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Visual identity and communications materials for WHO Fleet Services activities

Call for tenders: Visual identity and communications materials

Contracting Authority: The World Health Organization, Geneva

Description: Develop a WFS visual identity, including a style guide and design communication materials such as banners, brochure, including infographics/icons for web, social media and mobile app. Additionally, four short videos are required.

The service should cover particulary “WHO Fleet Services“ (WFS) activities. WFS aims to provide WHO offices with appropriate, cleaner, cost-effective and safer vehicles to support optimum programme delivery. Under WFS, a centrally managed unit will be responsible for vehicles. Country offices will no longer own, but lease vehicles. Vehicles older than five years or those that have exceeded 150 000 km will be resold and replaced with new vehicles in a planned and coordinated manner over the next four years (2018-2022).

Deadline 28/3

Deliverables: The successful contractor will create graphic and digital materials (web, social, multimedia, audio-visual content as follows:

  1. A) WFS visual identity and style guide
  2. B) WFS communication materials
  3. C) Audio-visual items

A) WFS visual identity and style guide: The WFS visual identity will need to complement the WHO logo. (WHO brand guidelines will be provided to the successful company) The visual identity must convey a dynamic energy and commitment to deliver health services to all people, no matter when or where they are. It is important to note that the project will be implemented globally. The visual identity must complement content developed in the six official languages of the UN: Arabic, Chinese, English, French, Russian and Spanish. Thus, the visual identity layout and messaging must work in the different languages. During this phase of the project, materials will be developed in English and French. (The company is not required to undertake any translation).

Messaging: WHO Fleet Services is more than vehicles, it is about serving people. WHO’s mission is to build a better, healthier future for people all over the world. It does this by “promoting health, keeping the world safe and serving the vulnerable.” The vehicles represent WHO’s capacity to deliver on its mandate. WHO’s fleet is the ‘blood supply’ for delivering health programmes.WHO’s vehicles enable staff to support health ministries to immunize children against diseases such as polio, measles, yellow fever and other vaccine preventable diseases. During a disease outbreak, our disease detectives, called epidemiologists help to find the cause, contain its spread and treat the sick. These interventions are all made possible through WHO’s fleet. Our vehicles not only transport staff but also essential medical supplies to health facilities in sprawling urban centres to remote and hard-to-reach areas, including conflict affected areas.

Qualities to be conveyed through the visual identity:

Keywords: Professional, customer service orientated, dynamic, innovative, dependable, safe, environmental friendly, cost effective, strong operational capacity (i.e. ability to quickly scale-up our operations during an emergency and ramp down when a situation stabilizes). Our fleet will be fit-for-purpose, right-sized (i.e.having the right type and number of vehicles for each office) and available where needed, and on-time. WFS is not just technical and operational, it is about delivering health for all people. WFS slogan: “Moving forward for a safer and healthier future.”

Target audiences:

  1. WHO executive management at country, regional and headquarter levels.
  2. WHO staff: drivers, programme staff, administration officers, human resources, etc.
  3. External stakeholders: UN agencies, vehicle suppliers, etc
  4. Donors: Bill and Melinda Gates Foundation, USAID, etc.

Style guide:  A style guide or in-depth rules about the logo usage, style and layout, including templates will need to be provided to WHO. These templates will include: Powerpoint template, email header, email signature, website header, Facebook cover photo, social media, etc.

B): WFS communication materials (design only required)

 PowerPoint slide-deck: Application of a WFS new visual identity to PowerPoint slide deck with improved layout and infographics to reduce text. (Draft PowerPoint is available for development of the concept. (The presentation will be provided to the successful company once identified). The powerpoint presentation file size must be below 6MB to allow for sharing the presentation easily via email.)

 WFS training certificate template: Certificate to staff after completing the WFS fleet training programme.

 Infographics: Four infographics will need to be provided. This will be used for presentations, newsletters, website, etc.

1: Why WFS?

2: What is WFS? A 360 degree solution: aimed at describing what will change, etc.

3: WFS Benefits: Four benefits include: operational capacity, cost effectiveness, road safety, reduced environmental impact

  1. How to get to involved. E.g. wear a seat belt, take the WFS training, etc.

 Icons: Several icons will need to be developed. These icons are described below as follows: * Icon Description * Ageing/old fleet * Cars older than 5 years or those that have reached 150,000 km * High operational costs * Very costly to maintain WHO’s fleet, especially those cars older than 5 years * Risk Includes operational, financial and reputational risk * 360° fleet management solutions

Encompasses all services offered under WFS. This includes:

 Trained and dedicated Fleet Managers,

 Vehicle tracking solutions,

 Comprehensive insurance coverage,

 Pre-approved maintenance arrangements

 Improved software for fleet tracking and data analysis

Vehicle tracking system The device fits into the vehicle and captures the GPS location information, including fuel consumption, speeding, harsh braking, etc.

Insurance: Comprehensive, collision, including third party insurance coverage. WFS will provide holistic insurance offer greater peace of mind.

Preventive maintenance: Pre-determined schedule for checking the working condition of a vehicle. Usually, the oil, filter, spark plugs are checked and replaced after reaching a certain mileage.

Fleet assessment: Includes an online survey and site inspection. The fleet assessment is conducted by the Fleet Manager or Head Driver.

Fleet training: WFS training will include: E-learning modules, in-country or regional workshops, on-the-job coaching. The training will need to be completed by drivers and support staff involved in the fleet. For e.g. administration offices, HR, etc.

Customer service: Implies dependable and safe transport delivered with efficiency and a friendly attitude.

WFS revolving fund: A fund will be established which will be constantly replenished to buy and maintain WHO’s fleet, including provide training to fleet staff.

WFS leasing fee: Countries will no longer own but lease vehicles. The leasing fee will be paid on a monthly or annual basis to operate WHO’s vehicles

Fleet management dashboard: Fleet data pictorially illustrated to improve data analysis and help with decision-making.

Fuel efficiency: Less fuel used per kilometre.

Green Fleet: Fuel efficient, lighter vehicles or those using alternative energy such as, electric cars, or moving from diesel to petrol vehicles.

Environmentally friendly: Focused on reducing environmental impact related to air pollution through newer vehicles, better maintained vehicles, car-sharing and car-pooling with other UN organizations.

Road safety: WFS will contribute to road safety through improved driver training, well-maintained vehicles, improved route planning, (e.g. avoiding driving during night time and/or poor weather conditions) etc.

 Roll-up Banner. Description: The roll-up banner will convey what is WFS in a clean, striking and modern design. The banner will be used to indicate WFS presence at various events such as exhibitions, training and high-level meetings.

 Wall Banner. Description: The wall banner stand needs to be modern, (preference for a curved, modular shape). The banner must depict the dynamism of WFS and its slogan, “Moving forward for a healthier and safer world.”

C). WFS audio-visual items

 Audio-visual products. Duration: 30-45 second videos. Number: 4 x short videos. Videos will be used for training, meetings, website, exhibitions, etc. It should be developed as a series or different episodes which can be played as one continuous video or in parts for specific audiences. The videos will focus on: Why WFS?, What is WFS?, WFS Four Benefits and How to get involved.

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