CIG seeks help with ‘brand’ building

| 14/10/2019 | 44 Comments
Cayman News Service

(CNS): The Cayman Islands Government has issued a request for proposals to find a “creative agency specialising in brand strategy and visual identity”, according to documents posted on its central portal for procurement. The RFP, which was published Friday by the Cabinet Office, is seeking an experienced firm that can help the administrative arm of the government “project a unified and consistent image to the public”.

Whoever secures what is in the first instance a four-month contract will be asked to create logo guidelines and brand architecture, including the typeface, fonts, colour pallets and style, for the government’s image on everything, from letterheads and job adverts to social media and websites. It appears government is seeking a “brand pathway” that is aspirational and demonstrates its core values and promotes the civil services as dynamic, modern, professional and respected, officials said in the documents.

“In order to support the government’s aims we must have a set of brand identity guidelines that allows it to represent itself and communicate with the community it serves with a clear, cohesive voice,” the RFP states, adding that the administrative arm of government wants to adopt a unified approach to communication. “This document will ultimately outline aspects of a visual identity system. This includes both tangible and intangible elements that affect the brand promise,” officials stated.

The public sector wants to brand itself as trustworthy, inclusive and transparent and while celebrating tradition, but it also wants to show that it is contemporary and relevant, promoting the organisation as having a ready-to-serve attitude that supports cost-effective measures, the documents indicate.

There is no indication how much government is willing to spend on the comprehensive branding overhaul but bidders are expected to submit full cost proposals for the work required, as well as a detailed approach and process for brand development.

The deadline for submissions is the end of this month.

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Category: Politics

Comments (44)

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  1. Anonymous says:

    Is this the same people that took Sir Turtle of the planes?

  2. Anonymous says:

    “The public sector wants to brand itself as trustworthy, inclusive and transparent and while celebrating tradition” hahaha. I guess if you can’t actually BE those things you have to pay someone to tell people you are.

  3. Anonymous says:

    If Government typified any of these adjectives then there would be need for an agency. Would there?

  4. Anonymous says:

    So you can waste time talking about brand identity and military regiment but can’t put Cay27 back on air? I see your priorities are up your a**.

  5. Anonymous says:

    Meantime charities collect money to feed Caymanian children and seniors. Large percentage of Caymanian children being born or develop learning disabilities due to poisoned environment.
    Yet, CIG wants to spend money on brands, new deputies, military regime, trips to Monaco, Africa, etc.

  6. Anonymous says:

    This is so ridiculous..There are so many other good things to spend our money on….

    • 16oz Scam Pint says:

      But you need really good PR and marketing firms to build a brand base on “Government for the Government by the Government.”

  7. Round and round in circles we go. says:

    Maybe the old Fosters Food Fair Clown & Balloons can be recycled

  8. Anonymous says:

    Enacting and enforcing the Standards in Public Life legislation would say so much more than any PR firm ever could.

  9. Anonymous says:

    This socialist shit is driving me up the wall.
    Why turn a perfectly decent conservative haven into a socialist shithole with a corrupt champagne socialist government.
    No wonder Jesus said throw the net over the right side. Nothing but criminals, pond dwellers, liars, truth benders and reptilians crawling around on the left.
    Greatest ploy of the left….say you are right a la Adolph.
    Will somebody please read a history book before we all become victims again?

    Let me clarify this. Our champagne socialist government is gearing up for a total iron fist power play.

  10. WhaYaSay! says:

    I suggest modelling the Nordic countries. Trust! The citizens actually trust their government.

  11. Anonymous says:

    How about “look at us, we just built a $400 million dock and ruined what little is left of the environment so we could sell more rolex watches”. Kinda flows off the tongue doesn’t it.

  12. Anonymous says:

    We already have a strong brand and it’s been around since pirate days, it just needs a name change to the Cayruption Islands.

  13. Anonymous says:

    But, wait, they just did this recently with staff meetings and everything to sell, I mean get input on, the ideas. Did that company not provide enough fluffy goodness or is this an ‘extension’ contract by another name to finish the re-visioning that never got anywhere?

    How about some of that transparency thingy the brand is supposed to portray?

  14. Anonymous says:

    you have your brand… its called a turtle which is perfect for the pace of progress in cig…
    slow and lazy….

  15. Anonymous says:

    The Dump is your brand and visual identity.

    • Anonymous says:

      Perfect. You officially name it Mount Trashmore and then carve the faces of Alden, Moses and Joey on the side for all to see.

  16. Anonymous says:

    What?! This is the last thing this administration should be concerned with right now.

    You want a clue on brand strategy? Get the Speaker of the House, McKeeva Bush, OFF FB and tell the Premier to stop slandering his constituents on the radio.

  17. Anonymous says:

    I’m all for this if it means countering some of the spin about Cayman / offshore business and the notion that it is somehow wrong for corporations to take advantage of perfectly legal ways of minimising tax.

    However it probably isn’t that. More likely an MLA met a pretty girl in a Monaco bar and made some grand promises, or its seen as another way to get camera time for our preening “leaders”, or to sell the port idea. It’s hard not to be cynical….I hope I’m wrong.

  18. Anonymous says:

    Here’s an idea… Why don’t we build a brand for being an exclusive destination that promotes sustainable tourism and development?

  19. Anonymous says:

    What an absolute load of crap!

    Please stop this waste of public funds and return to the real world.

    Who approves these hair brained ideas? Governor? Cabinet? Has to be someone. Bet no one will ever stand up and claim it was them.

    • Anonymous says:

      Cabinet. There will have been a Cabinet Paper approved by the Cabinet to approve this. Just ask the Cabinet Office.

  20. Anonymous says:

    “World Class”

  21. Anonymous says:

    The queen is riding this administration, when will you all see the strings?

  22. Anonymous says:

    Typical public sector attitude, ‘It’s not our money and there’s plenty more where it came from.’

  23. anon says:

    What foolishness, whoever or whatever brands the Civil service as “dynamic, modern, professional and respected” is creating a myth so far removed from reality, it will be thoroughly ridiculed.

  24. Anonymous says:

    Well well. Customs operates at an all time low and nothing is being done to remedy that. But now we want a brand ambassador.


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