---
title: "Strategic Brand Development and Guardianship"
ocid: "ocds-h6vhtk-038959"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-038959"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-038959.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-038959.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "TRANSPORT FOR WALES"
published: "2023-04-21"
---

# Strategic Brand Development and Guardianship

Buyer: TRANSPORT FOR WALES  
Current stage: Award  
OCID: ocds-h6vhtk-038959

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-038959)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-038959.json)

## Summary

The Transport for Wales has initiated a tender process for the project titled "Strategic Brand Development and Guardianship" in the services category. The procurement stage is active, and the deadline for submission of bids was originally set to January 9, 2023, but it has been extended to noon on January 16, 2023. The contract value is £1,000,000 GBP. This opportunity is in the marketing services industry and is conducted through an open procedure, with an option to extend for up to two periods of 12 months each.

This tender presents an opportunity for businesses specialising in strategic brand development, creative direction, brand management, and marketing services. Businesses interested in partnering with Transport for Wales to elevate their brand's status and engage with key audiences should consider participating in this procurement process. The procurement is led by Transport for Wales, a central purchasing body, aiming to build a sustainable, integrated transport network across Wales and increase active travel by 40% by 2040.

## Notice

The Welsh Government has declared a climate change emergency and we're here to change the way Wales travels. We want to inspire people to think differently about the way they travel and for walking, wheeling, cycling, and travelling by public transport to be their preferred choice. We have already made a big impact on many people's lives, and this will continue as we develop a sustainable, integrated transport network across Wales. Our aim is to increase the number of journeys by active travel or public transport by 40% by 2040. This is the target set in the Welsh Government's strategy for the future of transport in Wales - Llwybr Newydd: the Wales Transport Strategy 2021. We know what we need to achieve, and we have a clear mission, vision, and values. We also know that changing the way we travel isn't about one big statement. It's about us all making changes, big and small, in the coming years. Our brand helps us to bring our ambitions to life. We aim to encourage people to trust and believe in us and to commit to changing their behaviour, travelling more sustainably, and doing their bit for all our futures. We're implementing our ambitious plans to transform transport in Wales and our brand is playing and will play an increasingly key role as the transformation grows. We're building a bilingual, customer-focused, and multimodal brand that's trusted and respected by our key audiences and becomes a key part of the fabric of Welsh life. We also want our brand to continue to be a respected member of the Cymru Wales nation brand family. This contract will help us develop and deliver our brand strategy and build our brand over the long-term to elevate our brand's status and increase engagement with our key audiences.

### Lot Information

Lot 1

Our brand helps us to bring our ambitions to life. We aim to encourage people to trust and believe in us and to commit to changing their behaviour, travelling more sustainably, and doing their bit for all our futures. We're implementing our ambitious plans to transform transport in Wales and our brand is playing and will play an increasingly key role as the transformation grows. We're building a bilingual, customer-focused, and multimodal brand that's trusted and respected by our key audiences and becomes a key part of the fabric of Welsh life. We also want our brand to continue to be a respected member of the Cymru Wales nation brand family. This contract will help us develop and deliver our brand strategy and build our brand over the long-term to elevate our brand's status and increase engagement with our key audiences. We are looking to appoint a partner to help us build our brand and deliver the requirements of this contract with the following key areas of focus, but not limited to: Strategic brand development and creative direction Brand management and guardianship Brand identity and standards Research and insight Specialist expertise

Options: Option to extend for up to two periods of 12 months each.

Renewal: Option to extend for up to two(2) period(s) of 12 months each

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/011436-2023 |
| Notice type | Tender Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure |
| Tender suitability | Not specified |
| Awardee scale | SME |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 21 Apr 2023 |
| Submission deadline | 9 Jan 2023 |
| Future notice date | Not specified |
| Award date | 23 Mar 2023 |
| Contract period | Not specified |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £1,000,000 |
| Lots value | Not specified |
| Awards value | Not specified |
| Contracts value | £600,000 |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Cancelled |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | TRANSPORT FOR WALES |
| Locality | PONTYPRIDD |
| Post town | Cardiff |
| Postcode | CF37 4TH |
| Country | Wales |
| ITL 1 | TLL Wales |
| ITL 2 | TLL5 South East Wales |
| ITL 3 | TLL51 Central Valleys and Bridgend |
| Local authority | Rhondda Cynon Taf |
| Electoral ward | Pontypridd Town |
| Westminster constituency | Pontypridd |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | UNED STUDIO |

## CPV Codes

### Divisions

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

### Codes

- 79342000 - Marketing services
- 79413000 - Marketing management consultancy services

## Release History

- 21 Apr 2023 at 09:12 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/011436-2023
- 23 Dec 2022 at 10:30 - TenderUpdate - Tender Notice - https://www.find-tender.service.gov.uk/Notice/036493-2022
- 30 Nov 2022 at 08:53 - Tender - Tender Notice - https://www.find-tender.service.gov.uk/Notice/033868-2022

## Notice URLs

- http://tfw.wales
- https://etenderwales.bravosolution.co.uk
- https://etenderwales.bravosolution.co.uk/
- https://www.sell2wales.gov.wales/search/Search_AuthProfile.aspx?ID=AA50685

## 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-h6vhtk-038959. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-038959.json.