Glenbow brand update

The GLENBOW in Canada from Americas region had released this tender for Request for Proposal Glenbow brand update Glenbow is one of Canada s leading art museums a nationally recognized innovator in arts culture and education with a deep commitment to reconciliation and decolonizing museum practices For nearly 60 years Glenbow has played a vital role in Calgary s arts and culture landscape The museum s diverse and expansive collection of over 250 000 works of art objects and cultural belongings including the largest public art collection in Western Canada sets it apart from other museums and galleries in the country Since 2021 Glenbow has been closed to the public as it undergoes a complete renovation reimagining its 1970s building in downtown Calgary to create an open accessible and dynamic community hub This transformation marks an exciting new chapter for the museum driven by a mandate for radical accessibility Thanks to the Shaw Family Foundation s 35 million donation Glenbow will become the first major museum in Canada to offer free general admission permanently removing financial barriers to access In recognition of this transformative support the building will be renamed the JR Shaw Centre for Arts Culture Beyond free general admission Glenbow is committed to fostering a welcoming and inclusive environment by prioritizing accessibility across its physical space operations and programming To align with this new chapter and prepare for reopening Glenbow is seeking a strategic update to its brand identity that incorporates the museum s name and the new building name while reflecting its mission vision and values and maintaining its well-established presence in the community and brand characteristics Project Description Glenbow s brand is built on a foundation of inclusivity and community connection Over the years this brand has helped transform the museum s reputation into that of an inviting and relatable space for experiencing diverse forms of art and culture As the museum undergoes significant transformation through Glenbow Reimagined its brand identity must evolve to deepen connections with the diverse communities it serves and drive meaningful visitor engagement While not a full rebrand this evolution must Ensure a cohesive and engaging visitor experience by reinforcing Glenbow s commitment to radical accessibility inclusivity and reconciliation ensuring visitors regardless of background ability or experience with art feel a sense of belonging Define and articulate Glenbow s brand characteristics to ensure a distinct compelling identity that resonates with diverse audiences and aligns with the museum s mission Drive attendance and engagement through a dynamic brand that translates seamlessly across physical and digital platforms Thoughtfully integrate donor recognition and stewardship ensuring meaningful acknowledgment of the Shaw Family Foundation s contribution while fostering a long-term donor relationship The evolved brand must be a practical adaptable living brand seamlessly integrating into Glenbow s programs exhibitions and communications to actively engage visitors enhance their experience and drive attendance This RFP invites proposals from qualified agencies to support Glenbow in refining its brand positioning and messaging evolving its visual identity while maintaining existing brand equity and developing comprehensive brand guidelines to ensure consistency across all communications including marketing community engagement and donor stewardship As a non-profit organization and registered charity Charitable Registration No 10743 5695 RR001 Glenbow will follow a traditional competitive process to select a firm that best meets the project s objectives Statement of Work Glenbow is seeking to partner with an agency to deliver a brand update by September 2025 The scope of work includes 1 Refining brand positioning and key messaging 2 Evolving visual identity which will include Integrating refining key existing brand assets including Glenbow logo supporting wordmarks and design element colour palette etc Developing creative concepts for key collateral using the above brand elements collateral list to be provided by Glenbow note these are design concepts only scope does not include production-ready design files 3 Developing brand guidelines document This brand evolution will ensure Glenbow s identity remains relevant compelling and aligned with its transformation into a radically accessible and inclusive museum with tender notice no. AB-2025-02209 published on 26 Mar 2025. The tender expired on 15 Apr 2025. This tender is sourced from Purchasing and is eligible for suppliers interested in Miscellaneous services. Interested bidders can obtain further information including complete bid documents or ways to participate by registering on Tender Impulse and referencing via Tender Impulse ID 7432681.