5.1C MFACSR 02-04-2021CITY OF ELK RIVER
ENVIRONMENTAL GRAPHICS STANDARDS SERVICES PROPOSAL PREPARED FOR
November 13, 2020
Michael Hecker, Parks and Recreation Director
City of Elk River
13065 Orono Parkway
Elk River, Minnesota 55330
Submitted electronically to: mhecker@ElkRiverMN.gov
Re: Environmental Graphics Standards Services Proposal Prepared for the City of Elk River
Dear Mr. Hecker and Multipurpose Facility Advisory Committee members:
On behalf of our HGA Branding and Environmental Graphics team, I am pleased to submit the enclosed
fee Proposal for Environmental Graphics Standards Services for the City of Elk River’s Furniture and Things
Community Event Center.
The most successful organizations have clearly identifiable brands that reflect their authentic culture and
purpose. Our team will work with you to create unique design solutions that sensitively incorporate elements
that reinforce brand identity, culture, and community, to ensure a meaningful impact on facility users, the
community at large, and on staff engagement, attraction, and retention for years to come.
Our HGA team has created branding standards for a wide variety of clients and project types, as you will see
inside. Each project tells a unique story, and we hope to work with you to develop and tell the unique story of
your community through our collaborative creative process. Our experience with both public and private clients
gives us insight into all sorts of branding and visitor experience trends.
We have teamed with our partner Heather Novak Peterson and architecture and interior professionals
to provide your project the expertise it will need to be successful from a management, creative, and
technical perspective.fdfd
We look forward to the opportunity to work with you on this exciting project!
Sincerely,
Glenn Waguespack, AIA
Project Manager and Designer
Direct: 612.850.0161 | GWaguespack@hga.com
612.758.4000
HGA.COM
420 North 5th Street, Suite 100
Minneapolis, MN 55401
PROPOSAL CONTENTS
1. Project Understanding 2
2. Scope of Services 4
3. Compensation 6
4. Time Frame 8
5. Firm and Team Overview 10Front Cover: Texas A&M Music Activities Center | College Station, Texas
This Page: TractorWorks | Minneapolis, Minnesota
2 | HGA | 3
SECTION 1
PROJECT UNDERSTANDING
Hennepin County Library | Brooklyn Park, Minnesota
Each community has a story,
and your facility will play an
important part in the ongoing
story of the community and the
daily lives of its users.
HGA commits to drawing out original insights with
each and every project, with a process that leads to
creative, authentic solutions that will be useful for you
and your stakeholders now and into the future.
The main understanding of the project is to create
graphics that react to the architectural intent of
the space and to generate brand standards that
help guide visitor experience. The guidelines will be
designed with the intention of allowing for future
applications through all of the needs of the Furniture
and Things Community Center.
The Environmental Graphics Standards package we
propose will address:
BANNER SIGNAGE DESIGN banner design as a
system that articulates color, form, and graphic
storytelling elements.
GRAPHIC IMAGERY DEVELOPMENT site-specific
environmental graphic design options that include
location and materiality.
IMPLEMENTATION STANDARDS implementation
concepts of all the graphics designed as a system to
define, celebrate, and inform the guest experience
throughout the community center.
In this process, we will work with you and your
stakeholders/partners to define, organize, and develop
specific design elements for the new Furniture and
Things Community Event Center including:
• Banners
• Historical displays
• Shadow boxes
• Trophy cases
• Signage (wayfinding, room, and other signage)
• Other graphic elements
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SECTION 2
SCOPE OF SERVICES
Sleep Number | Minneapolis, Minnesota
The focus of the Scope
of Services is to define
the Experience that the
graphics will help to highlight
through a graphic sense
of wayfinding, celebration,
and communication.
This Experience is defined
through the following project
scope and deliverables:
PROJECT SCOPE AND DELIVERABLES
The deliverables to provide a full Environmental
Graphics Standards package will include:
GRAPHICS PLANS Floorplans of the Furniture and
Things Community Event Center indicating locations of
various type of graphic content.
GRAPHIC ARTWORK Electronic, scalable vector format
(Adobe Illustrator .ai files) will be provided for all
graphics for owner use.
STAKEHOLDER MEETINGS From conceptualization
through refinement and finalization of the design
standards, we will meet with stakeholders to develop
concepts and ensure an authentic brand identity
for all environmental graphics. Please refer to
the Time Frame section for a detailed schedule of
key milestones.
DESIGN MANUAL A user-friendly compendium of all
environmental graphic design standards will be the
final deliverable, which the city can provide to all its
partners to develop appropriate graphics for the
facility. The Design Manual will be the result of our
process collaborating with stakeholders, and represent
the story of the facility.
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SECTION 3
COMPENSATION
Confidential Fortune 5 Client | Eden Prairie, Minnesota
HGA proposes the following professional fees to complete the scope of work. Fees are based on projects of a similar size.
SCOPE FEE
Graphics Floor Plans $1,500
Graphic Artwork Concepts $8,000
Meetings (5)$3,000
Design Manual $9,600
SUBTOTAL PROFESSIONAL SERVICES FEE $22,100
Reimbursable Expenses (5% of total fee)$1,105
TOTAL PROPOSED FEE (NOT TO EXCEED)$23,205
DEVELOPING GRAPHIC GUIDELINES AND DESIGN OF GRAPHIC FEATURES
Map the understanding of the experiential environment through floorplans and
moodboards to identify graphic application opportunities and option.
FINAL REVIEW AND REVISIONS
Design team finalizes the
Design Manual based on
Owner final design review.
ENVIRONMENTAL GRAPHICS STANDARDS AND FINAL
DESIGN IMPLEMENTATION
Develop a user-friendly Design Manual that captures
the visual intent of the environmental graphics to help
guide future applications and needs for all partnering
stakeholders and groups utilizing the Furniture and
Things Community Event Center.
Finalize design of collateral elements.
COLLABORATIVE PROCESS
Our creative, iterative design process allows for feedback and review by staff as well as project partners, including
the high school, youth organizations, and other interested community stakeholders as determined by the city and
Multipurpose Facility Advisory Committee. Our collaborative process will ensure that the story of your facility will be an
authentic one that reflects your values and multiplies the excitement of the new Event Center. See Anticipated Project
Schedule for detailed schedule activities/milestones.
GENERATING CONCEPTUAL STORY IDEAS
Meeting with facility management, marketing, and
interested stakeholders to form an understanding of use and
visual storytelling aspects that will help define the visitor
experience which will underscore current and future needs for
graphics implementation.
SECTION 4
TIME FRAME
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8
CONCEPTUAL STORY IDEAS
GRAPHIC GUIDELINES AND COLLATERAL DESIGN
ENVIRONMENTAL GRAPHICS AND FINAL DESIGN IMPLEMENTATION
FINAL REVIEW AND REVISIONS
1 2 3 4 5
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GLENN
WAGUESPACK
AIA
PROJECT MANAGER AND DESIGNER
As Project Manager and Designer, Glenn creatively
synthesizes client goals and stakeholder needs to
develop a shared and meaningful vision for each
project. With an open and inclusive design process
backed by a strong technical aptitude, he works to
enable a successful project that exceeds expectations.
For over 20 years, Glenn has designed public-sector
and community projects that uncover surprising
opportunities within their constraints, resulting in
award winning, impactful architecture. Recent work
includes the net zero energy Westwood Hills Nature
Center in St. Louis Park, Minnesota.
SELECTED EXPERIENCE
Westwood Hills Nature Center
St. Louis Park, Minnesota
City of Manitowish Waters
Manitowish Waters Fire Hall | Manitowish Waters, Wisconsin
City of Golden Valley
Brookview Community Center | Golden Valley, Minnesota
City of Edina
Grandview Community Center Feasibility Study
Edina, Minnesota
City of St. Paul
Payne/Maryland Library and Recreation Center
St. Paul, Minnesota
City of Plymouth
Plymouth Creek Center Expansion and Renovation Feasibility
Study | Plymouth, Minnesota
V3 Sports
Sports Performance/Triathlon Training Center Concept Design
Minneapolis, Minnesota
EDUCATION | AFFILIATIONS
Master of Architecture
Southern California Institute of Architecture (SCI-Arc)
Licensed Architect MN
SECTION 5
FIRM AND TEAM OVERVIEW
Confidential Client | California
HGA is a national multi-disciplinary design firm rooted in architecture and engineering. More
than 780 people in eleven offices from coast to coast collaborate on specialized teams with
clients in the corporate, healthcare, government, cultural, community, education and energy
markets. We value empathy, are fueled by curiosity, and embrace the hard work that leads
to innovation.
Since our founding in 1953, we have won numerous
awards from our own industries as well as those of
our clients. But just as meaningful to us is the shared
impact we create with people—each other and our
clients—through purposeful design that speaks to the
human experience.
For more than 67 years, HGA has helped shape
culture, business and society by consistently creating
forward-thinking design for our clients and the
communities they live in. HGA’s Minneapolis office
is composed of architects, engineers and interior
designers who collaborate with corporate, cultural and
performing arts, higher education, government, and
healthcare clients.
TEAM PARTNER: HJNovak
HGA is teamed strategically with HJNovak to provide
the City of Elk River with enhanced expertise in
environmental design and artwork. Heather has
experience working with a variety of clients providing
a range of environmental graphics and wayfinding
services. Established in 2020, HJNovak is a Woman
Owned Minnesota Small Business Enterprise (WBE/
SBE).
HEATHER
NOVAK-PETERSON
SEGD
ENVIRONMENTAL GRAPHIC DESIGNER | HJNOVAK
An award-winning artist and designer, Heather has
created environmental and branding design projects
for a wide variety of clients. She firmly believes
in being a part of the design process early on to
establish and integrate branding, environmental
graphics, and art design ideas into the overall
architectural design. Heather builds consensus by
listening closely to the client and design team in
addition to offering a different design perspective.
SELECTED EXPERIENCE
The Reserve, Wells Fargo Center
Minneapolis, Minnesota
Hines’ Office
Minneapolis, Minnesota
Northrop Grumman
Plymouth, Minnesota
ERM Office
Minneapolis, Minnesota
California State University, Domingo Hills, S & I Buildings
Los Angeles, California
Institute for Child and Adolescent Brain Health
Minneapolis, Minnesota
Marvin Windows HQ
Warroad, Minnesota
Mortenson Construction Headquarters & Innovation
Center
Golden Valley, Minnesota*
Jack Link’s Corporate Office
Minneapolis, Minnesota*
T3 Minneapolis
Minneapolis, Minnesota*
EDUCATION | AFFILIATIONS
Bachelor of Fine Arts, Communications Design & Fine Art
College of Visual Arts, St. Paul, Minnesota
Bachelor of Arts, Political Science
Minnesota State University Moorhead
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E C
F G
H
I I
AA A
BB
D E E
A Docusign | Office Renovation | San Francisco, California B Centerpoint Energy | Relocation | Minneapolis, Minnesota
C Milwaukee Public Library | Mitchell Street East | Milwaukee, Wisconsin D GSA B.H. Whipple Federal Building
Modernization | Fort Snelling, Minnesota E Sleep Number | Headquarters Relocation | Minneapolis, Minnesota
F Adobe System | East Tower Tenant Improvement | San Jose, California G International Dairy Queen | Headquarters
Relocation | Bloomington, Minnesota H Ramsey County Library | Shoreview Library | Shoreview, Minnesota
I Bush Foundation / Minnesota Philanthropy Partners | Relocation | St. Paul, Minnesota
G
ENVIRONMENTAL GRAPHICS FOR
INSPIRED SPACES
H
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ENVIRONMENTAL GRAPHICS
CASE STUDIES - HJNovak
BUCK HILL SKI RESORT | BRANDING / ENVIRONMENTAL GRAPHICS /
SIGNAGE
Buck Hill celebrated new ownership by revamping their brand
identity to tie back to their historic roots, while also refreshing
the idea of future implementation by planning environmental
graphics and playful sculptural aspects of signage and lighting
that utilized recycled materials with old equipment, creating an
eclectic environment.
T3 | ENVIRONMENTAL GRAPHICS
Environmental graphics are an important component in a building
that is in itself a landmark for construction, as the first all timber
building at 7 stories to be built in the United States in over 100 years.
Large murals were designed to double as giant bike rack walls,
while images were printed directly on wood panels with black ink to
capture the hand hewn quality carried throughout the building.
JACK LINKS HEADQUARTERS | ENVIRONMENTAL GRAPHICS / SIGNAGE
Celebrating the imaginative mascot of Jack Link’s Sasquatch with
the feeling of the Wisconsin woods in honor of where the company’s
roots are, the environmental graphics flow throughout the new
headquarters located in the very middle of the urban downtown
core of Minneapolis. The graphics are inspired by a sense of graffiti
and urban art to translate the vibrant attitude of a company culture.
420 North 5th St, Ste 100
Minneapolis, MN 55401
T 612.758.4000
F 612.758.4199