Milwaukee Metro Fire Rescue (MMFR) Branding Services

Background
The Cities of Wauwatosa and West Allis, WI are facilitating a Request for Proposal (RFP) on behalf of Milwaukee Metro Fire Rescue (MMFR), a newly consolidated fire and rescue department formed through the merger of the Wauwatosa Fire Department and the West Allis Fire Department.

This consolidation combines two established municipal fire services into a single organization serving over 110,000 residents across approximately 24 square miles. The goal of this solicitation is to engage a qualified creative agency to develop a comprehensive brand identity for MMFR that honors the histories of both founding departments while establishing a modern and cohesive visual system.

Work Details
The scope of work includes four primary phases: Discovery and Listening, Brand Development, Asset Production, and Public Launch Support.

1. **Discovery and Listening**: The agency will conduct site visits to 4-6 active fire stations to observe institutional identity expressions, including apparatus markings, signage, traditions, and gear markings. A Station Audit Report will summarize findings. Additionally, three focus group sessions will be held with internal staff, elected officials, and community members to gather feedback on shared values and expectations for the new brand.

2. **Brand Development**: Based on the Discovery Report, three distinct creative directions for the MMFR visual identity will be developed, including proposed logos and color palettes. Two finalist concepts will be presented for stakeholder feedback before final selection.

3. **Asset Production**: The agency will produce a comprehensive branding kit that includes a departmental seal, primary logo system in various formats, typography suite, color palette specifications compliant with WCAG 2.1 AA standards, and brand standards guidelines for application across various surfaces.

4. **Public Launch Support**: The agency will deliver production-ready files for priority assets by November 1, 2026; complete branding kit by December 15, 2026; and community launch materials to assist in public communication about the new brand during its transition on January 1, 2027.

Period of Performance
The contract period spans from project kickoff in July 2026 through public brand transition on January 1, 2027.

Place of Performance
The services will be performed within the geographic areas served by Milwaukee Metro Fire Rescue in Wauwatosa and West Allis, Wisconsin.

Bidder Requirements
Bidders must demonstrate experience in public sector branding engagements with case studies that include logo systems applied to complex physical surfaces such as vehicle decaling or architectural signage. They must also provide evidence of compliance with WCAG 2.1 AA standards in their design work.