Rochester Public Schools

The buyer seeks proposals for a strategic brand refresh to strengthen its identity, engage stakeholders, enhance communication, drive enrollment growth, and ensure brand consistency. The project includes research, stakeholder engagement, narrative development, visual identity creation, and implementation planning. The refreshed brand should reflect the buyer's purpose, values, and community impact while being future-proof and adaptable.

• 1/3/2025 - Questions Due
• 1/15/2025 - Proposal Due Date
• 1/31/2025 - Virtual Finalist Interviews
• 2/1/2025 - Award Notification
• 6/30/2025 - Final Deliverables

• Conduct comprehensive brand audit and stakeholder engagement
• Develop new mission statement, values, and strategic messaging framework
• Design new logo, tagline, color palette, and visual identity
• Create brand guidelines and digital branding assets
• Develop implementation plan and staff training program
• Recommend updates to brand elements for district programs
• Facilitate broad community review and Board of Education approval
• Create post-launch strategy for ongoing brand support