Brightside Newsletter Redesign- Phase 1

The City of Palm Desert is issuing this Request for Information (RFI) to solicit information from qualified design firms with experience in newsletter design, branding, and communications. The purpose of this RFI is to better understand industry practices, firm qualifications, and general approaches to reimagining the City's Brightside Newsletter, a bi-monthly publication distributed to residents and businesses. This project aims to modernize the newsletter’s visual identity, improve readability and accessibility to support both in-depth reading and quick scanning of high-volume community information, and create a cohesive design system that works seamlessly across both print and digital formats.

Through this process, the City seeks to identify firms capable of developing a fresh, engaging design that enhances its ability to communicate important information, promote community programs and events, and strengthen civic identity. The anticipated redesign would result in flexible, user-friendly templates that City staff can efficiently use for ongoing production, while elevating the overall quality and impact of the publication.

The City intends to implement this effort using a two-phase approach. Phase 1 (this RFI) is focused on evaluating vendor qualifications, experience, and general approach. No design concepts or detailed proposals are requested at this stage. Phase 2 may include a paid concept development component in which shortlisted firms would be invited to develop one or two distinct design approaches.

This RFI is for informational purposes only and does not constitute a solicitation for proposals or a commitment to award a contract. Responses will be used to inform the City’s potential development of a future solicitation and project scope.

Background

The Brightside Newsletter is the City of Palm Desert’s primary print communication tool, distributed six times per year to inform residents about City services, programs, and events. It includes a mix of feature stories, updates, and community information, requiring a design that balances storytelling with high-density content .

The City has identified an opportunity to improve the newsletter’s visual appeal, readability, and accessibility, while also ensuring consistency across print and digital formats. This redesign is part of a broader effort to modernize communications and strengthen community engagement. The current format requires updates in visual organization and ease of navigation, particularly in sections with dense informational listings.

The goal is to create a flexible, easy-to-use design system that enhances usability for readers and efficiency for staff, resulting in a more engaging and effective publication.

Project Details

• Reference ID: 2026-RFI-022
• Department: CMO - City Manager
• Department Head: Chris Escobedo (City Manager)

Important Dates

• Questions Due: 2026-05-22T21:00:00.000Z
• Answers Posted By: 2026-05-28T21:00:00.000Z

Evaluation Criteria

• Content of Response
• Project Goals —

  The City is seeking input on the redesign of its bi-monthly newsletter. The redesigned newsletter should aim to:

  • Modernize the overall look, while maintaining a community-oriented feel
  • Improve readability and content hierarchy, particularly for high-density information
  • Enhance accessibility in accordance with ADA and WCAG best practices
  • Create consistency across print and digital formats
  • Develop flexible templates for efficient in-house production
  • Strengthen community engagement and civic identity

  This effort supports broader City goals to modernize communications and enhance community engagement.

• Project Approach —

  The City intends to implement this project using a phased approach:

  • Phase 1 – Discovery & Creative Direction (current solicitation): The City is seeking information from qualified firms to evaluate experience, approach, and general capabilities. No design services or original concepts are required at this stage.
  • Phase 2 – Design Development & Implementation (future phase): The City may invite a limited number of firms to participate in a second phase involving design concepts and full project development.
• Phase 1- Discovery & Creative Direction —

  Interested firms shall submit:

  • Company overview and qualifications
  • Relevant experience
  • Portfolio including:
    • At least 2–3 newsletter or publication design samples
    • Experience with municipal or similar clients preferred
  • Description of design process and approach
  • Typical project timeline for similar work
  • General fee information or cost approach (optional)

  Important:

  • Vendors are not required to submit original design concepts at this stage.
  • Detailed fee proposals are not required.
• Phase 2: Design & Implementation Scope —

  Firms shortlisted or selected for Phase 2 may be asked to provide design concepts and prepare a proposal to accomplish the full services described below.

  A. Discovery & Assessment

  • Review current newsletter (print and digital)
  • Evaluate how readers interact with the newsletter, including navigation and content prioritization
  • Identify opportunities for improvement
  • Optional stakeholder input

  B. Creative Direction

  • Develop a comprehensive visual design system, including typography hierarchy, color palette (with accessibility considerations), grid system, and imagery guidelines

  C. Print Newsletter Redesign

  • Redesign an approximately 8-page publication
  • Create flexible templates for recurring content:
    • Cover page
    • Feature articles
    • Calendar/events
    • Community listings
  • Templates should be modular and adaptable to varying content lengths and formats across issues
  • The design must effectively accommodate both narrative storytelling and high-volume informational content without sacrificing clarity or usability
  • Design should consider a broad and diverse audience, including varying age groups and levels of familiarity with City services.

  D. Digital Newsletter Design

  • Adapt design for digital/email/web use, ensuring readability across devices and compatibility with common email and web publishing platforms

  E. Accessibility

  • Ensure design utilizes ADA and WCAG 2.1 AA accessibility best practices, including color contrast, typography, layout, and readability

  F. Template & Style Guide Development

  • Provide editable templates (InDesign or similar)
  • Include style guide, along with editorial and layout guidelines to support consistent content structure, headline hierarchy, and article formatting

  G. Implementation

  • Apply design to one full issue
  • Provide revisions and final production files
  • Incorporate feedback from City staff through a structured revision process
  • Optional staff training
• Concept Development (Phase 2) —

  As part of Phase 2, the City may request shortlisted firms to develop:

  • One (1) to two (2) distinct design concepts

  Concepts may include:

  • Sample cover design
  • Sample interior layout(s)
  • Overall visual direction (typography, color, imagery, layout system)

  Concepts do not need to represent a full 8-page newsletter but should clearly demonstrate the proposed design system.

  Shortlisted firms may receive a stipend for development of design concepts.

• Anticipated Deliverables (Phase 2) —

  The selected vendor will provide:

  • Final newsletter design (print and digital)
  • Editable templates (InDesign or similar, InDesign preferred)
  • Style guide, including editorial and layout guidelines to support consistent content structure, headline hierarchy, and article formatting
  • Production-ready files
  • One fully designed issue using new templates

Submission Requirements

• Proposal (required) —

  Responses shall be concise, well-organized, and directly address the information requested below. The City is seeking high-level, informational responses only.

  A. Cover Letter

  • Brief introduction of the firm
  • Statement of interest in the project
  • Primary contact information

  B. Firm Overview and Qualifications

  • Description of the firm, including size, structure, and areas of expertise
  • Summary of relevant experience with newsletter, publication, or similar design work
  • Experience working with public agencies or comparable clients (if applicable)

  C. Relevant Project Experience & Portfolio

  • Provide two (2) to three (3) examples of similar work (newsletter, magazine, or publication design)
  • For each example, include:
    • Client name and project description
    • Scope of services performed
    • Your firm’s role
    • Link or sample of the final product

  D. Approach & Methodology (High-Level)

  • Overview of your typical design process for similar projects
  • Key considerations or best practices when designing for municipal communications
  • High-level ideas or strategies for improving readability, accessibility, and engagement
    (Do not include original design concepts.)

  E. Project Schedule & Capacity

  • Typical timeline for a project of similar scope
  • Current availability and capacity to take on new work

  F. Cost Information (Optional)

  • General description of pricing structure or typical cost range for similar projects
    (Detailed fee proposals are not required at this stage.)
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