Terms of Reference (ToR) for the Rebranding of Sawiris Foundation for Social Development (SFSD) Visual Identity
1. Overview
The Sawiris Foundation for Social Development (SFSD) is seeking proposals from highly experienced and reputable branding agencies to develop and execute a comprehensive rebranding strategy that will enhance its positioning, visibility, and stakeholder engagement. This initiative seeks to modernize SFSD’s identity while preserving its legacy as a leading philanthropic foundation in Egypt and the region.
The selected agency will be responsible for delivering a fully integrated brand strategy, identity system, messaging framework, and implementation roadmap that aligns with SFSD’s mission, values, and evolving role in the development sector.
About Sawiris Foundation for Social Development (SFSD)
SFSD was founded in 2001 by the Sawiris family, and stands as one of Egypt’s foremost philanthropic foundations. With a commitment to innovative and sustainable solutions, SFSD has consistently worked to address Egypt’s most pressing social, economic, and education challenges. By collaborating with the government, private sector, and civil society, SFSD has positively impacted nearly one million Egyptians through sustainable programs that generate jobs, improve education, provide scholarships, and enhance essential services. With its 2023-2028 strategy, SFSD aims to reduce multidimensional poverty and empower change-agents across Egypt. The foundation also supports Egypt’s cultural and artistic heritage through numerous arts & cultural initiatives, highlighting SFSD’s role in fostering a vibrant artistic and cultural landscape in Egypt.
As SFSD expands its strategic priorities and outreach, it seeks a new brand identity that accurately reflects its thought leadership, impact-driven approach, and role as a catalyst for systemic change.
2. Rationale for the Rebranding
- Modernizing SFSD’s visual identity to align with contemporary best practices in branding and strategic communication.
- Enhancing stakeholder engagement through a cohesive, compelling, and globally recognizable brand presence.
- Strengthening SFSD’s thought leadership and visibility in national and international development forums.
- Ensuring consistency and scalability across all platforms, communication materials, and partner engagements.
3. Scope of Work & Key Deliverables
The selected agency will be expected to deliver a comprehensive, research-driven rebranding strategy that includes, but is not limited to, the following components:
3.1 Brand Research & Strategy Development
- Conduct in-depth brand perception research through stakeholders, focus groups, and digital sentiment analysis.
- Assess the current brand identity, including website, logo, colours, and overall visual representation.
- Analyze the effectiveness of the current brand in communicating SFSD’s mission, vision and values.
- Benchmark SFSD’s positioning against leading global philanthropic organizations and development agencies.
- Define SFSD’s core brand values, positioning statement, and strategic messaging pillars.
- Develop a brand architecture framework that ensures coherence across SFSD’s sub-brands, partnerships, and affiliated initiatives.
3.2 Visual Identity System
- Development of the brand identity options that reflect SFSD’s evolution.
- Development of a comprehensive visual identity system, including:
- Primary and secondary logo variations
- Brand color palette and typography system
- Iconography, graphic motifs, and design elements
- Branded stationery templates for reports, presentations, etc.
3.3 Brand Messaging & Communication Framework
- Define SFSD’s brand personality, tone of voice, and editorial style guide.
- Develop key messaging frameworks tailored for different audiences, including:
- Government stakeholders
- Development partners & donors
- Civil society & grassroots organizations
- Media & public communications
3.4 Brand Guidelines & Implementation Playbook
- Develop a comprehensive Brand Guidelines Document detailing:
- Visual identity usage rules including colour palette, file format(s), minimum and maximum sizes, contexts, spacing, and usage permissions
- Communication & messaging guidelines
- Digital brand implementation standards
- Social media content & engagement frameworks
- Create training modules and conduct workshops for SFSD’s internal teams and partner organizations to ensure proper adoption of the new brand.
3.5 Brand Rollout & Implementation Strategy
- Provide a detailed implementation roadmap outlining phased rollout milestones.
- Deliver a launch campaign strategy, including recommendations for PR, digital activation, and stakeholder engagement.
- Support SFSD’s internal team in executing the brand transition across key platforms and communication channels.
- Provide ongoing support during the initial phase of the rebrand implementation for three months after approval of the new brand.
4. Deliverables
The selected agency will be required to deliver the following:
4.1 Comprehensive Brand Strategy Report :
- Research insights, strategic positioning, and brand architecture recommendations).
4.2 Visual Identity Toolkit:
- Logo system in all required formats (print, digital, and responsive variations).
- Typography system (font styles, text sizes, and usage for both print and digital media).
- Color palette and design system.
- Stationery design (business cards, letterheads, email signatures, etc.).
- Templates for reports, presentations, and a social media framework.
4.3 Brand Messaging Guide:
- Tone of voice and communication style.
- New tagline/slogan.
- Messaging frameworks and key narratives for different audiences.
4.4 Brand Guidelines Manual:
- A detailed document covering visual identity, brand voice, and communication standards.
- Specifications on logo usage, colors, typography, and brand application across platforms.
4.5 Implementation Roadmap:
- Step-by-step rollout strategy
- Training sessions with key staff members
- Support plan for the initial implementation phase of three months
4.6 Launch Campaign Strategy:
- Recommendations for internal and external brand activation.
- Suggested marketing and PR activities for brand awareness.
5. Agency Selection Criteria
Proposals will be evaluated based on the following weighted criteria:
- Portfolio & Case Studies (30%)
- Demonstrated success in delivering high-impact branding solutions.
- Can demonstrate a minimum of 2 case studies of a rebrand (does not need to be an NGO but would be ideal to have experience working with non-profits).
- Submit an initial sketch of the approach you recommend for re-branding SFSD.
- Strategic Approach & Methodology (30%)
- Depth of research-driven insights and ability to align branding with organizational strategy.
- Creativity and technical innovation in brand identity development.
- Expertise & Relevant Experience (20%)
- Proven track record in large-scale corporate, NGO, or institutional rebranding projects.
- Experience working with development organizations, philanthropic foundations, or multinational institutions.
- Financial Proposal & Cost Efficiency (20%)
- Competitive pricing with a clear justification of value for money.
- Transparent budget breakdown, including professional fees, design costs, and optional add-ons.
6. Proposal Submission Requirements
Interested agencies are requested to submit the following documents to media@sawirisfoundation.org with the subject line “Proposal for SFSD Visual Rebranding – [Agency Name]”
- Company Profile – Overview of the agency, key capabilities, and past achievements.
- Technical Proposal – Detailed approach, methodology, project phases.
- Portfolio & Case Studies – Samples of previous work, with relevant client references.
- Project Timeline – Proposed timeframe for completion, with milestone deliverables
- Initial Sketch: Provide an initial sketch outlining your recommended approach for SFSD’s rebranding
- Team Composition – Bios and roles of key team members assigned to the project.
- Financial Proposal – Cost breakdown, including professional fees and optional services.
Deadline for Submission: March 2nd, 2025.
For inquiries or additional information, please contact us at media@sawirisfoundation.org
