Corporation for National and Community Service (CN

CNCS will seek a contractor to provide the project plan and an overall brand strategy to include:
Discovery
Brand platform development
Brand identity and visual language development
Creative testing
Finalization of a new brand strategy for the agency
While our research tells us the AmeriCorps brand is relatively well-known, CNCS has struggled to create
an easily recognized entity-wide brand since its inception 25 years ago. Currently, the agency manages
over a dozen brands, sub-brands and visual identities. CNCS’ name and legal status as a wholly-owned
government corporation is confusing to prospective members and volunteers, Congress, and other
stakeholders unfamiliar with its core programming. CNCS seeks to create a stronger brand identity that:
• Encourages and engages citizens to participate in national service.
• Articulates how CNCS provides resources to organizations and addresses local needs.
• Increases awareness and identity of national service amongst stakeholders and the
American people.
CNCS has conducted initial research to inform decisions and implementation of a revised brand identity.
To support this work, CNCS seeks to procure a brand consultant that will provide the agency with a
comprehensive, straightforward and effective brand architecture, strategy and visual identity. The
strategy will position CNCS to increase awareness of the opportunities and impact of national service
amongst the American people.. Awarded Vendors: BrandPie Inc.
154 W 14th Street
2nd floor
New York
NY
10011
USA. Contract Award Dollar Amount: $102,500.00. Contract Award Date: 2019-09-27.