Request For Proposals: Brand Positioning, Narrative & Visual Identity

Request for Proposals (RFP): VillageReach Brand Positioning, Narrative & Visual Identity 

BACKGROUND

VillageReach transforms health care delivery to reach everyone. We are driven by a vision of a world where each person has the health care needed to thrive. VillageReach’s goal is to reduce inequities in access to quality primary health care for 350 million people by 2030. We work with governments, the private sector, partners and communities to build responsive primary health care systems that deliver health products, information and services to the most under-reached. As a locally driven and globally connected organization, VillageReach has offices in the Democratic Republic of Congo, Kenya, Malawi, Mozambique and the United States.

As VillageReach has grown, our portfolio and impact have become more complex—creating challenges in clearly communicating what VillageReach does, how it is differentiated and why it matters to funders, governments and partners. 

Through this Request for Proposals (RFP), VillageReach is seeking an experienced strategic branding partner to help (1) clarify our organizational positioning, strengthen our narrative and (2) evolve our visual identity to better reflect our mission, impact and future direction.

OBJECTIVE

Select a partner to: 

Define a clear and differentiated organizational value proposition  Develop a compelling, simplified narrative  Strengthen VillageReach’s positioning within global health  Recommend and develop a refreshed visual brand identity  Provide practical, right-sized guidance for implementation 

SCOPE OF WORK

VillageReach has structured this engagement into two phases. 

Phase 1 is our priority. 

Phase 1: Value Proposition & Narrative (Priority) 

Activities may include: 

Stakeholder interviews (leadership, program teams, country offices)  Select donor and partner insights Competitive/peer landscape analysis  Audit of current messaging, value proposition, materials, and brand use 

Expected Outputs: 

Clear organizational value proposition  Distinct positioning statement  Simplified, compelling organizational narrative  Core messaging framework (tailored to priority audiences such as donors, governments and partners) 

Bidders may propose refinements to this scope based on their methodology but must deliver these core outputs. 

Phase 2: Visual Identity & Brand System

Phase 2 should be scoped following completion of Phase 1, with bidders proposing an appropriately right-sized approach based on remaining capacity and their recommended prioritization. 

Should include: 

Visual identity refresh (evolution or selective redesign)  Brand guidelines (voice, tone, visual system)  Templates (, presentations, proposals, reports) 

Important Instructions: 

Bidders must: 

Clearly define what level of visual identity work is feasible  Identify trade-offs, sequencing, and assumptions  Prioritize elements that will deliver the greatest organizational value 

IMPLEMENTATION & ROLLOUT CONSIDERATIONS

VillageReach is not seeking a fully resourced transformation program. Instead, proposals should include practical, right-sized guidance, such as: 

Recommended rollout approach  Key “quick wins” and priority actions  Suggested sequencing of brand updates  Considerations for internal adoption and resourcing 

BUDGET

Total available budget for this project is up to $100,000 USD. While we are prepared to invest this amount for the right solution, competitive proposals are encouraged. 

BIDDERS MUST: 

Propose a clear allocation of budget across Phase 1 and Phase 2  Define deliverables included at that level  Identify any optional or additional work that could be delivered with increased funding 

 VillageReach welcomes tiered or scoped options (, strategy-focused vs. strategy + expanded visual identity). 

TIMELINE

Estimated duration: 4–6 months  Desired start date: August 2026 

Requirements

PROPOSAL REQUIREMENTS

All bids must include: 

A. APPROACH & METHODOLOGY

How you will deliver Phase 1 (required)  How you propose to scope Phase 2

B. RELEVANT EXPERIENCE

Work with nonprofits, global health, or complex organizations  Experience in brand positioning and narrative development (not just design) 

C. EXAMPLES OF WORK

Narrative simplification  Brand strategy and positioning  Visual identity development (if applicable)  Implementation or rollout guidance 

D. PROJECT PLAN

Timeline and key milestones  Team structure and roles 

E. BUDGET / FINANCIAL PROPOSAL

Clear breakdown across phases  Deliverables tied to cost  Any optional add-ons 

F. ADDITIONAL REQUIRMENTS

Explicit articulation of trade-offs and assumptions  Clarity on what is included vs. not included 

SELECTION CRITERIA

Proposals will be evaluated based on: 

Strength of strategic thinking (especially value proposition and narrative clarity)  Experience with complex, multi-country nonprofit organizations  Balance of strategy and creative capability  Ability to translate strategy into practical, usable outputs  Relevant regional or Africa-based experience (preferred) 

Proposal Validity

Submitted proposals should remain valid for a period of 90 days following the submission deadline.

SUBMISSION DETAILS:

Interested firms should submit their proposals through the VillageReach Workable application portal -

For general enquiries regarding this RFP, please contact:

Deadline: July 26th, 2026