National Consultant Strategic Branding

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 support of the Arab Republic of Egypt’s Vision 2030 and the National Strategy for the Empowerment of Egyptian Women (NSEEW), the work of the UN Women Egypt Country Office (ECO) is grounded in the Convention on the Elimination of All Forms of Discrimination against Women (CEDAW), the Sustainable Development Goals (SDGs) and the Beijing Platform for Action (BPFA). Under the Egypt/UN Cooperation Framework, UN Women implements its triple mandate of supporting normative standard-setting to advance gender equality and women’s empowerment, working with the Government of Egypt, civil society, and the private sector on implementing international and national commitments and best practices, and strengthening UN system coordination in this regard. Since the early 1990s, UN Women ECO has consolidated its expertise, partnerships, and investments around three main areas of work: women's leadership and system-wide support to advancing gender equality; women's economic empowerment; and eliminating all forms of violence against women and girls, including harmful practices.

Under the UN Sustainable Development Cooperation Framework (2023-2027), the ECO’s country portfolio continues to focus on the above, utilizing the following strategies: supporting regional and global normative for a and related commitments; drawing from global standards and practices; contributing to evidenced-based, nationally-led legislative reform and knowledge development; supporting all women’s access to skills, services, and networks; supporting platforms and partnerships for women’s enhanced voice and leadership, including young women, rural women and women living with disabilities; developing nationally specific innovative financing mechanisms and tools, including gender-responsive budgeting; and advancing nationally and community- owned change in the attitudes and behaviors which may limit the advancement of women and girls, with the close engagement of men and boys as champions.

This assignment falls under Women’s Empowerment in Egypt (EU-Egypt Tamkeen) programme that will be implemented in partnership with the Ministry of International Cooperation and the National Council for Women, the European Delegation in Egypt and in collaboration with UNFPA and UNICEF. The project is in the context of the EU’s broader partnership with the Government of Egypt (GoE) under the EU Egypt Multi-Indicative Programme 2021-2027 and the United Nations Sustainable Development Cooperation Framework (UNSDCF 2023-2027) and will be implemented over a duration of 36 months.

The programme has three Specific Objectives:

1.           Women and girls progress towards leadership positions and increased participation.

2.           Women and girls have increased access to social and economic rights.

3.           Women and girls’ exposure to risks of gender-based violence, including harmful practices, is reduced.

The programme aims at achieving accelerated progress in gender equality and the empowerment of women through supporting the realization of the objectives of the National Strategy for the Empowerment of Egyptian Women 2030 and Egypt’s Sustainable Development Strategy/Vision 2030. It will contribute to the achievement of the following United Nations Sustainable Development Goals (SDGs):

•            SDG 1: No Poverty

•            SDG 3: Good Health and Wellbeing

•            SDG 5: Gender Equality and the Empowerment of Women

•            SDG 8: Decent Work and Economic Growth

•            SDG 10: Reduced Inequalities

The programme aims to strengthen institutional and individual capacities of women and girls, advocate, and raise awareness on the relevant issues to their empowerment and reinforce their protection services. The end beneficiaries of the programme are:

•            Young women and adolescent girls.

•            Women of reproductive age.

•            Women in the informal economy.

•            Women and girls living with disabilities.

The consultant will work under the guidance of the Programme Specialist and communications teams at the National Council for Women, UN Women, UNICEF and UNFPA, and under the overall supervision of the UN Women Head of Programmes.

Based on the programme priorities and objectives, the consultant will be responsible for developing a 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 base assessment on which the branding will be based.
• Deliverable 2: Develop branding creative concept/direction for “TAMKEEN” including rationale.
• Deliverable 3: Design branding strategy and manual including the following:
  • Analysis and findings
  • Mission, vision and values
  • Objectives
  • Brand Identity (brand name, logo in Arabic and English, typography, color variations)
• In executing the above, the consultant shall: -

- Follow the European Union Visibility and Communications guidelines.

- Provide three (3) design 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.

- Ensure that the brand manual includes designs for main items such as rollups, banners, notebook, etc.

- Provide the original design files, printed electronic files, web files of all the materials.

- Ensure that the branding strategy of the programme is relevant to target group below:

• Nationality: Egyptian women, including young women and adolescent girls; women of reproductive age; women in informal economy and women and girls with disabilities.
• Age: 18 - 65
• Geographical areas: rural and urban

Duration of Assignment

A maximum of two months is estimated for this consultancy work from August 2024 to October 2024.

Consultant’s Workplace and Official Travel

This is a home-based consultancy. 

Core Values

• Respect for Diversity;
• Integrity;
• Professionalism.

Core Competencies

• Awareness and Sensitivity Regarding Gender Issues;
• Accountability;
• Creative Problem Solving;
• Effective Communication;
• Inclusive Collaboration;
• Stakeholder Engagement;
• Leading by Example.

Please visit this link for more information on UN Women’s Core Values and Competencies: https://www.unwomen.org/sites/default/files/Headquarters/Attachments/Sections/About%20Us/Employment/UN-Women-values-and-competencies-framework-en.pdf

Functional Competencies

• Experience and understanding in gender equality and women’s economic empowerment.
• Good communication and interpersonal skills.
• Innovative designing skills.
• Ability to communicate sensitively across different focal points.
• Aware of Egypt’s culture, social issues, social norms and values, gender equality and social inclusion.
• Demonstrated analytical skills on issues related to gender, social, and economic aspects.
• Strong analytical and innovative skills.
• Ability to meet deadlines. 

Education and Certification

• Bachelor’s degree in Communications, Media, Graphic Design, or a related field is required. 

Experience

• At least 6 years of relevant work experience including developing innovative branding identities and strategies, required.    
• Experience with governmental entities and/ or UN agencies, required.
• Experience in gender-related projects is an asset.
• Proficient related skills in using design software/program is required.

Language Requirements

• Fluency in written and spoken English and Arabic is required.

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: 100% (100 points)

• Criteria 1:  A Bachelor’s degree in communications, Media, Graphic Design, or related field. (20 points)
• Criteria 2: High proficiency skills in design software/programs (25 points)
• Criteria 3: At least 6 years of relevant extensive professional and practical experience in developing innovative brand identities and strategies (25 points)
• Criteria 4:  Working experience in varied assignments with the UN System and/ or governmental entities.  (25 points)
• Criteria 5: Experience in working on projects related to women’s empowerment and gender equality (5 points)

Application:

Interested Individual Candidate must submit the following documents/information to demonstrate their qualifications:

• All applications must include (as an attachment) the completed UN Women Personal History form (P-11). UN Women Personal History form (P-11) which can be downloaded from http://www.unwomen.org/about-us/employment; make sure that you sign the form, and
• Kindly note that the system will only allow one attachment. Applications without the completed UN Women P-11 form will be treated as incomplete and will not be considered for further assessment, and
• A cover letter (no more than 400 words) explaining your suitability for the assigned task in Arabic or English.

The above-mentioned documents MUST BE merged in a standalone file including all them, since the online application submission does only permit to uploading one file per application.

You can merge your documents by using Online resources. 

Incomplete submission can be a ground for disqualification. Make sure that you provide a valid email address for future communications.

At UN Women, we are committed to creating a diverse and inclusive environment of mutual respect. UN Women recruits, employs, trains, compensates, and promotes regardless of race, religion, color, sex, gender identity, sexual orientation, age, ability, national origin, or any other basis covered by appropriate law. All employment is decided on the basis of qualifications, competence, integrity and organizational need.

If you need any reasonable accommodation to support your participation in the recruitment and selection process, please include this information in your application.

UN Women has a zero-tolerance policy on conduct that is incompatible with the aims and objectives of the United Nations and UN Women, including sexual exploitation and abuse, sexual harassment, abuse of authority and discrimination. All selected candidates will be expected to adhere to UN Women’s policies and procedures and the standards of conduct expected of UN Women personnel and will therefore undergo rigorous reference and background checks. (Background checks will include the verification of academic credential(s) and employment history. Selected candidates may be required to provide additional information to conduct a background check.)