Big Lottery Rebrand via CCS Framework RM3744 Campaign Solutions

The scope of this brief does not include the delivery of an external-facing campaign but we need a brand that has the potential to campaign against the proposition that is agreed upon.

Lot 1: - Overarching narrative that will be clearly articulated and easily accessible for every staff member and every area of work.

The narrative should be developed into impact measures that will be used to tell the story of the impact of National Lottery funding.

Lot 2: - Brand architecture to include: o Brand purpose that speaks to the One National Lottery purpose and our strategy People in the Lead. o Creative identity to work across all channels o Visual identity, potentially new name and logo (includes all elements of visual ID - colours, typography, photography, graphic devices, etc, from territories and concepts through to full set of guidelines) o Verbal identity - Resources and assets for colleagues across the Fund and grantholders to use that are accessible, creative, achieve stand out and are cost effective - Strategic support on evaluation framework and market research - Strategic support on brand governance framework - Internal engagement strategy and implementation of an internal behaviour change programme across the organisation.

The agency will be required to plan and shape the programme and deliver training so the roll-out can be managed internally. - Strategic support on an external engagement strategy and integrated communications plan - Idea generation on how this work could emerge into campaign(s) that meet the aims of the organisation