# WP2191 GOV\.UK Brand Identity Refresh

> Contract award record from UK public-sector procurement sources.

## Key facts

- Public buyer: [Government Digital Service](/buyers/government-digital-service/contract-awards)
- Contract winner: [M&C Saatchi \(UK\) Limited](/contract-winners/m-c-saatchi-uk/public-sector-contract-awards)
- Award value: £400,000
- Tender value: £400,000
- Award date: 23 January 2024
- Published: 4 March 2024
- Contract start: 5 February 2024
- Contract end: 4 May 2024
- Stage: awarded
- Procurement category: goods
- Notice ID: a37d9540-e59c-41b0-8a6b-383e4e1aa442-721855
- OCID: ocds-b5fd17-379cb8f3-5ea6-4041-b873-07960f4a42e4

## Description

The outcomes GDS want to achieve through this competition are to: - increase GOV\.UK's appeal to the broadest possible audience - increase key audiences' motivation to undertake some specific behaviour changes: --Existing users embrace new personalised and proactive features -- Non-users of GOV\.UK become users via an access route that overcomes their barriers and fits their needs -- Satisfied users become advocates -- Non-users with low trust in government become likelier to use -- increase the tonal range and flexibility of the brand so it can operate across more contexts The successful bidder will be required to work with GDS researchers and appointed research agencies to test and iterate designs with GOV\.UK users and non-users\. This competition covers development, design and delivery of core assets, up to a value of £150K\. There may be a second phase of the project which would expand the scope with additional budget, but this is not guaranteed\."

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## Source

[View the original notice on Contracts Finder](https://www.contractsfinder.service.gov.uk/Notice/a37d9540-e59c-41b0-8a6b-383e4e1aa442-721855)