--- title: "Strategic Brand Guardianship" ocid: "ocds-h6vhtk-05efd6" canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-05efd6" markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-05efd6.md" json_url: "https://d3tenders.com/contract/ocds-h6vhtk-05efd6.json" source: "Find A Tender Service" current_stage: "Award" buyer: "TRANSPORT FOR WALES" published: "2026-07-14" --- # Strategic Brand Guardianship Buyer: TRANSPORT FOR WALES Current stage: Award OCID: ocds-h6vhtk-05efd6 [View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-05efd6) [Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-05efd6.json) ## Summary Transport for Wales (TfW) successfully completed the competitive procurement process for their "Strategic Brand Guardianship" project, utilising an open procedure under UKPGA 2023/54. The procurement, which began with planning updates in early January 2026, awarded the contract to Uned Studio, a Cardiff-based SME. The contract, titled "Strategic Brand Guardianship," commenced on 1st June 2026 and will run until 31st May 2030, with a gross value of £7,199,999.97. Focused on the services industry, the project involves comprehensive brand direction, governance, and creative development to elevate TfW's bilingual, multimodal brand, enhancing consistency and innovation across all platforms. This tender presents an excellent opportunity for businesses in the marketing and consultancy sectors, particularly those specialising in strategic brand development and innovation. SMEs like Uned Studio can leverage their agile and innovative capabilities to manage and enhance brand experiences for large public sector clients like TfW. The contract requires insights and expertise in brand governance and creative development, which can stimulate significant business growth and establish lasting partnerships within the public sector in the UK. The project also calls for a collaborative approach, making it suitable for businesses experienced in cross-agency partnerships and stakeholder engagement. ## Notice Transport for Wales (TfW) has appointed a strategic Brand Guardianship agency to support the continued development, evolution, activation and governance of its multimodal, bilingual and distinctive brand. The successful supplier will provide expert insight and strategic leadership to help TfW strengthen and elevate its brand at a pivotal stage in its development, ensuring consistency, creativity and measurable impact across all physical and digital touchpoints. Services will support the delivery of TfW's long-term brand strategy and contribute to the organisation's vision of becoming Wales' favourite way to travel. Core services include (but not limited to): - Strategic brand direction, evolution and innovation - Branded customer experience development - Brand guardianship, governance and standards - Creative development and brand activation - Strategic expertise, insight and cross-agency collaboration ### Planning Information Transport for Wales are using this Preliminary Market Engagement Notice to identify supplier interest in the upcoming requirement for the Strategic Brand Guardianship. TfW may in future decide to hold an online market engagement session via Microsoft Teams. If this is the case, then suppliers that complete the feedback questionnaire attached, will be contacted and invited. Please complete this Microsoft Form Feedback Questionnaire by 5pm, Monday 12th January 2026. https://forms.office.com/Pages/ResponsePage.aspx?id=JNDchxkwJkiZVrp2sqBP9GQHxZZpmRBEpZb6y9KNSQVUMDZDODNEWDBERDJHV0w4U1A0UUFLS0NZSi4u (if the link doesn't allow you to click it, please copy and paste it into your internet browser). ## Key Details | Field | Value | | --- | --- | | Publication source | Find A Tender Service | | Latest notice | https://www.find-tender.service.gov.uk/Notice/066031-2026 | | Notice type | UK7 - Contract Details Notice | | Procurement type | Standard | | Procurement category | Services | | Procurement method | Open | | Procurement method details | Competitive flexible procedure | | Tender suitability | SME | | Awardee scale | SME | | All stages | Planning, Award | ## Dates | Field | Value | | --- | --- | | Publication date | 14 Jul 2026 | | Submission deadline | Not specified | | Future notice date | 1 Jan 2026 | | Award date | 20 May 2026 | | Contract period | 31 May 2026 - 31 May 2030 | | Recurrence | Not specified | ## Values | Field | Value | | --- | --- | | Tender value | £6,000,000 | | Lots value | Not specified | | Awards value | Not specified | | Contracts value | £6,000,000 | ## Status | Field | Value | | --- | --- | | Tender status | Complete | | Lots status | Complete | | 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 | TLL Wales | ## 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 - 79340000 - Advertising and marketing services - 79342000 - Marketing services - 79413000 - Marketing management consultancy services - 79415200 - Design consultancy services - 79822500 - Graphic design services ## Release History - 14 Jul 2026 at 09:55 - Award - UK7 - Contract Details Notice - https://www.find-tender.service.gov.uk/Notice/066031-2026 - 8 Jan 2026 at 16:52 - PlanningUpdate - UK2 - Preliminary Market Engagement Notice - https://www.find-tender.service.gov.uk/Notice/001625-2026 - 5 Jan 2026 at 11:38 - Planning - UK2 - Preliminary Market Engagement Notice - https://www.find-tender.service.gov.uk/Notice/000231-2026 - 5 Dec 2025 at 14:10 - Planning - UK1 - Pipeline Notice - https://www.find-tender.service.gov.uk/Notice/080210-2025 ## Documents - https://www.find-tender.service.gov.uk/Notice/066031-2026 14th July 2026 - Contract details notice on Find a Tender - https://www.find-tender.service.gov.uk/Notice/001625-2026 8th January 2026 - Preliminary market engagement notice on Find a Tender - https://www.find-tender.service.gov.uk/Notice/000231-2026 5th January 2026 - Preliminary market engagement notice on Find a Tender - https://www.find-tender.service.gov.uk/Notice/080210-2025 5th December 2025 - Pipeline notice on Find a Tender ## Notice URLs - http://https://tfw.wales/ways-to-travel/rail?msclkid=10d23ab966731be7972350ef60371ddf - https://forms.office.com/Pages/ResponsePage.aspx?id=JNDchxkwJkiZVrp2sqBP9GQHxZZpmRBEpZb6y9KNSQVUMDZDODNEWDBERDJHV0w4U1A0UUFLS0NZSi4u - https://tfw.wales/ - https://www.legislation.gov.uk/ukpga/2023/54/contents ## 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-05efd6. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-05efd6.json.