Brand Identity Development for the New Passenger Watchdog

{
  "buyer": {
    "id": "GB-PPON-PGBR-3271-MNXJ",
    "name": "Transport Focus"
  },
  "date": "2025-12-24T11:48:38Z",
  "id": "086115-2025",
  "initiationType": "tender",
  "language": "en",
  "ocid": "ocds-h6vhtk-05fcea",
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      "address": {
        "country": "GB",
        "countryName": "United Kingdom",
        "locality": "London",
        "postalCode": "E14 4QZ",
        "region": "UKI42",
        "streetAddress": "10th floor, 25 Cabot Square"
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      "contactPoint": {
        "email": "procurementadmin@transportfocus.org.uk"
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      "name": "Transport Focus",
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    "description": "Background\nTransport 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.\nTo 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\u0027s identity.\nThe 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.\nObjectives\nThe procurement aims to:\n\u2022\tDevelop 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\n\u2022\tDefine the organisation\u0027s proposition and help bring the new watchdog to life, both internally and externally\n\u2022\tShape our internal culture and external communications approach in line with our core values: Trust, Respect, Independence and Positivity\n\u2022\tUnderstand audience expectations and preferences for tone of voice, and how a passenger watchdog should present itself and communicate\n\u2022\tIdentify the most appropriate communication channels for reaching our key audiences\n\u2022\tDeliver actionable recommendations that represent excellent value for money\nScope of Work\nThe successful agency will be required to:\nResearch and Discovery\nConduct 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:\n\u2022\tPassengers/consumers\n\u2022\tTransport industry leaders/operators\n\u2022\tNational and regional politicians and decision makers with responsibility for transport\nInternal Proposition\n\u2022\tDevelop recommendations for the organisation\u0027s internal culture and identity\n\u2022\tCreate materials that help shape who we are as an organisation\n\u2022\tEnsure alignment with our core values: Trust, Respect, Independence and Positivity\nExternal Proposition\n\u2022\tDevelop options for the organisation\u0027s name and brand proposition\n\u2022\tCreate a suite of logo concepts and visual identity options\n\u2022\tDefine the tone of voice and communication style for external audiences\n\u2022\tRecommend appropriate communication channels for each audience group\nBrand Identity Options\n\u2022\tPresent multiple creative directions (minimum of 3 distinct routes) covering:\n\u2022\tProposed names for the new watchdog\n\u2022\tLogo designs and visual identity systems\n\u2022\tLook and feel guidelines\n\u2022\tApplication examples showing the brand in use\nOut of Scope\nThe following elements are not included in this procurement:\n\u2022\tFinal production of brand assets (only concepts and recommendations required)\n\u2022\tDevelopment of full brand guidelines documentation\n\u2022\tWebsite design or development\n\u2022\tImplementation or rollout of the chosen brand identity\n\u2022\tOngoing brand management or retainer services\n\u2022\tMarket research requiring large-scale quantitative studies\nDeliverables\nThe successful supplier must provide:\n1. Research Findings Report - summarising audience insights and expectations for the new watchdog\n2. Brand Strategy Document - outlining the strategic rationale for the proposed approaches\n3. Creative Concepts - minimum of 3 distinct brand identity routes, each including:\n\u2022\tProposed organisation name(s)\n\u2022\tLogo designs\n\u2022\tVisual identity system (colour palettes, typography, graphic elements)\n\u2022\tLook and feel examples\n4. Brand Proposition Document - defining the internal and external proposition\n5. Tone of Voice Guidelines - explaining how the organisation should communicate with each audience\n6. Channel Recommendations - identifying the most appropriate communication channels for each audience group\n7. Final Presentation - presenting all recommendations to Transport Focus and supporting the presentation to government stakeholders\nAll deliverables must be provided in editable digital formats (e.g., PowerPoint, PDF, and source files where applicable).",
    "documents": [
      {
        "description": "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.\nTo 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\u0027s identity.\nThe 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.",
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        "id": "A-9580",
        "url": "https://www.find-tender.service.gov.uk/Notice/Attachment/A-9580"
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      {
        "datePublished": "2025-12-24T11:48:38Z",
        "description": "Tender notice on Find a Tender",
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        "id": "086115-2025",
        "noticeType": "UK4",
        "url": "https://www.find-tender.service.gov.uk/Notice/086115-2025"
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    "enquiryPeriod": {
      "endDate": "2026-01-09T17:00:00Z"
    },
    "id": "PWDEC25",
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            "id": "79342000",
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        "id": "1",
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    "legalBasis": {
      "id": "2023/54",
      "scheme": "UKPGA",
      "uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents"
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    "lots": [
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        "awardCriteria": {
          "description": "Evaluation Criteria\nTenders will be evaluated using the following weighted criteria:\nQuality and relevance of approach - methodology, creative process, and how the supplier will meet our objectives\t30%\nRelevant experience and capability - track record of similar work, quality of case studies, team expertise\t25%\nValue for money - cost breakdown, deliverables offered, and efficient use of budget\t25%\nUnderstanding of audience and context - demonstrated understanding of our audiences, values, and public sector requirements\t15%\nDelivery timescales and project management - realistic timeline, clear milestones, and ability to meet deadlines\t5%\nSuppliers must score a minimum of 60% overall to be considered for award.\nTransport Focus reserves the right to request presentations or interviews from shortlisted suppliers before making a final decision."
        },
        "contractPeriod": {
          "endDate": "2026-03-31T23:59:59+01:00",
          "maxExtentDate": "2026-08-31T23:59:59+01:00",
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          "description": "Extensions may be used based on agreed timeline for work following appointment."
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        "selectionCriteria": {
          "criteria": [
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              "description": "Supplier Requirements\nSuppliers must demonstrate:\n\u2022\tRelevant experience - proven track record in brand identity development for public sector organisations, watchdogs, regulators, or similar bodies\n\u2022\tCreative capability - portfolio showing high-quality brand identity work with clear strategic rationale\n\u2022\tResearch skills - ability to gather and analyse audience insights efficiently\n\u2022\tUnderstanding of the public sector context - familiarity with public sector values, constraints, and the need for value for money\n\u2022\tResource and capacity - ability to deliver all requirements within the specified timescale and budget\n\u2022\tTeam credentials - details of the team members who would work on this project and their relevant expertise\nSuppliers should also provide:\n\u2022\tCompany details and relevant certifications\n\u2022\tCase studies of similar projects (minimum of 2)\n\u2022\tCVs of key team members\n\u2022\tDetailed methodology and approach\n\u2022\tProject timeline\n\u2022\tItemised cost breakdown\n\u2022\tReferences from at least 2 recent clients"
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        "status": "active",
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        "value": {
          "amount": 15000,
          "amountGross": 18000,
          "currency": "GBP"
        }
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    "procurementMethod": "open",
    "procurementMethodDetails": "Below threshold - open competition",
    "status": "active",
    "submissionMethodDetails": "Tender Responses should be submitted by email to procurementadmin@transportfocus.org.uk  by 5pm on 16 January 2026.\nFor questions or clarifications, please email procurementadmin@transportfocus.org.uk",
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    "tenderPeriod": {
      "endDate": "2026-01-16T17:00:00Z"
    },
    "title": "Brand Identity Development for the New Passenger Watchdog",
    "value": {
      "amount": 15000,
      "amountGross": 18000,
      "currency": "GBP"
    }
  }
}