University of California, Berkeley

Buyer seeks proposals from branding firms experienced in working with performing arts organizations. The project involves conducting a branding study and guiding the execution of a rebranding strategy for Cal Performances. The goal is to launch the new brand with the 2026-27 season announcement in April 2026. Buyer aims to assess current brand elements, improve recognition and appeal, and effectively represent a unified brand across diverse programming and audiences.

• 1/27/2025 - Virtual Pre-Bid Conference
• 1/31/2025 - Bidder RFP Questions Due
• 2/5/2025 - UC Answers to Questions Due
• 2/14/2025 - Proposal Due Date
• 2/21/2025 - UC Evaluation of Proposals Due
• 2/24/2025 - Bidder Interviews/Solution Demonstrations
• 3/7/2025 - UC Evaluation of Bidder Interviews/Award Notification
• 3/31/2025 - Contract Award Activities/'Go Live'

• Conduct a comprehensive branding study for Cal Performances
• Develop a rebranding strategy aligned with audience growth goals
• Create design and communications deliverables for brand launch
• Assess current brand elements and recommend necessary changes
• Develop strategies to improve brand recognition, appeal, and clarity
• Propose effective packaging of overall brand and sub-brands
• Ensure new branding resonates with donors and inspires future giving
• Design branding that unifies diverse programming across multiple venues
• Create branding that appeals to both general public and university-affiliated constituents
• Develop brand strategy that accommodates various sub-brands and activities