Strategic Evolution Brand Strategy and Rebranding Service

The issuing agency is seeking a vendor to provide a strategic evolution brand strategy and rebranding service. The agency needs to conduct brand discovery and strategy, which includes stakeholder research, brand equity assessments across regions and segments, and a brand audit of existing materials and touchpoints. This phase also requires a competitive and peer landscape review, a brand architecture and positioning strategy, a messaging framework covering mission, vision, values, and narrative, and a name evaluation to determine whether to retain, refine, or rename the brand. The scope of work also covers visual identity development, which requires logo refinement or redesign, and the creation of a color palette, typography, iconography, and graphic elements. The selected vendor must establish brand standards, usage guidelines, and a co-branding system for sub-brands and programs. Additionally, the vendor must coordinate with the agency's legal counsel to ensure that any new brand elements, such as the name, logo, or tagline, are eligible for trademark protection. The agency requires the development of digital and communication assets, including templates for digital and print materials, and website and social media brand integration. The project also encompasses internal and external launch communications, staff training, and a stakeholder engagement strategy. Performance of all work will take place offsite. Only onshore organizations based in the United States are eligible to bid on this opportunity. Bidders must submit their responses digitally via email or online. The agency has signaled a budget of up to 100,000 USD for this project.