Scope
Reference
PWDEC25
Description
Background
Transport Focus is the independent passenger watchdog representing the interests of transport users. As part of our evolution, we are developing a new passenger watchdog that will continue to champion the needs of passengers across the transport network.
To support this transition, we require a branding agency to help us explore and define what the new passenger watchdog should look and feel like. This work will inform recommendations to government, who will make the final decision on the future passenger watchdog's identity.
The successful agency will work closely with Transport Focus to develop a suite of brand identity options that reflect our core values and resonate with our key audiences, whilst ensuring value for money in the use of public funds.
Objectives
The procurement aims to:
• Develop a range of brand identity options (including names, logos, and visual identity) for the new passenger watchdog that can be presented to Transport Focus and government for decision-making
• Define the organisation's proposition and help bring the new watchdog to life, both internally and externally
• Shape our internal culture and external communications approach in line with our core values: Trust, Respect, Independence and Positivity
• Understand audience expectations and preferences for tone of voice, and how a passenger watchdog should present itself and communicate
• Identify the most appropriate communication channels for reaching our key audiences
• Deliver actionable recommendations that represent excellent value for money
Scope of Work
The successful agency will be required to:
Research and Discovery
Conduct research to understand what our three key audience groups would want to see in a future passenger watchdog and how they would expect it to communicate:
• Passengers/consumers
• Transport industry leaders/operators
• National and regional politicians and decision makers with responsibility for transport
Internal Proposition
• Develop recommendations for the organisation's internal culture and identity
• Create materials that help shape who we are as an organisation
• Ensure alignment with our core values: Trust, Respect, Independence and Positivity
External Proposition
• Develop options for the organisation's name and brand proposition
• Create a suite of logo concepts and visual identity options
• Define the tone of voice and communication style for external audiences
• Recommend appropriate communication channels for each audience group
Brand Identity Options
• Present multiple creative directions (minimum of 3 distinct routes) covering:
• Proposed names for the new watchdog
• Logo designs and visual identity systems
• Look and feel guidelines
• Application examples showing the brand in use
Out of Scope
The following elements are not included in this procurement:
• Final production of brand assets (only concepts and recommendations required)
• Development of full brand guidelines documentation
• Website design or development
• Implementation or rollout of the chosen brand identity
• Ongoing brand management or retainer services
• Market research requiring large-scale quantitative studies
Deliverables
The successful supplier must provide:
1. Research Findings Report - summarising audience insights and expectations for the new watchdog
2. Brand Strategy Document - outlining the strategic rationale for the proposed approaches
3. Creative Concepts - minimum of 3 distinct brand identity routes, each including:
• Proposed organisation name(s)
• Logo designs
• Visual identity system (colour palettes, typography, graphic elements)
• Look and feel examples
4. Brand Proposition Document - defining the internal and external proposition
5. Tone of Voice Guidelines - explaining how the organisation should communicate with each audience
6. Channel Recommendations - identifying the most appropriate communication channels for each audience group
7. Final Presentation - presenting all recommendations to Transport Focus and supporting the presentation to government stakeholders
All deliverables must be provided in editable digital formats (e.g., PowerPoint, PDF, and source files where applicable).
Total value (estimated)
- £15,000 excluding VAT
- £18,000 including VAT
Below the relevant threshold
Contract dates (estimated)
- 1 February 2026 to 31 March 2026
- Possible extension to 31 August 2026
- 7 months
Description of possible extension:
Extensions may be used based on agreed timeline for work following appointment.
Main procurement category
Services
CPV classifications
- 79342000 - Marketing services
- 79930000 - Specialty design services
- 79990000 - Miscellaneous business-related services
Contract locations
- UK - United Kingdom
Participation
This procurement is reserved for
UK suppliers
Conditions of participation
Supplier Requirements
Suppliers must demonstrate:
• Relevant experience - proven track record in brand identity development for public sector organisations, watchdogs, regulators, or similar bodies
• Creative capability - portfolio showing high-quality brand identity work with clear strategic rationale
• Research skills - ability to gather and analyse audience insights efficiently
• Understanding of the public sector context - familiarity with public sector values, constraints, and the need for value for money
• Resource and capacity - ability to deliver all requirements within the specified timescale and budget
• Team credentials - details of the team members who would work on this project and their relevant expertise
Suppliers should also provide:
• Company details and relevant certifications
• Case studies of similar projects (minimum of 2)
• CVs of key team members
• Detailed methodology and approach
• Project timeline
• Itemised cost breakdown
• References from at least 2 recent clients
Particular suitability
- Small and medium-sized enterprises (SME)
- Voluntary, community and social enterprises (VCSE)
Submission
Enquiry deadline
9 January 2026, 5:00pm
Tender submission deadline
16 January 2026, 5:00pm
Submission address and any special instructions
Tender Responses should be submitted by email to procurementadmin@transportfocus.org.uk by 5pm on 16 January 2026.
For questions or clarifications, please email procurementadmin@transportfocus.org.uk
Tenders may be submitted electronically
No
Award criteria
Evaluation Criteria
Tenders will be evaluated using the following weighted criteria:
Quality and relevance of approach - methodology, creative process, and how the supplier will meet our objectives 30%
Relevant experience and capability - track record of similar work, quality of case studies, team expertise 25%
Value for money - cost breakdown, deliverables offered, and efficient use of budget 25%
Understanding of audience and context - demonstrated understanding of our audiences, values, and public sector requirements 15%
Delivery timescales and project management - realistic timeline, clear milestones, and ability to meet deadlines 5%
Suppliers must score a minimum of 60% overall to be considered for award.
Transport Focus reserves the right to request presentations or interviews from shortlisted suppliers before making a final decision.
Procedure
Procedure type
Below threshold - open competition
Documents
Associated tender documents
Tender Document - PW - Branding.docx
Outline of requirement: Qualitative research project with users of British Sign Language to understand requirements for information when using rail.
Contracting authority
Transport Focus
- Public Procurement Organisation Number: PGBR-3271-MNXJ
10th floor, 25 Cabot Square
London
E14 4QZ
United Kingdom
Region: UKI42 - Tower Hamlets
Organisation type: Public authority - central government