TERMS OF REFERENCE FOR THE CONSULTANCY TO DEVELOP A COMPREHENSIVE BRAND GUIDE
1. INTRODUCTION
Civil Society Scaling Up Nutrition in Nigeria (CS-SUNN) invites proposals from qualified branding and public relations agencies to develop a professional, comprehensive brand guide. This guide will ensure consistency in the representation of our brand identity across all internal and external platforms.
2. ABOUT CS-SUNN
CS-SUNN is a non-governmental organization dedicated to reducing malnutrition in Nigeria by enhancing multisectoral collaboration and commitment to nutrition. Our goal is to ensure that every Nigerian is food and nutrition secure.
3. PROJECT OVERVIEW
The purpose of this RFP is to engage a branding and PR agency to develop a detailed brand guide that aligns with CS-SUNN’s mission, vision, and values. The brand guide should provide a framework for consistency in visual and verbal communications across all digital and physical platforms.
4. SCOPE OF WORK
The selected agency will be responsible for delivering the following components in the brand guide:
Brand Identity Framework
- Brand Overview (Mission, Vision, and Values)
- Brand Personality and Tone (Optimistic, Inclusive, Evidence-Based, Advocacy-Driven)
Visual Identity Guidelines
- Logo Guidelines (Primary and Secondary Logos, Clear Space, Minimum Size, Incorrect Usage)
- Colour Palette (Primary and Secondary Colours with RGB, CMYK, and Hex codes, Colour Usage Instructions)
- Typography (Primary and Secondary Typeface, Font Size and Hierarchy Guidelines)
- Imagery and Photography (Photography Style, Image Guidelines, Preferred Themes)
- Iconography and Illustrations (Icon Style, Illustration Guidelines, Infographics & Data Visualization Standards)
Brand Voice and Messaging
- Tone of Voice (Community-Centric, Engaging, Advocacy-Driven)
- Key Messages (Nutrition, Health, Policy Advocacy, Grassroots Mobilization)
- Language Guidelines (British English, Accessibility Compliance)
Stationery and Collateral Design
- Business Cards, Letterheads, Envelopes
- Marketing Materials (Brochures, Flyers, Presentations, Reports)
Digital Branding
- Website Design Standards (Brand Integration, Accessibility Compliance)
- Social Media Assets (Templates for Advocacy Campaigns, Social Graphics)
- Email Templates (Branded Signatures, Standardized Formatting)
Brand Application Examples
- Real-world Mockups and Use Cases
- Consistency in Print and Digital Mediums
- Brand Tone in Specific Situations (Internal and External Communications, Crisis Communication Guidelines, Voice and Tone for Different Channels, Social Media, Blogging, Video Content)
Branding on Merchandise and Packaging
- Merchandise Guidelines (Branded Clothing, Office Accessories, Advocacy Materials)
- Packaging Design Rules
Brand Legalities
- Trademark Usage, Copyright Information, and Third-Party Partnerships
Accessibility Guidelines
- Colour Contrast, Readability, and Inclusive Language (Alignment with Web Content Accessibility Guidelines – WCAG)
Social Responsibility and Sustainability
- Reflecting Sustainability in Design
- Social Impact Messaging
Brand Evolution and Flexibility
- Guidelines for Future Updates
- Experimental Use Cases for Brand Flexibility (Note: Updates beyond initial scope will be considered under a separate agreement)
5. DELIVERABLES
The selected agency is expected to deliver:
- A comprehensive designed brand guide document in PDF and editable formats.
- Templates for stationery and digital assets (e.g., business cards, letterheads, presentations, social media templates).
- Training for CS-SUNN staff: The agency will conduct two training sessions (90 minutes each) for up to 20 staff members. A recorded session should also be provided for future reference.
6. PROPOSAL REQUIREMENTS
Interested agencies must submit a proposal that includes:
- Agency Overview: Profile of the agency, including expertise and past relevant projects.
- Experience: Examples of past work, particularly with NGOs, advocacy organizations, or nutrition-related sectors.
- Approach and Methodology: Explanation of the proposed approach for developing the brand guide.
- Timeline: A recommended project duration of 8–12 weeks, with a breakdown of key milestones.
- Budget: Comprehensive cost breakdown, including agency fees and other project-related expenses. While CS-SUNN seeks a cost-effective solution, proposals should align with industry standards.
- References: At least three references from past clients with similar projects.
- Contact Information: Main contact person with name, phone number, and email.
7. EVALUATION CRITERIA
Proposals will be evaluated based on the following weighted criteria:
- Experience and Portfolio (30%)
- Understanding of the Project and Proposed Methodology (25%)
- Creativity and Quality of Past Work (20%)
- Feasibility of Timeline (10%)
- Budget and Cost-Effectiveness (10%)
- Client References (5%)
8. CONFIDENTIALITY
All information provided in this RFP is confidential and intended solely for the purposes of preparing a proposal.
9. BRAND TRAINING
Selected agencies must provide brand training for CS-SUNN staff, including guidelines on how to maintain brand consistency across all communication materials.
10. ANTI-SEXUAL EXPLOITATION AND ABUSE POLICY
CS-SUNN has zero tolerance for sexual exploitation and abuse. Any form of violation will result in immediate termination of the contract. Sexual abuse means the actual or threatened physical intrusion of a sexual nature, whether by force or under unequal or coercive conditions.
11. SUBMISSION GUIDELINES
Proposals must be submitted to procurement@cs-sunn.org on or before April 11, 2025, with the subject line “Proposal for CS-SUNN Brand Guide Development.”
For further inquiries, contact:
Procurement Team
CS-SUNN Nigeria
Email: procurement@cs-sunn.org
