Communications Committee recommends Raftelis branding guide, allocates $25,000 this year

The Brentwood Communications Committee voted Aug. 20 to recommend that the Board of Aldermen approve a base bid and a logo and style guide from consultant Raftelis, with $25,000 allocated from the current fiscal year and the remainder to be proposed in the 2025 budget process.

The committee chair combined two old-business items into a single discussion of the vendor materials and asked staff to proceed. An unidentified staff member who presented the materials said they were “very happy” with Raftelis’s branding guide and examples and that the firm had been responsive to questions and flexible about billing arrangements. “Pretty much every time I ask a question she’ll say, ‘We’re happy to work with you on whatever,’” the staff member said.

Committee members discussed a phased rollout of new branding across the city, citing examples from other municipalities. One member noted that some updates — website graphics and presentation decks — are inexpensive to change, while higher-cost items such as vehicle graphics and flags should be updated gradually as replacements are needed. Staff recommended budgeting for smaller, immediate items now and planning larger replacements over multiple fiscal years.

The chair described the committee’s recommended financing approach as a split across fiscal years and said the city currently has $25,000 available in the adopted budget for this year; staff confirmed they are preparing the 2025 budget and can add the remaining costs to that process. The staff member also said Raftelis performs most design work in-house and contracts outside designers only when project demand requires it.

After discussion the chair entertained a motion to recommend the base bid and logo/style guide to the Board of Aldermen. A committee member moved, a second was given, and the chair called a voice vote. The chair recorded three “Aye” votes and declared the motion passed.

The committee also noted citizen input received by email asking about the city flag; members suggested a rebranding could prompt a future flag redesign. With no further business, the chair adjourned the meeting.

Next steps: The committee will forward its recommendation to the Board of Aldermen for final approval and staff will continue budget discussions for any remaining costs in the 2025 budget process.