Intelligence

RFP Alerts

UMBC Brand Strategy Opportunity With Identity Refresh and Full Launch Implementation

By: Christian Banach

on May 18, 2026

At a Glance

Buyer: University of Maryland, Baltimore County
Industry: Higher education
Location/markets: Baltimore County, Maryland; internal and external university audiences
Primary scope: Institutional brand strategy, identity refresh, and implementation
Key deliverables/channels: Brand discovery, research, identity audit, messaging, creative concepts, print collateral, web UI/design systems, social, email, digital ads, launch planning, brand governance
Budget: Not specified
Contract type/term: 18 months
Key dates: Proposal deadline June 9, 2026, at 11:59 PM ET; oral discussion placeholder dates July 27–28, 2026; contract award anticipated August 2026
Eligibility/must-haves: Comparable references, evidence of financial stability, compliance with University System of Maryland and State of Maryland procurement requirements, 20% MBE subcontracting goal

Why This Could Be Interesting

The University of Maryland, Baltimore County is a public research university within the University System of Maryland, located near Baltimore, Washington, D.C., and BWI Airport. The institution is preparing to roll out a new strategic plan that will shape its next several years.

UMBC is looking for an agency to lead a comprehensive brand refresh — not a wholesale rebrand — covering research, strategy, creative development, identity evaluation, implementation, launch planning, and governance. Logos, seal, nomenclature, color system, messaging, campaign development, digital templates, print collateral, and web/UI components are all in play.

What makes this notable is the scale and timing. The work is tied directly to a forthcoming strategic direction and supported by a newly created Division of University Communications and Marketing. The scope stretches from campus research and competitive analysis through creative concepts, internal launch, public launch, and post-launch support.

Best suited for agencies with deep higher education experience, brand strategy chops, stakeholder management discipline, and integrated creative, digital, content, analytics, and implementation capabilities.

Proposal deadline: June 9, 2026, at 11:59 PM ET

Download the full RFP here.

Christian Banach

Christian Banach is the founder of NextBigWin and a leader in agency growth and business development, bringing over 20 years of experience. He serves on the 4A’s Expert Network and has helped holdco agencies, such as Energy BBDO, and independents win millions in new business from brands like Disney, Toyota, and Kohl’s.