Red Deer College Issues Branding RFP

Red Deer College Issues Branding RFP

RDC is seeking an experienced branding agency to provide branding services to reflect RDC’s new university status. A new name, new logo and new tagline/promise statement will be required. In addition, we are seeking to refresh, but not completely reinvent the RDC brand and update pertinent brand characteristics and visual identity elements. The branding agency selected will collaborate with RDC’s centralized Marketing and Communications (“M&C”) Department to complete this project.


RDC has been a major contributor in central Alberta for more than fifty (50) years, and is continually evolving to meet the needs of learners and communities in central Alberta and beyond. In addition, RDC’s students, staff and instructors have the knowledge, skills and attitude to contribute to the economic, social, intellectual and cultural wellbeing of Alberta in a variety of ways.

RDC offers more than 100 different programs (including trades, certificates, diplomas, graduate certificates and applied degrees, as well as collaborative degrees with our partners) to 7,500 full- and part-time credit students and more than 36,000 youth and adult learners in the School of Continuing Education each year. RDC’s main campus is strategically situated on 290 acres of Alberta’s natural landscape in Red Deer, Alberta, located midway between Calgary and Edmonton. In addition to main campus, RDC’s learning and performing arts spaces are located in downtown Red Deer through the Donald School of Business and the Welikoklad Event Centre.

On March 1, 2018 RDC was approved by the Government of Alberta to move forward with pursuing university status. Strategic naming and refreshing our institution’s brand will further enable RDC’s commitment to be a leader in the educational, economic, social and cultural development of the communities of central Alberta.

Scope of Work:

RDC seeks an experienced, strategic branding agency to provide the following services:


a) Gather relevant qualitative and quantitative data from RDC’s internal and external stakeholder groups through research: interviews, surveys and focus groups. Assist with the approach, questions and collection of data.

b) Conduct a focused benchmarking exercise for future proofing.

c) Synthesize the research data and best practices to uncover themes.

d) Complete research with other post-secondary institutions to determine best practices regarding individual School/Faculty identities.

e) Recommend future School/Faculty identity guidelines.

Institutional Naming:

a) Recommend approximately two (2) to three (3) new institutional name suggestions.

Visual Identity Design:

a) Create new logo (3 initial designs) using data gathered from the research conducted and utilizing the new name for the institution.

b) Develop new tagline/promise statement.

Brand Strategy:

a) Analyze the current state and competitive environment to discover opportunities for brand differentiation.

b) Review and refine brand characteristics and visual identity.

c) Recommend potential refreshed brand characteristics.

d) Define a strategy that will yield positive and motivating behaviors and beliefs towards the refreshed brand.

Brand Launch Event:

Coordinate logistics and implementation of a brand launch event, in consultation and with support from the M&C Department.

Since the institution has a fifty-four (54) year history and is transitioning from a College to a University, we feel it is important to honour our existing brand by retaining several brand characteristics as we move forward. Consequently, we see the following characteristics being continued:

  1. Colour palette
  2. Athletic team names and word marks
  3. Athletic logo
  4. Typography
  5. Stationery package and layout (updated with new logo)
  6. Internal signage

The M&C Department will collaborate with the successful branding agency and provide the following services:

  1. Organize the logistics of the internal and external stakeholder groups for research sessions.
  2. Coordinate and manage stakeholder research sessions, which may include crafting additional questions for stakeholders as part of the research process.
  3. Review synthesized data and best practices, and assist with shortlisting on new name, new logo and recommended options for updates to refreshed brand characteristics and visual identity.
  4. Support logistics of brand launch event.
  5. Update RDC’s existing Brand Standards Guide with the refreshed brand.
  6. Implement refreshed brand in day-to-day marketing and communication plans for RDC’s Schools and Service departments.

Due Date:

September 20th


Agencies worth considering include Hunter PR and Finn Partners.

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