director
Salt Lake City RDA
801-535-7181
amanda.holty@slcgov.com
Madeline Mullholand
Communications Manager | Family Planning Elevated
Department of Obstetrics and Gynecology | University of Utah
801-541-3324
madeline.mullholand@hsc.utah.edu
Kim Larson
Director of External Relations
Jon M. Huntsman School of Business l Utah State University
435-797-8328
kimberly.larson@usu.edu
Pete Codella
Director of Marketing and Communications
Governor’s Office of Economic Development
801-538-8774
pcodella@utah.gov
Jennifer Lambert
Executive Director
Utah State Charter School Board
801-538-7676
Jennifer.Lambert@schools.utah.gov
Lorie Davis
Assistant to the Director
Governor’s Office of Management and Budget (GOMB)
801-538-1705
lorie@utah.gov
Darin Nielsen
Assistant Superintendent of Student Learning
Utah State Board of Education
801-538-7811
darin.nielsen@schools.utah.gov
Lia Summers
Senior Advisor for Arts & Culture
Salt Lake City Corporation / Office of the Mayor
O: 801-535-6006
lia.summers@slcgov.com
Jessica Liebrecht
Marketing Manager
Salt Lake County Center for the Arts
385-468-1016
jliebrecht@slco.org
Doug Perry
Communications Director
Utah Association of Counties
801-265-1331
doug@uacnet.org
Blake Perez
Special Projects Analyst
Salt Lake City Transportation Division
801-596-7433
blake.perez@slcgov.com
Sam Lee
Program Manager
Utah Department of Health
801-273-2884
samlee@utah.gov
5
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
HOW WILL WE WORK WITH FOUNTAIN HILLS?
BWP works with a select number of premium brands. We become intimately connected with our clients at a granular level and become immersed
in their industry, company and culture, creating trusted long-term relationships. We function as a strategic and creative in-house department for our
premium clients and provide state-of-the-art services at the speed and efficiency of a department as if it were just down the hall. We are accessible
and responsive 24/7. We place our premium clients at the top of the priority list whenever a project comes in and provide daily updates so our
clients never have to approach us to find out the status of a project. We are meticulous in follow-up and follow-through and go above and beyond
when developing each project and provide strategic and creative thinking and suggestions on how each deliverable or asset might be improved
upon or refined. Fountain Hills would be considered a premium client and enjoy our top-tier responsive, attentive and enterprise-level service.
We integrate every client into our Teamwork Project Management system to ensure day to day progress on each project is documented, transparent
and easy to follow. It serves as one singular hub for all directives, to-dos, completed, unresolved and desired items to provide every client is up to
date on every aspect of each project. For Fountain Hills, we will devote one particular member of the team to manage and oversee all projects.
You will also have access to the designer, or designers, working on your projects. You can expect any questions or concerns to be answered and
satisfied completely as we operate under the good old adage “the customer is always right”. We are customer-focused, customer-driven and
understand that complete customer satisfaction is why we are here and thriving after 27+ years in business.
We would set up a “project request” system that works best for the Fountain Hills team. We believe in being thorough and whenever possible we
would prefer a quick Zoom call to review the project request in detail. We always record those calls for future reference to ensure we get every detail
correct.
Nothing goes out for client review before going through two different senior team members for audit. This is another area we feel sets BWP apart
from many of our competitors. Even if the item we are sending for review is “preliminary”, we do not allow anything to go out for client review unless
it has been through intensive quality control for things such as:
1. Spelling
2. Grammar
3. Spacing and Alignment
4. Brand Consistency
5. Brand Relevancy
6. All client comments and feedback are integrated
7. Concept or revision is fully informed by the process up to that point
8. Would a jury of our piers respect the work?
9. Does it potentially solve a problem?
10. Is it conceptually strong?
11. Is it visually compelling?
12. Does it communicate the intended message clearly, succinctly and effectively?
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
6
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WHAT IF DON’T HAVE SPECIFIC EXPERTISE?
We have the capability in-house to provide anything Fountain Hills might possibly request and have most likely provided that expertise many times.
KEY DESIGNERS FOR FOUNTAIN HILLS
Mel Maldonado
Senior Designer
Northwest College of Art / Poulsbo, Washington
BFA Fine Art & Multimedia Design / 2000 - 2002
Salt Lake Community College / Salt Lake City, Utah
AAS Visual Art & Design/ 2010 - 2012
Design Experience: 15+ years
Mel takes a broad approach to a variety of disciplines in the development of making meaningful products that make a real difference. With
carefully selected tools and skills, he expresses his ideas ranging from visionary designs to developing cohesive, authentic and powerful brands.
Passion, drive, and vision are his fuel to solve problems and think critically about design. He is passionate about working with government
organizations to create a more effective and meaningful relationship between government and community.
DEREK BALLARD
Senior Designer / Art Director
Derek’s expertise is in logo design, strategic brand development, brand identity design, advertising, custom illustration, art direction, print,
environmental, government and publication design. He understands how to build cohesive brands for government clients through intensive
research and immersion. He’s worked with international clients such as Red Bull, Suunto, Pearl Izumi, Braun and Lowe Pro. We are honored to
have Derek leading our design team.
• Salt Lake Community College | Associate of Visual Art & Design | 2008
• Salt Lake Community College | Associate in General Studies | 2008
Design Experience: 15+ years
• Solo art exhibit at God Hates Robots, Salt Lake City, UT | 2019
• Solo art exhibit at Urban Arts Gallery, Salt Lake City, UT | 2018
• Group art show at Spoke Art, San Francisco, CA | 2018
• Group art show at G1988, Los Angeles, CA | 2018
• Group art show at Spoke Art, New York, NY | 2017
• Group art show at Spoke Art, San Francisco, CA | 2016
• Group art show at Hero Complex Gallery Los Angeles, CA | 2016
KEY POSITIONS
METHODS, EXPERIENCE AND KEY DESIGNERS
7
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
HOW WE APPROACH A PROJECT
We evaluate each project with a number of questions in mind. Our creative process is provided in detail on the following page. However, many of
those questions are as follows:
1. What is the project objective?
2. Do we have all the visual assets?
3. Do we see anything from a communications perspective that we might recommend for improvement?
4. What are the brand guidelines and what latitude, if any, exists with regard to brand consistency and usage?
5. When is the project due?
6. When are initial comps expected?
7. Are there any benchmarks the client would like BWP to follow or reference?
8. What would the client like to see? What are your expectations? What is your vision?
9. Who are our target audiences?
10. What are the budget or time parameters?
11. Do we have all the written content?
12. What is the medium and platform for this asset? Print? Digital? Social? Environmental? Large Format? OOH?
> We customarily provide 2-3 concepts for each design and 2-3 revisions on the direction selected. If we don’t hit the mark on the first go around
we go back to the drawing board. (That has only happened 4-5 times in 27+ years).
CLIENT EXPECTATIONS
This is a great question. A few thoughts would be:
1. One point of contact and collected source of project feedback
2. If there is a deadline we love it if the client has the ability to be responsive so that we can be sure to meet that deadline
3. Kind, friendly and enjoyable to work with
8
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PROJECT APPROACH
PROCESS AND EXPECTATIONS
Step 1
Research and Discovery
We assess the challenges through intensive internal
stakeholder workshops, competitive analysis and a strategic
blend of consumer discovery, then initiate a unique process
of investigation, consensus building and “brand community”
input employing ethnography, personal interviews, charettes,
focus groups, surveys and additional internal engagements
to unlock the story of each brand.Step 2
Strategic Ideation
We dig deeply into the data and uncover relevant
and actionable insights from which to create
customer personas, emotional maps and behavior
models. The strategic ideas that emerge are then
measured by their ability to create a compelling,
authentic, sustainable, economically viable and
emotionally tangible brand strategy.
Step 3
Brand Architecture
Understandings and insights unearthed in Steps 1 &
2 are translated into new opportunities, positioning
strategies and a cohesive brand architecture that
takes into account every facet of the brand. This
is accomplished with collaboration and full buy-in
from all stakeholder groups. MVV, persona, essence,
positioning statements and taglines are created here.
Step 4
Story Development
Following the strategic positioning and brand
architecture we create the brand story --
essence, positioning, personality, differentiating
characteristics and lifeblood of the company or
organization brand and then create a compelling
story to reach every touchpoint and channel where
your brand intersects with each audience.
Step 5
Stakeholder Alignment and Preliminary Brand Analysis
Through all appropriate communications and evaluation
methodologies we connect again with all relevant
stakeholders - internal, external, present / past / potential
customers, etc... to test, confirm, reaffirm and revise our
brand strategy where necessary and encourage them to
embrace the brand and help build equity by sharing the
brand story across all channels.
Step 6
Execution and Deliverable Analysis (Testing)
Execution takes shape in whatever tactic or channel is
necessary to connect your brand to its audience. From
branding, to web design and development, to messaging, to
positioning, to content development, to collateral and template
development, to packaging and product design, to print media,
to video, to digital marketing, to social media, to content
generation, to TV/radio. Solutions are tested and refined.
Step 7
Deliverable Confirmation / Marketing Planning
The suite of brand deliverables are prepared and
presented to appropriate stakeholder groups to
gain further insight and buy-in. User Experience
Research methodologies are implemented here.
Revisions are made and strategic marketing plans
are developed to identify the optimal channels for
each market segment.
Step 8
Implementation and Analysis
Following implementation, tracking and review of the
results follows. Analysis of results is completed to
determine success. If needed, improvement tactics
are implemented to increase the potency of outreach
and brand awareness. An action plan is created.
Engagement effectiveness is measured and assessed
for future viability and refinement
Each and Every Brand
is a multi-dimensional platform
serving as your greatest
differentiator and competitive
edge. It is both a rational and
emotional connection to your
stakeholders that increases
brand awareness, builds brand
preference and solidifies brand
loyalty with each geographic
and cultural “brand community”
in a variety of ways integral to
their life experiences.
9
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
Client: Utah State Board of Education
Project: Rebrand statewide testing assessment system (Was SAGE). Provide new name, tagline, logo, style guide, marketing campaign and video
segments for new assessment.
Client: Utah State Charter School Board
Project: Design new logo for organization. Also provide style guide, public relations consultation and collateral design.
BRAND STANDARDS MANUAL
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 11
COLOR PALETTE
USCSB BLUE
PRIMARY COLORS SECONDARY COLORS
#002639
CMYK: (98, 76, 50, 57)
RGB: (0, 38, 57)
PMS: 539
USCSB GOLD BLACK BLACK 50%
#9C8530
CMYK: (38, 40, 100, 10)
RGB: (156, 133, 48)
PMS: 112
#231F20
CMYK: (0, 0, 0, 100)
RGB: (35, 31, 32)
PMS: N/A
#939598
CMYK: (0, 0, 0, 50)
RGB: (147, 149, 152)
PMS: N/A
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
100%
75%
50%
25%
10%
COLOR PALETTE
BRAND STANDARDS MANUALUTAH STATE CHARTER SCHOOL BOARD 31
AUXILIARY GRAPHICS
AUXILIARY GRAPHICS
GRAPHS, CHARTS, TABLES, ETC
When creating supplimentary graphics such as tables, charts, graphs, maps, etc.
please use brand colors / tints of brand colors and fonts where possible.
When using pre-existing graphic it may be possible to stylistically modify them
to closer match USCSB’s brand.
DONUT CHART EXAMPLE
BAR GRAPH EXAMPLE
UNTITLED DATA 1
UNTITLED DATA 2
UNTITLED DATA 3
UNTITLED DATA 4
DATA DATA DATA DATA DATA
0
10
20
30
40
50
60
70
80
90
100
10
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
PORTFOLIO FOR FOUNTAIN HILLS RFP
11
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
SPONSORED BY SPONSORED BY
12
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
SUGAR HOUSE
GRANDMONUMENT PLAZA
OPENING
Lowering of the time capsule, live music
with Bullets & Belles, street performers,
face painting and more!
C
M
Y
CM
MY
CY
CMY
K
SHMP_Poster_FINAL.pdf 1 6/1/15 5:42 PM
WORK PRODUCT EXAMPLES
RELEVANT WORK EXAMPLES FOR REVIEW
Dine.Mix.Perk.Enjoy.Gather.Sing.
13
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
PRICING
AND A COUPLE MORE SAMPLES
PRICING
Design and Creative > Blended Rate > $105/hour
15
Client :: Fountain Hills
Engagement :: Proposal_Graphic Design Services
www.bwpcommunications.com
EXHIBIT B
TO
PROFESSIONAL SERVICES AGREEMENT
BETWEEN
THE TOWN OF FOUNTAIN HILLS
AND
BWP Communications, Inc.
[Quote or Work Order]
See following pages.