Consultant - 2020 - Brand And Marketing Strategy - 2/11/2020 n -
PROFESSIONAL SERVICE AGREEMENT k.)
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This PROFESSIONAL SERVICES AGREEMENT (the "Agreement") is entered
day of February 2020, by and between the City of Eagle, an Idaho municipal coil
il
("City") and Carew Co., an Idaho corporation. ("Contractor"). The City and Contracts.
sometimes collectively referred to herein as the "Parties."
RECITALS
WHEREAS,the City desires to create a cohesive community brand and marketing strategy
for the City of Eagle
WHEREAS, Contractor possess qualifications, skills and the experience necessary to
provide to develop a brand and marketing strategy for the City of Eagle which includes final
production of the logo, graphic files and brand design guidelines; and
WHEREAS the City desires to hire Contractor to develop a brand and marketing strategy
under the terms and conditions set forth in this Agreement.
NOW THEREFORE, and in consideration of the mutual promises contained herein, the
Parties agree to the following:
1. INCORPORATION OF RECITALS. The above Recitals are a material part
of this Agreement and are incorporated into the Terms and Conditions of this Agreement by
reference as though they were fully set forth herein.
2. SERVICES. The Contractor shall perform all services to accomplish the Scope of
Work identified in Exhibit A attached hereto and made a part hereof as an integral part of this
Agreement.
3. COMPENSATION. The Contractor shall be paid for actual services rendered at
a total project rate not to exceed $9550.00 (the "Contract Sum").
4. CHANGES IN SCOPE OF WORK. Changes in the Scope of Work shall
be accomplished by a Change Order. A Change Order is a written instrument issued after the
execution of this Agreement signed by the City and Contractor stating their agreement upon the
change in Scope of Work and, if necessary, an adjustment to the Contract Sum and/or the
Completion Date. Any adjustment to the Contract Sum or the Completion Date required by the
Change Order shall be expressly set forth in the Change Order and, if no such adjustment is
expressly set forth in the Change Order, there shall be no implied agreement for changing the
Contract Sum or the Completion Date.
5. ADDITIONAL EXPENSES. Usual and customary office expenses, as well as
mileage compensation, shall not be considered for reimbursement to the Contractor. However,
SERVICES AGREEMENT-1
should other services be needed by the contractor prior written approval must be obtained by the
City, for said expenses to be available for reimbursement.
6. COMMENCEMENT AND COMPLETION. The commencement date of this
Agreement shall be February 28, 2020 ("Commencement Date"). Contractor shall achieve
substantial completion of the Scope of Work no later than April 30, 2020 (the"Completion Date")
7. INDEPENDENT CONTRACTOR. The City and Contractor hereby agree that
Contractor shall perform the services contemplated in under this Agreement exclusively as an
independent contractor and not as employee or agent of the City. The Parties do not intend to
create through this Agreement any partnership,corporation,employer/employee relationship,joint
venture or other business entity or relationship other than that of independent contractor.
Contractor, its managers, members, directors, officers, shareholders, agents and employees shall
not receive nor be entitled to any employment-related benefits from the City including without
limitation, workers compensation insurance, unemployment insurance, health insurance,
retirement benefits or any benefit that the City offers to its employees. Contractor shall be solely
responsible for the payment of all payroll and withholding taxes for amounts paid to Contractor
under this Agreement and Contractor's payments for work performed in performance of this
Agreement by Contractor managers, members, directors, officers, shareholders, agents and
employees; and Contractor hereby releases, holds harmless and agrees to indemnify the City from
and against any and all claims or penalties, including without limitation the 100%penalty, which
in any manner relate to or arise from any failure to pay such payroll or withholding taxes.
8. OWNERSHIP AND INTELLECTUAL PROPERTY: All materials produced
for the City by the Contractor under this Agreement shall become the sole property of the City.
Contractor hereby assigns to the City all of Contractor's right,title, and interest, including, but not
limited to,copyright and all copyright rights,in all materials created by Contractor in its performance
under this Agreement. Contractor further warrants that all materials created by Contractor will not
constitute infringement of any copyright, patent or other intellectual property rights of any third
party.
In the event of termination of this Agreement by either party for any reason, the City shall
have the right to receive,and Contractor shall promptly provide to the City,all drawings,documents,
graphic images, creative assets, reports, renderings, exhibits, models, prints, photographs, etc., and
other materials prepared by the Contractor for the services under this Agreement. In the event of
termination,and any dispute regarding the amount to be paid under this Agreement notwithstanding,
the City retains the right to receive and use any such documents or materials. The foregoing
provisions shall survive the term and termination of this Agreement.
9. INDEMNIFICATION. Contractor shall indemnify and hold City harmless with
respect to any claim or action made against City that the material created by Contractor infringes
on any U.S.patent,copyright or other intellectual property right of a third party. Contractor agrees
to give City, and City agrees to give Contractor, as appropriate, prompt written notice of any
written threat, warning or notice of any such claim or action against Contractor or City, as
appropriate.
SERVICES AGREEMENT-2
10. PAYMENT SUBMISSION. Contractor shall submit an invoice for payment to
Eagle City Hall,P.O Box 1520,Eagle,Idaho 83616. The invoice shall provide a detailed statement
of the services provided, and hours spent on the task. Payment shall be made within thirty (30)
days of receipt invoice. If payment is not received within thirty (30) days of delivery of invoice
late fees of$50.00 per day will accrue. Should the 30th day fall on a weekend, the payment shall
be due the following Monday.
11. TAXES: The Contractor assumes full and sole responsibility for payment of state
and federal income tax, withholdings, social security, and other payroll taxes on any income
attributable to the Contractor arising from compensation provided under this Agreement. As such
the contractor shall be required to submit a completed W-9 at time of contract execution.
12. CONTRACTOR NOT AGENT. Except as City may specify in writing,
Contractor shall have no authority, express or implied, to act on behalf of City in any capacity
whatsoever as an agent. Contractor shall have no authority, express or implied, pursuant to this
Agreement, to bind City to any obligation whatsoever.
13. NOTICE. Communication between the Parties regarding day-to-day matters shall
occur via e-mail or telephone. For Clarification on or direction regarding day-to-day matters, the
point of contact for the City shall be Public Information Officer, Ellen Mattila. All other notices
required to be given by either of the Parties shall be in writing and be deemed communicated when
personally served, or mailed in the United States mail, addressed as follows:
CITY OF EAGLE: CONTRACTOR:
Attn: City of Eagle Carew Co.
660 East Civic Lane 2233 N. 6th St., Ste. 50
P.O. Box 1520 Boise, Idaho 83616
Eagle, ID 83616 Telephone: (208) 343-1664
Contact phone: 208-489-8790 Contact Name: Paul Carew
Contact email: emattila(a�cityofeagle.org Contact email: paul(&,carewco.net
14. COMPLIANCE WITH LAWS. Each party shall comply with all applicable
Federal, State and local laws and regulations.
15. ASSIGNMENT. This Agreement may not be assigned or delegated by either party
without prior written consent of the other party.
16. ATTORNEY'S FEES. The prevailing party in any claims or disputes arising out
of this Agreement shall be entitled to recover reasonable attorney's fees in addition to other relief
which a court of competent jurisdiction may award.
17. ENTIRE AGREEMENT. This Agreement and Exhibit(s) constitute the entire
agreement between the parties, and no representations or promises not set forth herein have been
made by either party as an inducement for entering into this Agreement. Any modification of this
SERVICES AGREEMENT-3
Agreement or additional obligation assumed by either party in connection with this Agreement
shall be binding only if in writing and signed by each party.
18. GOVERNING LAW. This Agreement will be construed in accordance with the
laws of the State of Idaho.
19. SEVERABILITY. If any part of this Agreement is held to be invalid or
unenforceable, such holding will not affect the validity or enforceability of any other part of this
Agreement so long as the remainder of the Agreement is reasonably capable of completion.
20. HEADINGS. The headings in the Agreement are inserted for convenience and
identification only and are in no way intended to describe, interpret, define, or limit the scope,
extent, or intent of this Agreement or any provision hereof.
21. EXECUTION AND FAX COPIES AND SIGNATURES. This Agreement may
be executed simultaneously in one or more counterparts, each of which shall be deemed an
original, but all of which together shall constitute one and the same instrument.
IN WITNESS WHEREOF, the parties hereto have executed this Agreement as of the date
first above written.
CITY OF EAGLE: INDEPENDENT CONTRACTOR:
4aso Pierce, Mayor Contractor
Print:
Date:
ATTEST:
Sharon K. Bergmann, City Cler', Treasurer
SERVICES AGREEMENT-4
17. ENTIRE AGREEMENT. This Agreement and Exhibit(s) constitute the entire
agreement between the parties, and no representations or promises not set forth herein have been
made by either party as an inducement for entering into this Agreement. Any modification of
this Agreement or additional obligation assumed by either party in connection with this
Agreement shall be binding only if in writing and signed by each party.
18. GOVERNING LAW. This Agreement will be construed in accordance with the
laws of the State of Idaho.
19. SEVERABILITY. If any part of this Agreement is held to be invalid or
unenforceable, such holding will not affect the validity or enforceability of any other part of this
Agreement so long as the remainder of the Agreement is reasonably capable of completion.
20. HEADINGS. The headings in the Agreement are inserted for convenience and
identification only and are in no way intended to describe, interpret, define, or limit the scope,
extent, or intent of this Agreement or any provision hereof.
21. EXECUTION AND FAX COPIES AND SIGNATURES. This Agreement
may be executed simultaneously in one or more counterparts, each of which shall be deemed an
original,but all of which together shall constitute one and the same instrument.
IN WITNESS WHEREOF,the parties hereto have executed this Agreement as of the date
first above written.
CITY OF EAGLE: INDEPENDENT CONTRACTOR:
Jason Pierce,Mayor cn1iractor
Print: Paul Carew, Carew Co.,Inc.
Date: 02/12/20
Ai i QST:
Sharon K.Bergmann,City Clerk/Treasurer
SERVICES AGREEMENT-4
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AILE F Strategic Design and
Creative Communication
Historyand ... ........................................................3-8
�us�ness H o
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AgencyS erv�ces...........................................................................................................................................................6
Project Management . ................ .......... .......... .......................................... 7
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References...............................................................................................................9-14
........................................................................................ -
Samples............................................ 16-37........................... ..............,................................
Deliverables aimp ines.......................................................... 38-73........................................................................................................
Budet........................................................................................................................... ........................
AboutCo. .................................................................. -
I<e Staff............................................................. 44-46-
Suboon t racto rs..... .......................................... ............ . .. ... ........
AgencyParticulars......................................................................................................................................... 48............... .. . ....... ..... .............. . ... ............ .•.
HISTORY AND EXPERIENCE
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But the simple truth is that we're a group of creative people who love to knock it out o►the park for our clients. We're wildly
different people,but we believe in honesty,fresh ideas,and a near-fanatical focus on getting things done.That's what we like
about each other,and that's what our clients like about us.
Our full-service agency in based in breathtaking Boise,Idaho. Full-service means that our team delivers some pretty incredible
branding,marketing,graphic design,advertising,and website design.(We also have heated discussions about breakfast spots
and hip-hop, but that's another story.)Tourism,hospitality,craft beer and wine,and colleges and universities are our areas of
expertise.
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Those two words are our north star.We're the people you call when you want a human to pick up the phone.When you want
to solve your one-of-a-kind challenges with tailored advice instead of one-size-fits-all packages.When you want to interact
with your customers as real people rather than abstract sales numbers.When you want to collaborate with a team that will
be there for the long haul.
Carew Co.was founded on June 1,2007,as a boutique agency specializing
in high creative standards and a collaborative process with our clients.We
believe that our work must have brains and beauty. Great creative isn't
enough -- it must also be strategic and make a huge difference.
Unlike many of the larger agencies in town,we are a small team working directly with our clients to achieve great things. Paul
comes from a large-agency background and worked on giant brands in NYC.After moving to Boise in 1996 and working as the
creative director of Oliver Russell, Paul felt the market needed something new — a collective of smart and talented creative
minds that work directly with clients.There are no levels of account service directors,AEs,or project managers.Instead, Paul
leads a team curated to provide the best work around through a collaborative approach that our clients appreciate.
We've retained top talent and work directly with our clients to ensure meet agreed-upon goals.Thomas,our associate creative
director, has worked at Carew Co.for over a decade.Shailey,our art director,was recruited from another agency and brings
deep agency experience to our team.We have low turnover and loyal clients who appreciate our work and client focus.
WOPK E P E NCF
2 CAREW CO ,
Our largest client base is in place branding,which is a strength and key experience for our team.We work with many
communities and regions to define their brands, including Southern Idaho Tourism, McCall Chamber of Commerce, Garden City
Visitors Bureau, Hagerman Chamber of Commerce,Twin Falls Chamber of Commerce,and Visit Concord California. For many
of these organizations,economic development and attracting new residents are primary goals.
Southern Idaho Tourism brought Roger Brooks in to consult on our tourism and place branding work — we have partnered
with him directly and are familiar with his philosophies (and also subscribe to the Destination Development website). Roger
has attended a number of board meetings and conferences for Southern Idaho Tourism.As an agency involved in tourism,we
also attend the Idaho Conference on Tourism where Roger was a keynote speaker in October.
We have worked with many businesses that are headquartered in Eagle over the years.We are very much embedded in the
community already in our client work.We've worked with TSheets before the Intuit acquisition,held the Primary Health
account when they had an Eagle office,and branded for Franco Latino restaurant(sadly no longer in business).Currently,
we work with the following businesses located in Eagle: Fidelity National Title Idaho, Container & Packaging, Lamb Weston,
Firebird Raceway,and recently branded a newly opened retail store called Zuzu's Petals.
We have over a decade of experience working in the Idaho wine industry and are an agency of record for the Idaho Wine
Commission and work to promote the Eagle Foothills AVA in the Southwestern wine region.We are the agency responsible for
the Tour Brochure that is found all over the valley.We also handle branding,marketing,and the website for Cinder,our first
official client 12+ years ago,and enjoy a great working relationship with Telaya Wine Co.as well.
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We are actively working with a real estate company on a relocation guide and have written extensive content about the City of
Eagle,things to do,and the area as a place to live.We have written a lot of content about Eagle,including a spread about the
community in the"Epic Idaho" relocation guide for Epic Realty.
View it here:ht s://www.droohox.com/s/al3n2afsbvdeiuz/E PIC RelocationG_uide Final.pdf?d1=0.
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We work for our tourism and hospitality partners in the following categories of our industry:
• Brand Strategy, Definition,and Design
a Graphic Design and Print Collateral
Website Planning and Design
o Advertising Campaigns
Marketing Planning and Campaigns
✓ Social Media Strategy, Campaigns,and Contests
WHAT WE DD FOR OUR CLIENTS
BRANDING INTERACTIVE St WE' Programmatic Display Advertising
Brand Strategy Web & Interface Design Pre-Roll Advertising
Brand Identity Content Management Systems Native Advertising
Event Branding Information Architecture Google Ad Words
Brand Implementation E-commerce Social Media Advertising
Brand Messaging Web-based Applications Retargeting
Brand Visual Language Customer Database Outdoor Advertising
Brand Discovery/Definition Social Media Strategy
Mobile Experience MARKETING
a App Design & Development Marketing Strategy & Planning
Graphic Design Analytics Reporting & Insights Marketing Consulting
Collateral Design Google Analytics &Tag Manager Inbound Marketing
Packaging Design S EO/S E M Automated Marketing
Brochure Design HubSpot Analytics & Reporting Direct Marketing
Signage Design Email Marketing
Environmental Design ADVERTISING Social Media Marketing
Print Advertising
Digital Advertising
g CAREW CO ,
PROJECt N1 N A E F., NT
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We are known for our responsiveness --- most replies are provided within an hour of receiving a message.And,even when Paul
is out of the office,he is tied in with clients and the agency. Paul prides himself on never making a promise we can't keep.We
serve clients across all U.S.time zones and internationally,so it is crucial that we remain organized and plan ahead.
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We use Basecamp to schedule our project timelines;assign work,and keep our team
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on track.It is our master calendar and knowledge base for the work we do.
Our designers are trained on every brand and cross-trained in all marketing and advertising tactics.This means that anyone on
the team can fill in on any project at any time.We've found that this is the best way to handle emergency requests.We support
each other,and this has been our recipe for success.
Paul worked at an agency in NYC with over 800 employees and an agency in Boise that grew from a dozen to 45 employees in
three years.After seeing how these agencies operated,we decided Carew Co.should be more client focused.After all,the size
of an agency does not dictate the size of the team doing the work.When in NYC, Paul worked on the New Balance and Volvo
teams. Both of these teams numbered fewer than 10 people day-to-day.Our team is dedicated to our clients and the work we
promise.
Our best work comes from working collaboratively with clients who are invested in the process and the outcome.We see our
clients as integral to the success of every engagement and feel that a direct connection between our creative team and clients
is crucial.After seeing important client feedback get lost in translation from layers of account service and structure,we built
Carew Co.as a powerhouse collective of creatives lead by one who understands business goals and creativity.This has been a
major differentiator for the agency and the reason why we are chosen by so many organizations.
REFERENCES
CAREW CO .
E� � •�E� � ry '` Strategic Design and
Creative Communication
ENGAGEMENT NAME
Twin Falls Chamber of Commerce and Southern Idaho Tourism
DESCRIPTION OF THE ENGAGEMENT
Carew Co.has worked with Southern Idaho Tourism and the Twin Falls Chamber of Commerce for over five years as the agency
of record for both organizations.Our role is to promote tourism,livability,and economic development for the region.
SERVICES PROVIDED
We handle the brand strategy,campaign development,marketing,advertising,media buying,inbound marketing,email
marketing,digital display advertising,native advertising,scriptwriting,video production/editing,content generation,social
media marketing and contests,and website design and development.
We have been the agency of record for Twin Falls Chamber of Commerce for more than four years.We designed the website
and its print advertising and handle any other messaging and materials else the organization needs.
CONTACT
Shawn Barigar, President&CEO of the Twin Falls Chamber of Commerce Mayor of Twin Falls,Idaho Travel Council Member
Phone:(208) 733-3974
Email: Shawn@TwinFallsChamber.com
"Paul and his team serve as the agency of record for Southern Idaho Tourism, the tourism
marketing organization for seven counties in South-Central Idaho. As President & CEO of the
Twin Falls Area Chamber of Commerce, I work closely with Southern Idaho Tourism and Carew
Co.to showcase the authentic tourism experiences in the Twin Falls area. Carew Co.has led
strategic planning for the organization and has executed effective marketing projects to drive an
increase in tourist visits and increased lodging stays in our region."
Shawn Barigar
Lc.
rte/
December 23, 2019
I am pleased to offer this letter of recommendation for Carew Co. in their proposal to provide marketing and
advertising services to the City of Eagle.
Paul and his team serve as the agency of record for Southern Idaho Tourism, the tourism marketing
organization for seven counties in South-Central Idaho.As President& CEO of the Twin Falls Area Chamber
of Commerce, I work closely with Southern Idaho Tourism and Carew Co. to showcase the authentic tourism
experiences in the Twin Falls area. Carew Co. has led strategic planning for the organization and has
executed effective marketing projects to drive an increase in tourist visits and increased lodging stays in our
region.
The Chamber has also utilized Carew Co.for a refreshing of our branding and website presence as well as
development of print ads that we use to promote our Twin Falls Visitor Center and the Chamber of Commerce
as a whole. The team provides innovative solutions for our marketing needs, tracks the effectiveness of our
marketing, and is easy to work with.
I also serve as the Region 4 representative on the Idaho Travel Council and am impressed with Carew Co.'s
active participation in Idaho's tourism industry through the various programs, events, and activities of Idaho
Tourism and destination marketing organizations around the state.
Carew Co. has been and continues to be a key partner in promoting the hospitality and tourism industry in
Idaho. I would highly recommend them to serve your needs at the City of Eagle. Should you have further
questions, feel free to contact me at 208-733-3974 or email shawn@twinfallschamber.com.
Sincerely,
Shawn Barigar
President/CEO
2015 Neilsen Point Place,Suite 100 Twin Falls,Idaho 83301 (208)733-3974
(208)733-9216 info@winfa'ischamber.com
4CO CAREW CO .
FH Strategic Design and
Creative Communication
ENGAGEMENT NAME
Snake River Farms
DESCRIPTION OF THE ENGAGEMENT
Our work with Snake River Farms has transformed the company's brand.Our work for this high-end beef and pork line is the
result of a long-term relationship with Director of Marketing and E-commerce Dave Yasuda;so far,we have produced five bi-
annual catalogs(and counting).We manage the entire process,from writing and art direction to photo and design.
We have helped SRF connect with consumers by developing The Kitchen,a tutorial library on the Snake River Farms website
that walks cooks through processes like reverse searing a ribeye.Currently,we're hard at work on the Snake River Farms
Story,a piece featuring lush photography and a combination of marketing messaging and narrative storytelling.This project
communicates SRF's company values and will live on the website and be used in advertising campaigns.
SERVICES PROVIDED
Art direction,copywriting,photography,design.
CONTACT
Dave Yasuda, Director of Marketing, Ecommerce
Phone:(208) 338-2515
Email: Dave.Yasuda@agribeef.com
"I highly recommend Carew Co.for amazing marketing communications. I've worked with Paul
and his team at Carew Co. since he founded the agency and have had consistently successful
results."
Dave Yasuda
SRC Iii &
SNAKE RIVER FARMS. DOUBLE RRANCW
October 23, 2019
To Potential Carew Co. Clients,
I highly recommend Carew Co. for amazing marketing communications. I've worked with Paul and
his team at Carew Co. since he founded the agency and have had consistently successful results. Paul
is a strategic thinker and an excellent designer, which combines to create outstanding marketing
solutions.
Although I work in ecommerce, we produce a popular print catalog that is mailed twice a year.
Carew Co. has produced five of our catalogs and the results and process have continued to improve
over time. Paul and his team work to understand a brand and his thoughtful insight has helped us
streamline the process and to better represent Snake River Farms.
Dave Yasuda
Director of Marketing, Ecommerce
Snake River Farms
(208) 338-2515
Dave.Yasuda@agribeef.com
CAREW CO .
Strategic Design and
Creative Communication
ENGAGEMENT NAME
Garden City Visitors Bureau
DESCRIPTION OF THE ENGAGEMENT
Carew Co.was hired as the agency to bring this new organization to market.Working with the board of directors,local
business owners,and councilmembers from Garden City,we were able to develop an amazing brand for the most up-and-
coming part of the Treasure Valley.
SERVICES PROVIDED
We developed the brand platform,target audience personas,brand identity,tagline,and website for the Garden City Visitors
Bureau.
CONTACT
Pam Beaumont, President,Garden City Visitors Bureau
Phone: (208) 853-6732
Email: PBeaumont730@gmail.com
"Carew Co.was our first choice to create new branding, logos, marketing and advertising
materials for us,and we definitely made the right decision.We have been impressed all along by
their response to our needs,their creativity,and their attention to details.We look forward to
utilizing their many talents in our future projects."
Pam Beaumont
CAREW CO .
Strategic Design and
Creative Communication
ENGAGEMENT NAME
McMillen Jacobs Associates
DESCRIPTION OF THE ENGAGEMENT
McMillen Jacobs Engineering was one of Carew Co.'s first clients.We've enjoyed an incredible relationship for over 12 years
as their agency of record.
SERVICES PROVIDED
Carew Co.has handled branding,brand identity,campaign development,marketing,advertising,email marketing,tradeshow
and event branding,social media support,and website design and development.
CONTACT
Marissa Emmons,Vice President, Business Development& Strategy
Phone: (208) 342-4212 x 316
Email: MarissaEmmons@ MC MJAC.com
"I have worked with Carew Co for almost and 10 years and in that time they have completed
three branded websites, countless conferences, and developed numerous campaigns for
advertisement and print collateral for McMillen (dba McMillen Jacobs Associates). Work with
their talented team is always a pleasure as they listen, ask the right questions,and help guide you
in the right direction.
Paul Carew and his team have helped us transition our brand from a local small firm of 15 to an
international firm of over 400 employees in four countries. As we have grown and transitioned
Carew Co has been instrumental in developing new content whether it be an ad placement or
pushing out a new campaign for additional services. They have the ability, which is not the norm,
to hear what I want to achieve and then bring that to life. I can say with confidence the material
they develop always makes the impact we needed at each stage of our company growth. It is a
pleasure to work with Paul Crew and his team and I would not hesitate to recommend for any
branding, marketing, or advertising projects."
Marissa Emmons
SAMPLES OF OUR WORK
R E
GARpENCITY
CLIENT: Garden City Visitors Bureau
PROJ ECT: Brand Definition, Logo,and Website
We recently developed the brand platform,brand identity,and a tagline for a newly formed visitors bureau for Garden City.
Developing a tagline was a difficult challenge as Garden City is a unique place with a ton of unique history.We wanted to
distinguish Garden City as a destination tha is a bit different and a reflection of the feeling when one is in the GC;the result
is"An Oasis From Ordinary."
HOW WE DERIVED THE DESIGN
As with any branding project,we started with a kickoff meeting, research,and a survey. It was very clear in our research and
brand development that Garden City has a bit of a stigma to overcome. Given the situation,we focused on the positives to tell
the newly emerging story of the thriving art community,new residential development and future construction plans,the surf
wave on the Boise River,and the success of breweries,wineries,and cideries.
Through a conversation with our clients and brand discovery session,we were able to develop a brand platform,including
the tagline that informed our work:"An Oasis From Ordinary."With this foundational work under our belts,our design
team went to work.We spent about a week brains arming,sketching,and spit balling ideas as a group.Of the 50+ sketches
that were developed,we narrowed our focus to seven ideas that we felt were worth exploring.We spent a few days exploring
the typography,color,and layout on the computer.We met again as a group and narrowed it to the most successful logos
and ended up with five for the initial client presentation.We spent the remainder of the second week refining the logos,and
exploring mood boards that showed the additional graphic elements for each concept.
The logo that stuck was one that was representative of the many aspects that make Garden Ci y a unique place and
landmarks that define the place.The final logo is fun,expressive,and captures the essence of the place.Once the logo was
completed,we were able to get to work on a website design — our chance o combine the logo with photos,video and
interactivity.
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CAREW CO
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THE CAR PARK
CLIENT:The Car Park
PROJECT: Logo and Design Style Guidelines
When this national parking management chose Carew Co to help rebrand the organization,we became their agency of record
and enjoy a relationship 5+years later.We help the organization with marketing,advertising,signage,proposals,and any
other projects they need an agency to help with.We have developed alternate brands for specific projects they are involved in
throughout the country (example: Park On Call or the Port of Tampa parking authority).
You may view The Car Park Brand Design Guidelines here:
httas://www.droobox.com/s/acl4vrvcd0ishwd/CarPark branddefinition.odf?d1=0
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CLIENT: Epic Realty
PROJECT: Idaho Relocation Guide
Epic Realty needed an agency to design a relocation guide called"Epic Idaho"that they wish to produce each quarter to
include seasonal content. We designed and wrote all of the content for the publication including write ups of specific cities
and locations to live (including Eagle),content about local services,demographics,and schools,and four original articles as
content for the guide.
View the Epic Idaho relocation guide here:
httos://www.droobox.corn/s/al3n2afsbvdeiuz/E PIC RelocationGuide Final.odf?dl=0
/ RELOCATION GUIDE
A ,Class All Its Own
The Treasure Valley is home to several
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separates itself from all the others: Eagle,
Idaho.Whereas most of the suburbs of
Boise sit on the valley floor, Eagle is nestled
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11:01:11111611111t„ other cities,water play is confined to local
parks and subdivisions,while Eagle has
the Boise River running through it and a
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Stylish,Small-Town Appeal today. Smart city planning has allowed for Eagle to maintain
Tucked away in the corner of the Valley, up against the Boise its character while catering to the needs of the growing
foothills and along the Boise River,you'll find the charming population.
town of Eagle.
The biggest appeal of Eagle is the small-town feel,especially
There is a lot of history to the town of Eagle,dating back to in the historic downtown area.Old-style streetlights line
the 1860s. Several of the historic buildings in the downtown the downtown corridor,which boasts restaurants,specialty
area date back to the early 1900s,giving Eagle its allure and boutiques,and some great places to meet up with friends for
old-town feel.What was once belittled as a swamp area in the happy hour.
1970s is now home to some of the most expensive riverfront The older part of Eagle showcases mature,treelined
properties in Southwest Idaho. streets;homes on large lots;and beautiful,family-friendly
neighborhoods and parks.As Eagle continues to grow, more
Eagle has come a long way,growing from a town of just 350 first-class dining establishments,housing developments, retail
residents when it was incorporated in 1971 to almost 30,000 shops,and healthcare facilities have given people even more
reason to make Eagle home.
3 CAREW CO ,
.., MPLES
boise
CLIENT: Boise Centre/ Front 8 Centre
PROJECT: Brand Development, Print Collateral
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We developed the Front,, Centre name for the food and beverage department of Boise Centre,brand identity, brand story,
messaging,and designed a catering menu for the organization.The name is a reference to the location,but also includes a
creative twist — it includes an inherent service message.
View the publication here:
httos://www.droabox.corn/s/mvlocb3o507to/BC CaterinaMenu Final.ndf?d1=0
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SNAKE RIVER FARMS.
CLIENT:Snake River Farms
PROJECT: Print Collateral
Snake River Farms is a premium brand owned by Agri Beef,a longtime Boise company known for working with Western
ranchers to provide some of the best beef in the country.Over the years,under the uber-connected influence of Marketing
Manager Dave Yasuda,top chefs(including top chefs who have actually been on"Top Chef") have begun to rely on Snake
River Farms for its outstanding quality.We love eating - and we love Dave - so we jumped at the chance to work on the
Snake River Farms catalog.We've worked with the company for multiple seasons on each catalog's photography,layout,and
copy.The catalog comes out in the early summer,just in time for Father's Day,and in the fall.The holiday season is the biggest
selling time of the year for Snake River Farms.
View the 2019 Holiday Gift Guide here:
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CLIENT:The Grove Plaza/CCDC
PROJ ECT: Logo
We worked with Capital City Development Corporation to brand"Boise's living room."The Grove Plaza is the epicenter of
downtown Boise.This hub of activity is known for its famous fountain,as a party spot for Alive After Five,or as a place to
relax or enjoy an outdoor lunch.Yet The Grove Plaza lacked an identity as a public space and was often confused with The
Grove Hotel and Boise Centre (formerly called the Boise Centre on The Grove).The general public knew the area but didn't
identify the words The Grove Plaza as a place because it had never had a formal name or brand.
We designed an iconic brand for The Grove Plaza that features its beloved fountain as the main image.The design uses an
authentic slab-serif typeface and a fun,modern-deco illustration of the fountain to reflect this friendly Boise gathering place.
In addition,we programmed a mobile-optimized BrickFinder,which allows people to locate where their personalized bricks can
be found on The Grove Plaza.
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SAMPLES Strategic Design and
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IDAHO WINE
COMMISSION
CLIENT: Idaho Wine Commission/Camp Vino
PROJECT: Logo
We are the design agency of record for the Idaho Wine Commission.We handle their printed Tour Brochure,other design work
for Savor Idaho,and collateral for other events put on by the commission. Most recently,we branded an event called"Camp
Vino"which was an exclusive high-touch educational wine tour for a VIP group.
We also design the Idaho Wine Commission Tour Guide.View the 2020 version here:
httas://www.dronbox.com/s/3zh2ailusllosar/IWC TourBrochure 2020 FINAL.odf?dl-0
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CLIENT:2015 Basque Soccer Friendly
PROJ ECT: Logo
In conjunction with Jaialdi 2015, Boise's largest cultural event,we handled the branding,advertising,marketing,social
media,merchandise, retail store branding,event signage,and the website for the Basque Soccer Friendly.The friendly was a
invitational match between Athletic Club Bilbao and Club Tijuana Xoloitzcuintles de Caliente.
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McCall
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CLIENT: McCall Chamber of Commerce
URL:https://visitmccal Lorg/
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; •-:. ; * 7'12.1, ,;• ' ^-;"' •T. • • ,; ! ;When we were tasked with revamping the McCall Chamber of Commerce website,our task was simple:Give visitors new ways
and opportunities to be loyal to this iconic area.To do that,we had to better reflect the feel of the McCall area.We created a
fresh and inviting design that incorporates illustrated green trees,blue typeface that echoes the hues of the lake,and organic
orange patterns as highlights.Arrows that indicate calls to action have an almost summer camp-like feel to them,but are
balanced with a mix of traditional serif fonts and sans serif highlights.
The site interface is very compact and allows for one-click navigation from any point in the online experience.For good
usability,the navigation is fixed-position,which especially helps on mobile and avoids annoying scroll-down-and-then-back-up
issues.Search is even simpler and more intuitive now and encompasses the entire site and the member directory of businesses.
We also had to better reflect the area's year-round opportunities in our design.The new website serves both as a tourism hub
for Visit McCall and as a portal for the McCall Area Chamber of Commerce&Visitors Bureau.It was important to feature
local events and seasonal opportunities throughout.
We made it easier to plan a trip by incorporating a functional,seasonal"compass."Simply choose a season,and the compass
automatically redirects and repopulates the trip planning section of the site with suggested activities and calendar events.
We made it simple for prospective chamber members to join and for existing chambers to build and edit their business profiles.
A password-protected portal gives members easy access to their own information - no submitting requests or changes. Plus,
members can offer special incentives to other chamber members. Businesses and organizations can also now share their events
within minutes thanks to an easy-to-use submission form that populates the area calendar.We placed banner ad opportunities
throughout the site so chamber members can purchase ad space and choose their own placements.
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SAMPLES
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GARDEN
CLIENT: Idaho Botanical Garden
UR L: https://idahobotanicalgarden.org/
A lot has changed in the eight years since the Idaho Botanical Garden last revamped its website. Its Outlaw Field Summer
Concert Series has grown in ambition and size and now regularly attract thousands of eager music lovers.The website we
created under the leadership of Carew Co.vet Thomas Walsh is lovely, intuitive,and can be used on mobile devices -- an
absolute must as membership and attendance grows.
The visuals are clean and feature gorgeous photos of the attractions that draw people to the garden in the first place:dazzling
colors, family events,art,and education opportunities for all ages. Content has been consolidated to core features and events,
such as weddings and concerts,while providing gentle prompts about support and membership opportunities.An FAQ page
serves as a handy guide to additional information.
It's much easier to find information quickly,too,which was important to the garden's staff and board.We boosted the site's
keyword search to make it easier for users to interact and discover what they need in seconds.
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CLIENT: Zoo Boise
URL:https://zooboise.org/
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It was an important goal of our team to reflect the atmosphere of the space and exhibits,as well as the dedication to
conservation and education that is an integral to Zoo Boise's mission.We accomplished many upgrades to the site,including a
"Featured Creatures"slider on the Homepage,a robust Events Calendar,and a digital version of the Daily Conservation Voting.
Great clients are also a key to doing our best work — in this case,we were extremely fortunate to have an excellent team to
work with at Zoo Boise.
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DELIVERABLES AND TIMELINE
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Our first order of business would be a planning session and kickoff meeting with any decision makers from The City of Eagle.
This is a crucial step in understanding the key roles of you team,decision making process,goals,objectives,and expectations
of the organization. In this session,we'd discuss the brand,mission,and vision and discuss the future of the brand.We'll also
identify any long-term goals for the organization so we can exceed them.
We would immediately jump into a research phase.This will allow us to do a deep dive into competitors and the'r messaging.
Our research will help us determine what others are doing and the messaging and strategies we should employ to ensure the
City of Eagle is differentiated through the main points of different.
The next step in our process is that our team of four designers gets to work on the brainstorming and concept development on
initial logo concepts. Simultaneously,our copywriters and brand strategists are hard at work on a brand platform,positioning
statements,and taglines.We will present our work two weeks after our kickoff meeting and expect to receive any feedback and
direction from the decision makers. In the initial round,we typically present 3-5 options and each option will include a mood
board (or style guide as referred to in the REP).
N R.EF.INEME,'ji
With the feedback and direction in hand,we will move into a round of refinement for the logo,brand platform,and additional
elements of the visual language.We will spend another two weeks refining and preparing for a presentation of the revised
concepts.We will once again request your comments in order to move into the final round of design.
FIS -'_:_r_? N . ' R.,V
We will finalize the logo and request your approval to finalize the brand platform. We will handle final production of the logo
and provide the files in CMYK, RGB, Black,White,and Web color profiles in file formats including:AI, EPS,JPG, PNG,and
SVG.We will share the final logo files with the City of Eagle once completed.
�O CAREW CO .
DELTA = RA LES & TI E Strategic Design and
Creative Communication
BRAND DESIGN GUIDELINES
We will develop design guidelines for how to use The City of Eagle logo and brand elements.This document will outline
typography,color profiles,elements of the visual language,brand definition,and logo usage.This will allow us to provide all of
our creative exploration and finalize the brand guidelines.
PROJECT DELIVERABLES
• Logo in various formats(horizontal,vertical,with tagline,and any other versions that are developed)
• Brand design guidelines that outlines typography,color,logo usage,graphic elements,brand definition,and tagline
• Any additional conceptual and strategic thinking about the brand
TMELNE
CAREW
CO .
7 , . :.1-
Week
0 The City of Eagle selects Carew Co as the agency partner for this work.
Week 1 Kickoff and planning meeting,research
Week 2 &3 Concept development, brainstorming, initial client presentation
Week 4 & 5 Revision of concepts,definition of additional brand elements,mood board,brand visual language,
client presentation of revised concepts
Week 6 Final client presentation,client approval,final production and delivery of files
Week 7 &8 Brand design guidelines document developed and shared with client
Weel< 9 Finalize brand design guidelines
3 CAREW C
BUDGET 1
•„ 12 re. J1'Sr3
l E R V T{,.E,
Concept Development/ Research $3,250.00
Graphic Design/ Refinement $2,650.00
Graphic Production of Creative Assets & Style guide $1,250.00
Project Management/ Meetings/ Presentations $1,050.00
Copywriting $1,350.00
Photography .$CLIENT
TOTAL: $9,550.00
Photography/ Photo Shoots $T6 D
Website Hosting / Domain Names/ E-commerce $CLIENT
Additional Creative Services & Consulting $150/H R
*Our clients are responsible for any and all hard costs of web hosting,domain name purchases,and any printing or media costs.We prefer help our clients
avoid the typical agency mark-ups that are industry standard.
NOTE:The prices listed in this proposal are good for 30 days.
ABOUT THE AGENCY
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PAUL CAREW
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PR-
1
Designing for"print+ web"comes naturally to Paul,as he has held positions in
OP. many segments of the creative industry. Paul was previously creative director at
Oliver Russell, a brand marketing agency. Paul helped the agency enter the interactive
,, design scene in the mid-'90s,when he discovered his infatuation with all things digital.
During his decade-long tenure, Paul performed strategic planning, creative direction,
10.
design,and oversaw interactive work as a part of cross-media campaigns.
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For over 25 years, Paul's creative work has included brand identity,website design,
packaging, advertising,email and direct marketing. Clients have included A&W Root
Beer,Volvo, Albertsons, Health Rider, Charles Schwab, Hilton /Interstate Hotels,
Idaho Shakespeare Festival, Cinder wines, and CS H QA. Paul's tourism-specific
experience includes: Southern Idaho Tourism, McCall Chamber of Commerce, Idaho
RV Campgrounds Association, Garden City Visitors Bureau, Hagerman Chamber of
Commerce,Twin Falls Chamber of Commerce, Idaho Wine Commission,and Visit
Concord California. In addition to corporate clients, Paul has helped many non-profit
organizations such as: Ballet Idaho, Camp Rainbow Gold, Idaho Humane Society,
The Children's Home Society of Idaho,and Wassmuth Center for Human Rights.
Carew began his career in New York City, serving as art director for Messner Vetere
Berger McNamee & Schmetterer. He is a graduate of Tyler School of Art and has
received numerous awards for his designs, including recognition by Print Magazine.
Paul is the Founding President of the Idaho chapter of the American Institute
of Graphic Artists (RIGA).The organization is focused on education,ethics, and
promoting the value of visual communications.
Paul and his wife, Lisa McGrath, own the clothing and goods store Wear Boise. He
has taught graphic design over the years at Boise State University and continues to be
very involved in the program. Paul is a former board member For the Better Business
Bureau of the Snake River Region, Creative Good Auction, and his agency is a former
corporate pillar for the Women's and Children's Alliance.
CAREW C (L
KEY STAFF
TIS A ALs:
' A r P . T. E
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As an Idaho native,Thomas spent many years searching for a creative outlet — and for the past
Is* several years he's been proving that a Southern Idaho kid can make it as an artist_Thomas is a
graduate of Boise State University with a BFA in Graphic Design. He's been a member of AIGA
since 2007,and participated in Mixed Mentor for two years while on the board for the student
group in 2009-10.Thomas celebrates a decade at Carew Co in 2020.
Thomas contributes his talents and volunteers with Make-A-Wish Foundation,Second Chance
Building Materials Center, Recycled Art Show, Iron Man Triathlon and Idaho Shakespeare
Festival.Thomas is inspired by typography, photography, printmaking,and pottery. He's a film
fanatic,and is especially interested with how typography works with the theme of a film's
credits.
Thomas is true to the blue and hasn't missed a BSU football game in years.Thomas and his
wife spend their free time chasing their children,7-year-old Asher and 4-year-old Kadance.
. - Shailey is one of those incredible people who stumbled upon her talent in design–she took a
class on a whim during college and found her true calling.A native of Idaho's Magic Valley,
Shailey went to Boise State University and graduated in 2013 with a BFA in graphic design
and a minor in business. Since then,she's done work for the Nature Conservancy,the Idaho
Steelheads,and White Cloud Analytics. She was drawn to Carew Co..because of the variety of
projects and clients available — she's especially excited about working with start-ups that are
just building their brands. Shailey's range of work encompasses everything from loose styles to
solid corporate designs.
Shailey is a snowboarder,camping enthusiast,and collector of trinkets and"weird junk." She
lives in Boise with her roommate and her cat, Lou.
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AARON 4A '
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,,,,,o/Lc . rAaron is a master of making something from nothing.Well,almost nothing. His sweet spot is
'" \t,,,, ,' creating brands from the ground up — thinking big while paying attention to the tiniest details,
and ending with something tangible that's built to last.Aaron is an entrepreneur himself and
loves to innovate and create products like his mountain bike frame protection kits.
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Aaron lives in Boise in an apartment with one too many bikes. In his free time,you can find
him having adventures outdoors.
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Julie is part of Carew Co.'s posse. She's a full-time independent contractor who has partnered
with Carew Co.on projects big and small,from branding to advertising to content,since 2013.
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Julie started her career in at the Idaho Statesman and eventually transitioned
journalismY
ar,:
, ,, IN- • r "0� ' ,� to public relations work with Boise State University and Red Sky. She served as the lead
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'• 'b. 1G copywriter for the Scentsy brand before making her solo move.
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Julie is an enthusiastic traveler,eater,and lover of Atlanta, Idaho,where she and her husband
have a cabin.When the snow gets to high to make the trip to the mountains,she can be found at
home in Boise with her two dogs and three obnoxious chickens.
Services Provided: Brand Messaging & Strategy,Advertising Copywriting,Copyediting,
Proofreading
STATUS
Full-time Independent Contractor (on retainer). She is contractually bound and has signed an
N DA with Carew Co to ensure confidentiality with all matters.
EMPLOYEE IDENTIFICATION NUMBE
27-1443203
ADDRESS
1818 N 10th Street
Boise,ID 83702
.1 ) CAREW .' .`� � �' � �?r�[ � .J � � '' ' -
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PAYMENT ADDRESS
Carew Co.,Inc
223 N.6th Street,Suite 50
Boise,Idaho 83702
Phone Number: (208) 3434664
Email:paul@carewco.net
EMPLOYER IDENTIFICATION NUMBER
274443203
AGREEMENTS & CONTRACTS
We have a simple Agreement for any work we do that also includes a statement of ownership of work.We are working on
behalf of our clients,so our work product is yours to own.We even have a specific Transfer of Ownership document that was
drafted by our attorney to assign the intellectual property to our clients.
W-9 Fa CAREWCO
Strategtc Destgn and
Creative Communication
Form W.9Request for Taxpayer Give Form to the
(Rev.December 201 4) requester.Da not
� „�tof�T�8�,
Identification Number and Certificationsend to the IRS.
Internal Revalue Service
I Name(as shown on your income tax return).Name is requiredon this Pine;do not leave this line bank.
Paul Carew
N 2 Business nem/disregarded entity name,if different fromabove
g Carew Co.
3 Check appropriate box fi�federal tax ClassE�Catio�r.�pcheck only one o�the following seven boxes: 4 Exenipdons :..� only to
❑IndlvkfuaVsole proprietor or ❑ C Corporation �S Corporation 0 Partnership []Trust/estate
,�certain page not � ������ �
• c single-member!LC
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[�Limited liability company.Enter the tax classification(C=C corporation,S=S corporation,P-partnership)► Exempt payee code(if arty)
L. Exemption from FATCA reporting
o Nolo.Fora LLC that is disregarded,do not check LLC;check the appropriate box ire the line above for
c the nuc t eatOrt of the single-member owner. code(if any)
��� j Other(see instructions)► f to accounts maintained outside the U.S.)
, 5 Address(number,street,and apt,or suite no.) Requester's name and address(optional)
a 223N.6thStreet,SuiteSO
6 City,state,and ZIP code
0 Boise,Idaho 83702
7 List account number(s)here(optional}
Part I Taxpayer Identification Number(TIN)
Enter your TIN in the appropriate box.The TIN provided must match the name given on line I to avoid Social security number
backup withholding.For individuals,this is generally your social security number(SSN).However,for a
resident alien,sole proprietor,or disregarded entity,see the Part Instructions on page 3.For other - -
entities,it is your employer identification number(EIN).If you do not have a number,see How to get a
TIN on page 3. or
....
Note.If the account is in more than one name,see the instructions for line 1 and the chart on page 4 for I Employer identification number
1
guidelines on whose number to enter.
27 - 1443202
Part Certification
Under penalties of perjury,Icertify that: ..
1. The number shown on this form is my correct taxpayer identification number(or I am waiting for a number to be issued to me);and
2. I am not subject to backup withholding because:(a)I am exempt from backup withholding,or(b)l have not been notified by the Interna!Revenue
Service(IRS)that I am subject to backup withholding as a result of a faflure to report all interest or dividends,or(c)the IRS has notified me that I am
no longer subject to backup withholding;and
3. I am a U.S.citizen or other U.S.person(defined below);and
4.The FATCA code(s)entered on this form(If any)indicating that I am exempt from FATCA reporting is correct.
Certification instructions.You must cross out item 2 above if you have been notified by the IRS that you are currently subject to backup withholding
because you have failed to repot all interest and dividends on your tax return.For real estate transactions,Item 2 does not apply.For mortgage
interest paid,acquisition or abandonment of secured property,cancellation of debt,contributions to an Individual retirement arrangement{IRA},and
generally,payments other than interest and dividends,you are not required to sign the certification,but you must provide your correct TIN.See the
instructions on
page
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Here us.personP. � �°'/' Oate 10/25/1 9
General instructions •Form 1098(home mortgage Interest),1098-E(student loan interest),10984
(tuition)
Seclion references are to the Internal Revenue Code orrises otherwise noted. •Form 1099-C(canceled debt)
Future developments.Information about developments affecting Form W-9(sudi •Form 1099-A(acquttIon or abandonment of secured property)
as legislation enacted after we release It)Is at www.irs.gov/fw9.
Use Form W4 only If you are a U.S.person(nduding a resident ellen),to
Purpose of Form provide your comet TIN.
An Individual or entity(Form W-8 reqs who 1s requited to fib an information ffffu do not return Form W-9 to the requester with a TIN,you might be subject
return with the IF must amain your correct taxpayer identHication numbargliA to backup withholding.See What is backup wittacordtnga on page 2.
which may be your social security number Ind Idenefication By signing the fihIedout form,you:
minter h1,adoption taxpayer idvnaCstm minter(A1114),or ernpbyar .Certify that the TIN you are giving is oairect(or you are wetting for a number
idernffication number fit*do tart on en Informatbn return the anatat paid to to be issued},
you,
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other �ry�� � Exampls
of�� Certify that you are not subject to backup withholding,2.Ceng,of
•Form 1099-INT(interest earned or paid) 3.Claim exemption from backup wihhokling if you are a U.S.exempt payed.If
a U.S.
•Form 1099-DIV(dnride�rda,including those from stocks or mutual funds) applicable,youaa�alsoto � •=.�• your allocable share of
+e�11art�rs*incomefrom .3.certihring that bade or• :_ :.::_is not stabled to the
•Form 1098-MISC(various types of income,prizes,awards,or gross proceeds) withholdittg tex on fist of offecilvely connected Income.and
•Form 108848(stock or mutual fund sales and certain other transactions by 4.C.rslfy Pot FATCA code(s)enUared on this*inn(#any)ideating you we
brokers) exempt from the MICA rsporr , rrmd Seg What is FATCA wading?on
•Form 1099-S(proceeds from rel estate transactions) page 2 for1uvttrirdormedcn,
•Form 7099-K(merchant card and third party network transactions)
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