Agency Administration Dept

Contractor Capsule, LLC

SWIFT Contract Number 136774

Project Name MMCAP Infuse Rebranding

Project Number (if applicable) {Empty}

Summarize purpose of the contract, including why it was necessary: The goal of this project was to create a brand identity (brand identity system) resulting in a cohesive brand image and stronger national brand presence that supports business growth of MMCAP (MMCAP Infuse). A stronger national brand presence positively impacts MMCAP Infuse's national buying power, which translates into the ability to negotiate lower prices for MMCAP Infuse members.
Through this branding process, we would accomplish the following:
(1) Discover a unique and compelling brand position that meaningfully differentiates MMCAP (MMCAP Infuse) from other organizations offering procurement services/contracts. (2) Articulate this brand position in a clear, concise manner that quickly resonates internally, within the marketplace, and with current and potential clients/members. (3) Create a revitalized brand identity that reinforces the new position. (4) Provide a framework and direction for all future marketing and communications efforts, as well as for all touchpoints with external and internal audiences.

Project Duration

Start Date Fri, 01/05/2018 - 00:00

Original end date Fri, 12/14/2018 - 00:00

Actual end date Fri, 03/29/2019 - 00:00

Did project finish on time? Yes

Total billable hours utilized (if applicable) {Empty}

Contract Amounts

Original contract: $125000

Amendments $0.00

Contract total $125000

Did project finish within budget? Yes

What was the funding source? MMCAP Infuse budget (Fund 4501)

Is this a sole source contract? No

If this was a single source contract, explain why the agency determined there was only a single source for the services (if applicable) Not applicable.

Evaluator Name Debbie Leider, Marketing Analyst, MMCAP Infuse

Evaluator Email Address debbie.leider@state.mn.us

Evaluate the contractor's timeliness Score: 5
Before beginning work, a representative of Capsule and I outlined a timeline. Capsule met the mileposts. When there was an unexpected event (related to approval of the brand name), the team at Capsule went above and beyond to creatively accomplish a major task within a very compressed timeline of one to two days.

Evaluate the contractor's quality Score: 5
Capsule created a professional, polished, impactful and memorable visual identity that was spot on in conveying the identity of MMCAP Infuse while simultaneously coordinating with the state of Minnesota brand identity. The logo artfully conveys that MMCAP Infuse specializes in health care. The graphic elements are polished and eye-catching (most notably, the logo supergraphic, which acts as a unique and memorable identifier). The color palette is an excellent fit for the medical industry. The color palette is extremely well-coordinated to work together, is vibrant and provides solid options to meet accessibility guidelines for contrast. Planning and research were thorough, and Capsule had a solid plan for engaging every member of the MMCAP Infuse team in the process.

Evaluate the contractor's cost Score: 5
Minneapolis is a top market for advertising agencies. In the Minneapolis market, fees to develop a brand identity are commonly above $250,000. As a manager of one Minneapolis advertising agency once informed me, that agency's fees to lead a rebranding initiative START at $500,000 and are often $1 million or above. Capsule's standard fee was $175,000 to $225,000. The fee under this contract was $125,000 -- $50,000 to $100,000 below Capsule's standard fee.

Evaluate the contractor's overall performance Score: 5
The Capsule team was diligent and worked hard. The communication throughout the process was excellent. The final product is outstanding.

Would you engage the contractor's services again? Yes

Describe any negative action taken during the duration of this contract (i.e., termination, pursuit of suspension, etc.): None.

Please rate the overall experience with the contractor 5 - very satisfied