The organization seeks qualified branding and marketing firms to provide brand refresh and implementation plan services. The scope includes developing a refined brand strategy, a comprehensive visual style guide, and an actionable implementation plan aligned with the 2025–2029 Strategic Plan and recent public opinion research. Vendors will conduct strategic planning, stakeholder research, and a brand landscape analysis, as well as perform a brand audit among peer organizations to identify key audiences and update pillar narratives.

The firm will refine brand positioning, voice, personality, and messaging architecture for both the overarching brand and its educational and regional programs. Recommendations should include quick wins and longer-term adjustments, with alignment to new mission, vision, and equity commitments. Visual identity standards will need to be codified, covering elements such as color palette, typography, imagery, logo use, and design devices, with usage guidelines for digital, print, multimedia formats, and promotional items provided. Brand templates for common use cases (presentations, social media, fact sheets) and strategies for maintaining brand consistency and governance over time are also required.