City of Mineral Wells, TX City-wide Rebrand

City of Mineral Wells, Texas

Request for Proposal (RFP) for City-Wide Rebrand

Date Issued: January 27, 2025

Proposal Submission Deadline: February 28, 2025 at 2 PM, CST

Contact Information:

Brittany Brown                              Nathan Dyhre
Main Street Manager                      Director of Community Development
City of Mineral Wells                    City of Mineral Wells
107 N Oak Ave                               107 N Oak Ave
Mineral Wells, TX 76067               Mineral Wells, TX 76067
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(903)-821-5828                              (214) 701-7385

Introduction

The City of Mineral Wells, Texas, is seeking proposals from qualified marketing agencies to undertake a comprehensive rebranding initiative for the City of Mineral Wells. Our city, renowned as the "Wellness Capital of Texas," is experiencing significant growth and revitalization. We aim to update our city logo and overall branding to reflect this transformation while honoring our unique history and positioning ourselves for future expansion.

Project Overview

The primary goal of this project is to develop a modern, cohesive city brand that aligns with our revitalization efforts and growth trajectory. This rebranding effort should emphasize our community’s wellness focus, outdoor adventure opportunities, and distinctive historical background.

General Background
The City is located in North Texas, in the counties of Palo Pinto and Parker. Mineral Wells has rich historical significance, starting from what gave the name to the city. In Mineral Wells, its mineral waters, named “Crazy Waters” were believed to have healing powers and were used to treat various illnesses and attracted countless visitors. Many luxury businesses settled here taking advantage of the growing health tourism in the City of Mineral Wells, which counted 400 mineral wells in 1920 and was named “the South’s greatest health resort”. However, the Great Depression caused most water companies to close in the 1940s, as well as the collapse of once crowded spas and hotels.

Mineral Wells also has a rich military history. In 1925 Camp Wolters was established as a training site for mounted cavalry guardsmen. The camp expanded and became Fort Wolters and was most notably recognized as home of the Primary Helicopter Training Center during the Vietnam War. Fort Wolters closed in 1973 and has since become Wolters Industrial Park.

Following the closure of Fort Wolters, the city experienced a period of decline as it struggled to find direction. Today, the community is rebounding and rediscovering its roots as a result of community leadership and private investment, particularly in the area of downtown. The fabled Crazy Water Hotel is once again open, downtown storefronts are active, infrastructure improvements are underway and the Baker Hotel – once a nationally recognized icon – is being restored and modernized. At the same time, people are rediscovering the community as a place to live and to visit. Surrounding natural areas, state parks and rural character further bolster the community’s small town charm and its growing image of health and wellness.

Proposal Considerations:
It is the expectation of the City that the Proposing Team will present an approach that includes the necessary tasks, phases, deliverables and timeline to meet the objectives of this RFP. In doing so, the following should be considered:

Scope of Work/Expected Project Deliverables

1. Logo Design:

• Primary Logo: Create a refreshed city logo that incorporates elements of our past, present, and future. This logo should represent the essence of Mineral Wells as a vibrant, growing city.
• Departmental Variations: Develop specific variations of the primary logo for key departments such as Community Development (Economic Development, Inspections & Compliance, Library, Airport, Parks & Recreation, Downtown), Police Department, Fire Department and Public Works.

2. Brand Package:

• Font Selection: Provide a set of complementary fonts for use across various media.
• Logo Versions/Files: Supply all applicable logo versions in various formats (e.g., vector, raster) for print and digital use.
• Taglines and Messaging Points: Suggest possible taglines and messaging points that align with the new brand identity.
• Standard Use Materials: Provide templates for materials that will be used regularly by City of Mineral Wells Staff including: City Letter Head, Email Signatures, Business Cards, Basic PowerPoint Template, Example Social Media Templates.

3. Community Engagement:

• Community Workshop: Facilitate a workshop or online survey to gauge community interest and gather feedback on the proposed branding.

4. Mock-ups and Applications:

• Signage Mock-ups: Provide design mock-ups for future signage, including city entrance signs, street signs, and informational displays.
• Additional Applications: Include mock-ups for other potential applications such as city stationery, merchandise, and digital platforms.

Proposal Requirements

Interested agencies should include the following in their proposal:

1. Company Overview: A brief description of your agency, including relevant experience and expertise in city branding projects.
2. Project Approach: Detailed methodology for how you will undertake the rebranding project, including community engagement strategies.

1. Project Understanding: A detailed understanding of the project and the area. This section of the RFP provides the Proposing Team the opportunity to also show the depth of understanding of the need for the project, its impact, and the way the City-wide Rebrand can help the City meet the vision established by the Comprehensive Plan and other plans completed by the community.
2. Creativity and Innovation: Please provide a brief, high-level overview of your initial thoughts on our rebrand, including your approach to assessing our current brand. We’re not expecting full creative concepts at this stage, just an outline of The Proposing Team’s approach and ideas.

1. Portfolio: The proposing agency should provide examples of experience relevant to the various aspects of this project. Experience may be relevant in terms of scope, community character, scale or other as deemed appropriate by the proposing team. Relevant Experience should, at minimum, include:
   • Three examples of relevant experience completed and implemented in the last five (5) years, including at least two examples of rebranding for municipalities or similar.
   • Three contact references for prior projects, including name of individual, organization, proposing team’s role in the project, email address and phone number.
2. Team Members: Profiles of the team members who will be working on this project, including their roles and qualifications. An organization chart should also be provided, which clearly delineates the project manager, assistant project manager and task leaders, as applicable. Please also include a short bio describing the experience, skills and background relevant to this RFP for each individual or included in the organization chart or otherwise involved in the project.

1. Project Approach and Timeline: The Proposing Team should detail their approach to undertake the tasks necessary to adequately perform the requirements of the project, outlined in the Scope of Work, previously described in the RFP. The Project Approach should include, at minimum:
   • A task-by-task methodology for completing the project with sufficient description to provide a clear understanding of the steps that will be taken at each stage of the process;
   • A detailed discussion of community engagement efforts as well as tasks taken to ensure quality control throughout the process; and
   • A project timeline that estimates when each task is expected to be complete, deliverables will be available for review, critical milestones will be met, community engagement activities are to take place, and more as seen necessary by the Proposing Team. We understand dates are just an estimate and subject to change as the project progresses. However, a set timeline will still need to be implemented and followed to ensure an efficient and timely project completion.
2. Project Deliverables : Explain the types of deliverables that will be provided as well as the stages at which deliverables should be expected. The Proposing Team, if selected for the project, will be responsible for development or production of all materials needed for meetings and presentations, unless otherwise determined in coordination with the City’s project managers, including graphics, images, tables, documents and more.

1. Budget: A detailed budget proposal, including costs for all deliverables and any additional expenses. Unless determined otherwise, the Proposing Team should assume a lump sum fee payable upon conclusion of specific tasks or deliverables or on a monthly basis. All travel, production and other costs associated with completion of the project are expected to be included in the proposed budget as part of the lump sum budget or as a separate not-to-exceed figure.

Evaluation Criteria

A Selection Committee will review complete responses received by the closing date based on the criteria described below. The Selection Committee reserves the right to select a preferred Proposing Team without interview. However, if the Selection Committee opts to conduct interviews, then the Committee shall determine the number of firms to interview based upon ranking. Proposing Teams selected for interview will be notified by email or phone call to the project manager designated in the proposal no later than March 7, 2025 and selected firms are expected to make a presentation and answer questions of the Selection Committee by virtual interview on March 12, 2025, if applicable.

The City reserves the right to contact Proposing Teams for clarification of information submitted and to contact references to obtain information regarding past performance, reliability and integrity. Requests for a debriefing are requested to be made within one week of notification of non-selection.

Proposals will be evaluated based on the following criteria:

• Project Understanding: Knowledge of our community and rebrand needs (10 percent)
• Creativity and Innovation: Ability to develop a unique and effective brand identity (15 percent)
• Experience and Expertise: Proven track record in city branding and community engagement (15 percent)
• Engagement Plan: Effectiveness of the proposed approach for involving community and necessary City parties (15 percent)
• Quality and Deliverables: Completeness and thoroughness of the proposal requirements (20 percent)
• Budget and Value: Cost-effectiveness and overall value of the proposal (15 percent)
• Timeline: Feasibility of the proposed timeline (10 percent)

Submission Instructions and Question Deadlines

Please submit your proposal electronically to For security reasons, you must enable JavaScript to view this E-mail address. and For security reasons, you must enable JavaScript to view this E-mail address. no later than Friday, February 28, 2025 at 2 PM, CST. Late submissions will not be considered.

Any questions concerning this RFP must be submitted in writing via email and will be received until Friday, February 21, 2025 at 5 PM, CST. Questions will be answered in the Q&A section on the City of Mineral Wells website on the Rebrand RFP page within one (1) business day. Any amendments to the RFP will be posted to the City’s website.

INTERPRETING SPECIFICATIONS
The specifications and product references contained herein are intended to be descriptive rather than restrictive. The City is soliciting proposals to provide a complete service package which meets its overall requirements. Specifications in this RFP are not intended to preclude proposers from recommending alternative solutions that offer comparable or better performance or value.

The City has sole discretion and reserves the right to cancel this RFP, to waive any formalities concerning this RFP, and/or to reject any or all proposals or any part thereof.

Additional Information

For any questions or additional information regarding this RFP, please contact Brittany Brown at For security reasons, you must enable JavaScript to view this E-mail address. .