HomeMy WebLinkAbout2020_RFP_GraphicDesignCommunicationsSupport! PAGE 1
A. Title
Bozeman, MT:
Graphic Design
and Communications Support
Respondent BioTonic + Tonic Lounge Design
5880 NE 4th Ave
Miami, FL 33137
Tel (352)246-3318
info@biotonicdesign.com
Duns No. 039353500
Primary Contact* Arlyn Hernandez
SIGNATURE
*Authorized to sign agreements with the City of Bozeman
on behalf of the Respondent
! PAGE 2
TABLE OF CONTENTS
B Executive Summary P. 3
C Firm Profile & Project Personnel P. 4-11
Resumes P. 6-11
D Scope of Proposal P. 12-25
1. Materials P. 13-20
2. Annual Reporting P. 21-22
3. Branding P. 23
4. Messaging P. 23
5. Social Media P. 23
Project Schedule P. 24-25
E Budget P. 26-27
F Recent or current work for the City of Bozeman P. 28
G References P. 28-29
H Affirmation of Nondiscrimination and Equal Pay P. 30
! PAGE 3
B. EXECUTIVE SUMMARY
December 14, 2020
BioTonic + Tonic Lounge Design
5880 NE 4th Ave
Miami, FL 33137
BioTonic + Tonic Lounge Design is a Women & Minority Certified small business that seeks to the City of Bozeman’s Community Housing Program with strategic and successful design solutions that are
innovative, clear, engaging, and effective. BioTonic is committed to providing the Community Housing
Program with high quality graphic design solutions that elevate the public’s perception of the program as
well as create awareness for various outreach campaigns. As a company that has been operating for over
a decade, we ensure quality, experience and reliability; offering designers and project managers that value
effective, innovative design that is on time and within budget.
The team dedicated to this contract offers over 25 years of combined expertise in design, concept
development, implementation, and project management. We go beyond decorative design towards human-
centered design, design thinking, and strategic problem solving resulting in designs that are dynamic,
provide clarity, and engage the target audience.
Our approach to the entire creative development process differs from others
in that we implement solutions that are defined by our 4D process:
1) DISCOVER…insight into the problem
2) DEFINE…the area to focus on
3) DEVELOP…potential solutions
4) DELIVER…solutions that work
Our approach to design results in positive ROI for our clients, as we specialize in taking a brand full circle.
We are committed to creating designs that will connect with your consumer on an emotional level, driving
intent and engagement to make sure we communicate your desired message.
Our background in working on large scale, multi-faceted projects with multi-national companies such as
H&M as well as various real-estate development projects add a differentiating component to your needs.
We are familiar with the unique challenges that an organization like the City of Bozeman faces when
tackling user engagement and clarity for a wide audience. Visually demonstrating accountability and
transparency through storytelling, visuals and infographics becomes key. When we do this successfully,
the public is not only educated but inspired to engage and act.
! PAGE 4
C. FIRM PROFILE
Established in 2008, BioTonic Design is a branding and design firm with global reach. With projects
spanning from Latin America, Europe and the United States, it is led by its founding partners: designer
Arlyn Hernandez and business developer Yiomara Perry.
BioTonic is known for a collaborative, problem-solving approach to design. With the principal that design is a
problem-solving discipline, they have sought to humanize that ideal through artistic invention and an
entrepreneurial spirit. BioTonic Design has since its inception grown to be a certified Women-Owned and
Minority-Owned Business. This is not surprising for daughters of a long lineage of pioneers.
With a team of five, we at BioTonic Design aim to provide effective design solutions that not only appeal to
viewers but also connect with them and move them to act!
We feel passionately about our work. We strive to provide each problem with its own unique blend of creativity.
We are constantly innovating and in motion. It is what we do, it is what we love.
We are THE constant THINKERS and DOers.
Primary Contact
Name Arlyn Hernandez
Creative Director
Email arlyn@biotonicdesign.com
Tel 352.246.3318
Mailing 5880 NE 4th Ave
Miami, FL 33137
Overview
Years in Business 12 Years
Employees 5
Owned by Arlyn Hernandez
Yiomara Perry
Located 5880 NE 4th Ave
Miami, FL 33137
Certifications Women-owned
Minority-owned
! PAGE 5
KEY PROJECT PERSONNEL
Yiomara Perry
CO-FOUNDER /
ACCOUNT DIRECTOR
Arlyn Hernandez
CO-FOUNDER /
CREATIVE DIRECTOR
Vassoula Vasiliou
DESIGN STRATEGIST
[ RESUMES ATTACHED]
Responsibilities
Arlyn Hernandez / Principal Point of Contact
Point of Contact
Clear and responsive communication with the City of Bozeman
Leads design concepts and artwork creation
Delivering design concepts and final designs on time
Vassoula Vasiliou
Lends creative and design support to the principal
Leads strategy
Yiomara Perry / Account Director
Provide account directing services and copy editing
Michelle Kinley / Copy & Editorial Writer (SUBCONTRACTOR)
! PAGE 6
!
ARLYN HERNANDEZ
CREATIVE DIRECTOR
Arlyn Hernandez has over 10 years of experience. She holds
a BFA from the University of Florida in Graphic design with a
concentration in business. She gained a wider approach to design
through her time at the Santa Reparata International School of
Art in Florence, Italy. Her work has been published in publications
including “Hotel Brand Image Design” published by Liaoning
Science and Technology Publishing House. For her design
achievements and work in sustainability, she was selected as a
fellow for the Entrepreneurship For Good program in Hamburg,
Germany. Throughout her career, she has designed in a variety
of mediums, developing the design direction in both print and
web for both domestic and international brands.
Clients included:
St.Regis Porsche Design H&M Germany
The Ritz-Carlton Mozilla Firefox Toyota
The Setai Group Lexus FPL
Norton AntiVirus Domaine de Canton Delta Airlines
EXPERIENCE
BIOTONIC DESIGN Miami, FL
Developing the design direction for domestic and international
brands in both print and web. (Clients: Melia Hotels
International, Change Healthcare, Office Depot, Burger King,
FPL, Domaine de Canton, Delta Airlines, Air Jamaica, US Airways,
Avianca, Coca-Cola)
ACHIEVE 3000 Lakewood, NJ
Developing the online and offline learning experience for grades
k-12. Designing the interface for educational online apps.
CHANGE HEALTHCARE Nashville, TN
Designing and developing apps for user testing and launch (both
web and mobile app experiences).
CITY OF GAINESVILLE Gainesville, FL
Designed logos for the parks and recreation department
programs, brochures, and invitations for exhibitions.
[ EXPERIENCE CONT.]
HANDSHAKE.CO New York, NY
Provided invite designs, environmental graphics, infographics,
and web design. (Clients: WWF, W Hotels, The Rockefeller
Foundation, United Nations Foundation, BMW)
H&M / THE DO SCHOOL Hamburg, DE
Worked with H&M and 19 fellows from around the world to create
and develop an innovative sustainable packaging solution for
multi-national retailer H&M, to be integrated into H&M Germany.
INDEPENDENCE SPIRITS Miami, FL
Developed brands through design of promotional, sales and
marketing materials, designed liqueur labels, signage, website
design, event design, design for social media, art directing and
coordinating of photo shoots and campaigns, etc. NOBOX MARKETING GROUP Miami, FL
Designed for web such as site pages, interactive e-mails, digital
advertising etc. (Clients included: Mozilla Firefox, Copa Airlines,
Toyota)
BRIDGERCONWAY Miami Beach, FL
Designed brochures, invitations, signage, corporate identities,
and promotional pieces. Conceptualized logos, developed design
direction, and defined branding for both domestic and
international brands. (Clients included: St.Regis, The Ritz-
Carlton, The Setai Group, Porsche Design, Lan Airlines)
AFFILIATIONS AIGA MIAMI 2012-2013 | President
The Professional Organization for Design, Miami Chapter.
HEARTS & HOPE 2005-2006 | Lifescape Artist
Shands Hospital, Gainesville, FL
SKILLS
Software: InDesign, Illustrator, Photoshop, Final Cut Pro, Cinema
4D, Blender, Sketch, InVision App, Microsoft Office, iWork /
Coding: HTML5 and CSS
EDUCATION B.F.A. in Graphic Design,
University of Florida, Gainesville, FL
Santa Reparata International School of Art, Florence, Italy
! PAGE 7
!
VASSOULA VASILIOU
DESIGN STRATEGIST
Vassoula Vasiliou holds an MA from The Royal College of Art
London, UK, in Communications and Graphic Design. Vassoula has
extensive experience designing and managing branding projects
for international design firms Fitch, Landor, and XMPR, Vassoula
was tapped to be the in-house Creative Director for Office Depot,
where she directed numerous strategic business and marketing
initiatives for the private brand group. She also oversaw the
product development and budget adherence with domestic and
international vendors. Subsequent to her tenure at Office Depot,
Vassoula has continued to drive groundbreaking creative for a
myriad of clients from coast to coast and internationally.
Vassoula successfully guided product innovation, visual brand
expressions, packaging, product line segmentation and guideline
systems for numerous global organizations.
Clients included:
Change Healthcare Legoland Adidas
Gates Ventures Ben & Jerry’s Nortel Networks
Nissan Motor Co. Adobe BankOne
Office Depot Hasbro Samsung
VISA International P&G Telecom Italia
Bank of Ireland FirstDirect (HSBC) Midland Bank
New England Insurance Banco Argentaria Yanko
Hartsfield Insurance Tenerife Tourism
National Bank of Greece
FS Italian State Railways
EXPERIENCE
BIOTONIC DESIGN Miami, FL
Create branding for corporations in a wide variety of industries
such as Financial, Educational and Healthcare companies.
OFFICE DEPOT Boca Raton, FL
Providing creative strategic vision for all Private Brand for this
Global Fortune 500 office supply retailer and ecommerce.
[ EXPERIENCE CONT.]
MNA CREATIVE NYC, NY / Boca Raton, FL
Directed multidisciplinary design teams of 30+, contributed to
over $60M in sales to portfolio be developing and launching five
new private label brands for Office Depot.
STUDIOAZUL London, UK
Principle Owner and Creative Director. Created partnerships of
experienced design & business professionals collaborating with
clients of specific programs: Gensler Studio 585, SF & London,
BrandExcel, Athens, Greece, ?Whatif! Innovation, London UK,
LPK; Geneva, Frankfurt, & USA, Hasbro
FITCH WORLDWIDE San Francisco, CA
VP, leading a 50+ person multidisciplinary studio. Oversaw
branding and communications group. Won $1.5M global brand
strategy and band redesign for Nissan Corporation. Assisted
multitude start-ups, including Razer, brand positioning, designing
a range of gaming products Boomslang, from brand, product,
CPG, to online ecommerce site LANDOR ASSOCIATES San Francisco, CA
Managing, maintaining creative lead, for $2.5M account for Visa
International. Developing all aspects of VISA’s brand extension,
brand development and implementation of multiple products &
Services.
XMPR London, UK
Creative Director responsible and overseeing multi-disciplinary
design teams, for implementing brand experiences for FS Italian
State Railways Legoland Brand park, including signage, way-
finding, retail store identities fro Windsor & Carlsbad. (Both
projects taking 2 years to extend brand design, guidelines &
implementation)
AFFILIATIONS AIGA MIAMI 2014-2018 | President
The Professional Organization for Design, Miami Chapter.
BROWARD COLLEGE 2016-2020| Educational Board of Directors,
Broward, FL
EDUCATION MA RCA Communications in Graphic Design, The Royal College of
Art, London, England
BA Graphic Design & Illustration, University of the Arts London,
Camberwell College of Arts, London, England
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!
YIOMARA PERRY
ACCOUNT DIRECTOR
Received a degree from the University of Miami.
Her background in psychology and language as well as
her ability to analyze trends and tendencies in consumer
behavior, ensures strategic and effective solutions from
the BioTonic Design team. After spending 7 years in the
non-profit sector, where she gained infinite experience
in strategic marketing and the importance of brand
implementation, she co-founded BioTonic.
EXPERIENCE
BIOTONIC DESIGN Miami, FL
Planned and executed strategic, operational, and financial
objectives. Developed, executed the distribution of branding and
marketing strategies. Managed project development within
schedules and clients’ budget constraints.
ALPHA-1 FOUNDATION Miami, FL
Implemented web and print marketing programs, planned and
executed all local special events activities: Event Net Income of
$230,000 with expenses of $100,000. Managed and coordinated
annual golf tournaments, gala, fishing tournament and
fundraising events. Provided direction for volunteers nationally in
the Community In-reach program.
{Development Coordinator} 2003-2006
Developed reports and scripting for Donor Works Software.
Coordinated logistics of annual local fundraising events
and Community In-reach training program. Created and
implemented the Foundation’s Donor Works Manual and
Development Department Report Analysis Manual.
[ EXPERIENCE CONT.]
{Research / Database Specialist} 2002-2003
Coordinated the logistics of First International Patient Congress
on Alpha-1 in Barcelona, Spain. Provided counseling and
information to patients. Created and developed Grant programs
database. Coordinated the logistics of Board of Directors and
Medical Advisory & Scientific Committee meetings. Assisted in the
planning, organizing and coordination and/or support of special
events.
VICTORY CENTER FOR AUTISM N Miami Beach, FL
Applied Behavior Analysis (ABA) Therapy style. Practiced teaching
with behavioral techniques Analyzed and recorded
child behavior on a daily bases. Weekly analysis using charted
behavior patterns.Established and developed social skills, and
vocal and/or sign communication of children Attended biological
conference of autism related causes.
JACKSON MEMORIAL HOSPITAL Miami, FL
G.I. Project: Recruited potential subjects; Interviewed parents of
post-liver transplant children. Gathered medical history of
recruited subjects from physicians and Jackson medical system.
Administered psychological surveys to children.
•Liver Transplant Project: Classified data collected; Management
and data analysis of data in SPSS software
AFFILIATIONS AFP 2006-2009 | Association of Fundraising Professionals,
National and Miami-Dade County Chapter
ZETA TAU ALPHA 2003-2004 | Alumnae Collegiate Chair
CLC 1998 | Fundraising events for the education of down
syndrome children
EDUCATION B.A. in Psychology and English, University of Miami,
Coral Gables, FL
! PAGE 9
SUBCONTRACTOR
MICHELLE KINLEY
MBA Level Professional with Proven Experience Leading:
● Corporate Development
● RFP Creation
● Organizational Growth
● Strategic Direction
● Report Creation and
Analysis
● Marketing
● Project Management
● Educational Policy
● Educational Technology
● Cultural Competence
● Government Relations
● Public Relations
● Partnerships
● Executive Management
Professional Experience
Chief Marketing Officer
Silverback Learning Solutions
July 2017- Present ● Provides strategic oversight to the CEO responsible for government affairs
strategies that advances the company mission and goals with local, regional,
state and federal elected officials.
● Establishes and implements short- and long-range organizational goals,
objectives, strategic plans, policies, and operating procedures; monitors and evaluates programmatic and operational effectiveness, and effects changes
required for improvement.
● Establishes and maintains constructive relationships with elected and appointed
officials on a federal, state, and local level and invests considerable time and
energy in prioritized networking activity.
● Apprises Senior Leadership of pertinent legislative issues, external factors, and
policy proposals and actions.
Chief Government Affairs Officer ● Sets strategic goals related to social media metrics, and marketing campaign
initiatives.
● Designs and improves upon marketing campaigns for each aspect of the
company.
● Creates and propagates an enthusiastic brand message that resonates with the
target demographic.
● Performs market analysis and strategic roadmaps for all sectors of the company.
Lead K12 Growth Initiatives Consultant
Global Office Depot
September 2015-July 2017
● Drove the development and execution of segment specific growth strategies and
business development efforts.
● Worked closely with internal and external partners to determine organizational
responses for navigating the functional challenges to bring new solutions to
market, including go-to-market tactics, following a disciplined innovation
! PAGE 10
management process.
● Proven ability to identify customer needs and then develop joint solutions with
partners that results in great results.
● Built thoughtful “why” and “how” presentations conveying plans & strategy.
● Built cross-functional consensus driving partnership initiatives.
National Director Government Relations and Consulting
Edmentum Inc.
November 2012-September 2014
● Directed the development and execution of each market segments
national sales strategy and legislative strategy resulting in over $127
million in revenue.
● Established company protocol for participation and implementation of
RFPs and grants resulting in 10 internally funded projects and 7
community partnerships.
● Coordinated all government relation materials and requisite state filings
for textbook and online course adoptions adding statewide sales
opportunities in 16 additional states.
● Supervised geographically dispersed team of subject matter experts on
the creation of all client presentations and contract implementations
over $500,000.
● Expedited semi-annual reports and presentations for executive
management and the board of directors.
Vice President, State of Florida Operations
IQity
August 2008- September 2010
● Oversaw all aspects of Florida’s operation including human resources,
grant proposals, marketing, and successful statewide legislative efforts.
● Served as the subject matter expert on learning management systems for
the Florida legislature.
● Worked with legislative officials and government offices to coordinate how
learning management systems currently in use by districts could be
replaced with one statewide option.
● Established meta-tagging curriculum partnerships with University of South
Florida to standardize all educational objects to reflect the Common Core
Standards.
Florida Virtual School
e-Learning Manager, Diversity Initiatives Manager, Legislative Liaison
May 2001-Aug 2008
● Single point of contact for all 67 Florida school districts regarding statute and
legislation.
● Coordinated statewide minority student retention focusing on free and reduced
lunch populations.
● Authored several statewide technical assistance papers interpreting online
education laws.
! PAGE 11
● Created partnerships with The Alonso Mourning Foundation, The Miami Heat,
Gateway, Dell Computers, Apple, Workforce Alliance, 100 Black Men, United
Way, NAACP, and the College Reach Out Program (CROP), coordinating
opportunities for free tutoring, mentoring, job shadowing, computers and positive
community experiences.
School Board of Broward County
Chancellor Charter School
Administrator ESE Specialist, Teacher
June 1999-May 2001
Directed all activities for over 150 autistic and special needs students.
Directed, wrote, and coordinated meetings for all individualized educational plans.
Mentored teachers on maintaining the inclusion classroom.
HD Perry Middle School
1998-1999
6th-8th grade special education and reading teacher.
Sunshine Elementary School
1997-1998
K-5 Special education teacher.
Education
Nova Southeastern University; Ft. Lauderdale, FL
Master of Business Administration- Business 2011
Master of Business Administration- Marketing 2011
Bachelor of Science-Education, Varying Exceptionalities 1999
! PAGE 12
D. SCOPE OF PROPOSAL
OVERVIEW
To provide the City of Bozeman (City) with graphic design, marketing, and communications support
services for the Community Housing Program. The graphic design solutions will be used primarily for the
City website pages, social media channels, print materials, and publications. Our design solutions will
distill complex information into compelling visuals—easily digestible for diverse target audiences.
The purpose of the content and design will be to provide careful, transparent, and regular communication with
the general public. This may include presenting complicated financial concepts, impacts of policy changes, or
market data using graphical presentations to create shared understanding among diverse target audiences.
We will support the City’s Community Housing Program’s community wide communication and engagement with
community members by creating a recognizable presence via branding and visual/graphical elements.
CREATIVE PROCESS
BioTonic Design has a stellar, diverse team of experts that work collaboratively and focus on the
clients needs. Our approach to the entire creative development process is successful because we
implement solutions that are defined by our 4D process:
DISCOVER…insight into the problem
We have a kick-off meeting to discuss the project objective (in-person, call, or video conference).
We review any client supplied content to fully understand the client and project needs. We explore
any outstanding issues or concerns.
DEFINE…the area to focus on
We help synthesize key findings (current experience, identify target market needs and insights,
define key elements to deliver an effective/successful design). Our team debriefs to discuss
recommendations.
DEVELOP…potential solutions
We generate new design solutions. We apply what we’ve learned from our research and findings to
create visual designs. We generate a look and feel, tone of voice with design elements. We
determine photography choices, look at color palettes, iconography if required, everything required
to be synonymous with the brand.
DELIVER…solutions that work
We supply the client with effective designs in both print and web formats (print ready files for
printed pieces as well as properly formatted digital files for web application).
! PAGE 13
SCOPE OF SERVICES: PROJECT AREAS
1. Materials / Production / Creative:
After our discover phase, we will begin with visual design / sketches, emphasis will be placed on visual
illustrations (artistry) creativity, emotional/visual impact, iconography, space, color, photography as well
as typography (that show hierarchy of informational layouts and overall design layouts in all mediums, both
digital and print. All these elements will be addressed to suit the task at hand.
Personnel assigned to Graphic Design
Arlyn Hernandez and Vassoula Vasiliou will be assigned to handle the graphic design aspect of this
project. With over 25 years experience combined they have spent years strategically creating brand
strategies and accompanying graphic design deliverables for numerous companies. This includes
successfully developing, managing and implementing large scale programs of 2+ years in length and
developing comprehensive style guides, both printed and digital. Both have specialized in branding,
developing the design direction for both domestic and international brands. In addition to design
direction, they have years of experience creating hi-quality graphic designs to be applied and formatted
for both print and web applications. From creating logos in scalable formats, to creating a visual
language for the brands of those logos. We have experience in not only creating a brand but also applying
the brand to all touch points to ensure the target market is moved and called to act.
Relevant training, certifications and awards
Vassoula Vasiliou has over 25 years of experience. She holds a masters in design from the Royal College of
Arts in London, England. She has served as a professor teaching design and design thinking for various
universities including The Art Academy in SF, Florida Atlantic University, Miami Ad School, and Broward
College. She is IBM Certified for Design Thinking. She was also president of AIGA (The Professional
Organization of Graphic designers), Miami Chapter for 3 years. She is Adobe Certified for photoshop.
Vassoula Vasiliou has extensive experience designing and managing branding projects for international
design firms Fitch, Landor, and XMPR, Vassoula was tapped to be the in-house Creative Director for Office
Depot, where she directed numerous strategic business and marketing initiatives for the private brand
group. She also oversaw the product development and budget adherence with domestic and international
vendors. Subsequent to her tenure at Office Depot, Vassoula has continued to drive groundbreaking
creative for a myriad of clients from coast to coast and internationally.
Within her career, Vassoula has successfully guided product innovation, visual brand expressions,
packaging, product line segmentation and guideline systems for numerous global organizations in the
Fortune 500, such as Nissan, Visa International, Italian State Railways, Office Depot, and LEGOLAND
(LEGOLAND Windsor UK and LEGOLAND Carlsberg LA). The LEGOLAND project included all branding
aspects (brand marks, all signage leading to the park, interior park signage, stores, themed areas, and
all tertiary signage such as new bathroom signage redesigned to fit into the LEGO vernacular). This set
the branded experience for LEGO’S future parks. Her roles have spanned everything from creative
direction to hands on design.
! PAGE 14
Vassoula is heavily involved in the design community. As a board advisor and alumni of AIGA Miami (the
official professional organization for graphic designers), she continues to mentor, educate numerous
students at Miami Ad School, creating the next generation of design professionals.
Above all, Vassoula is a dynamic visionary thought leader, who inspires to build and motivate creative
teams. She is a true advocate of the design craft and always strives to find ways to transform and
innovate brands, packaging, products, and services. She merges multi-disciplinary teams, cultural
perspectives, design aesthetics, brand language, and trend forecasting into a cohesive visual and verbal
storytelling medium that captures consumers, delivers differentiated products, builds brand loyalty, and
delivers measurable bottom line results both B2C, B2B, and C2C. This leads directly
to excellent customer-focused sell-through with outstanding margins.
Arlyn Hernandez has over 10 years of experience. She holds a Bachelor’s of fine arts in graphic design
and art history from the University of Florida. She also served as AIGA president for the Miami chapter.
AIGA is a national non-profit organization that creates monthly events, annual design conferences, as
well as publications that discuss design and related fields. During Arlyn’s tenure, AIGA Miami created a
platform for the exchange of ideas though monthly events which focused on the creative process. Her
work has been published in publications including in the book “Hotel Brand Image Design” published by
Liaoning Science and Technology Publishing House. For her design achievements and work in
sustainability, she was selected as a fellow for the Entrepreneurship For Good program (over 1,000
applicants). She was one of nineteen emerging entrepreneurs from around the world selected to live and
work in Hamburg, Germany, with one common goal: to design an innovative packaging solution which
would amplify multinational clothing-retail company, H&M’s sustainability efforts. H&M Germany gave us
a challenge to develop a packaging solution that reduced waste across their entire shoe line. We created
a solution that was economically, socially and environmentally sustainable.
Personnel assigned to Copy Editing
Yiomara received a double major degree in English and Psychology from the University of Miami.
Her attention to detail and background in editing copy for various marketing and design pieces
throughout her career ensure that the end product is successful.
Personnel assigned to Editorial Copywriting
Michelle Kinley’s extensive experience in developing and executing large scale marketing campaigns
while in the process creating the copy for said campaigns to ensure high-quality copy that is clear,
concise, engaging, and effective.
Personnel assigned to Project Management
Yiomara received a degree from the University of Miami. Her background in English and psychology as
well as her ability to analyze trends and tendencies in consumer behavior, ensures strategic and
effective solutions from the BioTonic Design team. After spending 7 years in the non-profit sector
working with the Alpha-1 Foundation, she gained infinite experience in strategic marketing and
brand implementation. These skills assisted in her project management approach, as she co-founded
BioTonic Design.
! PAGE 15
At Biotonic Design she plans and executes strategic, operational, and financial objectives. She
assists with the distribution of branding and marketing strategies. She manages project development
within schedules and clients’ budget constraints.
During her time in the non-profit sector, she implemented web and print marketing programs.
Yiomara managed and coordinated annual golf tournaments, gala, fishing tournament and fundraising
events. She also provided direction for volunteers nationally in the Community In-reach program. It
is this experience in coordinating large scale events and programs that has made her exceptional as
a project manager.
Project Management Approach
After the initial kick-off meeting to discuss the project objective, we review any client supplied
content and determine if any additional information is needed. We identify any time constraints or
events that need to be factored in to create a timeline for the project. We then create a creative
brief. The project manager is tasked with keeping the design team on schedule throughout the
different project schedules and within budget. The project manager also coordinates with the design
team to make sure all client-supplied files or materials that are needed to complete the project are
obtained on time. Our project manager ensures that we share and have alignment with the overall
project timelines agreed upon. She will help us supply status updates, oversee management of the
costs of time, services, and materials to remain within the agreed upon budget. She will be
proactive to identify, communicate and address challenges.
! PAGE 16
Examples of Creative Development work
CLIENT Krystal Hotels and Resorts
The group of investors came to us to create a brand for a group of newly acquired hotels throughout
Mexico. We were tasked with creating a name and concept for the brand, corporate identity (logo,
stationary, typography), look and feel, photography mood boards (to guide photography selections and
photoshoots), tone of voice (to guide copy and overall feel), a visual system to differentiate each location,
and supply a comprehensive brand guideline.
We chose to name the brand Krystal Hotels & Resorts after researching competitors, listening to the vision
the client had, and seeing how this brand of hotels would differentiate itself from others. Krystal stood for
a Mexican luxury brand of hotels and resorts. Just as crystals are composed of perfectly arranged elements
that come together to create something that is transformative and magical even, so too is the experience
that Krystal Hotels represented.
The logo mark we created referenced the geometric nature of both the natural element of crystal and
forms found in traditional Mexican textile patterns.
After defining the brand we also had to take that brand full circle and translate it into various mediums,
for print, digital, and physical applications (eblast templates, outdoor signage for hotels, indoor lobby
signages, staff uniforms, transportation graphics). We developed a brand where each touch point reflected
the brand that we had created.
! PAGE 17
! PAGE 18
CLIENT Office Depot
Biotonic has been collaborating with Office Depot for over 2 years. We have performed a variety of
projects such as branding, graphic design, marketing communications, sales materials, educational
exhibitions, banners, flyers, posters, and digital websites for The Committed to Learning K-12 Growth
Initiative Group. We where tasked by the client with designing a strategic vendor partner website (or
extranet site) that brings together all of C2L (Committed to Learning K-12) strategic partners under
one visual look and feel.
This site would share the knowledge of these strategic partners and also to allow a central point for
prospective clients to access information on all the offerings. Users would be able to sign up and
receive more information on subjects of interest, as well as receive advise, from C2L professional
educators. It was important to embody the new look and feel of the overarching brand of C2L.
We put the brief and information through our 4D process to make sure we had all the relevant
information to be able to create a successful informative easy to use site. We also realized much of
the imagery was strictly product shots and so we created a photography mood board that incorporated
a more human and warm feel. We also created a brand guideline to align photography, infographics
and look and feel that would be used through the site and partner pages.
We created wire frames first to make sure that the flow of information would work, and that the site
would be easy to navigate and user-intuitive (UX and UI). We created an organized way to display all
the diverse content (marketing materials, pdfs, videos) that would need to be available on the site.
The site also had to be designed to be scalable, as the client did not have a complete number of how
many strategic partners there would be as it was a growing business.
We where asked to create some fresh new documents, marketing pieces as some partners did not have
all the information required for the site. We also had to include existing materials from the strategic
partners also. The key was how to house everything in a manner that looked like it was coming from
one organization C2L. We had to retouch and edit the photography supplied by the strategic partners
to create main pages that had one unified look and feel.
For the overall creative design process, we manage to achieved this through simple grids and subtle
color coding. Once users ventured into the various sections, the partner’s content lived in a cohesive
manner.
We produced designs and actual webpages that where easily translatable to the developer who we
worked with as a 3rd party vendor from Office Depot, to make sure everything was seamless and easy
to use.
We worked with Michelle Lee our client, who assisted in us having access to all the relevant materials,
so that we could complete the project/s to their specific timelines.
! PAGE 19
! PAGE 20
Facebook Ad graphics for various C2L partners
Partner webpage design
! PAGE 21
2. Annual Reporting:
Examples of Work
CLIENT Melia Hotels International
Below is an example of an annual brand information book created for Paradisus Resorts, a sub brand
of Melia Hotels International. This publication was created to summarize the complex information
surrounding the brand, including but not limited to brand essence, brand positioning, future planned
developments, expansion maps, customer segmentation graphs, real estate standings, architectural
data charts, demographic and psychographic charts, geographic customer graphs, etc. (Confidential
information, therefore unable to fully show below). We first developed a bold and fresh look and
feel with the rebrand. In addition to the annual brand book, we integrated this new look into digital
spaces. We created a web design that their in-house developers could work with for both the
desktop and mobile including web banners.
! PAGE 22
! PAGE 23
3.Branding:
Our unique approach to the creative development process ensures that proper research and insights guide the
branding process. Our 4D process of Discover, Define, Develop, Deliver result in successful solutions. During the
Discovery phase, we will work to not only fully understand client and project needs but also understand the
different partners and stakeholders. It is by fully understanding the partners and stakeholders involved that we
can create a brand that resonates and connects with the community. During the Define and Developing stages
we create a consistent, well-defined brand. By creating a unified look and feel, tone of voice, and professional
design aesthetic, we ensure brand consistency. It is this consistency that provides clarity and results in brand
recognition.
4.Messaging:
We will have a meeting to evaluate key topics of conversations (talking points) that require highlighting, this
will be part of the tone of voice for the overall brand to communicate with the diverse target audience for the
City of Bozeman Community Housing Program. The messaging will then be used on all relevant communications.
5.Social Media:
Social media now plays an integral part of any branding and communication effort. As we look at branding from
a holistic approach, part of the branding work includes look and feel, tone of voice, and guideline for social
media posts. We understand that simply posting the same content on different social media outlets does not
equate successful engagement. Social media is composed of content, curation, and interaction. Each media
platform lends itself to different types of shareable content. We will work with the City to understand any
communication they wish to share with the public and goals associated with relaying that information through
social media. This will help to define the proper content and develop the most efficient and effective ways of
sharing that content. We will work to create a clear and well defined direction for any social media campaigns
to ensure high quality of content and curation.
Much of the success of social media presence is interacting with your audience. Depending on the platform
being used, those interactions can vary. For example, curating a series of stories or “lives” on Instagram is very
effective in attracting immediate audience engagement. The social media guideline we create will serve to
guide future social media campaigns for City’s Community Housing Program by setting a foundation on which
future briefs are built.
! PAGE 24
SCHEDULE FOR COMPLETING TASKS
How we create and document project timeline and objectives
We first write the project scope and goals (during the discovery phase of our 4D process). In excel, we
create a project timeline divided into project stages marked with start and end dates. These stages are
then broken down into tasks assigned to individual team members. As we create the timeline, we take
into account any dependent variables that affect our ability to move forward within the timeline. These
can be anything from turnaround times for design approvals to lead times for print jobs or lead times for
the development of digital designs.
Milestones are used to document, measure, indicate and ensure progress of the project. Status updates
at each stage are communicated to the client via the point of contact. Sign-offs are required at the end
of every stage to certify we have reached the defined objectives, maintained quality-control, stayed
within budget, and remained on schedule for delivering successful deliverables. This ensures success as
there are checkpoints at every stage before moving forward.
! PAGE 25
PROJECT SCHEDULE
WEEK 1 Discover stage (TBD)
-Initial kick-off meeting MILESTONE
-Reviewing brief
-Researching relevant background information
-Discover and note any time constraints that we need to be aware of
WEEK 2 Define stage (TBD)
-Define what is needed for a successful design
-Obtain all required client supplied materials
WEEK 2-3 Develop stage (TBD)
-Create sketches and design concepts
-Present initial concepts / designs MILESTONE
-Receive feedback/comments
-Revise concepts
-Deliver final concept
-Final concept approval MILESTONE
WEEK 4-8 Deliver stage (TBD)
-Obtain specs and sizing for each deliverable
-Format artwork and create printer- ready files for printed pieces
-Format artwork for each social media platform or web spec requirements
-Presenting 1st draft of each deliverable MILESTONE
-Receive feedback/comments
-Presenting 2nd draft of each deliverable
-Receive feedback/comments
-Copywriter Proof reads
-Submitting Final draft
-Final approval MILESTONE
-Delivery of print ready files via FTP and/or cd/usb MILESTONE
** Weekly status updates will be supplied either with a meeting or email to ensure any issues that may
arise are dealt with in a prompt manner to adhere to the timeline.
*Detailed production schedule contingent on date of signing of contract.
SUBCONTRACTED WORK
While general copy will be done within the Biotonic Design team. Extensive editorial writing and/or
proofreading may be subcontracted. If we subcontract this type of work it will be to Michelle Kinley.
! PAGE 26
E. BUDGET
Keeping with prioritizing tasks to fit within the $10,000 yearly budget for the year 2021, we propose the
following plan to be able to supply the scope of services within the budget.
First, create an overarching brand guideline that defines the overall vision for the City of Bozeman Community
Housing Program. The brand development for the community housing program is visualized in this brand style
guideline. This will include a kick-off meeting (video conference) with all key investors, decision makers for this
program.
We will follow our unique 4d process to assist us with the correct positioning and graphic design system for the
Community Housing Program. We will establish (if it has not been completed yet) the vision, mission of the
brand, which will then move to messaging, talking points, FAQ. We will have a meeting to evaluate key topics
of conversations (talking points) that require highlighting, this will be part of the TOV (TONE OF VOICE) for the
overall brand to communicate with the diverse target audiences. This tone of voice will then be used in all
relevant communications.
The culmination of all our findings will result in a brand style guide. The brand style guide will show examples
of how the brand is translated to help support the future execution of deliverables required moving forward for
implementation.
DELIVERABLES DESC.
City Community Housing
Program Brand Style Guide
- vision / mission
- graphic system look and feel
- tone of voice
- photography mood board
- typography
- color palette
-info-graphics styling
-Icon / charts styling
Powerpoint Template - title slide example
- text slide example
- image slide example
Social Media Look and Feel
Guide
-tone of voice
-photography mood board
-Illustration styling
-twitter posts: 4 examples
-facebook posts:4 examples
Rack Card / Mailer Template - 1 editable document, specs to be determined
! PAGE 27
SCHEDULE OF RATES
*Mark up for managing printing 10% of overall printing costs.
If we are required to arrange for photo shoots, a daily photographer’s rate for location shoots is between
$2500-5000 per day. This is not included in the budget.
* Extra direct costs not included in budget
Travel, printing, postage, social media paid ad fees, stock photography licensing, photography, font
licensing.
TASK ASSIGNED
PERSONNEL
RATE
(HOURLY)
ESTIMATED
HOURS TOTAL
Creative Design Arlyn Hernandez
Creative Director $125.00 33 $4,125
Strategy Vassoula Vasiliou
Design Strategist $125.00 15 $1,875
Artwork /
Production Arlyn / Vassoula $55.00 23 $1,265
Account
Production
Management
Yiomara Perry $100.00 9 $900
Copy Writing Michelle Kinley $150.00 8 $1,200
Editing Yiomara Perry $75.00 3 $225
phone calls
video conference
meetings
$100 4 $400
TOTAL $9990.00
! PAGE 28
F. RECENT OF CURRENT WORK
PERFORMED FOR THE CITY OF BOZEMAN
N/A We have not yet worked with the City of Bozeman.
G. REFERENCES
1.
CONTACT Heather Yurovsky
CLIENT Handshake.co / Independence Spirits
TEL 954-557-1188
Heather can attest to our ability to our ability to provide professional designs,
on time, on budget, and with quick turnarounds when needed.
Biotonic performed graphic design and branding services to Handshake on a variety of different projects. We
worked closely with Heather to provide design support when needed. This entailed both work for the
Handshake brand and clients that they worked with. The scope of services was to design letterhead, business
cards, eblasts, informational graphics, flyers, event invites both printed and digital, web designs, event
brochures, and event spaces and graphics to be used in Davos for the The World Economic Forum.
We were tasked with designing flyers, presentations, brochures, and invites for the World Wildlife Fund
(WWF), Guggenheim, Caterpillar Foundation, W Hotels, SXSW, and the United Nations Foundation.
2.
CONTACT Michelle Lee
CLIENT Office Depot
TEL 561-577-2331
Biotonic has been collaborating with Office Depot for over 2 years. We have performed a variety of services
such as complete branding, graphic design, marketing communications, sales materials, educational
exhibitions, banners, flyers, posters, and digital websites for The Committed to Learning K-12 Growth
Initiative Group.
We were tasked by the client with designing a strategic vendor partner website (or extranet site) that brought
together all of C2L (Committed to Learning K-12) strategic partners, such as IBM Watson, Google
Expeditions, and Silverback, under one visual look and feel.
We created educational materials, and marketing and sales pieces for the partners in print formats such as
brochures as well as digital versions for web and social media.
For the overall creative design process was driven by research, subtle color coding, stylized iconography,
clear infographics, and custom illustrations. We art directed the 3rd party web developer vendor from Office
Depot, to make sure that the transition from web design to actual development was seamless. Our client,
Michelle Lee, assisted by giving us access to all the relevant materials to ensure we where able to complete
the various projects quickly, effectively, and on budget.
! PAGE 29
3.
CONTACT John Cooper
CLIENT Independence Spirits / Maurice Cooper and Company
TEL 305-856-0010 ext.308
John is the CEO of the company and worked closely with Arlyn Hernandez. He can attest to her abilities as a
designer and her abilities to deliver professional design in print-ready files.
Biotonic (Arlyn Hernandez) performed graphic design and branding services for their liqueur brands. This
included designs for Sweet Revenge Sour Mash Whiskey and Domaine de Canton (https://
www.domainedecanton.com/). We provided a variety of design needs in both print and digital mediums. We
worked closely with John and the marketing team to help them with their design needs.
The scope of services included developing brand identities, brochure designs, booklet designs, bottle label
designs, packaging designs, billboards, photoshoot art direction, eblasts, sales sheets, flyers, marketing
materials, designs for social media, web designs, and promotional event graphics and apparel.
! PAGE 30
H. AFFIRMATION OF NONDISCRIMINATION
AND EQUAL PAY
Attachment A
NONDISCRIMINATION AND EQUAL PAY AFFIRMATION
BIOTONIC + TONIC LOUNGE DESIGN_(name of entity submitting) hereby affirms it
will not discriminate on the basis of race, color, religion, creed, sex, age, marital
status, national origin, or because of actual or perceived sexual orientation, gender
identity or disability and acknowledges and understands the eventual contract will
contain a provision prohibiting discrimination as described above and this prohibition
on discrimination shall apply to the hiring and treatments or proposer’s employees
and to all subcontracts.
In addition, BIOTONIC + TONIC LOUNGE DESIGN (name of entity submitting) hereby
affirms it will abide by the Equal Pay Act of 1963 and Section 39-3-104, MCA (the
Montana Equal Pay Act), and has visited the State of Montana Equal Pay for Equal
Work “best practices” website, https://equalpay.mt.gov/BestPractices/Employers, or
equivalent “best practices publication and has read the material.
_____________Arlyn Hernandez, Co-Founder____________________
Name and title of person authorized to sign on behalf of submitter