Brand Development RFP

Brand Development Request for Proposal

Trout Unlimited Canada (TUC) is a national not-for-profit organization that is focused on the restoration and protection of rivers, lakes, and streams and the communities they support across Canada. The organization has evolved since its inception in 1972 requiring the development of a renewed image and messaging for the organization. Background.

TUC is a science-based, national, charitable conservation organization. We were founded in 1972 in response to challenges to freshwater fisheries. Our focus on volunteer-driven, science-based resource conservation and commitment to hands-on activities continues to grow. Our mission is “to conserve, protect and restore Canada’s freshwater ecosystems and their coldwater resources for current and future generations”. Our programs have a watershed focus and are implemented directly by staff and through the engagement of our local chapters, volunteers and partners. Our programs and project focus on assessment and restoration work on freshwater systems, ensuring healthy water quality, healthy habitats, and healthy freshwater animal communities.

Challenges TUC has faced several challenges with its existing brand including confusion with Trout Unlimited (an American organization) and Ducks Unlimited. In addition, the current image of the organization leads to a perception of us as a fishing club or fish production company. Lastly, there is a general misconception that our work is limited to trout and their habitat. Despite all these challenges, there is some internal reservations about a brand change. This doubt comes from the need to retain the positive reputation the organization has built and a need to respect those, including anglers who have helped build the organization.

Project Goals and Scope The goal of this initiative is the design and implementation of a new brand based on completed works in support of this effort. In partnership with a marketing partner, TUC has completed a brand assessment, environmental audit and surveyed key stakeholders. All these materials will be provided to the successful candidate.

The primary goal of this proposal is to develop a new brand including name, logo, and standards that effectively represents the organization to the public and a supporting brand launch strategy.

Timeline The release of a new brand is scheduled for no later than January 2023 following the celebration of the organization’s 50th anniversary in August 2022. To facilitate brand asset acquisition and distribution to chapters and members as well as to facilitate a release strategy, a completed brand and strategy must be in place no later than September 1st, 2022.

Submission of Proposals TUC is looking for a creative candidate who understands the environmental/natural resource and/or not-for-profit sector. We are pleased to work with individuals or firms.

Proposals should include a basic understanding of the organization’s needs, scope of work, budget, timeline, relevant experience, and examples of work.

All proposals should be submitted by email by 4 pm MT on February 15th.

Selection TUC will evaluate all submitted proposals and will make a selection based on experience, fit, and budget.