Rebranding Personnel at The Institute For Social Accountability

• The primary objective is to develop a comprehensive rebranding strategy that includes a new website, logo, colour palette, typography, and other visual elements. The new brand identity should align TISA's brand identity and online presence with its evolving mission, vision, and strategic goals. The initiative aims to achieve a people-centred brand while improving accessibility, usability, and stakeholder engagement through the website.

Scope of work:

• Rebranding
• Assess the current brand identity, including website, logo, colours, and overall visual representation. Analyse the effectiveness of the current brand in communicating TISA’s mission, vision and values.
• Assess the key elements of other leading accountability, good governance, and movement-building organisations in Kenya and East Africa to establish common themes, colours, and visual styles already present in the market.
• Conduct consultations to assess brand perception and gather insights to guide rebranding.
• Logo and Visual Identity Design:
• Design a new logo that is dynamic, relevant, and simple. The logo and other visual elements represent TISA’s mission and values. Logo formats should include full logo, text logo or wordmark, single-line, square versions, etc.
• Develop comprehensive guidelines on logo usage, colour palette, typography, tone of voice, and visual identity.
• Update print and digital materials, such as brochures, reports, and social media content designs
• Update the powerpoint slides template that has the new TISA identity
• Design a letterhead that has the new TISA colour palette, logo and tagline
• Develop and execute a launch strategy to introduce the new brand to stakeholders, emphasizing community engagement.

Branding Deliverables:

• Inception Report: Outlining the work plan, approach, team members and agreed timelines for each project element. 
• Brand Audit report/ presentation
• New TISA brand including: 
• A new approved TISA logo designed in all required formats; 
• New TISA tagline/slogan
• New Colour palette in CMYK and RGB codes.
• New Typography: Font styles and text sizes for both print and digital media. 
• Archive of Icons, image design elements, and photo types 
• Templates for business cards, stationery and letterhead designs.
• Templates for Reports, presentations, and social media graphics: 
• New Visual language approach
• Stakeholder engagement conducted and a report summarizing the feedback and insights gathered.
• Comprehensive branding guidelines and strategy document.
• Support plan for the initial implementation phase of three months
• Training Sessions with key staff members and a report on Training sessions for staff.
• Report on recommendations for new brand rollout

Website Upgrade

• Redesign the website for a modern, user-friendly interface with seamless navigation.
•  Implement an innovative content management system for updating and archiving resources to track TISA products' reach and reception.
• Add features for social media sharing, blogs, newsletters, and campaign highlights.
• Stakeholder Tools: Create sections for partners and stakeholders with features like contact forms and forums.
• Integrate secure donation buttons and customizable registration forms with electronic signing capabilities.
• Highlight TISA’s work through a dedicated section for stories and a video section linked to external platforms.
• Deploy a chatbot to provide real-time assistance and facilitate public understanding of governance topics.
• Incorporate tools for tracking engagement metrics and generating reports for donors and stakeholders.

Deliverables

• A refreshed logo and visual identity.
• Brand analysis report with recommendations to inform the identity. Brand guidelines and updated marketing materials.
• A redesigned, fully functional website with the following features:
• Functional repository for resources with traceable data on access and utilization
• Secure donation functionality.
• Online registration forms with signing capability.
• AI-powered chatbot.
• Sections for campaigns, blogs, and video content.
• Comprehensive reports for the rebranding process and website launch.
• Training sessions for TISA staff on brand management and website maintenance.
• Maintenance and Support – To address technical issues, offer a post-launch support period.
• Copyright
• All materials arising out of the consultancy shall remain the property of TISA.

Timelines

• The TISA rebrand project is expected to be completed within 12 weeks from the contract start date. Key milestones and deadlines will be established during the project kickoff.

Budget

• Detailed cost estimates, including project design, development, testing, and maintenance, should be submitted as part of the proposal.

Assessment Criteria

• Understanding of the assignment
• Methodology: Project working approach, methodology, and proposed timeline for required outputs.
• Agency profile, expertise capability, experience in branding and communication strategies, graphic and web design, and content management. 
• References: Provide background information and contacts of references of experience in similar assignments.
• Team: A list of proposed consultants and staff, including their CVs and areas of expertise they will oversee under the proposal. If a dedicated team is considered, the team composition and the description of the different roles and functions identify the team leader. If the organization or firm does not have sufficient expertise in all areas, it may partner with other organisations/firms with such capabilities. 
• Budget and Financial Proposal