Request for Proposals
Branding and Wayfinding Plan
Issued: March 4, 2026
Responses Due: April 8, 2026, by 12:00 p.m. EST
I. Introduction
The Town of Newmarket, NH is seeking proposals from qualified firms to undertake a two-part project aimed at enhancing the community’s identity and improving vehicular and pedestrian navigation. The project will result in a comprehensive branding and wayfinding plan for Newmarket. The Town is seeking proposals from firms that demonstrate a commitment to community engagement and collaboration in crafting a brand identity and wayfinding solution that authentically represents Newmarket’s character and values.
II. Background
The Town of Newmarket is located in Rockingham County, New Hampshire, with a population of approximately 9,430 according to the 2020 census. Covering approximately 13.9 square miles, Newmarket is part of the Seacoast region and lies within the Greater Boston metropolitan statistical area.
A historic mill town along the Lamprey River and Great Bay, Newmarket features a vibrant downtown, a walkable community center, and a strong mix of residential neighborhoods, commercial activity, and conservation land. The town sits along the Route 108 corridor, a growing economic and transportation link connecting Newmarket to Durham, Dover, and Exeter.
Newmarket is adjacent to the University of New Hampshire in Durham, which contributes to the town’s cultural vitality, economic activity, and rental housing market. The town has seen steady population growth, driven by young professionals, families, and retirees attracted to its quality of life, natural surroundings, and proximity to the Seacoast and Boston metro area.
The Town operates under the Council–Manager form of government, with seven at-large councilors who appoint a Town Manager as chief executive officer.
As Newmarket continues to grow, the Town recognizes the need for a cohesive visual identity and a clear, user-friendly wayfinding system to help residents, businesses, and visitors navigate the community and appreciate all it has to offer. This project will lay the groundwork for consistent placemaking efforts for years to come.
III. Objectives
The objectives of this project are as follows:
- Branding: Develop a visual brand identity that effectively captures the essence of Newmarket and resonates with residents, businesses, and visitors.
- Wayfinding: Design and develop an implementation plan that provides a user-friendly wayfinding signage strategy that improves pedestrian and vehicular navigation while highlighting key destinations and attractions within Newmarket.
IV. Scope of Work
The selected firm shall perform the following tasks as part of the two-part project:
Part 1 — Branding
- Conduct stakeholder engagement sessions, community workshops, and surveys to gather input from residents, businesses, and stakeholders on Newmarket’s identity, values, and aspirations.
- Building on community feedback, develop a brand strategy and messaging platform that reflects Newmarket’s unique character and resonates with target audiences.
- Create up to three (3) distinct visual brand options, including logos, color palettes, typography, and imagery that convey Newmarket’s brand identity across various communication channels and touchpoints.
- Develop and provide a brand guidance manual documenting the design process and recommended implementation measures to ensure consistent application of the brand across marketing materials, signage, and digital platforms.
- Present up to three (3) design options to Town staff and the Public Transportation Advisory Committee. The Transportation Advisory Committee will review the options and make recommendations to the Town Council for final approval.
Part 2 — Wayfinding
- Assess existing town maps and wayfinding signage within Newmarket to identify opportunities for improvement and enhancement.
- In conjunction with the Public Transportation Advisory Committee, determine where signage can be placed to help users find their way through the town, including:
- Identifying decision points experienced by pedestrian, bicycle, transit, and automotive visitors, and matching those points with destinations and areas of town to create an effective wayfinding program.
- Creating a master list of Points of Interest (POIs), categorized by popularity, destination type, and proximity to other POIs.
- Design a comprehensive wayfinding signage system that includes signs, directional markers, and informational kiosks at key locations throughout Newmarket, with the following deliverables:
- Sign location plan (where signs are to be located);
- Message schedule (what each sign says);
- Signage family (the types of signs used, including district maps, branding signs, banners, and directional tools).
- Incorporate Newmarket’s brand identity into the design of wayfinding signage elements to create a cohesive and unified visual experience for all users.
- Conduct a formal stakeholder review of the proposal to ensure safety and other community considerations are addressed prior to finalization.
V. Deliverables
- Draft and final written report including findings, brand options, wayfinding plan, and recommendations.
- Brand guidance manual suitable for ongoing staff use.
- Wayfinding signage system package (sign location plan, message schedule, and signage family documentation).
- Presentation of findings to the Town Council, Public Transportation Advisory Committee, and other stakeholders.
- Executive summary suitable for public release.
VI. Proposal Requirements
Interested firms must include the following in their proposals:
- A cover letter summarizing the firm’s qualifications, relevant experience, and interest in the project.
- A proposed methodology for conducting both the branding and wayfinding components of the project, including strategies for community engagement, brand development, and signage design.
- Resumes and roles of all key project team members.
- A portfolio of past projects with examples of branding campaigns, wayfinding signage installations, and community engagement initiatives in comparable communities, preferably in New Hampshire or New England.
- At least three references from municipalities or government agencies where similar work was performed.
- A project timeline with a target start date of no later than May 2026 and a target completion date by the end of June 2027.
- A cost proposal with an itemized fee structure for the branding and wayfinding components separately, including hourly rates and total estimated cost.
VII. Submission Details
Deadline for Submission:
Wednesday, April 2, 2026, by 12:00 p.m. EST
Proposals shall be submitted electronically (PDF) by email or as one (1) hard copy delivered or mailed to:
Town of Newmarket
Branding and Wayfinding Plan
ATTN: Steve Fournier, Town Manager
186 Main Street
Newmarket, NH 03857
Email: sfournier@newmarketnh.gov
Questions regarding the project scope and process may be directed to:
Bart McDonough, Director of Planning and Community Development
VIII. Selection Process
The Town reserves the right to request interviews or presentations from shortlisted firms. Proposals will be evaluated based on:
- Understanding of the project scope and community context
- Relevant experience with branding, wayfinding, and community engagement
- Qualifications of assigned project personnel
- Proposed approach and timeline
- Cost
The Town’s intention is to enter into a contract as soon as practicable after proposals are evaluated and approved by the appropriate Town officials. Work is expected to begin no later than May 2026.
The Town reserves the right to reject any and all proposals, or any part of any proposal, or to waive informalities or defects in proposals, as Town staff shall deem to be in the best interests of the Town.