SUBJECT/RECOMMENDATION:
Title
RB Oppenheim Associates Downtown Branding Presentation.
Body
SUMMARY:
This presentation will be the final step in the brand development process for Downtown Clearwater. RB Oppenheim Associates will present options based on stakeholder input, research and the identification of common themes and consensus that have shaped brand development.
RBOA will present creative brand concepts, including artwork for logos and messaging platforms. Logos are designed to reinforce Downtown Clearwater’s identity as an active, engaging, and evolving destination. Messaging themes were developed to project association with discovery, exploration, and unique local experiences intended to shift perception and encourage increased visitation and engagement.
Additionally, the presentation provides an overview of brand goals focused on recognizability, consistency across platforms (signage, digital, events, and marketing materials), and long-term usability by merchants, partners, and stakeholders. It also includes a structured process for DDB Board review, feedback, and refinement of the concepts, followed by development of a comprehensive brand guide and implementation strategy.
The desired outcome of this presentation is to obtain DDB Board feedback and direction on preferred branding elements, specifically identification of a logo and messaging approach, that will be used as the updated Downtown Clearwater brand and support future marketing and activation efforts.
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.
