Development of Brand Strategy, Visual Identity and Brand Architecture for New MonLife Group

Descriptions

Phase I (to be completed by 5pm Friday 14 September 2018)1.Development of an effective brand strategy for MonLife Group, which is designed to:Differentiate it from competitors and maximise customer retention and brand loyaltyDevelop a successful brand over the long term which harnesses the significant social capital that exists in the county to engender brand advocacy and ambassadors, to deliver business goals.Build on associations with core values and the high quality of the physical environment to help position Monmouthshire as a great place to live, work, play and visit.As part of the development of the brand strategy, a review is needed to identify existing service / product brands which are associated with significant enough levels of recognition and value with their target audiences to warrant retention. (A list of existing product / service brands will be provided on commission).2.Development of a robust brand architecture which makes sense to service users and local communities, and which maximises opportunities for cross-service / product promotion and brand extension.The brand architecture needs to take advantage of opportunities to endorse ‘quality’ across the service / product range and needs to:•Include an assessment to determine whether separate identities are required for the three initial MonLife companies. This assessment should be based on a clear rationale with consideration given to how any individual brands created could operate separately and within the group.•Provide clear guidance on how retained service / product brands should relate to each other and to the corporate MonLife brand•Consider how the different brands could work alongside third party / partner brands3.Development of a distinctive visual identity for MonLife which relates to Monmouthshire’s high quality physical environment at the entrance to Wales and helps communicate its core values to stakeholders, partners, employees, service users and customers. This work needs to include the following identified deliverables:i.Brand mark / logo which helps position Monmouthshire as a great place to live, work, play and visitii.Brand guidelines which include colour palette, font(s) for on and offline communications and tone of voicePhase II (to be completed by 5pm Friday 5 October (2018)4.Development of the following design visuals and templates:i.Website home page design visualsii.Intranet and Clarity (software used in-house by leisure and visitor attraction staff) webpage design visualsiii.Enewsletter design visualsiv.Design visuals for promotional leaflets and advertisements for services / products (e.g. wedding venues, conference venues, heritage attractions)v.Staff email signature templatesvi.Stationery templates for headed notepaper and compliment slipsNOTE: To register your interest in this notice and obtain any additional information please visit the Sell2Wales Web Site at https://www.sell2wales.gov.wales/Search/Search_Switch.aspx?ID=82581.