Strategic Branding Consultant, Cairo, Egypt
Organization: UNDP - United Nations Development Programme
City: Cairo, Egypt
Office: UNDP Cairo
Closing date: Thursday, 3 September 2020
Strategic Branding Consultant (Egyptians Nationals and Residents Only).
Advertised on behalf of : Location : Cairo, EGYPT
Application Deadline : 03-Sep-20 (Midnight New York, USA)
Additional Category : Gender Equality
Type of Contract : Individual Contract
Post Level : National Consultant
Languages Required : Arabic English
Starting Date : (date when the selected candidate is expected to start) 10-Sep-2020
Duration of Initial Contract : 3 Months
Expected Duration of Assignment : 3 Months
UN Women, grounded in the vision of equality enshrined in the Charter of the United Nations, works for the elimination of discrimination against women and girls; the empowerment of women; and the achievement of equality between women and men as partners and beneficiaries of development, human rights, humanitarian action and peace and security.
In line with UN Women’s Strategic Plan 2018-2021, the UN Women Egypt Office is contributing to three interdependent and interconnected outcomes:
Women lead, participate in and benefit equally from governance systems
Women have income security, decent work and economic autonomy
All women and girls live a life free from all forms of violence
Women’s economic empowerment is central to realizing women’s rights and gender equality. Women’s economic empowerment includes women’s ability to participate equally in existing markets; their access to and control over productive resources, access to decent work, control over their own time, lives and bodies; and increased voice, agency and meaningful participation in economic decision-making at all levels from the household to international institutions.
Empowering women in the economy and closing gender gaps in the world of work is key to achieving the 2030 Agenda for Sustainable Development and achieving the Sustainable Development Goals, particularly Goal 5, to achieve gender equality, and Goal 8, to promote full and productive employment and decent work for all; also Goal 1 on ending poverty, Goal 2 on food security, Goal 3 on ensuring health and Goal 10 on reducing inequalities.
Under the framework of the United Nations Partnership Development Framework (UNPDF) Output
2: Women Economic Empowerment and in alignment with the goal and objectives of the Economic Empowerment pillar of the National Strategy for Women’s Empowerment (NSWE), UN Women Egypt is implementing a 5-year programme (2019-2024) that aims to support women’s empowerment for sustainable economic growth in Egypt. The programme reflects Canada’s commitment to gender equality and women’s economic empowerment and is aligned with the international development assistance policies of Global Affairs Canada (GAC), including the policy on Gender Equality and the Aid Effectiveness Agenda. The project will support Egypt’s Sustainable Development Strategy(SDS) 2030, with interventions that respond to the economic goal which is to generate productive job opportunities through market reforms and a competitive private sector-led economy, the social justice goal which is to establish equality in rights and economic, social and political opportunities, and the Energy goal which seeks to develop the sector so that it can contribute to national income and to the competitiveness of Egypt’s economy.
The programme is implemented jointly by UN Women and UNIDO, with UN Women as the lead agency in collaboration with the National Council for Women (NCW) and the Ministry of Trade and Industry (MOTI) as national counterparts.
The programme outcomes will contribute to:
Increased productivity and job opportunities generated by women entrepreneurs
Increased employment of women by businesses
Reduced gender-specific barriers to women’s entrepreneurship and to women entering and remaining in the workforce
Programme interventions will achieve the following results: a) Increased number of new businesses established by women entrepreneurs in the sectors of focus
b) Enhanced capacity of women-led businesses to grow, attract and retain workers
c) Strengthened performance of productive clusters to employ more women
d) Enhanced employability of women in growth-oriented sectors
e) Increased abilities of businesses to implement gender-sensitive corporate policies
f) Strengthened individual and collective agency of women in the sectors of focus
g) Enhanced capacity of Government to mainstream gender in public policies and programs
h) Increased access of women entrepreneurs to tailored financial and non-financial services
The programme will be implemented in (7) governorates: Cairo, Giza, Beheira, Fayoum, Alexandria, Beni Sueif and Minya in the following value chains: Palma dates and its derivates, ICT, Medicinal and Aromatic Herbs, Handicrafts.
The programme will engage the three main target groups involved in women’s economic empowerment in the context of sustainable economic growth: Women entrepreneurs and job seekers; the Corporate sector; Relevant Government and Non- Government Actors.
The objective of the Assignment: The objective of this assignment is to develop a creative branding strategy for the programme to support the programme in reaching its objectives.
Duties and Responsibilities
The consultant will work under the guidance of the UN Women Communication Analyst, the programme teams at UN Women and UNIDO, noting that each party will consult with its national counterpart (s).
Based on the programme priorities and objectives, the consultant will be responsible for developing a creative branding strategy, noting that prior to the development of the branding strategy, meetings with UN Women and partners will take place to understand the programme’s priorities and objectives to develop such branding strategy that the meets the needs of the programme. Therefore, the consultant shall be responsible for the following: -
Deliverable 1: Prepare and present findings from the base assessment
Deliverable 2: Develop branding creative concept/direction including rationale
Deliverable 3: Design branding strategy including the following:
Analysis and findings
Mission, vision and values
Brand Identity (brand name, logo in Arabic and English, typography, colour variations)
In executing the above, the Consultant shall: -
Provide three (3) branding directions to choose from including the rationale for each, based on the information provided.
Ensure that the brand identity is developed in both English and Arabic.
Must test the branding identity through focus group discussions before finalization.
Provide the original files, printed electronic files, web files of all the materials.
Ensure that the branding strategy of the programme is relevant to the target group below:
Nationality: Egyptian women
Age: 18 - 65
Geographical areas: rural and urban: Cairo, Giza, Beheira, Fayoum, Alexandria, Beni Sueif and Minya in the following value chains: Palma dates and its derivates, ICT, Medicinal and Aromatic Herbs, Handicrafts.
Occupation: Public and private sector employees, women entrepreneurs, high school, and university students; rural women.
Deliverables: Deliverable 1: Submission of the findings from the base assessment
Deliverable 2: Submission of final branding creative concept/direction including rationale
Deliverable 3: Submission of the final draft of the branding strategy, including the following: -
Analysis and findings
Mission, vision, and values
Brand Identity (brand name, logo in Arabic and English, typography, color variations)
Respect for Diversity;
Tags aid effectiveness competitiveness development assistance economic growth empowerment of women entrepreneurship food security graphic design human rights mass communication peace and security political science programme priorities social justice sustainable development sustainable development goals value chain women and girls
Awareness and Sensitivity Regarding Gender Issues;
Creative Problem Solving;
Leading by Example.
Please visit this link for more information on UN Women’s Core Values and Competencies: http://www.unwomen.org/-/media/headquarters/attachments/sections/about%20us/employment/un-women-employment-values-and-competencies-definitions-en.pdf
Analytical skills and attention to detail.
Ability to coordinate and communicate effectively with all stakeholders.
Creativity to produce innovative and original ideas.
Focuses on impact and results and responds positively to feedback.
Approaches work with energy and a positive, constructive attitude
Team working skills.
Solid research skills.
Required Skills and Experience
Bachelor’s degree in mass communications, Political Science, Graphic Design or other related fields,
5 years of relevant work experience including developing innovative branding identities and strategies.
Experience with governmental entities and UN agencies is an asset
Experience in gender-related projects is an asset
Proficient computer skills, specifically with Microsoft Office tools and graphic design software (Photoshop, InDesign, etc.).
Fluency in both spoken and written Arabic and English is essential.
Evaluation Criteria: Individual consultants will be evaluated based on the following methodology: Only candidates obtaining a minimum of 49 points in the technical evaluation would be considered for the financial evaluation.
Criteria Weight Technical: 70% (70 points)
Bachelor’s degree in mass communications, Political Science, Graphic Design or other related fields
5 years of relevant work experience including developing innovative branding identities and strategies. (20 points)
Experience with governmental entities and UN agencies is an asset (5 points)
Experience in gender-related projects is an asset (5 points)
Proficient computer skills, specifically with Microsoft Office tools and graphic design software (Photoshop, InDesign, etc.) (20 points)
Fluency in both spoken and written Arabic and English is essential (20 points)
Financial: Lowest Financial Proposal: 30% (30 points)
The points for the Financial Proposal will be allocated as per the following formula:
Contract will be awarded to the technically qualified consultant who obtains the highest combined score (financial and technical).
The points for the Financial Proposal will be allocated as per the following formula: (Lowest Bid Offered*)/ (Bid of the Consultant) x 30;
‚Lowest Bid Offered‘ refers to the lowest price offered by Offerors scoring at least 49 points in the technical evaluation.
Application: Interested Individual Consultants must submit the following documents/information to demonstrate their qualifications:
A cover letter with a brief presentation of your consultancy explaining your suitability for the work and link to the portfolio of work noting that the portfolio should include at least two branding strategies previously developed.
UN Women Personal History form (P-11) which can be downloaded from http://www.unwomen.org/about-us/employment;
Personal CV; and Financial proposal; Proposed inclusive daily rate.
The above-mentioned documents should be merged in a standalone file including all them since the online application submission does only permit to upload one file per application. Incomplete submission can be a ground for disqualification.
UNDP is committed to achieving workforce diversity in terms of gender, nationality and culture. Individuals from minority groups, indigenous groups and persons with disabilities are equally encouraged to apply. All applications will be treated with the strictest confidence. UNDP does not tolerate sexual exploitation and abuse, any kind of harassment, including sexual harassment, and discrimination. All selected candidates will, therefore, undergo rigorous reference and background checks.