Comprehensive Rebranding

The Teachers’ Retirement System of the State of Illinois (TRS) is conducting an information-gathering process to explore options for comprehensive rebranding. This Request for Information (“RFI”) is being issued to invite Respondents to submit information about their approach, capabilities, and experience in executing rebranding projects for similar organizations. This Request for Information (RFI) is for information-gathering purposes and does not obligate TRS to select any particular solution or vendor. TRS reserves the right to take any further action as in its sole discretion is determined to be appropriate, including selecting a solution, issuing a formal solicitation, gathering more information, or not pursuing further or at all. Project Overview: The Teachers’ Retirement System of the State of Illinois (TRS) is launching a comprehensive rebranding initiative to align its external image with its evolving strategic goals and growing organizational scale. As TRS continues to expand and mature, it is important that the branding supports our “One TRS” culture that engages, inspires and motivates. This Rebrand Initiative will align TRS’s visual identity, messaging, and communications with the organization’s mission, vision, and core values. It will showcase the System's commitment to professionalism, innovation, and leadership, while resonating with key audiences, including members, the financial and investment sectors, and the broader retirement industry. Key Drivers for Rebranding Evolving Organizational Scale and Complexity Stakeholder Engagement and Trust Modernizing for a Digital Era Attracting and Retaining Talent Supporting Strategic Initiatives Objectives for Rebranding Develop a Refreshed Visual Identity that aligns with our core values of Accountability, Service, Teamwork, Diversity and Continuous Improvement Create Clear and Compelling Messaging Ensure Consistency Across Communication Channels Highlight TRS’s Role to Provide Cohesive Identity