Brand identity project: request for proposal

ActionAid UK's priorities in our new 2025-2028 organisational strategy is to frame our identity and our narratives around the need for systems change and solidarity, not charity. Our goals are to build political and popular support for fair and just systems, and champion women’s rights organisations and feminist movements as drivers of systems change.

In this context, we have launched a cross-organisational project to develop a new compelling, compassionate organisational identity, which will help drive consideration to support from progressive audiences and will clearly define why we prioritise support for women's rights organisations and feminist movements. We are looking for a brand agency partner to help us develop a refreshed brand positioning, strategic identity, narrative, tone of voice and strapline.

Objectives

As part of this project, we are inviting proposals from a brand strategy partner to deliver a distinctive strategic brand identity and positioning that embodies our new strategy and resonates effectively with our stakeholders and target audiences. Specifically, we expect the partner to: review of our brand’s current position and how effectively we are communicating our identity; understand our existing audience segments and our new progressive audience segments and how they can be best targeted through new brand positioning; develop a new Brand Narrative, Tone of Voice and Strapline; and test how our target audiences respond to different creative ideas as part of the development process.