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IDA opens branding tender

The Infocomm Development Authority of Singapore (IDA) has called for a branding and marketing pitch for its Digital Inclusion (DI) programme.

The account is for a period of one year. According to a brief seen by Marketing, the main objective of the pitch is for the IDA to “strengthen the DI brand by unifying all the initiatives and tie the programme back to the IDA to create better brand awareness and recall for DI and IDA.”

The brief stated that previous DI initiatives that had sprouted out “unique logos” for the programme have resulted in poor brand recognition for IDA.

As such, the appointed agency is expected to help IDA link “the various initiatives’ logos and designs in some way without having to change each individual logo”. It will be tasked to conceptualise and develop all visual communications (typography, colours, design, illustrations, iconography etc.) and produce a simple brand identity guide.

Further, the awarded tenderer has to create a new DI brand concept that is able to communicate to the target audience that ICT is fun and that the brand should “depict vibrancy, happiness and friendliness”.

On top of branding and marketing collaterals, the appointed agency will produce a total of 20 “People of Singapore” videos and photos, as well as a “Passport to Better Living” booklet. The tender closes on 27 July 2015.

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