RFP BC-21527-c

University of Maryland, Baltimore County (UMBC) is requesting proposals for comprehensive institutional brand strategy, identity refresh, and implementation services under RFP BC-21527-C, with technical proposals due July 23, 2026 at 4:00 p.m. EDT and a pre-proposal conference on June 30, 2026 at 11:00 a.m. EDT. A 20 percent Minority Business Enterprise (MBE) subcontracting goal applies to certified Maryland-registered firms performing commercially useful functions.

The engagement encompasses discovery and research, strategic positioning development, messaging architecture, visual identity refinement including color palette, typography, and logo refinement, and implementation support. Key deliverables include a full message architecture with core positioning statements and brand pillars; three design variations for each publication category; five digital page concepts (homepage, paired program pages, life on campus page, and giving page) in desktop and mobile formats; social media post templates for Meta and LinkedIn; email and digital advertising templates; and presentation masters. The contractor must possess at least 10 years of demonstrated experience in brand refreshes for mid-sized public institutions, preferably with higher education and state system experience. UMBC will provide existing research data, social listening tools, design systems, and accessibility requirements; the contractor must conduct focus group testing of 3–4 creative concepts.

The engagement term is 16 months, with discovery beginning October 2026 and asset delivery required by June 2027 to align with UMBC's recruitment cycle. Post-delivery support runs October–November 2027. The contract is structured as firm fixed-price for the initial engagement and not-to-exceed for post-delivery support, with reimbursable expenses for focus group incentives, travel, stock photography, fonts, licensing, and third-party research submitted with itemized receipts. No budget range or total contract value is disclosed; pricing will be requested only from shortlisted offerors. Technical merit is weighted greater than price. Oral discussions are scheduled for September 10–11, 2026; all key personnel must attend virtually. Questions are due July 6, 2026 at 4:00 p.m. EDT. Award is anticipated September 2026. Commercial general liability insurance of $2 million per occurrence and workers' compensation as required by Maryland law are mandatory.

Addendum 1, dated July 10, 2026, corrected the technical proposal deadline to 4:00 p.m. EDT on July 23, 2026 and requires acknowledgment of receipt with the response.