RFP BC-21527-C

The University of Maryland, Baltimore County is seeking a comprehensive brand refresh to strengthen its position among existing and new target audiences and stakeholders. The selected agency will work closely with the University's Division of University Communications and Marketing to refresh the brand, including preliminary research and data analysis, content and creative development, and implementation support. The agency should have extensive experience in brand refresh and elevation of market positioning, with expertise in strategic research, messaging architecture, audience development, design, and asset deployment. The project is expected to last 16 months, with a contract award in September 2026. Key deliverables include a master identity audit, insights and reports, presentations to campus stakeholders, a brand refresh strategy, and creative concepts. • The project includes preliminary research and data analysis to provide foundational insight for the creative and content development processes. • The agency will develop a brand refresh strategy, including messaging, brand personality, and tone of voice. • The agency will create visual language, including illustration style, photography art direction, and graphic elements. • The agency will develop print collateral templates and digital design concepts. • The agency will provide training and onboarding for internal teams and stakeholders. • The agency will measure launch success and brand strength through metrics and KPIs.