---
title: "Social Brand Guardianship"
ocid: "ocds-h6vhtk-060d9a"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-060d9a"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-060d9a.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-060d9a.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "TRANSPORT FOR WALES"
published: "2026-04-22"
---

# Social Brand Guardianship

Buyer: TRANSPORT FOR WALES  
Current stage: Award  
OCID: ocds-h6vhtk-060d9a

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-060d9a)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-060d9a.json)

## Summary

Transport for Wales has concluded the procurement process titled "Social Brand Guardianship," aimed at appointing a strategic agency to support its brand development. The process falls under the services category within the business services domain, including marketing and consulting. Located in Wales, the procurement method utilised was an open and competitive flexible procedure, as per the Procurement Act 2023, facilitating a tailor-made multi-stage process. With a contract awarded to Uned Stuido for the strategic brand guardianship, the contract period commences from 31st May 2026 to 31st May 2030. The award value is £7,200,000, reflecting the significance of this initiative to elevate TfW's multimodal, bilingual brand at a critical development stage.

This tender represents valuable opportunities for SMEs specialising in branding, strategic marketing, and creative solutions, offering avenues for substantial business growth through transformative brand engagement. Companies capable of delivering strategic brand direction, innovation, and activation, particularly within the public sector context, will find this procurement suitable. The emphasis on creative development and cross-agency collaboration makes it particularly beneficial for businesses that combine strategic insight with tactical execution across digital and physical customer experience platforms. Those interested in engaging with high-profile public authority projects are encouraged by the project's complexity and depth within the Welsh market, reflecting the evolving transportation landscape.

## Notice

Transport for Wales (TfW) is seeking to appoint 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

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/036754-2026 |
| Notice type | UK6 - Contract Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Competitive flexible procedure |
| Tender suitability | SME, VCSE |
| Awardee scale | SME |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 22 Apr 2026 |
| Submission deadline | 23 Feb 2026 |
| Future notice date | Not specified |
| Award date | 21 Apr 2026 |
| Contract period | 30 May 2026 - 31 May 2030 |
| Recurrence | 2030-02-01 |

## Values

| Field | Value |
| --- | --- |
| Tender value | £6,000,000 |
| Lots value | £6,000,000 |
| Awards value | £6,000,000 |
| Contracts value | Not specified |

## Status

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

## 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 STUIDO |

## CPV Codes

### Divisions

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

### Codes

- 79000000 - Business services: law, marketing, consulting, recruitment, printing and security

## Release History

- 22 Apr 2026 at 14:55 - Award - UK6 - Contract Award Notice - https://www.find-tender.service.gov.uk/Notice/036754-2026
- 26 Jan 2026 at 10:55 - TenderUpdate - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/006510-2026
- 23 Jan 2026 at 15:28 - Tender - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/006301-2026

## Documents

- https://www.find-tender.service.gov.uk/Notice/036754-2026
  22nd April 2026 - Contract award notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/006510-2026
  26th January 2026 - Tender notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/006301-2026
  23rd January 2026 - Tender notice on Find a Tender
- https://etenderwales.ukp.app.jaggaer.com/go/05074672019BEB778246
  Link to tender documentation

## Notice URLs

- https://etenderwales.ukp.app.jaggaer.com/go/73659068019BE67B6035
- 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-060d9a. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-060d9a.json.