The Canadian Museum of Immigration at Pier 21 has issued a request for proposals for a branding agency. 1 in 5 Canadians may have a direct link to the building – which is considered a national treasure housed within a Canadian landmark.
The museum celebrates immigration and how it shapes this country. It is one of just two national museums located outside of the National Capital Region.
The museum is located at the Halifax Seaport in Halifax, Nova Scotia. It was reopened as an interpretive centre in 1999, Pier 21 told the story of the almost one million immigrants who arrived at this former gateway to Canada between 1928 and 1971.
The role of the branding agency will be to define and support a strong brand. This will help the museum fulfil their important duty to collect, preserve and share Canada’s immigration stories.
A strong brand will have to articulate to Canadians why the museum matters. The museum wants to enrich the visitor experience. A new brand will need to leverage every opportunity to create awareness and connections with Canadians across the country: in person and online.
The museum is seeking an agency or group of experts specializing in brand strategy with experience working with museums, historic sites or similar cultural institutions.
The museum is seeking guidance to develop a new brand strategy in consultation with our staff. They also require assistance operationalizing this brand across all departments. The museum seeks a branding agency with the expertise to help them tell their brand narrative cohesively and also create a template for future creative work.
Proposals should be submitted by September 5th, 2017.
Deliverables of this project will include:
- Brand audit/review;
- Through consultation develop a brand strategy that specifies the organization’s primary audiences, brand values, personality, value proposition, brand positioning and brand promise linked to our corporate plan;
- Translate the above into touch point experiences or actions (i.e. operationalize the brand);
- Craft messages for key audiences including a new positioning tagline and elevator pitch;
- Develop a framework/ template treatments for incorporating new brand positioning in creative executions such as tag line, posters, ad layout etc.; and
- Plan for internal launch
Image Courtesy of Pier 21