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Statement of Qualifications <br />c. Proposed Work Plan <br />Merritt Studio understands the Scope of Services. <br />i. Anticipated approach: <br />1. Continue to Explore <br />- Refine the look and feel for the City of Santa Ana through Cultura <br />- Visualize the essence of the city through vibrant typography, colors, photography, <br />illustration, and stories <br />- Heighten the awareness of the city's amenities and draw attention to the active and <br />diverse community <br />- Define the visual language that captures the attention of the diverse amenities <br />2. Design and Layout <br />- Refine the design system that will continue to be flexible for various content <br />- Focus on legible and contemporary typography that reads well across multiple <br />generations ofreaders <br />- Harness a color palette that is fresh, vibrant, and inviting <br />ii. Suggestions <br />- Create a photography guideline <br />- Continue to build out a photography library (library services, zoo attractions and <br />events, parks and recreation classes and community events) <br />iii. Description ofDeliverables and Implementation Plan <br />- Fully designed magazine sent to print - English <br />- Fully designed PDF posted online - English <br />- Fully designed magazine sent to print - Spanish <br />- Fully designed PDF posted online - Spanish <br />- Fully designed magazine sent to print - Vietnamese <br />- Fully designed PDF posted online - Vietnamese <br />Merritt Studio RFP - Design Services <br />4 <br />