REQUEST FOR EXPRESSIONS OF INTEREST for the development of the SANKOFA SQUARE brand

Deadline for expressions of interest is 5pm EDT on Friday, May 17, 2024.

Yonge-Dundas Square (soon to be Sankofa Square) is seeking expressions of interest from creative agencies and services for the development of the following:

1) Brand Strategy: that infuses the spirit of Sankofa into how Sankofa Square will engage with the world, express its values, share stories, the behaviors to embody, and the promise we will make to Torontonians and visitors alike that will resonate through every facet of our brand. A strategy to celebrate the cultural richness that Sankofa Square will represent.

2) Brand Identity: creation of the Sankofa Square identity consisting of a logo, iconography, colour palette, supporting taglines, brand voice, tone, etc., deployable across various formats (from large physical on-site signage to digital and social platforms). Along with brand guidelines to help ensure consistent application.

3) Brand Marketing, Communications, & Outreach Campaign: Develop an integrated brand campaign to launch, promote, educate, and build awareness of the Sankofa Square brand and its significance for the City of Toronto.

Yonge-Dundas Square as a brand has existed primarily as a logo and a physical location, it now stands at the threshold of transformation. The renaming to Sankofa Square presents a remarkable opportunity to embrace the spirit of Sankofa to create meaning, purpose, and a lasting legacy for the Square as the heart of Toronto.

Timeline

Deadline for expressions of interest: 5pm EDT on Friday, May 17, 2024.

Review of expressions of interest: By 5pm EDT on Wednesday, May 22, 2024.

Shortlist of agencies invited to submit proposals: two to three creative services suppliers will be notified by Thursday, May 23, 2024.

Proposal deadline for selected agencies: 5pm EDT on Friday, June 14, 2024

Recommendation of agency made to YDS Board of Management: Thursday, June 20, 2024.

Selected agency notified: Week of June 24, 2024.

Project duration: Approximately 14 months, from August 2024 through to the end of October 2025. Brand strategy and identity development expected by the end of Q3 in 2024, with further implementation in 2025.

Selection Criteria

The successful agency or creative services supplier will be chosen based on the following considerations:

  • Cultural Representation, Knowledge, and Inclusivity: Agencies that are led by Black, Indigenous, and other people of colour, or with a proven ability to authentically engage with diverse cultural groups and audiences will be highly regarded.

  • Creativity and Originality: Proposals that demonstrate creativity in brand storytelling, visual elements, and campaign concepts will be favorably considered.

  • Expertise and Comprehensive Services: Agencies offering a holistic suite of services (brand strategy, architecture, social and public education initiatives, content creation, media relations) will be valued. Collaborations and co-submissions with other agencies are welcomed.

  • Track Record and Industry Familiarity: Agencies with experiences in arts, culture, entertainment, or public spaces will be given due consideration. Familiarity with the nuances of these domains is a plus.

  • Cost and Location: While we appreciate quality, cost-effectiveness matters. Agencies with competitive rates and a location conducive to collaboration will be evaluated favorably.

  • Alignment with Vision and Values: How well we think our teams align on overall vision and cultural fit.

  • Passion and Commitment: We seek agencies who infuse their work with enthusiasm, passion, and joy. Your commitment to shaping Sankofa Square’s legacy matters.

Agency Next Steps

1) Access Additional Project Information

To help determine if this project is the right fit for your agency, please email Marnie Grona, Manager of Marketing, Communications and Corporate Partnerships, at marnie@ydsquare.ca to obtain the Sankofa Square Rebranding Project Overview.

2) Prepare your Expression of Interest

Expressions of Interest should be submitted in the form of a letter, including the following information:

  • Overview of your agency, its purpose, and personality.

  • Why your agency is interested in the Sankofa Square rebranding project.

  • Why your agency should be considered for this opportunity.

  • A brief highlight of relevant work experience and previous projects.

  • What your approach would be for a project like this that has a variety of interested parties, collaborators, and community members.

3) Submit your Expressions of Interest

Send in your expression of interest before the deadline of 5pm EDT, Friday, May 17, 2024 to:

Marnie Grona
Manager of Marketing, Communications & Corporate Partnerships
Yonge-Dundas Square (soon to be Sankofa Square)
2 Carlton Street, Suite 1707, Toronto, ON M5B 1J3
Email to marnie@ydsquare.ca

Obligation by either party

Yonge Dundas Square is seeking Expressions of Interest for information purposes only. There is no obligation on either Yonge-Dundas Square’s part or on the part of an interested party to enter into an agreement at a later date.

About the Square

Yonge-Dundas Square, soon to be renamed Sankofa Square, is a bustling public space that hosts upwards to 200 events annually. Established in 2003, the Square was born from a collaboration between the City of Toronto, area residents, businesses, and community groups.

The Square welcomes diverse events, including community-based festivals, charity functions, city-produced events, and commercial promotions. It is the only public square in Toronto that facilitates commercial bookings. The Square is managed by the Yonge-Dundas Square Board of Management, a City of Toronto agency.

The name change to Sankofa Square was adopted by Toronto City Council on December 14, 2023, with official renaming details to be confirmed. Meanwhile, operations continue under the Yonge-Dundas Square name.

For more information about the Square, please review our website at ydsquare.ca.

Yonge-Dundas Square