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Request for Proposals (RFP): VillageReach Brand Positioning, Narrative & Visual Identity  BACKGROUND VillageReach transforms health care delivery to reach everyone. We are driven by a vision of a world where each person has the health care needed to thrive. VillageReach’s goal is to reduce inequities in access to quality primary health care for 350 million people by 2030. We work with governments, the private sector, partners and communities to build responsive primary health care systems that deliver health products, information and services to the most under-reached. As a locally driven and globally connected organization, VillageReach has offices in the Democratic Republic of Congo, Kenya, Malawi, Mozambique and the United States.  As VillageReach has grown, our portfolio and impact have become more complex—creating challenges in clearly communicating what VillageReach does, how it is differentiated and why it matters to funders, governments and partners.  Through this Request for Proposals (RFP), VillageReach is seeking an experienced strategic branding partner to help (1) clarify our organizational positioning, strengthen our narrative and (2) evolve our visual identity to better reflect our mission, impact and future direction.   OBJECTIVE Select a partner to:  Define a clear and differentiated organizational value proposition  Develop a compelling, simplified narrative  Strengthen VillageReach’s positioning within global health  Recommend and develop a refreshed visual brand identity  Provide practical, right-sized guidance for implementation    SCOPE OF WORK VillageReach has structured this engagement into two phases.  Phase 1 is our priority.    Phase 1: Value Proposition & Narrative (Priority)  Activities may include:  Stakeholder interviews (leadership, program teams, country offices)  Select donor and partner insights   Competitive/peer landscape analysis  Audit of current messaging, value proposition, materials, and brand use    Expected Outputs:  Clear organizational value proposition  Distinct positioning statement  Simplified, compelling organizational narrative  Core messaging framework (tailored to priority audiences such as donors, governments and partners)    Bidders may propose refinements to this scope based on their methodology but must deliver these core outputs.  Phase 2: Visual Identity & Brand System   Phase 2 should be scoped following completion of Phase 1, with bidders proposing an appropriately right-sized approach based on remaining capacity and their recommended prioritization.    Should include:  Visual identity refresh (evolution or selective redesign)  Brand guidelines (voice, tone, visual system)  Templates (e.g., presentations, proposals, reports)    Important Instructions:  Bidders must:  Clearly define what level of visual identity work is feasible  Identify trade-offs, sequencing, and assumptions  Prioritize elements that will deliver the greatest organizational value  IMPLEMENTATION & ROLLOUT CONSIDERATIONS VillageReach is not seeking a fully resourced transformation program. Instead, proposals should include practical, right-sized guidance, such as:  Recommended rollout approach  Key “quick wins” and priority actions  Suggested sequencing of brand updates  Considerations for internal adoption and resourcing  BUDGET Total available budget for this project is up to $100,000 USD. While we are prepared to invest this amount for the right solution, competitive proposals are encourag