SUBJECT/RECOMMENDATION:
Title
Approve a new logo and branding message for Downtown Clearwater from RB Oppenheim Associates (RBOA) Presentation of DDB Marketing and Public Relation Initiative Deliverables and Implementation Strategy.
Body
SUMMARY:
RB Oppenheim Associates (RBOA) will present the final deliverables associated with the DDB Marketing and Public Relations Initiative. The presentation will include the recommended logo, tagline, brand messaging platform, visual identity standards, and supporting brand assets developed through stakeholder engagement, market research, and feedback received from the DDB throughout the branding process.
The final brand package is intended to establish a unified and recognizable identity for Downtown Clearwater that can be consistently applied across marketing materials, digital platforms, special events, signage, merchant communications, and future promotional campaigns. The branding framework is designed to strengthen Downtown Clearwater's position as a vibrant destination for residents, visitors, businesses, and investors while supporting long-term economic development and placemaking objectives.
In addition to presenting the final branding deliverables, RBOA will provide an overview of the proposed implementation strategy, including staff workshops, brand rollout planning, and tools to support adoption of the new brand by the Downtown Development Board.
The desired outcome of this presentation is for the Downtown Development Board to approve the final logo, tagline, and branding package developed by RBOA and authorize staff participation in implementation workshops and related activities necessary to support the successful rollout of the new Downtown Clearwater brand.
APPROPRIATION CODE AND AMOUNT:
Funding for this initiative will be available in FY 25/26, DDB Marketing category of the budget 1829411-558600.
STRATEGIC PRIORITY:
1.1 Provide evidence-based measurement tools to continually guide municipal performance and promote accountable governance.
1.5 Support neighborhood identity through services and programs that empower community pride and belonging.
2.2 Promote Clearwater as a premier destination for entertainment, cultural experiences, tourism, and national sporting events.
2.3 Cultivate a business climate that welcomes entrepreneurship, inspires local investment, supports eco-friendly enterprises, and encourages high-quality job growth.
3.1 Support neighborhood identity through services and programs that empower community pride and belonging.
3.3 Promote Marketing and outreach strategies that encourage stakeholder engagement, enhance community education, and build public trust.
