Call for proposals: Developing a new visual identity for Systemic Justice

We are seeking a creative agency to develop a new visual identity for Systemic Justice!

Systemic Justice is a new NGO that partners with organisations working on climate, racial, social, and economic justice to bring about change through strategic litigation. Our work spans across the Council of Europe area. As we aim to strengthen our presence, amplify our impact, and engage with a broader audience as a start-up NGO, we require a fresh, vibrant, and compelling brand identity that embodies our mission and values.

Our mission is to radically transform how the law works for communities fighting for climate, racial, social, and economic justice. We are the first organisation in Europe that works with community partners on strategic litigation by taking a community-driven, intersectional approach, and that is Black-led and has a majority BPOC team.

Our work is guided by three foundational values:

• Anti-oppression: We challenge oppression (racism, homophobia, ableism, sexism, xenophobia, transphobia) by confronting systems of domination, privilege, exclusion, and institutional violence.
• Intersectionality: We approach our work through an intersectional lens that centres how an individual’s social or political identity and personal characteristics can overlap and combine to create different modes of discrimination, exclusion, and oppression.
• Justice: We believe that justice means providing all individuals with an equal opportunity to enforce their rights, access remedies, and receive reparations for violations of their rights and to push for change before the courts.

Objectives

The objectives of the rebrand are as follows:

• Enhance brand recognition: Develop a visually appealing and memorable brand identity that effectively communicates our purpose, values, and commitment to climate, racial, social, and economic justice.
• Increase appeal and reach: Create a brand that resonates with diverse demographics and broadens our appeal, engaging both existing stakeholders and new audiences.
• Establish consistency: Develop a cohesive visual language and brand guidelines to ensure consistency across all communication channels, reinforcing our message and facilitating recognition.

Target audience

Our target audience includes individuals, community organisations, movements and collectives across the Council of Europe area who are passionate about climate, racial, economic, and social justice, spanning a wide age range and diverse backgrounds. We aim to engage existing supporters while attracting new audiences, including legal professionals, potential funders and donors, and new community partners. The visual identity should resonate with both younger, digitally savvy individuals, as well as more traditional audiences.

Brand attributes

• Impactful: The new brand should convey our commitment to making a tangible difference in addressing injustices.
• Community-driven: It should highlight our commitment to empowering and being led by community partners in our decision-making processes, actions, and initiatives.
• Hopeful: The new brand should be in line with our hope-based communications approach, conveying a sense of optimism, positive anticipation, and the belief that positive change is possible.
• Inclusive: The brand should emphasise inclusivity, diversity, and collaboration, reflecting our values of anti-oppression and intersectionality.
• Progressive: The rebrand should demonstrate that we embrace fresh perspectives and actively pursue new ideas, strategies, and solutions to address injustices.

Scope of work

• Brand identity: Design a new logo, typography, colour palette, and visual elements that capture the essence of our work and reflect our values and mission.
• Brand collateral: Create a suite of branded materials and templates for digital and print communications.
• Tone of voice and brand guidelines: Develop brand and tone of voice guidelines that effectively communicate our mission and engage various stakeholders.

Please note the scope of this work does not include a full-scale brand audit or stakeholder research as we have done this research.

Deliverables

• Brand identity package, including new logo design, typography, colour palette, and visual guidelines.
  • The logo must include variations for different sizes and formats.
  • The colour palette should reflect our brand attributes and include primary, secondary and accent colours.
  • Typography should include guidelines for heading, subheading, and body text usage; the chosen font must be suitable for both digital and print applications, and in line with accessibility best practices.
• Branded collateral templates for digital and print materials (e.g., letterhead, presentation slides, business cards, brochures, social media graphic templates).
  • These must include visual elements (such as patterns, illustrations, or icons) that can be used consistently across all assets.
• Brand and tone of voice guidelines for consistent application.
  • The brand guidelines must include specifications for logo placement, colour usage, typography, and visual elements; and provide examples and instructions for applying the visual identity to different mediums.

Timeline

The project is expected to be completed by the end of August 2023. The agency should provide a detailed timeline with key milestones and deliverables.

Budget

Provide a detailed breakdown of costs, including any additional expenses or potential revisions.

Submission requirements

Please submit your proposal, including relevant case studies, team composition, and an estimated budget, by 25 June, 23:59 CEST. If you have any questions or require further clarification, please contact info@systemicjustice.ngo

Selection criteria

We will review the proposals based on creativity, understanding of our mission, relevant experience, and cost. Shortlisted agencies may be invited for an interview or presentation to further discuss their concepts and approach. We look forward to receiving your proposal and finding a creative partner who can help us refresh our visual identity.