Request For Proposals: Brand Positioning, Narrative & Visual Identity at VillageReach

Lilongwe, , Malawi -

Full Time

Start Date

Immediate

Expiry Date

27 Sep, 26

Salary

100000.0

Posted On

29 Jun, 26

Experience

5 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

Brand Positioning, Narrative Development, Visual Identity, Value Proposition, Stakeholder Interviews, Competitive Analysis, Messaging Framework, Brand Guidelines, Strategic Planning, Global Health Communication

Industry

Non-profit Organizations

Description

Request for Proposals (RFP): VillageReach Brand Positioning, Narrative & Visual Identity BACKGROUND VillageReach is a global health nonprofit working to improve access to health care in under-reached communities. As the organization has grown, its 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. VillageReach is seeking a strategic partner to clarify its: (1) value proposition and narrative and (2) evolve its visual brand identity to support that strategy. 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 encouraged. BIDDERS MUST: Propose a clear allocation of budget across Phase 1 and Phase 2 Define deliverables included at that level Identify any optional or additional work that could be delivered with increased funding VillageReach welcomes tiered or scoped options (e.g., strategy-focused vs. strategy + expanded visual identity). TIMELINE Estimated duration: 4–6 months Desired start date: August 2026 PROPOSAL REQUIREMENTS All bids must include: A. APPROACH & METHODOLOGY How you will deliver Phase 1 (required) How you propose to scope Phase 2 B. RELEVANT EXPERIENCE Work with nonprofits, global health, or complex organizations Experience in brand positioning and narrative development (not just design) C. EXAMPLES OF WORK Narrative simplification Brand strategy and positioning Visual identity development (if applicable) Implementation or rollout guidance D. PROJECT PLAN Timeline and key milestones Team structure and roles E. BUDGET / FINANCIAL PROPOSAL Clear breakdown across phases Deliverables tied to cost Any optional add-ons F. ADDITIONAL REQUIRMENTS Explicit articulation of trade-offs and assumptions Clarity on what is included vs. not included SELECTION CRITERIA Proposals will be evaluated based on: Strength of strategic thinking (especially value proposition and narrative clarity) Experience with complex, multi-country nonprofit organizations Balance of strategy and creative capability Ability to translate strategy into practical, usable outputs Relevant regional or Africa-based experience (preferred) Proposal Validity Submitted proposals should remain valid for a period of 90 days following the submission deadline. SUBMISSION DETAILS: Interested firms should submit their proposals through the VillageReach Workable application portal - For general enquiries regarding this RFP, please contact: info@villagereach.org Deadline: July 17, 2026

Responsibilities

Define a clear organizational value proposition and develop a simplified, compelling narrative for VillageReach. Evolve the visual brand identity and provide practical guidance for its implementation across the organization.