Request Proposal: Branding Services

New York Immigration Coalition – Request for Proposal

The New York Immigration Coalition (NYIC) is seeking a branding firm to create, test, and launch a new logo and brand identity that represents our mission, vision, values, and role in the community.

NYIC is an umbrella policy and advocacy organization representing over 200 immigrant and refugee rights groups throughout New York. NYIC serves one of the largest and most diverse newcomer populations in the United States. The multi‑racial and multi‑sector membership base includes grassroots and nonprofit community organizations, religious and academic institutions, labor unions, as well as legal and socioeconomic justice organizations. NYIC establishes a forum for immigrant groups to voice concerns and provides a platform for collective action to drive positive social change.

Since its founding in 1987, NYIC has evolved into a powerful voice of advocacy by spearheading innovative policies, protecting rights, improving services, developing leadership, expanding civic participation, and mobilizing member groups to respond to evolving needs.

Oversee a brand refresh, with an expanded color palette and updated identity system, in addition to a 40th Anniversary brand.

The scope includes two components:
1) a detailed brand refresh plan following a brand review and
2) a plan to solve problems arising with the current brand.

The vendor will:

• Meet with the Communications lead and relevant staff to review current brand materials, templates, website, social media design, and solicit feedback.
• Present a design brief with suggested outputs for the 40th anniversary brand refresh, including an expanded color palette.
• Work with the NYIC VP of Communications and Strategy to guide the internal decision‑making process and complete the project plan, which includes creating an identity system and documentation.

• Logo and its secondary lock‑ups (eps, pdf, png, svg)
• Expanded color palette
• Typography and communication assets
  • Business card template (INDD file with color, type styles, grids)
  • Digital letterhead template (1 page, Word)
  • Additional typography or guidance for special events
  • 2 PPT and Google Slides templates (includes up to 6 page types)
  • Policy report design (assumes 16 pages + cover); includes up to 6 icons and up to 3 diagrams

Documentation of project decisions about NYIC identity components and usage guidelines for the logo, color palette(s), typography, custom iconography (if needed), and template standards (PDF, assumes up to 10 pages).

The website will be re‑skinned to update colors, typography, and identity elements on the existing architecture. Work includes design concepts for up to 10 page types and their responsive sizes (up to
3), detailed production specifications, up to two rounds of QA, and coordination with NYIC’s preferred web developer.

Conduct kick‑off and strategy sessions (1 meeting) with key stakeholders to uncover and define positioning, competitive environment, review current brand challenges, target audience profile, and key messages and attributes that may drive visual and editorial concepts.

Conduct an inventory assessment and discuss with relevant staff and key stakeholders to better understand the current brand logo and challenges.

• Provide a brand review plan with key milestones.
• Create the brand refresh per the identity system outlined in the Project Scope.
• Create a dissemination plan to introduce the new brand to staff and the board.

• Project description demonstrating an understanding of challenges, including experience on similar projects with samples or links to completed identity systems and an explanation of how the challenge was solved.
• Proposed plan for the project.
• Timeframe, deliverables, and required resources.
• Itemized budget explaining all fees and costs.
• Bios of staff assigned to the project.
• Description of previous related experience (preferably in a similar field),…