The purpose of this Request for Proposal (“RFP”) is to invite qualified Bidders to prepare and submit proposals to furnish services to the University of California, Berkeley (“UC Berkeley” or “UC”), in accordance with the requirements set forth in this RFP. The overall objective of this RFP is to select a primary supplier to assist UC in establishing a strategic partnership to provide the goods and/or services described herein. Cal Performances, the performing arts presenter at the University of California, Berkeley, is seeking proposals from branding firms that have experience working with performing arts organizations to conduct a branding study and guide the execution of a rebranding strategy, including production of design and communications deliverables, to launch concurrently with the announcement of Cal Performances’ 2026–27 season in April 2026. Cal Performances has existed in several organizational iterations at UC Berkeley for approximately 120 years, and its last major rebrand was rolled out in coordination with the centennial celebration (2005–06 season). As Cal Performances enters a new period of audience growth, harnessing its evolving position—within the Bay Area community, UC Berkeley campus, and national/international arts landscape—it is eager to assess the elements of the brand that currently resonate with key audiences, as well as any changes necessary to improve brand recognition, appeal, and clarity.
