Request for Proposals: Branding of Africa Health Sciences University (AHSU)

Date of Issue: Thursday, March 21, 2024

Deadline for Submission: Friday, April 5, 2024 at 23:59 Central Africa Time

Background:

King Faisal Hospital Rwanda (KFH-R) is a leading healthcare institution in Rwanda, renowned for its commitment to providing quality healthcare services to the community. In line with its vision for growth and expansion, KFH-R is transforming into an academic health sciences institution with a global impact, Africa Health Sciences University (AHSU). AHSU is an accredited institution that will train the next generation of health professionals across medicine, pharmacy, nursing and midwifery, laboratory technology, radiography, and other allied health professionals.

Objectives

The primary objective of this project is to develop a comprehensive branding strategy and implementation plan for Africa Health Sciences University (AHSU). The key objectives include:

• Develop a new brand identity that aligns with the vision and values of Africa Health Sciences University.
• Create brand guidelines encompassing visual identity and messaging.
• Develop a phased implementation plan outlining the steps and timeline for the branding process.
• Execute the branding across various touch points including signage, marketing materials, digital platforms, and internal communications.

Scope of Work

The scope of work for this project includes:

• Developing a new brand identity for Africa Health Sciences University, including logo design, color palette, typography, and visual elements (see Appendix A)
• Creating brand guidelines to ensure consistency in messaging, tone of voice, visual representation, and brand usage.
• Developing a detailed implementation plan with clear milestones, responsibilities, and timelines for the branding process.
• Organizing stakeholder consultations and workshops to gather input, address concerns, and foster buy-in for the branding initiative.
• Executing the branding across various touch points including physical assets, digital platforms, marketing collateral, and internal communications materials.

Deliverables

The consultant(s) will be expected to deliver the following:

• Brand identity package including logo design, visual elements, and brand guidelines.
• Implementation plan with detailed steps, timelines, and responsibilities.
• Stakeholder engagement report summarizing feedback and outcomes of consultation sessions.
• Finalized branding materials and assets for deployment across all relevant touchpoints. 

Timeline:

The expected duration of this project is 60 days, commencing from the date of contract signing. The consultant(s) will be required to adhere to the agreed timeline and deliverables schedule. 

Qualifications

The consultant(s) should possess the following qualifications and experience:

• Demonstrated expertise in brand strategy, identity design, and branding projects, preferably within the healthcare or education sector.
• Proven track record of successfully executing similar projects with tangible results.
• Strong understanding of the Rwandan healthcare landscape and cultural sensitivities.
• Excellent communication and stakeholder management skills.
• Ability to work collaboratively with diverse teams and stakeholders. 

Submission Requirements

Eligible proposals must include the following information for consideration:

1. Technical proposal, including a detailed methodology and timeline
2. Financial Proposal, including a comprehensive breakdown of all costs.
3. Relevant portfolio showcasing previous branding projects
4. CVs of the designer(s) responsible for the branding
5. Validity period of the offer.
6. Copies of the company’s tax clearance certificate, VAT registration, and trading license.
7. Three reference letters from organizations where similar assignments were successfully executed. 

Submission Details

Interested candidates should submit their documents to this link by Friday, April 5, 2024 at 23:59 CAT.  Questions can be directed to hr@kfhrf.org.

Appendix A: Branding Materials Deliverables

Brand Guideline Book

• Design inspirations/Philosophy behind the design
• Brand look and feel, incorporating the designs into various items listed under stationary and hospital materials
• Editorial Style guide
  • Identity Variations
    • Acceptable Logo Identity Variations (and Preferred Identity)
    • Unacceptable Logo Identity Variations
  • Logo options with specific purposes and misuse
  • Color General Guidelines: Dos and Don'ts
  • Clear zone and alignment Dos and Don’ts
  • Extensions/Resizing: Dos and Don'ts
  • Logo color: Dos and Don’ts
  • Typography: Dos and Don’ts
  • Location of symbol
  • Social media guidelines (Copyright guidelines)

Core Basic Identity

• Company primary logo-(in both English and Kinyarwanda) in SVG, PNG, JPEG format
• Company alternate logo-(in both English and Kinyarwanda) in SVG, PNG, JPEG
• Corporate Colors
• Typography
• Short company intro and or outro video with company logo and address (5 seconds)
• Company teaser video (2-3 minutes)
• Tagline
• Photos
• Symbols, Characters
• Social media templates/ Website
• Corporate Theme Music/sounds (Short and Long) 

Office Stationery

• Letterhead design: (on different paper sizes (A4, A5, A6)
• Envelope design (on different paper sizes (A4, A5, A6)
• Business Card
• PowerPoint templates
• Report templates
• Brochures
• Catalogs
• Tags & Labels
• Email templates with signature
• Merchandising Aids
• Name Tags/Badges
• Event banners
• Signages
• Packaging designs
• Office stamps design 

Hospital Materials

• Hospital report sheets/cards/print outs
• Gowns and Scrubs design