Marketing, Brand Identity and Graphic Design Services Qualifications Report to the

VISIGRAF Communications and Design

Marin County Transit District

February 20, 2007

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Contents

Cover Letter/Introduction iv

Statement of Qualifications 1

Project Understanding and Approach 1

The Visigraf Project Team 2

Resume: Sharon Skolnick-Bagnoli 3

Resume: Bruce R. Bagnoli 4

Work Plan 5

Marketing Strategy Report 6

Timely Project Delivery 7

Hourly Fee 7

Professional References 7

Contract Compliance 7

Brand Naming Suggestions 8

Visigraf Design Portfolio* 11

Qualifications Report: Marketing, Brand Identity and Graphic Design

* In the Visigraf Portfolio Section, minor nonsubstantive changes and/or additions were made after 2/20/07 (pages 14, 15, 16, 19, and 20).

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February 20, 2007

Marin County Transit District3501 Civic Center DriveSan Rafael, CA 94913

To the MCTD Directors and Planning Manager:

Visigraf Communications and Design is very much interested in helping to bring the Marin County Transit District (MCTD) into high visibility. We believe that we are in a unique position to do justice to your bus line graphics project, as we make our homes in Marin County and are frequent users of public transportation.

Visigraf’s graphic design, brand naming, marketing, and technical skills are complimented by a highly developed awareness of the manifold and diverse facets of Marin County. I am the author of Dreams of Tamalpais, and have an enduring connection with the mountain and this area of the world. My colleague and design partner, Bruce Bagnoli, chairs the Media Access Advisory Committee to the Marin Telecommunications Agency, a volunteer civic organization instrumental in launching plans for the forthcoming Community Media Center. Both of us care deeply about this unique community and want the best for its residents. An omnibus fleet with its own Marin County identity will be a source of pride to Marinites for decades to come. It would be an honor to have the opportunity to help define MCTD’s public identity.

We are eager to jump in and create a distinctive and appropriate public brand for the MCTD transit line, integrating a memorable name with a distinctive logo. We can envision applications including bus shelter/bus stop signage, maps and schedules, promotional pullout sections in newspapers, brochures and flyers, website, local TV and radio public service announcements and programs, and a bilingual newsletter or magazine. Visigraf has the skills and track record to develop all of these.

The scope of your project has intrigued me since I first heard about it and attended an informational meeting at Whistlestop in San Rafael. That you are actualizing your vision is impressive. I am pleased to offer the design, naming, and marketing assistance of Visigraf as MCTD moves to the next level. We are reliable, responsive, and skilled. If selected, we will do a beautiful job. I look forward to hearing from you.

Sincerely,

Sharon Skolnick-Bagnoli, m.ed, b.id.

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statement of qualificationsFrom its inception, Visigraf has aimed to understand the needs, priori-ties and project vision of each client.

Using our extensive range of skills, we analyze facts, gather resources and synthesize ideas to arrive with the client at a core concept. We then apply appropriate design and production processes to bring that con-cept into final form for maximum impact and real world functionality.

Because we are Marin County based and excited about the forthcoming appearance of a dedicated transit line for the County, we will add pas-sion to reason in coming up with the optimum logo, name, and look for Marin’s new bus line.

project understanding and approach

This is no ordinary project.

Unlike a commercial identity, a public bus line brand is not meant to push a service or sell a product. It is an icon, part of the landscape and the public commons. What ends up on the skins of Marin’s busses will imprint on riders and drivers alike and stay visible for innumerable years, a rolling focal point of Marin County life.

We understand the importance of this project and will give it our best. Two factors we definitely want to consider in our design approach are:

Consistency: For rider recognition of vehicles and collateral, a unified and memorable name/logo/colors package is a must.

Conspicuity: Shapes and colors designed for timely visual recognition in a crowded landscape are necessary for rider and pedestrian safety, and that wonderful transit rider’s feeling of, “Oh, there’s the bus!”

Qualifications Report: MCTD Bus Line Marketing, Brand Identity and Graphic Design

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the visigraf project teamSharon Skolnick-Bagnoli, Creative Director Bruce R Bagnoli, Technical Director

As a team, Bruce Bagnoli and I often divide a project into separate tasks, depending on the expertise needed, and then consult with one another to arrive at the best result. Our technical/creative synergy exponentially expands Visigraf’s ability to produce exceptional work for varied clientele in a wide range of media, from technical documents to design for print and web to slide shows and video productions.

relevant skills: sharon skolnick-bagnoli

Brand Naming Experience

Landor Associates and Metaphor Naming Company have each con-tracted with me on several brand naming projects. I have produced hundreds of name selections for businesses and organizations. As a published journalist and author, I am skilled with metaphor, verbal nuance, word play, and cultural references. These all come to bear in the naming game.

The submissions here of MCTD transit line public brand name sugges-tions include a number of different possibilities. I have my favorites; you may be drawn to those, or others. I want to assure you that even in the short time window specified for Task One, Visigraf is willing and able to create the logo, wordmark/typography, and entire MCTD Brand Identity package using any name that you select.

Cross-cultural Awareness

Marin’s immigrant population are heavy users of public transit. As former Canal District (San Rafael) residents, both Bruce and I continue to interact with members of the County’s Spanish- speaking population. I speak some Spanish and am sensitive to this segment of our community and its overriding need for reliable trans-portation and accessible information.

Graphic Design and Industrial Design Background

With over 15 years in the design field, I have participated in the digital revolution while retaining hands-on skills. My knowledge of materi-als, manufacturing processes, and visual ergonomics can be traced to intensive industrial design training.

Note that no team member will be removed or reassigned without the prior approval of MCTD.

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SHARON SKOLNICK-BAGNOLI

41 Belle Avenue, San Rafael, California 94901 415.455.8221 srsb@visigraf.com

ExpEriEncE

staff positions

ArT DirEcTOr:Quarterly magazine, PCSO Bulletin (Anne Evers communications) 1999-2007

LEcTUrEr, Desktop publishing for professional Writers, S.F.S.U. Spring 2006, Fall 2006

GrApHic DESiGnEr, William Mar Design 2006

ArT DirEcTOr & ASSOciATE EDiTOr:  Earth Island Journal 3.5 yrs

DESiGn cOOrDinATOr & prinT prODUcTiOn MAnAGEr, institute of noetic Sciences 2 yrs

ArT DirEcTOr: Common Ground magazine; Specialty Travel Index magazine 5 yrs

ArT DirEcTOr: network Associates, political consultants 2 years

ArT DirEcTOr: Whole Earth Access alternative retail stores 2 years

ViSUAL inFOrMATiOn SpEciALiST: University of california, Berkeley pATH publications 0.5 yr

inDUSTriAL DESiGnEr: Products: Kaysom Design; Vanishing point; paul Mccobb Associates

Exhibits: The Office of Gordon Ashby; Raymond Loewy Associates (NASA Skylab interiors)

contractual assignments

ViSiGrAF SELEcTED cLiEnT LiST: nikon; Marcus & Millichap; All-california Mortgage;

String Letter publishing. Berkeley Montessori School; portal publications; iMSi;

New Dimensions Foundation; Oakland Museum; Whole Life Expo; NY Museum

of Modern Art; Public Media Center; Krames Communications; KRON-Ch.4 news;

KTVU-Ch2 (courtroom illustration); KQED-Ch9 (Interim Art Director); Shared Visions;

Friends of the Earth

WEB DESiGnEr AnD ArTiST: Kathleen nemetz consulting; iDA; Morenet; Hermetika;

JourneyWare Media; Nolan MultiMedia; Amazing Media; X-Cite

BOOK DESiGnEr AnD prODUcTiOn ArTiST

§          Birds: Avian Homeopathic Remedies [J. Shore, J. Schreibman & A. Hogeland]

§          2005 Campus Sustainability Assessment [UC Berkeley Chancellors Office]

§          Dandelions!: Nature’s Incredible Edible Gift [Fran Laurence]

§          Empty Shells: Petaluma, America’s Chicken City [Thea Lowry]

§          On the Way After 9/11 [Reverend David James Randolph]

§          Through the Eye of the Dolphin [Liliana Saca]

§          Distal Surgeons’ Conference Syllabus 1998

§          The F.A.S.T. Book [Raphael Rettner, CD]

§          Dreams of Tamalpais [Sharon Ruth Skolnick]

EDUcATiOn

M.ED Master of Education (Educational Technology), U. of Hawaii, Honolulu, HI

BID Bachelor of Industrial Design, Pratt Institute, Brooklyn, NY

certifications: CALIFORNIA: Community College Teaching Credential, valid for life:

design; print technology; fine art; & photography. HAWAII: Media Specialist Certificatiion

Bruce R. Bagnoliwww.visigraf.com phone: (415) 456-7203 email: brucebagnoli@gmail.com

• Program and project management

• Multimedia business communications

• Web systems architecture and site development

• Videography, motion graphics, and DVD production

• Professional photography

• Systems design and integration

• Project technical support

Leading teams to build effective systems, to create memorable events, and to solve business challenges is my passion. I bring a strong technical background, with education in the sciences, information technology, communications, photojournalism, videography, video production, network research, and project management.

I am comfortable working with a wide range of people, including business and political leaders, professionals, artists, craftspersons, technicians, community members, students, performers, administrators, creative professionals, the very young and the very old. I enjoy developing the potential of an organization: building competency and inspiring people to achieve their goals – to answer the challenges that make life interesting.

My training and experience with the tools of management enable me to lead an organization to achieve a new level of operational competency and efficiency while watching the bottom line.

My project experience includes work at every phase of a project, from early feasibility studies and schematic design through design development and implementation. Recent work has involved both the private and the public sector (state and local clients).

I have handled highly complex multiphase work, including project planning and management, selecting and hiring firms to do the work, and integrating teams of consultants, owners, and contractors, while meeting tight schedules and living within established budgets.

My wide experience base carries some common threads: I like to solve complex, technically challenging problems; I enjoy working with a team of diverse people to apply our unique capabilities to the business need; and I want to learn from every new assignment. My service orientation and ability to handle planning and execution on large programs enable me to accomplish difficult tasks within challenging resource allocations.

A team whose members respect one another, in a culture of “can do,” is where I shine and where I like to tackle the tough problems.

Recent Projects

Included in recent projects are: videography and post-production editing of an event documentary, “Sacred Run 2006,” and a TV interview show, “Marinations: Art Therapy for Tsunami Survivors”; photo documentation of construction progress at California State University, East Bay; website design and implementation for a marketing business and photography for book illustration; presentation graphics; and production of a limited-distribution DVD.

Other recent assignments: website administration and maintenance, field videography, photo editing, and production of marketing materials for sales presentations.

Currently I am working on a master plan for the Manteca Farm Campus of Delta Community College and managing a construction project at Abbott Diabetes Care in Alameda, California, through PARSONS Corporation.

I am Technical Director of VISIGRAF Communications and Design, a graphic design and multimedia studio based in San Rafael, Marin County, California.

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Work Plan: Task One Name/Logo and Branding

Preliminary ConceptsVisigraf envisions four distinct approaches to MCTD’s transit graphics. These can be developed separately or combined, and would apply to any public name that is chosen:

(1) landscape-based graphics Using the hills, waterways, town-scapes, and landmarks of the Marin County region as inspiration.

(2) icon-based graphics Abstracting or implying an animal or plant shape as metaphor. For example, a prowling bobcat (lynx) in the shape of Marin County along with the name “MARIN•LyNx” [a.k.a. “Marin Links”].

(3) typography (word mark) and shape-based graphics Abstract lines and shapes echoing and emphasizing the coach’s architecture, with the bus name expressed in distinctive typography.

(4) map-based graphics Employing the bus route map itself as a graphic, either schematic or as a satellite photograph of Marin seen from above or a perspective view.

Work Sequence: Task OneConsultation with MCTD directors and manager. Presentation of relevant materials, sketches and documentation. Formalization of timeline, deliverables and benchmarks.

Exploration of project ideas using the thumbnail sketch technique. Internet and in-person research to aid with concept development.

Client review of preliminary concept sketches.

Development of four preferred concepts to finished comp stage for presentation to MCTD and the County Transportation Board.

Presentation of the four semi-finalist identity branding ideas on display panels, in a slideshow, and in full-color handouts.

Final design production of the winning idea. All identity brand elements, color scheme specifications/swatches and instructions will be included on a CD and printed out as proofs for final review by MCTD directors and transit planning manager before submis-sion to the Golden Gate Transit Procurement Department for full scale production and application to transit vehicles.

Oversight of manufacturing and application process.

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Time Estimate: Task One

Visigraf estimates that 120 –160 hours are needed to complete Task One. With our home office, we are not limited to business hours and see no problem with the time line for this project. Visigraf’s location is convenient to the MCTD offices, which allows for convenient in-person interaction that may help streamline the design process.

Marketing Strategy ReportThe following is a prioritized list of proposed transit-related projects that can potentially prove useful in expanding and maintaining public transit ridership and awareness of MCTD in Marin County:

Bus schedules and route maps in English and Spanish

Kiosk, bus shelter and bus stop signage.

Website for MCTD transit line riders linked to schedules and maps

Four-page pullout section appearing in the Marin Independent Journal, Marinscope papers and the Pacific Sun, containing bus announcements, schedules and route maps.

Highly publicized grand opening event with free rides for all.

“Rolling gallery” side panel poster display of work by Marin artists and poets. Work could be periodically rotated and giant signed posters sold to create revenue and good will for MCTD.

Transit newsletter or magazine for bus riders, containing inter-views, event schedules, and transit-related fiction.

Informational video documentary on DVD for ridership education.

Public service announcements on local commercial TV, cable TV and radio; a transit-related cable TV show and/or radio program.

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Timely Project DeliveryThe Visigraf team is fully committed to completing all projects on time.

Our reliability is one of advantages of working with Visigraf Communi-cations and Design. We take our work and our commitments seriously.

Hourly FeeVisigraf offers its services to the MCTD for a fee of $91.00 per hour to Sharon Skolnick-Bagnoli, and $91.00 per hour for the intermittent technical and media assistance of Bruce Bagnoli.

The majority of the work as understood would be completed by one team member or the other, not as a collaboration. Occasionally both members of the team work do work together on a particular project.

The quoted rate is a blended rate. It covers any and all expenses incurred by Visigraf while under contract with MCTD, including such expenses incurred in meeting liability insurance requirements, should such requirements not be waived as we are requesting.*

Professional References

Contract ComplianceWith the exception of #4 (maximum cost to district)* and #6 (insurance),** Visigraf Communications and Design accepts the terms and conditions in the standard short form contract provided by MCTD with its 2/5/07 RFQ.

* The maximum cost clause is not applicable for this hourly fee-based project.

** An alternative method of insurance coverage for Visigraf is already in place via Art Links Staffing, Berkeley. Under this method, the client institution pays Art Links for Visigraf’s hours, and Art Links then pays Visigraf. Art Links Staffing is fully insured and has a vendor number. This arrangement can be made available if it is necessary, at the request of MCTD.

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Anne Evers Communications San Francisco, CA 415.333.4785 aeversco@pacbell.net

Sharon Skolnick-Bagnoli is art director of the quarterly PCSO Bulletin and has worked with editor Anne Evers to design and produce it for the past six years.

Dr. Louise Rehling, Chair TPW Program San Francisco State Univ. 415.338-7025 RehlingL@sfsu.edu

Sharon Skolnick-Bagnoli instructed writers in desk-top publishing and design for two semesters in 2006. Bruce Bagnoli guest-lec-tured on web technology.

Steven Dunphy, Marketing Dir. UC Berkeley GEMS Program Lawrence Hall of Science Berkeley, CA 510.642.7262 sdunphy@berkeley.edu

In 2006, Sharon Skolnick- Bagnoli was hired by the GEMS Program to design and produce a line of nine prototype fourth-grade level science books.

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Brand Naming Suggestions

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Transit line names generated by Sharon Skolnick-Bagnoli for the Marin County Transit District. Please credit/acknowledge her if any are chosen or used.

C-List

All Marin TransitAll Over Marin

CircleMarin TransitEdgewise Transit

GoMarinGreenMarinLine

Marin LandFerry CompanyMarin Omnibus Company

Marin PeopleMoverMarin Roller

Marin TownToTownMarin-a-ramaMarinBelle

MarinBusCoMarinGoldMarinlinkMarinniumMarinTrackMarinTrek

MoveAroundMarinMoveOnMarinMyMarinBus

North StarOmnibus MarinOverall MarinRoland Marin

Rollaround MarinSightlines Transit

Streetcar Named MarinSundown Sea Transit

TamTransitTerramara Line

TerraMarin

A-List

Allpoints MarinAllAround Marin

Coast-to-Coast MarinEl MarinaroLineaMarin

M transMarin All Over

Marin County LineMarinDestinations

Marin, the BusMarIN•TRANSIT

MarinBusMarinConnect

MarinLineMarinLinks [“the lynx”]

Marin~LynxMarinnia

MarinRiderMarinRoverMarinrunnerMarinsiderMarinStar

MAR•INtransMarinTrips

marin2marinMiraMarin

Spirit of Marintrans•marin•transit [TMT]

ViaMarinWayMarin

Suggested Marin County Transit System Names Submitted February 20 and March 5, 2007by Sharon Skolnick-Bagnoli, Visigraf Communications and Design (415)455-8221 srsb@visigraf.com Names below donated to MCTD; Sharon Skolnick-Bagnoli to be credited or acknowledged if a name listed here is chosen or use

B-List

AroundMarinAllWays Marin

Bay Mountain TransitBusMarin

CountyBus MarinFar West Line

Frank Lloyd MarinMariGoldMarinGoer

MarinGoRoundMarinLinksMarinMoverMarinRiderMarinRidesMarinRoadsMarinSpiritMarinWays

Moves of MarinOliver MarinRideMarin

Tamalpais Streetcar Co.Transit•Marin

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Visigraf DesignPortfolio

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transit line loGo

coach Graphics

bus stop siGnaGe

bayway

bay waybus

way branDinG stuDy: bay reGional transit transit branDinG: san francisco bay reGional transit line

waysan francisco bay regional transit line

transit branDinG: bay reGional transit

©2007 Sharon Skolnick-Bagnoli

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BayArea

Transit

BayArea

Transit

Bay Area Transit

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transit branDinG: bay area transit

transit line loGo

coach Graphics

bus stop siGnaGe

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way

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transit line loGo

coach Graphics

bus stop siGnaGe

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transit branDinG: sonoma county transportation line

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