Brand Strategy Initiative

Proponents are strongly encouraged to review the Request for Proposal (RFP) documents in their entirety to ensure they have a complete understanding of Queen’s requirements, important RFP dates, and the submission process.The RFP document includes details of the scope of work, allocated budget and project timelines.Queen’s University is seeking an experienced partner to lead a comprehensive, research-driven project that will establish a brand strategy and supporting components for the university. 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.This initiative represents a pivotal institutional investment. 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.Led by Queen’s University Relations, in partnership with key campus partners, the project will create the foundation for marketing and communications initiatives. The work will include research; the development of a brand strategy, brand framework, platform, and creative expression; and internal alignment efforts. This initiative will also support a future major fundraising campaign.