Proposals for Logo and Branding Refresh Project. (Roll Call)

City Council Agenda Item Report FROM:

Ryan Cummins, City Manager

MEETING DATE:

February 9, 2026

SUBJECT:

Proposals for Logo and Branding Refresh Project

DESCRIPTION: In December, City Council approved the issuance of a request for proposals (RFP) for the logo and branding refresh project and forming a Branding Advisory Committee. We reviewed 26 proposals from agencies responding to the RFP. Firms responded from West Michigan, Greater Michigan, the Midwest, and even International. Responses ranged in cost from $7K to nearly $100K, all against the same scope and requirements provided by the city. The committee gathered to review submissions and arrive at a recommendation. The Criteria We reviewed proposals against the following criteria. 1 -- Evaluating Core Requirements • Did the agency address the core asks from the RFP? • Does scope of work/process outlined to deliver against the RFP feel

appropriate?

• Does the cost for the work/process outlined feel responsible and appropriate?

2 -- Evaluating Design Readiness • Does the proposal look, feel, and sound like what the agency will deliver? • Do case studies provided provide a sense of strategy-based design? • Does the agency's design POV feel clear, compelling, relatable, and timeless?

3 -- Evaluating Understanding of Saugatuck • Does the agency understand our sense of place, and in particular the power of

OUR place?

• Does the agency understand the relationship hierarchy between Saugatuck ->

West Michigan --> Michigan --> Midwest?

• Is the choice defendable, and why?

Recommendation After reviewing all proposals, the committee recommends hiring Concept A Creative Studio for the following reasons: •

Experience with both municipal and corporate branding

Experience with other West Michigan local and regional municipalities

Experience with Saugatuck-Douglas CVB, including campaigns with proven results

With knowledge of the city and the area, onboarding will be easier and more productive

Cost wasn't the lowest or the highest, but seemed most realistic

Because of the size of the files, all proposals can be viewed here: https://drive.google.com/drive/folders/1nHxplgeOcdlABACnb0xijQv1_re7q2m?usp=sharing Next Steps City Council should review all proposals and may either concur with the recommendation or select a different proposal. Once a firm is selected, the committee will set up a kickoff meeting and provide frequent updates to City Council. BUDGET ACTION REQUIRED: None at this time. Sufficient dollars were budgeted for a firm to assist with a logo and branding refresh project. LEGAL REVIEW: N/A at this time. SAMPLE MOTION: Motion to approve the proposal and creative services agreement from Concept A Creative Studio for the logo and branding refresh project in the amount of $24,500.

To:

City of Saugatuck, City Council

From:

Grayson Moore, Director of Planning & Zoning

Meeting Date:

February 9, 2026

RE:

Historic District Sign Proposal

City Commissioners, At its January 9, 2026 meeting, the Historic District Commission reviewed a second round of sign concept proposals prepared by Concept A Creative Studio. The Commission evaluated revised concepts for the Historic District signage that incorporated feedback from the previous meeting. Two new design directions were presented: one featuring a checkered pattern inspired by the historic Butler Pantry Building, and another incorporating a subtle decorative flourish. The Commissions’ preferred concept effectively balanced readability with historic character, utilizing a taller serif typeface and architectural patterns reflective of local history. Following discussion, all Commissioners expressed strong support for the first design direction, citing its clarity, visual strength, and meaningful connection to the community. As a result, the Historic District Commission formally recommended Round 2, Direction 1 for the Historic District signage in the City of Saugatuck. A sample motion has been provided below. Motion to approve the recommended proposal, Round 2, Direction 1, as prepared by Concept A Creative Studio, for three (3) single-faced cast aluminum signs, each measuring 24 inches by 36 inches, mounted on 8-foot posts, as detailed in the specifications sheet included in the meeting packet dated February 9, 2026. Respectfully submitted,

Saugatuck Historic District Signage Round 2 Concepts

Concept A Creative Studio | conceptacreative.com

Historic District Signage | Round 2

Brand Essence Should communicate the boundaries of the district and reason for celebrating it.

Fresh Celebratory Timeless Sense of Pride

Concept A Creative Studio | conceptacreative.com

Historic District Signage | Round 2

Current Sign

Round 1 Review

1 – Classic

Concept A Creative Studio | conceptacreative.com

2 – Charming

3 – Illustrative

Historic District Signage | Round 2

Round 1 Feedback 01. The font in Option 1 is highly readable but feels too modern. Option 2 has a charming, historic feel, but readability suffers. Takeaway: Explore a new font that balances clarity with a traditional aesthetic. 02. The weight of the illustrations in Option 3 at the bottom of the sign works well, but the illustrations feel overly branded and the icons too busy for this application. Takeaway: Find an alternative way to add personality and visual interest—something subtle and ownable to the Saugatuck area—without making it feel branded.

Concept A Creative Studio | conceptacreative.com

Historic District Signage | Round 2

Round 2 - Direction 1 Inspired by the cornice of the Butler Pantry building—Saugatuck’s oldest existing retail building—we added a pattern along the bottom of the sign to draw the eye and create a subtle connection to the area’s historic architecture. We also updated the font to a taller serif, improving readability while maintaining a traditional look and feel.

Concept A Creative Studio | conceptacreative.com

Historic District Signage | Round 2

Round 2 - Direction 2 Inspired by the flourishes found on local signs and architecture, this direction reflects the details that define the town’s character and charm. Subtle corner detailing adds a refined decorative touch without overwhelming the sign.

Concept A Creative Studio | conceptacreative.com

Historic District Signage | Round 2

Round 2 Directions

Round 2 –Direction 1

Concept A Creative Studio | conceptacreative.com

Round 2 – Direction 2

Historic District Signage | Round 2

Comparing Fonts

Round 1 Font

Concept A Creative Studio | conceptacreative.com

Round 2 Font

Saugatuck Historic District Signage Spec Sheet SIZE 24" x 36" sign with 8' x 2.5" diameter round post QUANTITY 2–3 FABRICATION Single face cast aluminum sign with raised lettering/border and 2.5" mounting hub. 8' x 2.5" diameter painted round post provided COLOR Ability to match paint colors, our suggestions: Navy = Sherwin Williams 9178 (In the Navy) Gold = Sherwin Williams 2813 (Downing Straw) Black painted post

Mockup

PRODUCTION / QUOTE Lake Shore Industries Erie, Pennsylvania bjackson@lsisigns.com $2,030.40 / sign $319.20 / post (Not including shipping) Turnaround: 8 weeks from final approval

Concept A Creative | conceptacreative.com

Example provided by Lake Shore Industries