---
title: "WP2191 GOV.UK Brand Identity Refresh"
ocid: "ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "GOVERNMENT DIGITAL SERVICE"
published: "2024-03-04"
---

# WP2191 GOV.UK Brand Identity Refresh

Buyer: GOVERNMENT DIGITAL SERVICE  
Current stage: Award  
OCID: ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4.json)

## Summary

The Government Digital Service has awarded a contract for the WP2191 GOV.UK Brand Identity Refresh procurement process, with a total value of £400,000. The procurement method used was selective, calling off from a dynamic purchasing system. The contract period runs from 5th February 2024 to 4th May 2024. The tender deadline was on 12th December 2023. The procurement falls under the market research services and marketing management consultancy services industry categories.

This contract presents an opportunity for businesses to engage in the development, design, and delivery of core assets related to GOV.UK's brand identity. It is suitable for businesses looking to work closely with the Government Digital Service to enhance the appeal and audience reach of GOV.UK. Small and medium enterprises (SMEs) are particularly encouraged to compete for this tender, which aims to increase user engagement and advocates for GOV.UK across different contexts.

## Notice

The outcomes GDS want to achieve through this competition are to: - increase GOV.UK's appeal to the broadest possible audience - increase key audiences' motivation to undertake some specific behaviour changes: --Existing users embrace new personalised and proactive features -- Non-users of GOV.UK become users via an access route that overcomes their barriers and fits their needs -- Satisfied users become advocates -- Non-users with low trust in government become likelier to use -- increase the tonal range and flexibility of the brand so it can operate across more contexts The successful bidder will be required to work with GDS researchers and appointed research agencies to test and iterate designs with GOV.UK users and non-users. This competition covers development, design and delivery of core assets, up to a value of PS150K. There may be a second phase of the project which would expand the scope with additional budget, but this is not guaranteed."

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/a37d9540-e59c-41b0-8a6b-383e4e1aa442 |
| Notice type | Award Notice |
| Procurement type | Dynamic |
| Procurement category | Goods |
| Procurement method | Selective |
| Procurement method details | Call-off from a dynamic purchasing system |
| Tender suitability | SME |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 4 Mar 2024 |
| Submission deadline | 12 Dec 2023 |
| Future notice date | Not specified |
| Award date | 23 Jan 2024 |
| Contract period | 5 Feb 2024 - 4 May 2024 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £400,000 |
| Lots value | Not specified |
| Awards value | £400,000 |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Not specified |
| Awards status | Active |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | GOVERNMENT DIGITAL SERVICE |
| Locality | LONDON |
| Post town | East London |
| Postcode | E1 8QS |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI4 Inner London - East |
| ITL 3 | TLI42 Tower Hamlets |
| Local authority | Tower Hamlets |
| Electoral ward | Whitechapel |
| Westminster constituency | Bethnal Green and Stepney |
| Delivery location | TLD North West (England), TLI London, TLK South West (England) |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | M&C SAATCHI (UK |

## CPV Codes

### Divisions

- 79 - Business services: law, marketing, consulting, recruitment, printing and security

### Codes

- 79310000 - Market research services
- 79413000 - Marketing management consultancy services

## Release History

- 4 Mar 2024 at 13:00 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/a37d9540-e59c-41b0-8a6b-383e4e1aa442

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/a37d9540-e59c-41b0-8a6b-383e4e1aa442
  4th March 2024 - Awarded contract notice on Contracts Finder
- https://www.contractsfinder.service.gov.uk/Notice/Attachment/0b407361-4ce0-4238-8381-8cd47b4ec43e
  Contract Draft - which was agreed and signed by both parties

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4.json.