Larimer & Co._SIB Brand Proposal RFP#19-07-02_Page by Page Version

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In 1920, Harvey Baker Graves, a private investor, purchased a 2.26 square- mile tract of land for development as a tourist resort. He named it “Sunny Isles: The Venice of America” and it was known as North Miami Beach until 1931. For the last 100 years, one constant in the City of Sunny Isles Beach has been multiple developers’ quest to explore, expand and redefine its horizons. The City of Sunny Isles Beach possesses this same ambition. In 1920, it consisted of white sand beaches and a single hotel. Today, it encompasses a 2.26 square-mile stretch lined with luxury real estate and hotel brands such as The Ritz-Carlton Residences, Acqualina Resort & Spa, Porsche Design, Regalia and Armani Casa, just to name a few. These properties are transforming the area into a world-class destination for tourists and residents alike. At Larimer & Co., we know your target consumer’s perspective will be a critical influencer in developing the right identity for optimizing the equity of the City of Sunny Isles Beach. How do they perceive the brand? Does your brand’s perception vary when the name is attached to residential living vs. visitors staying in luxury hotels? How do they select your destination as a place to call home, or a place to visit with their families? How does the City of Sunny Isles stand out vis-à-vis your competition? Our team at Larimer & Co. will work with key community stakeholders to conduct a series of formal and informal research over a period of up to 12 months to help determine perceptions and define how the City’s brand should be positioned for the future. At the conclusion of stakeholder interviews, we will provide a strategic assessment and recommended market positioning that will pave the way for brand and identity development. In this assessment, we will propose a new vision and mission statement that will be strategically driven and creatively inspired. 5