Fuller Brand Refresh – Request for Proposals

About The Fuller Project

The Fuller Project is an award-winning global newsroom dedicated to publishing groundbreaking reporting that catalyzes positive change for women. Since 2015, our reporting has helped end life-threatening practices, led to large scale releases of public data, and prompted the introduction of new legislation.

As we enter our 10th year, The Fuller Project is transforming from a journalism organization that primarily published investigations on other news organization’s platforms into a newsroom that primarily serves audiences directly through a number of Fuller editorial products (newsletters, events, podcasts and video), in addition to continuing to work with legacy media partners to broaden reach and maintaining our strong focus on delivering impact. 

We are redefining ourselves around two pressing imminent goals — brand awareness and product conversion — to support diversified and sustained new revenue streams, and deepen community involvement, engagement and impact. As Fuller does this work it will build greater capacity to storytell in different formats beyond text and engage closely with global communities seeking a more equitable world. 

Learn more about our organization, including our values here.

Project Overview

As part of this transformation, The Fuller Project is seeking a creative partner to lead a brand refresh that will strengthen our visual identity, clarify our messaging, and enhance our digital presence. This project will position us for continued audience growth and expanded impact.

Scope of Work

Phase 1: Visual Identity Design

Logo & Visual System

• Brand / website audit against relevant industry comps 
• With leadership alignment, plan and execute:
  • Logo redesign or refinement (primary and secondary marks)
  • Color palette development (print and digital specifications)
  • Typography system selection
  • Iconography and other visual brand assets
  • Photography style guidelines

Brand Guidelines Document

• Updated brand standards manual
• Logo usage guidelines and restrictions
• Color, typography, and imagery specifications
• Application examples across various media

Core Collateral Design/Digital Assets & Marketing Materials 

• Letterhead and business card (digital option) template
• Email signature template
• Social media layout/skin templates (Instagram, X, LinkedIn, TikTok)
• Newsletter header and templates – thematic across Fuller newsletters (Flagship, potential spinoffs, Development)
• Canva templates for general adaptation 
• Donor presentation template
• One-pager organizational overview and handheld pamphlets 

Fundraising & Event Materials

• Donor presentation template
• One-pager organizational overview and handheld pamphlets 

Phase 2: Implementation Support

Staff Training & Guidelines

• Brand guidelines presentation and training session

Launch Strategy

• Brand rollout timeline and checklist
• Internal and external communication plan
• Basic PR strategy for brand announcement
• Social media launch vcampaign recommendations

Project Timeline and Budget

• Initial findings/audit: September
• Final deliverables: November 14
• Estimated Total Duration: 8-10 weeks
• Total Project Budget: $23,000
  • Please provide a detailed breakdown of costs, phase timelines and deliverable in your proposal.

Deliverables Summary

• Complete visual identity system audit and recommendations
• Brand guidelines manual
• Comprehensive collateral and templates, including fundraising and event
• Staff training session and implementation materials
• Launch strategy and rollout plan

Proposal Requirements

Please submit the following by September 5:

• Agency/Designer Overview
  • Company background and team members who will work on this project

• Approach & Process
  • Project timeline with key milestones

• Budget Breakdown
  • Detailed cost breakdown by phase, including additional costs or potential overages
  • Payment schedule proposal

• Portfolio & References
  • 3-5 relevant case studies for nonprofit and/or media client
  • 2-3 client references we can contact

Evaluation Criteria

Proposals will be evaluated based on:

• Integration of gender equity and news media audiences at core of proposal
• Ability to deliver project to deadline/budget without delays or extensions
• Quality and expertise of team working directly on the project 
• Value for money
• Understanding the criteria and needs of Fuller Project and the RFP
• Policies and practices that enable an inclusive and sustainable workplace 

Next Steps

• Proposal Deadline: Sept 5: by email, contact@fullerproject.org or submit online here.
• Finalist Presentations: Week of Sept 8  
• Project Start Date: Sept 15 
• Project end date: Nov 14 

Contact Information

Primary Contact: Erica Hensley, Special Projects Manager Email: contact@fullerproject.org, subject line “Brand RFP”

Please direct all questions about this RFP to Erica Hensley by August 30. We will share all questions and answers with all potential bidders.

The Fuller Project is committed to working with diverse suppliers and encourages proposals from minority, women, and veteran-owned businesses and designers outside of the United States.