Jackson Redevelopment Authority

Union Station Market Comprehensive Marketing & Branding Request For Proposal

We appreciate the opportunity to submit our proposal for the Union Station District Comprehensive Marketing and Branding Package. RED SQUARED is prepared to deliver a full scope of services that include brand strategy, design, and development for the district and its sub-brands, alongside a user-friendly website and promotional materials that meet the goals outlined in the RFP.

Our team has deep roots in Jackson. We bring years of experience in cultural storytelling, place-based branding, and high-quality creative execution. We understand how to balance community perspective with professional polish, and we’re committed to collaborating with JRA and its partners to position the Union Station District as a destination that reflects the spirit and history of the city.

FIRM EXPERIENCE & QUALIFICATIONS

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FIRM EXPERIENCE & QUALIFICATIONS ✱

Who We Are

RED SQUARED is a creative studio based in Jackson, Mississippi. We lead with story and visuals and emphasize culture. We build campaigns, films, and media that reflect Black life, community, and place. Our work often expands into full brand systems, not because that’s where we start, but because that’s what our clients need when they want their message to move people. We’ve built trusted visual identities, campaigns, and digital experiences for institutions across health, faith, food systems, and community development.

We are a trusted production and strategy partner to organizations working across the South, offering clarity, creative direction, and cultural insight that’s hard to find elsewhere.

We’ve led comprehensive branding initiatives that move beyond logos and color palettes to include campaign development, stakeholder engagement, digital presence, and execution across platforms.

Relevant Portfolio Samples

Each of these projects shows our capacity to lead large-scale branding efforts for institutions that serve the public. We bring narrative strategy, visual clarity, and operational discipline to every engagement, and we know how to collaborate with multiple stakeholders while keeping the creative thread strong from start to finish. Click the link in each option to see examples→

  • We were commissioned by the Jackson Heart Study Community Engagement Center to lead the development of a COVID-19 vaccine awareness campaign tailored to Black communities in Mississippi. We delivered the full brand, from naming and messaging, to visuals and rollout, that all centered on the slogan “I Got It.” The campaign included videos, photo assets, web development & copy, digital and print collateral, social media toolkits, and community-facing signage.

    See our work with the Jackson Heart Study Here →

  • RED SQUARED has served as the church’s embedded creative partner from beginning as a church plant with 10 members to growing as a church in downtown Jackson with 250 members over the past 8 years. We built and continue to manage a dynamic, cohesive visual identity spanning sermon series branding, pre-service media loops, worship visuals, social content, in-house photography, and seasonal merchandise. The brand reflects the tone, rhythm, and people of the church while evolving year to year.

    See our work with CityHeart Church Here →

  • For this project funded by the Foundation for Mississippi History & Mississippi Department of Archives & History, RED SQUARED not only produced this award-winning documentary, but also designed the full brand experience, from the visual identity and poster series to a full campaign package used at festivals, screenings, and partner events. We produced motion assets, press kits, social templates, and a 3D interactive activation to support audience engagement and fundraising. This project is an example of how we translate storytelling into physical and digital spaces with impact.

    See our work with The Defenders Here →

  • We were selected as the communications and branding partner for this $400 million dollar federally funded national initiative dedicated to enhancing the resilience, diversity, and competitiveness of our local food system across the mid-South (Mississippi, Louisiana, Alabama, Arkansas, and East Texas). Our team created the visual identity and public website. While the project has been paused due to the federal funding freeze, our deliverables remain foundational for a future full public rollout. This includes site design, internal newsletters, stakeholder narrative framing, and USDA-compliant brand development.

    See our work with the Delta Regional Food Business Center Here →

Key Staff & Expertise

  • Roderick Red

    CREATIVE DIRECTOR, PROJECT LEAD

    Roderick is a born and raised Jacksonian and founder and CEO of RED SQUARED. He will serve as the primary point of contact and lead the creative direction for the full project. His work spans public health campaigns, cultural storytelling, and visual strategy for civic and nonprofit partners across the South. Roderick will guide brand architecture, lead client meetings, and ensure the work stays rooted in narrative, values and place.

  • Jessica Simien Lofton

    COMMUNICATIONS STRATEGIST

    Jessica will shape core messaging, support content development, and lead stakeholder communications. She is a born and raised Jacksonian with degrees in Mass Communications and PR from Jackson State University and the University of Southern Mississippi. She brings over a decade of experience to the project and has led community-driven campaigns and communications for small businesses, universities, nonprofits, and economic development initiatives.

  • Andrea Reid

    CHIEF PROJECT MANAGER

    Andrea will manage timelines, deliverables, and daily coordination with the client team. She leads RED SQUARED’s internal project management systems and ensures seamless execution from creative concept to final delivery. She will oversee team workflow, track milestones, and support vendor coordination as needed.

  • Thabi Moyo

    OPERATIONS DIRECTOR, STRATEGIC ADVISOR

    Thabi brings experience in communications, coaching, and leadership and will support internal reviews, provide insight during brand development, and help align messaging with values and clarity. Thabi plays an ongoing strategic role across RED SQUARED’s partnerships.

  • SaraCaroline Jones

    CONTENT PRODUCER

    SaraCaroline leads video and media production support, including asset creation, editing, and formatting for digital and social platforms. She works closely with Roderick and Jessica to ensure visuals stay on brand and effective across formats.

  • Daria Red

    GRAPHIC DESIGNER

    Daria is our graphic designer with RED SQUARED who supports visual design and layout. She assists with print and digital collateral, branded templates, and graphic systems. Daria brings precision and polish to deliverables while working within the visual direction set by the creative team.

Available Resources and Consultant Location

RED SQUARED is headquartered in Jackson, Mississippi, with our creative office and production studio located in Midtown, just minutes from the Union Station District. This proximity allows us to stay closely connected to the site, respond quickly to needs as they arise, and meet in person with JRA leadership and partners throughout the project. Our entire core team lives and works in Mississippi, and we’re structured to deliver high-quality creative while staying grounded in the local context.

We manage projects through a streamlined system built on Asana for task and timeline management, Google Workspace for collaboration and file sharing and our team works across Adobe Creative Cloud, including Illustrator, InDesign, Photoshop, and After Effects for graphic design and animation work. We use DaVinci Resolve, Premiere Pro, and Frame.io for post-production, video review and approvals. For web builds, we primarily use Squarespace and Webflow, depending on the technical needs and long-term maintenance plan for the site. All brand assets and deliverables are stored securely and redundantly via a combination of online cloud based storage and physical SSD hard drives in our offices for easy access and clean handoffs at each stage.

We also maintain our own video and photography equipment, allowing us to create original content without waiting on outside vendors. That flexibility, combined with our ability to scale up design, production, and delivery in-house, means we can move quickly while maintaining control over quality and creative alignment.

RED SQUARED works in a hybrid model, combining in-office work with flexible remote systems. Our full team is Mississippi-based and available for regular onsite collaboration, walkthroughs, and feedback sessions with JRA leadership. We’ve structured our team to handle multi-phase branding projects while staying responsive to changing needs.

Mobile Production Van

Production will be supported by our OnDeck Mobile Production Unit, a fully outfitted production van that serves as our on-site base for film equipment and gear management. The van is available statewide and it carries everything needed for multi-camera coverage, high-quality audio capture, lighting, and backup equipment, allowing our team to stay agile and prepared in any environment.

A full list of available gear, including camera bodies, lenses, audio kits, lighting, and grip, is available here or below.

Methodology & Approach

Our approach is shaped by experience. We’ve built brands for institutions where every stakeholder matters, where public trust is earned not assumed, and where the visuals, message, and systems have to hold up across community events, web platforms, press coverage, and city streets. We don’t start with moodboards or logos. We start with listening. Before any design begins, we’ll work with JRA to map out the goals, audiences, site context, and priorities of the Union Station District and its core venues. From there, we’ll move through a phased process that includes strong creative direction, shared checkpoints, and clear handoffs between strategy, design, and content.

Phase 1: District Brand Identity and Messaging

We begin with the district-wide brand: the look, voice, and message that will set the tone for all other components. This includes stakeholder discovery, narrative development, visual direction, logo creation, and messaging that ties Union Station District to the cultural and economic future of Jackson. We’ll use this foundation to anchor every sub-brand.

✱ DELIVERABLES:

  • Brand strategy brief

  • District logo and visual identity system

  • Messaging and positioning toolkit

  • Moodboards and example use cases.

Phase 2: Sub-Brand Development

Each destination within the district including Union Market, Pullman Porter Food Works, Station Works, JXN Retrocade, Soul City Tours, and The Switchyard, will receive its own tailored brand. We’ll develop a logo, brand guidelines, and collateral templates that reflect the unique purpose and personality of each space, while still tying back to the larger Union Station brand.

✱ DELIVERABLES:

  • 6 logo suites (color, b&w, vertical/horizontal formats)

  • Sub-brand visual guides and usage rules

  • Print and digital template designs

  • Mockups for signage, social, and programming flyers

Phase 3: Website and Collateral Production

Once brand assets are finalized, we’ll design and build a public-facing website that reflects the full district. It will be mobile-friendly, easy to update, and built for real-world use like event listings, venue highlights, business info, and visitor tools. We’ll also produce brochures, digital graphics, and any signage or print materials needed to activate the space.

✱ DELIVERABLES:

  • Full website (8–10 pages, including calendar and directory)

  • Print collateral (visitor brochure, signage templates)

  • Final brand style guide (district + sub-brands)

  • Shared file library and asset package

Communication and Coordination

Throughout the project, RED SQUARED will manage communications through weekly check-ins and a shared Asana board with JRA staff. We’ll document each decision, track revisions, and make sure deliverables are submitted clearly and on time. For content reviews, we’ll use Frame.io (for video) and Google Docs/Slides (for written and visual review). All files will be shared in an organized Google Drive structure. We don’t make things harder than they have to be. Our team is responsive, organized, and used to working with stakeholders who have multiple layers of approval and shifting timelines. We’ll keep things moving while protecting creative focus and staying grounded in the project’s goals.

Why RED SQUARED?

We don’t approach this as outsiders. Our work is grounded in Jackson. We live here. We’ve built campaigns, stories, and experiences across this city for years from Midtown to Farish to the Capitol corridor. We understand how people move through downtown, what makes an identity stick, and how to bring energy to a place through design, voice, and culture.

RED SQUARED is a team that knows how to build trust and work across silos. We deliver campaigns that reflect the people they’re made for. We’ve branded public health initiatives, church communities, food systems, and documentary projects, all while staying rooted in the South and bringing a cultural clarity that national firms can’t replicate.

This work isn’t abstract to us. We know the real stakes, how a brand like this can bring new life to historic buildings, attract foot traffic, support entrepreneurs, and shift public perception of a district. Our team is ready to bring this brand to life and carry it all the way through.

Bid Pricing

We propose the following phased structure for the Union Station District branding engagement. This model reflects the scope of work outlined in Section 3 of the RFP and allows for clear checkpoints, approvals, and invoicing across each major phase.

  • District Brand Identity and Messaging

    Stakeholder Discovery and Research - $7,500

    Brand Strategy and Messaging Framework - $8,000

    Logo and Visual Identity Design (Primary District) - $10,000

    Messaging Toolkit and Narrative Assets - $6,000

    Brand Moodboards, Presentation Deck, and Sample Applications - $5,500

    Initial Press Kit, Campaign Tagline, and Mockups - $5,000

  • Sub-brand Development (6 unique brand systems)

    Logo Design and Icon Systems ($6,500 × 6) - $39,000

    Sub-brand Messaging and Voice Guides ($1,750 × 6) - $10,500

    Template Design (Social, Print, Signage) - $8,000

    Branded Asset Library Setup and File Prep - $5,000

  • Website Design and Collateral Production

    UX Wireframes, Site Architecture - $5,000

    Website Design and Development (8–10 pages) - $22,000

    Custom Mobile Optimization and QA - $4,000

    Event Calendar and Directory Integration - $3,000

    Visitor Brochure Design (Print-Ready) - $4,000

    District Signage Templates - $3,500

    Consolidated Brand Style Guide (District + Sub-brands) - $6,000

  • Photography, Travel, Project Management, Contingency

    Onsite Photography and Visual Documentation - $5,000

    Travel, Meetings, and Site Visits - $2,500

    Project Management and Internal Oversight - $6,500

    Contingency for Production Adjustments and Final Support - $4,000

Total: $170,000

This total reflects full creative direction, strategy, production, and coordination over a multi-month project timeline. We are able to adjust pacing or consolidate deliverables based on final project priorities as agreed upon during contract negotiation.

Payment Terms & Assumptions

To support clarity and alignment throughout the project, we recommend the following milestone-based payment schedule tied to each major phase of work:

  • Contract execution and project kickoff

  • Approval of district brand identity and messaging assets

  • Delivery of 3 completed sub-brands

  • Approval of all 6 sub-brands and supporting templates

  • Website structure and content approved

  • Launch of website, collateral delivery, final asset transfer

  • Closeout and acceptance of all deliverables

Assumptions:

  • This cost includes all in-house labor, strategy, design, production, and project management.

  • Travel within the Jackson metro area is included; any extended travel (if required) will be pre-approved by JRA.

  • All core communications will be managed via email, Asana, Google Drive, and Frame.io.

  • We assume no more than two rounds of revision per major deliverable unless otherwise agreed upon.

  • RED SQUARED will retain responsibility for managing all subcontractors and creative collaborators.

  • Pricing is valid for 90 days from proposal submission and assumes a project start by August 2025.

References

Dr. Victor Sutton

Director, Mississippi State Department of Health
Email: v_sutton4@outlook.com
Phone: (601) 672-2914

Noel Didla

Co-Steward, The Center for MS Food Systems
Email: noelestherdidla@gmail.com
Phone: (601) 212-1558

Kevin Reid

Lead Pastor, CityHeart Church
Email: kevin@cityheartjackson.com
Phone: (919) 244-6634

Thank you for reading and considering our proposal.

Disclosure: Team Member Alignment

Thabi Moyo, RED SQUARED’s Operations Director and Strategic Advisor for this proposal, is also engaged as a partner with Union Market, one of the key sub-entities within the Union Station District. To our understanding, her role with Union Market does not involve participation in proposal evaluation or decision-making on behalf of JRA. We are including this disclosure in the interest of transparency.

We believe Thabi’s dual involvement strengthens this project. Her leadership role at RED SQUARED and at Union Market brings alignment between the district’s creative identity and the work we do at our organization and her presence ensures clearer communication and a deeper understanding of goals between our organizations.

Roderick Red
CEO, RED SQUARED
roderick@redsquared.co | 601-953-6124 | www.redsquared.co