Proposal Request for Agency/Consultancy services for the brand repositioning of African Institute for Mathematical Sciences

The African Institute for Mathematical Sciences – Network (AIMS-Network) is a pan-African network of Centres of Excellence for postgraduate training, research and outreach in the mathematical sciences. Its mission is to enable Africa’s brightest students to flourish as independent thinkers, problem solvers and innovators, capable of propelling Africa’s future scientific, educational and economic self-sufficiency.

The first AIMS Centre opened in Cape Town, South Africa in 2003. Since 2011, the AIMS-Network has opened additional Centres in Senegal, Ghana, Cameroon and Rwanda. Each AIMS Centre provides an intensive and broad education to over 50 African students each year and prepares them for leadership careers in academia, governance and industry. The AIMS-Network educational program relies on top international lecturers who teach in a 24-hour learning environment.

Background of Project
AIMS is 20 years, and in the intervening years, who we are as a brand has evolved. We are in need of a brand repositioning and story that embodies our current identity, as well as advances our mission. We are looking for not just a fresh and modern look, but one that stays true who we are and speaks to our vision of seeing a prosperous Africa, propelled by innovative education and mathematical science. This request for proposal is to solicit proposals and establish a contract through a competitive negotiation with a qualified consulting firm/agency that has relevant experience, particularly in the area of identity branding, such as development of a brand values, brand visual development, and implementation from initial rollout to full transition into a refreshed brand.

Scope of Work:
The selected firm will be expected to fulfill the following deliverables:
• Brand Development: brand repositioning; the brand identity, narrative, story, and key messages.
• Brand visual development: craft creative elements in line with the new slogan/tag line, redefine tone of voice, market positioning, personality, among others.
• Brand Identity refresh: color palette, guidelines on look and feel, guidelines on imagery selection.
• Asset Development: brand guidelines, PPTs, e-signatures, among others.
• Launch: Recommend rollout plan and launch strategy.
• Repositioning Strategic Plan: develop strategic objectives that will inform the next steps for the AIMS Network, and promotion of our brand in accordance with industry best practices.
• Implementation Plan: develop an action plan for implementation of the updated brand in sufficient detail to allow the AIMS Network to understand the approach.