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This Week’s Highlight: National Portrait Gallery rebranding and refresh

The National Portrait Gallery of Australia houses an expansive and diverse collection presenting the breadth of our artistic ability and telling the stories of some of the most distinctive characters of our history.

A contemporary gallery dedicated to exploring identity and human stories, it presents portraiture in ways that help each visitor connect to Australia’s shared identity, history, diversity, culture, and creativity. In preserving, maintaining, and promoting this significant collection, the gallery also develops and engages a national audience for exhibitions, education, research, publications, and public and online programs.

The gallery now seeks to create a brand narrative. It wants a concise, streamlined story/statement that acts as a platform for its marketing and communications. The narrative should include a short brand positioning or vision statement that can help it define or redefine its purpose.

Through a request for tender (RFT) the Commonwealth of Australia represented by the National Portrait Gallery of Australia seeks a suitable supplier to undertake a rebrand/brand refresh of the Gallery.

The rebranding/branding refresh encompasses visual identity, brand architecture, brand narrative, and tone of voice. The NPG’s objective is to establish a one-off contract to obtain the required services for a multi-stage process.

Stage 1 – RFT Response: evaluation of tenders.

Stage 2 – Creative Presentations: shortlisted tenderers will deliver a presentation demonstrating initial creative development for the rebranding/branding refresh. The gallery is allocating 90 minutes for the presentation, reserving 10 minutes at the end for questions.

The scope of requirements includes the following.

Brand architecture: complete an audit of the brands within the NPG – café, shop, exhibitions, and learning programs. This involves helping the gallery understand how these brands work together and developing a strategy for marketing them together or individually.

Tone of voice: create a document that supports the gallery’s refreshed brand position and helps align its internal and external communications. The new NPG voice would be distinctive with the ability to adapt and replicate across a diverse group of teams.

Visual identity: create a new brand style guide that includes a new logo (or a reworking/refreshing of the current logo), new colour palette, design elements and fonts, and a rethink of the frame icon. The gallery will incorporate the visual style on everything from corporate documents such as presentations and letterheads through to exhibition marketing, signage, and wayfinding.

The gallery seeks a visual identity that reflects its core brand values and aspirations as a youthful, dynamic, cultural institution. The new signage and wayfinding system should enhance the visitor experience, assist its team engaging with the audience, and elevate the enjoyment of the space.

The gallery will present a briefing on Monday 4 March, 10am to 11am. To register, email the Tender Contact Officer at no later than 2pm Friday 1 March. Following the briefing, the NPG may provide additional material to tenderers via AusTender including responses to questions.

Indicative timeframe and deliverables: Creative presentations – about six weeks from tender close, 15 May

Engagement of successful contractor – June 2024 Launch/reveal of new brand across all platforms – last half of 2024.

Estimated value is from $150,000 to $250,000.

The closing time and date for responses is 2pm ACT local time on Thursday 28 March 2024.

If you are after further advice on this topic or any tender opportunity, feel free to contact us. You can also subscribe to this newsletter for regular weekly updates.

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