1 Shaughn Hull
Chief Communication Officer
June 1, 2022
BRANDING
KICK-OFF REPORT
1 The Ask
That the Council receive
the Branding Kick-off
report and provide
comments and
feedback.
2 LET’S DO THIS!
The City has never been
branded.
Our current City Seal was adopted in 1986,
it was designed by a single resident.
Branding is more than a Seal,
more than a logo.
3 The City Branding initiative is essential
“
to creating a strong
SENSE OF PLACE.
4 It is a marquee project laid out in our
Strategic Plan.
Pastilla
Not just another
Government vendor
Check THIS out!
5 CITY OF CORONA
BRANDING REFRESH
PROJECT OVERVIEW
Prepared for City of Corona City Council, June 2022
06/01/2022 Pastilla.co A Creative Digital Agency
Rudy
Manning
Founder & CEO
Tyron
Akal
Brand Strategist
Gabriel
Cespedes
Senior
Graphic Designer
Youna
Jang
Art Director
Kaitlin
Hook
Senior
Account Manager
+ KEY AGENCY CORONA PERSONNEL
Mark
McDonald
Project
Manager
Creative
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Brand Campaign Development
Graphic Design Services
Illustration/Infographics
Marketing
Development
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Video/Photo
2D & 3D Animation
Copywriting
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Marketing Strategy
Content Strategy
Analytics & Reporting
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Media Buying & Planning
Search Engine Optimization
Marketing Execution
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Technical Strategy
Development/Programming
User Experience Strategy & Design
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User Interface Design
Landing Pages
Mobile App Development
Section 1.0
A FULL SERVICE CREATIVE AGENCY
FUELED BY THE EVERYDAY.
06/01/2022 Pastilla.co A Creative Digital Agency
BASED OUT OF PASADENA, CALIFORNIA
3 We pride ourselves on
working efficiently across
multi-stakeholder teams in
the public and private
sector, therefore bringing
rich insights to influence the
other.
Our Public & Private
Sector Clients
City Government/Public Sector
Private Sector
Section 1.0
06/01/2022 Pastilla.co A Creative Digital Agency
Pastilla was enlisted to develop a comprehensive marketing plan to attract and retain new businesses and new talent to ensure a viable and diverse economy for the City of Pasadena.
C H A L L E N G E
Vast history and perception deeply rooted in business community. The City hoped for an elevated perception, one that would embrace its rich history and reposition Pasadena for the future.
S O L U T I O N
We spoke directly with brokers, business owners, and locals, to understand their perception of the City. We leveraged existing collateral and new materials to develop five unique, yet coherent ads, each reaching a specific target audience with the brand statement: “Future Yourself Here.” City of Pasadena Economic
Development Campaign
STRATEGY & POSITIONING
OUR PAST WORK
This is an exciting initiative ahead of the games that
gives kids the opportunity to participate in free to lowcost sporting programs in their local neighborhoods.
Pastilla agency was privileged to partner in naming,
branding, designing and launching the initiative.
I M P A C T
Our PlayLA brand launch event attracted more than
1,000 kids! Facing a tight timeline, we applied our
proven process to design over 40 unique event
signage and collateral pieces that communicate the
spirit and unity of the multiple partners involved.
City of Los Angeles
Department of Parks &
Recreation, Mayor's Office, &
LA28 Olympics
BRANDING & STRATEGY
OUR PAST WORK
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Rich In History
A Vision For The Future
Corona Has Something For Everyone
WHY WE'RE EXCITED TO
WORK WITH CORONA
+
06/01/2022 Pastilla.co A Creative Digital Agency
The Community is the soul of a city.
The People are the DNA.
06/01/2022 Pastilla.co A Creative Digital Agency
"Successful
branding can turn a
city into a place
where people want
to live, work & visit."
- Robert Jones, Consultant Director at Wolff Olins
06/01/2022 Pastilla.co A Creative Digital Agency
Our Understanding of
Your Mission & Goals
Corona's primary goal is to promote the city's
unique identity and voice that communicates
safety, vibrancy and a family friendly community.
We'll also help identify and define the city's
strengths and assets, giving the City a more
unified message as it attracts new residents and
businesses and engages its current community.
The city has recently gone through an extensive
Strategic Planning process. This is a great starting
point for Pastilla to launch from and build further.
06/01/2022 Pastilla.co A Creative Digital Agency
KEY PHASES
Brand Perception Research
& Community Engagement
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Desired Outcome: Insight-Driven validation for our path forward Workplan Presentation: To Key Stakeholders
Discovery Research
Conversations with Key Stakeholders (City Council, Community Residents, City Staff, Businesses, Etc.)
50 Interviews, Focus Groups
100+ Digital Surveys
3 Community Workshops
Pop Up Engagements
Research Findings Report Presentation: To Key Stakeholders Audience & Trend Analysis
Competitor Analysis
Case for Change
Pastilla.co A Creative Digital Agency
DISCOVERY & ASSESSMENT
06/01/2022
Pastilla.co
Brand Development
A Creative Digital Agency
STRATEGY & POSITIONING
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Desired Outcome: Platform for internal growth and external marketing communications.
Educational Brand Workshop: To Key Stakeholders
Brand Strategy
Positioning Statement
Key Emotional Benefit
Brand Essence, Promise, Voice/Tone, Values
Brand Strategy Presentation: To Key Stakeholders
Messaging Strategy
Messaging House, Word Bank
Boilerplate Copy, Manifesto
Tagline
Messaging Strategy Presentation: To Key Stakeholders
KEY PHASES
06/01/2022
Brand Implementation
A Creative Digital Agency
BRAND IDENTITY &
CREATIVE PRODUCTION
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Desired Outcome: A new brand that's universal across city operations yet considers unique applications for city services, such as Economic Development, Community Services, Public Safety, Utilities, Public Works and Planning & Development.
Logo Design, City Seal Refresh
Typography and Layout Design
Graphic Elements (Shapes, patterns, systems, etc)
Photography Style
Application Examples and Mockups
Visual Identity Presentation: To Key Stakeholders
Upon approval, build Brand Guidelines & Creative
Toolkit & Templates
Includes Staff Training
KEY PHASES
06/01/2022 Pastilla.co
A Creative Digital Agency
00 Brand Development
5 Weeks
July 25 - Sep 9
Research & Brand Assessment
10 Weeks
June 6 - August 12
Brand Implementation
13 Weeks
August 15 - November 11
Final Documentation
1 Week
November 18
Project Timeline
Proposed Timeframe: May - Nov (28 Weeks)
A Creative Digital Agency
Project Setup
02 03 04 05
01 Project Kickoff
2 Weeks
May 16 - June 3
06/01/2022 Pastilla.co
Q&A
06/01/2022 Pastilla.co A Creative Digital Agency
More Questions?
951.736.2372
[email protected]
www.CoronaCA.gov