Exhibit 1 - Agenda Information SheetCity of Denton
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AGENDA INFORMATION SHEET
DEPARTMENT: Procurement
ACM: Cassey Ogden
DATE: June 4, 2024
SUBJECT
Consider adoption of an ordinance of the City of Denton, a Texas home-rule municipal corporation,
authorizing the City Manager to execute a contract with The MODassic Group, LLC dba CivicBrand, for a
mission, vision, and rebranding initiative for the Marketing and Communications Department; providing
for the expenditure of funds therefor; and providing an effective date (RFP 8532 – awarded to The
MODassic Group, LLC dba CivicBrand, in the not-to-exceed amount of $80,000.00).
STRATEGIC ALIGNMENT
This action supports Key Focus Area: Pursue Organizational Excellence and Collaborative and Respectful
Leadership.
INFORMATION/BACKGROUND
Staff recently issued a Request for Proposal (RFP) for a comprehensive mission, vision, and rebranding
initiative. Key components of the RFP included: a revision to the City’s mission and vision statements, a
complete municipal rebrand including the design of an updated logo and graphics, a comprehensive style
guide, and the creation of a strategic marketing and communications plan to effectively introduce an
updated mission, vision, and brand identity to key stakeholders.
Denton sets itself apart from other cities in North Texas with its lively arts and cultural landscape, strong
university partnerships, dynamic community collaborations, and a commitment to 100% renewable energy.
The goal of this RFP is to forge a brand identity that mirrors Denton’s distinctive spirit and to establish a
robust brand policy that ensures consistency across all platforms.
Some of the major deliverables outlined in the RFP included:
• Community input and engagement report(s)
• An updated city logo and graphics, inclusive of the city’s sub-brands (e.x. Parks and Recreation,
Denton Public Library)
• Mission and vision statements
• Brand unification standards and style guide drafts
• A three-to-five-year deployment and implementation plan
• A marketing and communications plan to roll out the new mission, vision, and brand to all
stakeholders (including City of Denton employees).
City Hall
215 E. McKinney Street
Denton, Texas
www.cityofdenton.com
This rebranding initiative represents a strategic step forward in aligning Denton’s public image with its
dynamic and progressive community values. By integrating our rich cultural identity with a clear, unified
brand message, we aim to strengthen community engagement and foster pride among all stakeholders.
Request for Proposals were sent to 1009 prospective suppliers. In addition, specifications were placed on
the Procurement website for prospective suppliers to download and advertised in the local newspaper. Nine
(9) proposals were received, and references were checked to ensure the vendor can provide the services
requested in the Scope of Work. The proposal was evaluated based upon published criteria including
delivery, compliance with specifications, probable performance, and price. Best and Final Offer (BAFO)
was requested from three firms. The department is awarding the contract to The MODassic Group, LLC
Dba CivicBrand.
NIGP Code Used for Solicitation:
918 – (Service Only) - Consulting
Services
Notifications sent for Solicitation sent in IonWave: 1,009
Number of Suppliers that viewed Solicitation in IonWave: 16
HUB-Historically Underutilized Business Invitations sent out: 152
SBE-Small Business Enterprise Invitations sent out: 396
Responses from Solicitation: 9
RECOMMENDATION
Award a contract with The MODassic Group, LLC Dba CivicBrand, for a mission, vision, and rebranding
initiative for the Marketing and Communications Department, not-to-exceed amount of $80,000.
PRINCIPAL PLACE OF BUSINESS
The MODassic Group, LLC dba CivicBrand
Richardson, TX
ESTIMATED SCHEDULE OF PROJECT
This project will be started upon approval with a completion date by July 31, 2025.
FISCAL INFORMATION
These services will be funded from the non-departmental account 160099.8411.0009. Requisition OR
#164911 has been entered into the Purchasing software system in the amount of $80,000. The budgeted
amount for this item is $80,000.
EXHIBITS
Exhibit 1: Agenda Information Sheet
Exhibit 2: Pricing Evaluation
Exhibit 3: Ordinance and Contract
Respectfully submitted:
Lori Hewell, 940-349-7100
Purchasing Manager
For information concerning this acquisition, contact: Dustin Sternbeck, 940-349-8251.
Legal point of contact: Marcella Lunn at 940-349-8333.