Request for Proposals
For
Brand Refresh
Release Date
September 8,2021
Submission Deadline
September 29, 2021
Indian River Festival
PO Box 769
Suite 18-55 Victoria Street
Kensington, PEI
C0B 1M0
music@indianriverfestival.com
Deadline for submissions: September 29, 2021
1.Introduction
Indian River Festival, a summer music festival, is undergoing a brand refresh and is in need of a new visual identity, and voice to better reflect the Festival’s mandate, mission and vision statements. This RFP seeks applications from individuals or vendors with expertise in graphic design and a copywriter (or a company that can supply both) to work with a professional brand strategist to execute the creative brief. Deliverables include:
- A brand visual and voice identity guideline and usage document.
- The right visual identifier – a logo/icon/wordmark
- An effective positioning statement
- A tagline that summarizes our essence in a concise and effective way
- A cohesive voice with consistent application of concepts, words and stories
- Supporting visual elements (designs for signage, letterhead, website, etc.)
- Brand and usage guidelines, brand voice documents including lexicon
The outcomes should allow the organization to have access to all elements required to apply a consistent brand identity in all communications and outreach activities.
Anticipated work start date is December 2021. An estimated timeline is in section 3.
2.Background
Presented by the Confederation Bridge, the Indian River Festival is a critically acclaimed music festival celebrating its 25th anniversary in summer 2021. IRF presents the very best in classical, traditional, folk, jazz, and music of all genres to Historic St. Mary’s. A designated historic site, St. Mary’s is a world-class acoustical venue offering artists and audiences a unique experience in beautiful rural Prince Edward Island. The Festival continually facilitates restoration projects to preserve this beloved venue while maintaining a busy concert schedule (20+ events) from June-September each year. Besides concerts, the Festival offers many auxiliary activities, including artist talks, masterclasses, educational workshops, and special events.
In its beginnings, IRF was initiated to support the restorative efforts of the church by its local community. Now a decommissioned church and designated heritage property, Historic St. Mary’s is owned solely by IRF. IRF continues to preserve our beloved venue and to ensure that this building, rich with memories and history, is standing for future generations.
Known for its exceptional acoustics, Historic St. Mary’s was designed to replicate the structure of a violin by PEI architect William Critchlow Harris, and is the ideal space for experiencing music in its purest form. The Festival combines superb acoustics with quality programming, providing professional experience for artists and audience alike. IRF has received many awards and accolades over the years, including a Music PEI Award for Achievement in Classical Music, several nominations for the ECMA Event and Venue of the Year, twice named in the Globe and Mail as one of the best small summer classical music festivals in Canada, and was most recently listed as one of the top summer classical music festival’s in Canada by CBC Music.
3.Project Overview/Scope of Work
Budget: The project consists of two elements: A. Graphic Design and Visual Elements, B. Copy Writing and Voice Written elements. The maximum funding available is $12,000 (HST inclusive) for the graphic design work as well as the copywriting work. If submitting for only one element, the maximum funding is $6000.00, HST inclusive.
Applications will be evaluated in part upon their estimated quotes and experience (see evaluation table in Section 4.)
Applicants should have a minimum 2 years experience in the applicable areas:
- Working with the Brand Strategist to develop a consistent and sustainable brand
- Overhaul of all print and digital graphics
- Development of language and “story” to match updated graphics
- Creation of key messages for target audience
- Development of a brand story that incorporates the legacy of the Festival
- Brand identity enhancements to work with the new name and brand
- SEO & content strategy
- Tone of voice creation
- Branded merchandise
- Collateral (letterheads, brochures, signage)
- Illustration
- Landing page design
- Social media assets
| Estimated Timeline | |
| Issue date of RFP | September 8, 2021 |
| Deadline for Questions | September 21,2021 |
| Submission Deadline | September 29, 2021 |
| Anticipated Decision Date | October 7, 2021 |
| Anticipated Work Start Date | December 2021 |
The RFP timetable is tentative only and may be changed by IRF at any time. The project is dependent on accessing funding which is reflected within the space of time between anticipated decision date and anticipated work start date.
4.How to Submit:
Applicants can respond through email or mail to the addresses below.
Submissions should include:
- 2-3 relevant case studies
- Paragraph on vendor’s understanding of the project
- Paragraph on vendor’s approach to the project
- Estimated timeline, including where vendor would need input from host organization.
- Copy of Resume/CV (including 2 references)
- Estimated Quote for work (inclusive of relevant expenses such as travel, outputs, purchase of fonts, purchase of materials etc.)
Please include a cover letter with a review of the application. All responses must be received by the submission deadline. The body of the e-mail or letter should contain the full legal name and return address of the applicant(s).
Mail: IRF- PO Box 769, Kensington PEI, C0B1M0
Email: music@indianriverfestival.com, subject line: “IRF Proposal 2021”
Contact: Lindsay Connolly, Executive Director. lindsay@indianriverfestival.com | 902-836-4933
Applicants may email the Festival Contact prior to the Submission Deadline with delivery details and anticipated arrival time of its response. In the event a response does not arrive as scheduled, the Festival may provide those proponents who have given such prior notice one additional Business Day to effect the delivery of their responses. The Submission Deadline shall be adjusted accordingly for the purpose of accepting those responses. For the purposes of this Section, “Business Day” means any working day between 8:30 a.m. and 4:30 p.m., Monday to Friday inclusive, but excluding statutory and other holidays that the Festival has elected to be closed for business. Responses received after the Submission Deadline, without prior email notification as detailed above, will be rejected.
Selection Criteria
Proposals will be evaluated against the following criteria.
| Rated Criteria Category | Weighting (points) |
| Relevant Experience and Case Studies | 20 |
| Implementation Plan/Timeline | 20 |
| Creativity | 15 |
| Understanding of Role | 15 |
| Resume | 15 |
| References | 10 |
| Quote/Price | 5 |
The applicant(s) must have 2 years’ prior experience and achieve excellence in their field. IRF prioritizes creativity, communication, and collaboration. There shall be no discrimination against any applicant because of race, religion, gender, sexual orientation, or age.
Brand Refresh for IRF!