# CanadaBuys #CR 02-26-1115

McMaster University Institutional Brand Expression Services

**Posted:** October 16, 2026
**Respond By:** November 16, 2026
**Identifier:** CR 02-26-1115
**NAICS:** 541430

McMaster University is seeking a brand agency to develop and launch an institutional brand expression aligned with its strategic direction.
- **Government buyer:** McMaster University, through its Brand and Marketing team within McMaster Communications.
- **Requested services:** Institutional messaging; development of a tagline, brand promise, and brand narrative; foundational visual assets; and launch planning.
- **Important requirements:** The work must align with the Bolder Together strategic plan and Advancement fundraising campaign, reflect the university’s mission, values, and strategic direction, and resonate with internal and external audiences.
- **Brand constraints:** The new expression must complement McMaster’s existing name, McMaster Maroon heritage colour, and logo. Redesign of the university’s identity, logo, crest, or institutional naming architecture is not requested.
- **OEMs and vendors:** No product OEM or delivery vendor is identified; the buyer is McMaster University.

### Description

McMaster University is seeking proposals from qualified brand agencies to develop and launch an institutional brand expression aligned with its Bolder Together strategic plan and Advancement fundraising campaign. The work includes institutional messaging, a brand expression comprising a tagline, brand promise, and brand narrative, foundational visual assets, and launch planning. The work must use and complement McMaster’s existing name, McMaster Maroon heritage colour, and logo; a redesign of the identity, logo, crest, or institutional naming architecture is not sought. The estimated contract duration is 24 months, and bidding documents are available through MERX, where fees may apply.

[View original listing](https://canadabuys.canada.ca/en/tender-opportunities/tender-notice/mx-243100542672)