Scope: The selected agency will take a research-driven approach to refining Georgia State’s brand positioning, engaging key stakeholders across the university, and delivering creative assets that bring the institution’s identity to life.
Phase 1: Research & Discovery
* Review Existing Research & Brand Insights– Conduct a comprehensive analysis of previous brand studies, student and alumni surveys, perception data, and competitive insights.
* Administer an AAU Brand Study – Conduct an Awareness, Attitudes and Usage (AAU) study to assess external brand perceptions and inform strategic brand positioning. The study should target alumni, prospective students, parents, and key audiences in Georgia and surrounding markets.
* Competitive Positioning Analysis– Evaluate Georgia State’s standing within its competitive set,
including brand perception, program differentiation and pricing strategy.
Phase 2: Stakeholder Engagement & Strategy Development
* Facilitate Stakeholder Workshops– Conduct interactive workshops with key university stakeholders, including:
* President’s Cabinet and leadershipDeans and facultyStudents, parents and alumniStaff and key external partners
* Synthesize Insights & Define Brand Positioning– Leverage research findings, and stakeholder perspectives to refine Georgia State’s unique brand positioning and strategic messaging framework.
Phase 3: Creative Development & Deliverables
1. Brand Positioning Framework
A refined articulation of Georgia State’s unique value proposition and market positioning,
including the development of a brand house to structure key messaging elements.
2. Logo Refresh
Refresh Georgia State’s 30-year-old logo while retaining the iconic flame to honor the university’s established brand equity. Develop a more versatile and contemporary mark that reflects Georgia State’s modern, urban energy and aligns with its digital and physical presence. The updated identity should function effectively across digital, print and environmental applications and extend seamlessly into a branded house architecture that unites all university sub-brands—including colleges, schools, departments, and programs—under one cohesive visual system.
3. Tagline Development
Craft a succinct, memorable and impactful tagline that aligns with Georgia State’s brand identity. Explore options such as”The State Way” and “We’re Atlanta’s university” while considering new expressions that capture Georgia State’s distinctive energy and role in the city.
4. Digital and Print Assets
Translate the positioning framework into a cohesive visual system that includes an updated identity hierarchy, email templates, landing pages, social media graphics, print templates (such as flyers and invitations), and a dynamic 30-second video that encapsulates the brand narrative. Our GSU video team can assist with b-roll for this effort.
5. Brand Launch Execution
Develop a strategic plan for a campus-wide brand activation event that unveils the new brand positioning. This includes the debut of the sizzle reel, interactive audience engagement elements, and immersive experiences that introduce the refreshed identity to students, faculty and the broader Georgia State community.
6. Iconic Engagement
Identify and develop a signature, highly visible brand landmark that reinforces Georgia State’s identity and fosters engagement. This could take the form of a bold architectural feature, such as an archway or gateway; an interactive mural or photo opportunity that embodies the university’s spirit; or a sculptural monument that symbolizes Georgia State’s values and presence in Atlanta. The goal is to create a lasting, immersive touchpoint that enhances campus pride and strengthens emotional connections with students, faculty, alumni and visitors.
Phase 4: Implementation & Rollout Strategy
6. Develop an Activation Plan – Outline a strategic roadmap for integrating the refined brand positioning across all university communications and marketing channels.Brand Guidelines – Provide a comprehensive set of brand guidelines to ensure consistent application of messaging, visuals and tone across digital and print communications.Research Findings – We plan to position this project as a case study highlighting innovative marketing approaches and to share insights through academic journals and industry conferences.
Due Date: 10/6/2025 2:00 PM EDT
Contact: Sonya James sjames22@gsu.edu +1 404-413-3176
