Title
Adopt a Resolution to Approve and Authorize the City Manager to Execute a Consulting Services Agreement with Resonance Consultancy Inc. for City Branding Assessment & Application Plan in an Amount not to Exceed $150,000
Staffreport
COUNCIL PRIORITY
• Economic Development
• Quality of Life
SUMMARY
Following a competitive Request for Qualifications (RFQ) process, staff recommends that the City select Resonance Consultancy Inc. to lead the development of a comprehensive City Branding Assessment and Application Plan that will provide a cohesive brand platform, updated visual identity, and practical implementation tools designed to:
• Enhance internal and external communications;
• Promote San Leandro’s Economic Development priorities;
• Strengthen civic pride and community engagement; and
• Position the City more effectively within the Bay Area and beyond.
RECOMMENDATIONS
Adopt a Resolution to Approve and Authorize the City Manager to Execute a Consulting Services Agreement with Resonance Consultancy Inc. for City Branding Assessment & Application Plan in an amount not to exceed $150,000.
BACKGROUND
A City Branding Assessment & Application Plan is a priority early action of the 2024 San Leandro Economic Development Strategy. The goal of the City Brand Assessment and Marketing Strategy is to strengthen San Leandro’s economic competitiveness, improve regional visibility, and establish a clear, consistent identity that communicates the City’s assets, opportunities, and values, which in turn supports the success of businesses and generates revenue for City services.
The City’s visual identity has historically relied on use of the official City seal. In 2021, the City engaged a consultant to provide website graphics and branding support in conjunction with the launch of the City’s CivicPlus website. That effort focused on visual identity elements, including development of a color palette, logo refinements, and a basic brand guide outlining fonts, colors, and logo usage.
While these materials provided useful branding assets, they did not define a broader City brand identity or narrative. The prior scope did not include a citywide brand assessment, stakeholder engagement, competitive analysis, or development of a cohesive story that reflects San Leandro’s values, character, and long-term vision. As a result, the City has visual tools but lacks a unified framework to consistently communicate its identity.
The proposed City Branding Assessment & Application Plan responds directly to this gap by moving beyond individual design elements to develop a comprehensive, community-informed City brand aligned with Council-adopted policy direction.
To implement the City Branding Assessment & Application Plan identified in the Economic Development Strategy, staff issued a Request for Qualifications (RFQ) on October 17, 2025, seeking consultant teams with demonstrated experience in city branding, community engagement, research, and strategic marketing.
The City received 30 statements of qualifications, which were evaluated and scored by a multi-departmental selection committee. All proposals were reviewed and scored based on the criteria outlined in the RFQ, including relevant experience, project approach, understanding of San Leandro, and ability to deliver a clear and actionable branding framework. Based on scoring results, six consultant teams were invited to participate in interviews to select the recommended team.
Analysis
Following interviews and further evaluation, Resonance Consultancy Inc. (“Resonance”) was selected as the most qualified firm. Resonance was ultimately selected based on its demonstrated ability to translate community research into a compelling and authentic brand narrative, combined with its strong technical approach to stakeholder engagement and implementation. Staff also values Resonance’s experience working with California cities, its understanding of public-sector culture, and its inclusion of a locally based engagement partner with deep knowledge of the Bay Area.
As outlined in the attached Project Scope, the approach that Resonance and staff will take includes:
• Conduct a comprehensive City brand assessment, including review of existing plans, analysis of peer and aspirational cities, and evaluation of current perceptions of San Leandro.
• Design and implement a robust community engagement process, including stakeholder interviews, focus groups, surveys, and in-person outreach, to gather input from residents, businesses, and community partners.
• Synthesize research and engagement findings into clear insights that identify San Leandro’s defining characteristics, values, opportunities, and competitive advantages.
• Develop a Citywide brand platform, including brand positioning, narrative, messaging, tone of voice, and potential tagline, grounded in community input and aligned with Council-adopted policy.
• Update the City’s visual identity, including a brand mark and supporting design elements, and document their use in a comprehensive Brand Toolkit and Brand Book.
• Prepare an implementation and sustainability strategy that provides guidance for consistent brand adoption across City departments, initiatives, and external partners.
• Deliver a Brand Application Plan outlining target audiences, key messages, recommended tools, and performance measures to support ongoing use and evaluation of the City’s brand.
The City Branding Assessment & Application Plan is anticipated to be completed by the end of 2026. This timeframe allows for a thorough research and community engagement process, development of a citywide brand platform and visual identity, and preparation of implementation and sustainability strategies to support long-term adoption of the brand.
The draft resolution is included as Attachment A, and the proposed scope of services and budget are included as Attachment B to this staff report.
Previous Actions
• Resolution No. 2016-457 - Adoption of the San Leandro 2035 General Plan, including Economic Development Element - September 19, 2016
• Resolution No. 2024-113 - Adoption of the 2024 San Leandro Economic Development Strategy - September 3, 2024
Applicable General Plan Policies
• Policy ED-1.9: Marketing and Branding - Promote positive media coverage, branding, and marketing campaigns that build civic pride and create a favorable image of San Leandro on a regional, national, and global scale.
Legal Analysis
This Agreement was reviewed by the City Attorney and approved as to form. The consultant has agreed to the terms of the contract.
Financial Impacts
The total cost of the project will not exceed $150,000, which includes all tasks, deliverables, and services outlined in the consultant’s proposal. The proposed budget reflects the level of research, stakeholder engagement, and technical expertise required to develop a comprehensive and community-informed City brand.
Sufficient funds are available in the FY 2026 and FY 2027 Budgets for Economic Development Consulting, including:
• FY 2026 - $70,000 - Account 010-41-003-5120
• FY 2027 - $80,000 - Account 010-41-003-5120
This Council action will not impact fund balance because there are funds available in the FY 2026 and FY 2027 adopted budgets.
ATTACHMENTS:
A: Resolution to Approve and Authorize the City Manager to Execute a Consulting Services Agreement with Resonance Consultancy Inc. for a City Branding Assessment & Application Plan in an Amount Not to Exceed $150,000
B: Scope of Work and Budget
PREPARED BY: Katie Bowman, Economic Development Manager, Community Development Department