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Council reviews rebranding RFP; appoints council volunteer for selection working group
Summary
City staff presented a request for proposals for a citywide rebranding project. The council discussed scope, sub‑branding for departments, community engagement, budget items and appointed Council member Tim Miller as a volunteer to a working group to assist the process.
Essex Junction — City staff presented an RFP for a municipal rebranding project April 9 and the council discussed process, scope, stakeholder involvement and budget. Staff requested a council volunteer to join a small working group that will advise the selection process and outreach.
Ashley (staff member) described a three‑phase plan: (1) issue the RFP and form a small working group to advise and provide feedback, (2) a design phase where a selected firm produces several logo options and community engagement materials, and (3) a phased rollout that includes a brand style guide, new signage, digital assets and replacement of other items over several years. The city has preliminarily budgeted $27,500 for the project in FY 2026, with a sign quote to be updated and photography and website updates included.
Councilor Marcus questioned whether department sub‑brands (for example, the fire department, Brownell and EJRP) should be retained or consolidated. Several councilors and staff recommended honoring distinct department identities while exploring ways to connect them visually to a new city brand. Councilor Elaine and others suggested including stakeholders from those organizations in the process and asked that mission statements and recent strategic plans (for Brownell and EJRP) be considered in the RFP.
Council action Council member Tim Miller was nominated by a councilor and seconded to serve as the council volunteer on the working group. Staff said they would proceed with issuing the RFP after incorporating minor edits suggested by councilors, including language asking respondents to account for existing departmental brands and mission statements.
What happens next Staff will finalize the RFP, solicit proposals, and use the working group and public engagement to review design options. Staff indicated a goal of selecting a logo by July 2025 and completing a phased roll‑out through FY 2028 pending budget decisions.
Ending: The council supported the RFP and provided guidance on committee composition and stakeholder outreach; staff will post the RFP and return with finalists and recommended next steps.
