Design and Development of AIPTIS Organisational Identity and Branding Guideline

Date of Publication: 
3 March 2021
Application Deadline: 
17 March 2021
Cowater International
Brief Description: 

Terms of Reference

Design and Development of AIPTIS Organisational Identity and Branding Guideline

Location: Home-based (Jakarta, Indonesia)

Duration:  March to April 2021

Background and Rationale

This brief is to outline a Request for a Proposal to provide design and development of the AIPTIS organisational identity and branding guideline, which will include visual elements to represent the overall face of AIPTIS - from logos to typeface, tagline, design templates, imagery, colour palette, and tone of voice.

The Australia-Indonesia Partnership Towards an Inclusive Society (AIPTIS) is a continuation of Australia’s commitment to supporting Indonesia’s stability and prosperity, through the development goal of more Indonesians can equitably participate in and benefit from Indonesia’s social, political and economic opportunities. This program builds upon previous gains and learning while responding to new challenges arising from the COVID-19 pandemic. It will support stronger partnerships between the Government of Indonesia (GOI) and civil society organisations (CSOs), and work with a broad range of stakeholders and partners to respond to Indonesia’s commitment to achieving the Sustainable Development Goals and supporting and strengthening the social, political and economic institutions and civil society impacting gender equality and women’s empowerment, and social inclusion in Indonesia.

AIPTIS will build on experiences and lessons working in community-driven development, civil society programs, women’s empowerment and inclusive development programs – most recently through the Australia Indonesia Partnership for Gender Equality and Women’s Empowerment (MAMPU) and Program Peduli (social inclusion), as well as considerable support through other development programs (supported by GOI, DFAT, and other development partners). It also builds on decades of work by Indonesian CSOs focusing on gender equality and social inclusion.

The End of Program Outcomes for AIPTIS include:

  • Selected national and sub-national government policies and programs are implemented in ways that enable greater economic opportunities and access to services for women, people with disabilities, and vulnerable groups.
  • Improved policy and regulatory environment for CSO partners working on gender equality, disability and social inclusion.
  • Changes in perspectives and public discourse around gender, disability and social inclusion amongst communities, leaders and institutions within the scope of the Program.


The development of AIPTIS organisational identity will primarily involve the design of a logo that will serve as the icon that represent AIPTIS, helps convey its program narrative to the stakeholders, and ultimately helps build the visibility of the program while also enhances both the Australian and Indonesian governments stances in the areas of GEDSI and civil society strengthening.

The AIPTIS branding guideline is an essential instruction manual and rule book on how to communicate AIPTIS. It will lay out all the visual details, as well as important notes about the program’s voice, tone, and messaging. The guideline will come in the form of a physical or digital booklet filled with examples of what to do and what not to do. The guideline will be used both internally and externally to ensure consistency and continuity with AIPTIS’ visual identity and underpinning strategy.

The AIPTIS identity and branding guideline must be inclusive, and as much as possible take into consideration the seven principles of universally accessible design:

  1. Equitable use: The design is useful and accessible to people of diverse abilities.
  2. Flexibility in use: The design accommodates a wide range of individual preferences and abilities.
  3. Simple and intuitive use: Use of the design is easy to understand, regardless of the user's experience, knowledge, language skills, or current concentration level.
  4. Perceptible information: The design communicates necessary information effectively to the user, regardless of ambient conditions or the user's sensory abilities.
  5. Tolerance for error: he design minimizes hazards and the adverse consequences of accidental or unintended actions.
  6. Low physical effort: The design can be used efficiently and comfortably and with a minimum of fatigue.
  7. Size and space for approach and use: Appropriate size and space is provided for approach, reach, manipulation, and use regardless of user's body size, posture, or mobility.

Further guidance can be provided on the application of these principles at

Scope of Work

The contractor will provide, but not limited to, the following services:

  1. Design of AIPTIS Logos: full logos, secondary logos, and icons (English and Indonesian)
  2. Design of AIPTIS Colour palette: primary and secondary colours
  3. Design and develop AIPTIS Typography: font styles, sizes, and spacing
  4. Design and develop other imagery: photos, illustrations, and artwork including design templates
  5. Design and develop AIPTIS voice and tone: how the brand uses language and emotion

Proposal Submission

The contractor is requested to submit a proposal that must include the following information:

1. Technical Proposal

A short proposal outlining:

  • A proposal addressing the objectives of the assignment and scope of work detailed above which explains the technical approach, methodology, work plan, and content to be delivered;
  • Up to date CVs and examples of previous work that illustrate relevant knowledge, skills, and experiences of the organisation;
  • The proposal should address the specific deliverables required in this brief.

2. Financial Proposal

  • Breakdown of financial proposal detailing specific inputs, outputs and associated costs.

How to Apply:

Proposal should be sent by email to:

Please put “Proposal-AIPTIS Branding Design Consultant” in the email subject.

Last date to submit applications: Wednesday, March 17th, 2021.

Please contact the following officer for any questions/inquiries before submitting the proposal:

We are an equal opportunity employer and value diversity and inclusion.

We thank all applicants, however only those shortlisted will be contacted.


With more than 35 years’ experience, Cowater International is Canada’s global leader in management consulting services specializing in international development and has managed the implementation of over 800 projects in more than 80 countries around the globe. We work with governments, partner organizations, communities and civil society to design and implement sustainable solutions that generate lasting social, financial and environmental impacts. Our adaptive approach to management has led to our award-winning work and recognition as one of Canada’s Best Managed Companies in 2017, 2018 and 2019. Headquartered in Ottawa, Canada, Cowater International also has corporate offices in Montreal, Quebec; London, United Kingdom; Nairobi, Kenya; and Brussels, Belgium, in addition to project offices in a wide variety of other locations across Sub-Saharan Africa and Asia.

We thank you for your interest in building a better tomorrow with Cowater International.

Home Based