Brand Identity Development for the New Passenger Watchdog

Background Transport Focus is the independent passenger watchdog representing the interests of transport users. As part of our evolution, we are developing a new passenger watchdog that will continue to champion the needs of passengers across the transport network. To support this transition, we require a branding agency to help us explore and define what the new passenger watchdog should look and feel like. This work will inform recommendations to government, who will make the final decision on the future passenger watchdog's identity. The successful agency will work closely with Transport Focus to develop a suite of brand identity options that reflect our core values and resonate with our key audiences, whilst ensuring value for money in the use of public funds. Objectives The procurement aims to: • Develop a range of brand identity options (including names, logos, and visual identity) for the new passenger watchdog that can be presented to Transport Focus and government for decision-making • Define the organisation's proposition and help bring the new watchdog to life, both internally and externally • Shape our internal culture and external communications approach in line with our core values: Trust, Respect, Independence and Positivity • Understand audience expectations and preferences for tone of voice, and how a passenger watchdog should present itself and communicate • Identify the most appropriate communication channels for reaching our key audiences • Deliver actionable recommendations that represent excellent value for money Scope of Work The successful agency will be required to: Research and Discovery Conduct research to understand what our three key audience groups would want to see in a future passenger watchdog and how they would expect it to communicate: • Passengers/consumers • Transport industry leaders/operators • National and regional politicians and decision makers with responsibility for transport Internal Proposition • Develop recommendations for the organisation's internal culture and identity • Create materials that help shape who we are as an organisation • Ensure alignment with our core values: Trust, Respect, Independence and Positivity External Proposition • Develop options for the organisation's name and brand proposition • Create a suite of logo concepts and visual identity options • Define the tone of voice and communication style for external audiences • Recommend appropriate communication channels for each audience group Brand Identity Options • Present multiple creative directions (minimum of 3 distinct routes) covering: • Proposed names for the new watchdog • Logo designs and visual identity systems • Look and feel guidelines • Application examples showing the brand in use Out of Scope The following elements are not included in this procurement: • Final production of brand assets (only concepts and recommendations required) • Development of full brand guidelines documentation • Website design or development • Implementation or rollout of the chosen brand identity • Ongoing brand management or retainer services • Market research requiring large-scale quantitative studies Deliverables The successful supplier must provide: 1. Research Findings Report - summarising audience insights and expectations for the new watchdog 2. Brand Strategy Document - outlining the strategic rationale for the proposed approaches 3. Creative Concepts - minimum of 3 distinct brand identity routes, each including: • Proposed organisation name(s) • Logo designs • Visual identity system (colour palettes, typography, graphic elements) • Look and feel examples 4. Brand Proposition Document - defining the internal and external proposition 5. Tone of Voice Guidelines - explaining how the organisation should communicate with each audience 6. Channel Recommendations - identifying the most appropriate communication channels for each audience group 7. Final Presentation - presenting all recommendations to Transport Focus and supporting the presentation to government stakeholders All deliverables must be provided in editable digital formats (e.g., PowerPoint, PDF, and source files where applicable).