(1) Vendor needs to provide brand strategy initiative service. – The recommended brand strategy will need to draw on robust market research and audience insights to clarify Queen’s purpose, positioning, and core strengths. – The brand strategy will lead to a brand framework and platform that will guide narrative, messaging, and creative expression across the university. – The work will include research; the development of a brand strategy, brand framework, platform, and creative expression; and internal alignment efforts. – An experienced partner to lead a comprehensive, research–driven project that will establish a brand strategy and supporting components – The development of a clear and validated strategy will ensure that the approach is grounded in evidence, aligned with institutional priorities, and responsive to the expectations of our audiences. – It will align how the university communicates its purpose, strengths, and aspirations in a way that is both prestigious and personal; a brand that reflects excellence while feeling earned, inclusive, and relevant to the world today. – Create the foundation for marketing and communications initiatives. – This initiative will also support a future major fundraising campaign.