RFP 2017-AC-165 - SFU Brand Visual Identity and Student Recruitment Project

SFU is looking for a partner to work on a project basis with us. We have three projects clearly identified at this time, with others pending.  As we demonstrate the anticipated success of using an external partner, we fully expect to create demand for future initiatives.

The successful Proponent will use SFU’s brand positioning statement, brand DNA and brand promise to create a unique and memorable identity for visual communications coming from SFU. This is our most immediate need and opportunity. The successful Proponent will develop a brand architecture that defines clear visual representation of SFU’s faculties, programs and initiatives, all while expressing one cohesive brand.

In order to build reputation for the institution and clarify brand promise among our stakeholders, our creative partner will then develop an institutional (i.e. SFU master brand) creative ad campaign for print and digital media (separate brief to apply). Applying the creative look and feel explored in the identity work, ideally this campaign will have a templated approach for SFU users to build visual consistency in future creative executions.

Thirdly, we have a Student Recruitment campaign with an expected briefing date of December, 2017 for in market material dates of September, 2018. (See deliverables for more details.) We recognize that in an ideal world, our visual identity work would be complete before this student campaign work began; however, we are committed to supporting Student Recruitment for their 2019 intake.

The estimated budget for this RFP is approximately CAD $225,000 including applicable taxes. Proposal over this amount will not be considered.