Summary Information

·        Department: Advocacy & Themes

·        Location(s): Flexible

·        Commitment: Completion of the scope of service

·        Desired start date and duration: Expected start during the week of December 6, 2021. Preferred project completion by the end of May 2022.

·        Under direction of: Communications Manager, Accountability Framework initiative

Consultancy Summary

About the Rainforest Alliance

Rainforest Alliance, a New York-based 501(c)3, and UTZ, an Amsterdam-based foundation, merged in 2018. Together, the new Rainforest Alliance is now a $70 million per year organization with offices in 17 countries (and growing) and over 500 staff. The merged organization has two main offices—one in Amsterdam and one in New York City.

The Rainforest Alliance is creating a more sustainable world by using social and market forces to protect nature and improve the lives of farmers and forest communities.

We work towards making responsible business the new normal through our certification program, tailored supply chain services, landscape and community work and advocacy.

About the Accountability Framework initiative

The Accountability Framework initiative (AFi) is a collaborative effort, led by a diverse group of 25 NGOs from around the world, to bring about a “new normal” of ethical supply chains that are protective of forests, other natural ecosystems, and human rights. The initiative does this by promoting and supporting the application of the Accountability Framework by companies that produce, trade, or purchase agricultural and forestry commodities and by other key enablers such as governments and sustainability standards and tools. Rainforest Alliance leads the secretariat (“Backbone Team”) for this initiative, providing strategy development, technical support, communications, coordination, and administration to support the work of the AFi’s coalition around the world. For more information, please visit:


Rainforest Alliance seeks proposals from experienced brand designers to refresh the brand framework and associated assets of the AFi. The AFi has already defined key foundational elements of its influence and communications strategy, including the initiative’s purpose, audiences, and main communications objectives. The AFi also has an existing brand framework in place, including a logo with which we are satisfied. However, we would like to refresh the brand to make it more compelling to our audience and more supportive of our goals of driving widespread adoption of the Accountability Framework. The AFi’s visual style – and the application of this style in print, web, and other media – is a particular need identified for the brand refresh.

Relationship between this RFP other concurrently issued RFPs: The brand refresh process will be conducted in tandem with a website refresh process to implement the refreshed brand framework on the AFi website, which is a primary way that our audience engages with the AFi. The web development service is being procured via a separate, concurrently issued RFP for a web developer. We welcome proposals responding only to this RFP, as well as proposals addressing both RFPs in an integrated manner. For integrated proposals, please be sure to specify the approach to and team member roles for each component and each phase of the requested services. Please also provide a full price for the integrated service as well as a breakdown of cost for the portion associated with each RFP.

Main objectives

The objective of the project is to create a refreshed brand framework, brand book, and associated assets that are fully supportive of the AFi’s strategy and reflective of the perspectives of: 1) the AFi’s main audiences, 2) a recent communications audit, and 3) members of the AFi team.

Requested Services and Deliverables

Following is an indicative set of activities and interim deliverables to achieve the above-mentioned objectives. The applicant should explain how they intend to deliver the project via the following steps and/or in other ways that they recommend.

·        Review and ensure full understanding of the AFi’s baseline brand framework and messaging framework as well as a recent communications audit conducted by a communications consultant.

·        Conduct market/audience research to understand our target audience’s perception of the AFi and its current brand. This may include a stakeholder survey, interviews, or a combination of the two. This is envisioned as a modest effort including on the order of 10-20 interviews plus a survey (if recommended), which could be distributed through the AFi’s existing communications channels.

o   Interim deliverable: Written or PPT summary of stakeholder views, key limitations or shortcomings of the AFi’s current brand and perception, and opportunities for improvement.

·        Lead a brand development workshop (virtual) with the AFi team to agree on strategic directions for the brand, including how to create a stronger convergence between key messages and visual identity oriented to the AFi’s priority audiences.

·        Develop multiple brand options (e.g., via use of moodboards) and consult these with the team to coalesce around a desired visual identity that will inform the subsequent steps in the development process.

·        Develop a refreshed brand framework and brand book, including:

o   Articulation of the foundational brand elements such as values, purpose, and persona (these will have mostly been defined in the baseline brand framework, but may warrant some updating)

o   Full visual style guidelines for internal use by the AFi team

o   Written style guidelines and key messaging for internal use by the AFi team (building from the version of these in the baseline brand framework and messaging framework)

o   A brand guideline for external partners and stakeholders, covering those elements of brand and logo that are relevant for such users

o   Deliverable: AFi brand framework and brand book including the above components.

·        Develop assets and templates based on the brand framework. These include wireframes for the new website and online training platform, print/PDF templates (e.g., report; brief), and a few other templates (e.g., social media cards) as will be mutually agreed during the process. Wireframes will be developed in coordination with the web developer, which is being recruited via a separate RFP.

o   Deliverable: assets and templates based on the brand framework.

·        Liaise with the web developer to launch a refreshed AFi website by the end of April 2022 which faithfully implements the new brand framework and assets.


We request that the proposal explain how the applicant would run an interactive and inclusive process with AFi Backbone Team to plan and implement the above services.


General terms and conditions for Request for proposal

·        Proposals and/or any additional information received after the submission time and date are subject to rejection by The Rainforest Alliance. Incomplete proposals may be rejected by RA at its discretion.

·        The Rainforest Alliance reserves the right to request additional information at any time during the procurement process.

·        RA is at liberty to make multiple or no selections as part of the proposal process. RA also reserves the right to cancel the procurement.

·        All proposal costs shall be borne by the applicant and will not be reimbursed by RA.


Selection Criteria

Proposals will be evaluated on the following criteria

·        Strength of the technical proposal and approach, including how the applicant proposes to engage the AFi Backbone Team to ensure strong participation and buy-in and how the applicant proposes to collaborate with other vendors that may be hired through the complementary RFPs noted above (e.g., the web developer)

·        Prior relevant experience, including experience working with mission-driven organizations or initiatives that pertain to social or environmental sustainability

·        Quality of the applicant’s portfolio of prior work

·        Experience and relevant skills of the team in relation to each component of the requested services

·        Demonstrated ability to complete the assignment within the requested timeframe, including considerations of team capacity and redundancy in the event of unexpected staff member absences or resignations

·        Cost 


Proposal Process and Format

Please email proposals to Zara Maung, AFi Communications Manager at by Friday, November 26th. Finalist applicants may be interviewed soon after the proposal deadline, with a selection expected to be made shortly thereafter. The anticipated project start date is December 9.


Proposals should contain:

1.    Technical proposal, including an explanation of how you would carry out the project to meet the project objectives. We encourage you to identify specific brand opportunities or challenges that you would address through your approach to the project, based on your understanding of the AFi’s goals and current brand and positioning.

2.    Description key skills or strengths of the applicant, as well as examples that are relevant to the scope of this project. Please include an overview of your experience working with mission-driven organizations or projects, including in social or environmental sustainability.

3.    Project team, roles, and CVs of all contributing team members

4.    Total project cost with breakdown of costs for specific components. The project should be costed on a not-to-exceed basis for the stated scope of work. If you are submitting a proposal that responds to both this RFP and the RFP for web development services (see “Overview” section, above), please provid/e a full price for the overall integrated service as well as a breakdown of cost for the portion associated with each RFP.

5.    Email and phone numbers of three recent references

6.    Statement satisfying compliance requirements:

a.   Please provide information on legal form and ownership structure.

b.   Offers will be rejected if any illegal or corrupt practices have taken place in connection with the award.

c.   Applicants must sign and certify the attached Certification and Representation to RA (see below).

d.   Accounting of evidence of billing for actual time will be required.



Thank you for your interest in working with The Rainforest Alliance

Certification and Representation to RA


Applicant certifies and represents that none of the situations below apply to them. 


a.       they are bankrupt or being wound up, are having their affairs administered by the courts, have entered into an arrangement with creditors, have suspended business activities, are subject of proceedings concerning those matters, or are in any analogous situation arising from a similar procedure provided for in national legislation or regulations. However, entities in this situation may be eligible to participate insofar as the RA is able to purchase supplies on particularly advantageous terms from either a supplier which is definitively winding up its business activities, or the receivers or liquidators of a bankruptcy, through an arrangement with creditors, or through a similar procedure under national law;  


b.       they or persons having powers of representation, decision-making or control over them have been convicted of an offence concerning their professional conduct by a final judgment;  


       c.           they have been guilty of grave professional misconduct; proven by any means which the RA can justify;


       d.           they have not fulfilled obligations relating to the payment of social security contributions or taxes in accordance with the legal provisions of the country in which they are established, or with those of the country of the RA or those of the country where the contract is to be performed;  


e.       they or persons having powers of representation, decision-making or control over them have been convicted for fraud, corruption, involvement in a criminal organisation or money laundering by a final judgment;  


f.        they make use of child labour or forced labour and/or practise discrimination, and/or do not respect the right to freedom of association and the right to organise and engage in collective bargaining pursuant to the core conventions of the International Labour Organization (ILO).


g.       they have not been, and are not, subject to any conflict of interest with respect to the procurement process.


h.       they are not guilty of any misrepresentation in supplying the information required by RA as a condition of participation in the tender procedure leading to entry into this Agreement, or guilty of any failure to supply such information.


RA may terminate this Agreement if Applicant should ever enter into the situations described above. Applicant will notify RA immediately if any situation may arise that would invalidate Applicant’s declaration herein.



By signing this certification, Applicant agrees that it is not in any of the situations listed above.





By: ____________________________


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