Request for Quote (RFQ): Organization Renaming & Rebrand Initiative

1. Overview AIM is seeking qualified branding partners to support a comprehensive renaming and rebrand initiative that reflects our evolving mission, expanding regional impact, and long-term strategic vision. This RFQ is intended to assess scope, understand the approach, timeline, and cost estimates from potential partners who can guide a thoughtful, inclusive, and future-focused renaming process. 2. Background AIM is entering a pivotal period in its history. We are advancing a multi-year capital campaign to build a permanent Marin Farmers Market and The Center for Food and Agriculture (CFA), featuring two cornerstone projects: a permanent home for the Marin Farmers Market and an expansive Food Innovation Hub. Together, they will create a vibrant public space that celebrates food, farming, and community. As the organization grows and expands its impact across farmers markets, community programs, and statewide advocacy, AIM recognizes the need for a cohesive name and identity system that unites the entire ecosystem: ● The organization ● The Center for Food and Agriculture (CFA) ● Our network of farmers markets in three counties ● Programs and community initiatives ● Advocacy and policy work 3. Project Goals The renaming and rebrand should: ● Strengthen AIM’s role as a connector between farmers, markets, and consumers. ● Reflect the organization’s long-term strategic direction, including where we envision ourselves 40+ years from now. ● Align with our capital campaign and the public launch of the CFA. ● Represent our community-based, local food mission while supporting statewide relevance and growth. ● Create clarity and consistency across all naming conventions in our ecosystem. ● Minimize confusion with similarly named agricultural organizations and local non-profits. ● Support strong searchability, digital visibility, and domain availability. ● Build momentum with stakeholders during a critical fundraising period. 4. Key Challenges Identified AIM seeks a partner who can help navigate and resolve challenges including: Naming & Brand Architecture ● Existing public recognition and emerging momentum around AIM and CFA naming. ● Need for a clarified brand architecture connecting the CFA, farmers markets, programs, and the parent organization (AIM). Community & Stakeholder Alignment ● Ensuring the new name resonates with farmers/producers, shoppers, funders, partners, and local communities. ● Sensitivity to timing during the capital campaign (Phase One through May 2027). ● Addressing community feedback received in 2025. Visibility & Positioning ● Avoiding names misaligned with community-centered food systems. ● Ensuring SEO strength and digital clarity in an increasingly crowded landscape. 5. Scope of Work We are requesting quotes that include a scope of work that would best reflect our goals and initiatives. For example but not limited to: 1. Research & Discovery ● Internal stakeholder interviews (staff, board, farmers, partners). ● Community listening and research. ● Competitive and landscape analysis. ● Review of current findings and strategic documents. 2. Naming Exploration ● Development of a strategic naming framework. ● Generation of multiple name territories and final name candidates. ● Legal and trademark prescreening guidance. ● Evaluation of domain availability and digital positioning. 3. Brand Architecture ● Clarify the relationship between the new organizational name, CFA, markets, and programs. ● Create a simple and consistent nomenclature system for long-term use. 4. Visual Identity Development ● Logo design for the parent organization. ● Identity system (colors, typography, iconography, graphic language). ● Application across key touchpoints (markets, signage, digital, print). 5. Messaging & Communications ● Core messaging framework and narrative. ● Tagline development. ● Launch strategy recommendations. 6. Deliverables ● Final name and rationale. ● Visual identity package. ● Tagline if necessary. ● Brand architecture map. ● Style guide / brand guidelines. ● Rollout plan and timeline (considering Phase One of the CFA to be completed May 2027). 6. Project Considerations ● Timing: AIM anticipates delaying the public rename until after Phase One of the CFA (May 2027), though foundational work may begin earlier. ● Sensitivity to capital campaign momentum and donor communications is paramount. ● Accessibility, community resonance, and long-term relevance are critical. ● Familiarity with food system

What to Include in Your Quote Please provide: 1. Cost estimate (itemized, including optional add-ons). 2. Detailed workflow and timeline (12–18 months anticipated). 3. Team structure and experience. 4. Relevant case studies, particularly renaming or rebranding nonprofit, community, or agriculture-related organizations. 5. Approach to stakeholder engagement and community involvement. 6. Approach to trademark research and domain strategy. 7. Any recommended adjustments to the scope or process. 8. Accessibility and inclusivity considerations. 8. Submission Instructions Please send responses to: Shayla Sosa, AIM’s Senior Director of Marketing and External Relations, Email: Shayla@agriculturalinstitute.org by January 12, 2026