Council reviews professional services agreement to develop city brand; staff recommends Chicago firm Altogether LLC

City staff on Tuesday reviewed a proposed professional services agreement with Altogether LLC to develop Mountlake Terrace's city brand, wayfinding and strategic marketing materials. The work is framed as a 10-to-12-month engagement to support economic development, place-making and future marketing to residents, businesses and visitors.

The issue matters because a consistent, marketable city brand is intended to support the council's goal of growing a vibrant community and to help the city attract investment to its town center and light-rail corridor.

Economic development manager Ryan Doss and communications manager Sienna Spencer Markles outlined the procurement process. Doss said staff released an RFP on June 4, received 23 proposals from across North America, interviewed five finalists and recommended Altogether LLC (a Chicago-based design studio) based on their track record in civic planning, inclusive engagement methods and a storytelling approach. Christian Gist, Altogether's brand strategist, participated by video.

Staff described a three-phase scope: discovery and stakeholder interviews, brand and wayfinding design, and an implementation strategy with performance metrics. The proposal includes three in-person visits to Mountlake Terrace; staff said the contract maximum is $68,920 and that funds are available in the city's general fund budget.

Council members asked several questions about selection and outcomes. Council member Sanmore asked why the city selected an out-of-state firm rather than a local vendor; Doss said qualifications and the firm's experience were the driving factors and that local firms were interviewed. Council member Page asked whether staff had checked references and the fit with cities of similar demographics; staff said Altogether provided client testimonials and that the firm has experience with suburban, transit-adjacent communities.

Christian Gist described Altogether's emphasis on deep community engagement and measurable outcomes: "We place a huge emphasis on engagement. A lot of our KPIs are about making sure we're talking to everyone," Gist said, explaining the firm's mix of in-person interviews, surveys and stakeholder sessions.

Council members discussed how the brand work should relate to near-term regionwide events and long-term city goals. Several members urged that event-specific marketing (for large, temporary events) be coordinated with the long-term brand so municipality investments are not isolated to a short-term campaign. Doss said staff would use the branding deliverables to inform economic development outreach and that contract approval is scheduled for the Sept. 18 consent agenda.

Staff emphasized there is no additional appropriation required for the contract. The recommended vendor selection and scope will return to council for routine approval on the consent calendar; council members and the mayor expressed broad support for beginning the engagement.

Ending: If council approves the agreement, Altogether will begin discovery in October, and deliver a brand strategy, wayfinding designs and an implementation playbook with suggested performance metrics to guide future marketing and placemaking efforts.