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Published 5 Dec 2025, 14:10 GMT

Official UK procurement notice

Strategic Brand Guardianship · UK public procurement notice

Official notice

Authority: Transport for Wales (TFW) (Public body)·Consortium: 2 public authorities

ServicesCompetitive flexible procedureAbove thresholdSME suitable
Sectors: Business Services & Consultancy (79) Delivery: UKWales (UKL)
Published estimate£6,000,000≈ £1.4m / year · £7,200,000 inc. VAT · 1 value update
Awarded 21 May 2026
Awarded to uned studio
Contract term 4 yrs 5 moends 31 Oct 2030 · starts 1 Jun 2026

What is being bought

Published requirement description

Transport for Wales (TfW) has appointed a strategic Brand Guardianship agency to support the continued development, evolution, activation and governance of its multimodal, bilingual and distinctive brand.

The successful supplier will provide expert insight and strategic leadership to help TfW strengthen and elevate its brand at a pivotal stage in its development, ensuring consistency, creativity and measurable impact across all physical and digital touchpoints. Services will support the delivery of TfW’s long‑term brand strategy and contribute to the organisation’s vision of becoming Wales’ favourite way to travel.

Core services include (but not limited to):

  • Strategic brand direction, evolution and innovation
  • Branded customer experience development
  • Brand guardianship, governance and standards
  • Creative development and brand activation
  • Strategic expertise, insight and cross‑agency collaboration

CPV: Advertising and marketing services · Design consultancy services · Graphic design services · Marketing management consultancy services

The lotProcurement structure

single lot · no lot value published
Lot #1Awarded 4 yrs 5 moSME
Contract period: 1 Jun 2026 – 31 Oct 2030 (4 yrs 5 mo)
Delivery: UK, WalesEligibility: SME eligible
79340000 Advertising and marketing services79413000 Marketing management consultancy services79415200 Design consultancy services79822500 Graphic design services

Procedure terms & legal framework

From the official record
Procedure method
Competitive flexible procedure
Legal basis
UKPGA · 2023/54 Procurement Act 2023
Procurement category
Services
Notice status
Awarded
Procurement threshold
Above threshold (FTS publication)
Regulatory regime
Standard
Commercial structure
Stand-alone contract (no framework)
Competition type
Competitive procedure
GPA / WTO covered
Unspecified in notice
Recurring procurement
Unspecified in notice
First published
5 Dec 2025, 14:10 GMT
Last source update
14 Jul 2026, 10:55 BST
Authority reference
C01300.00
FTS notice number
2026/S 000-066031
Latest notice
Contract details notice (UK7)
Classification (CPV)
Advertising and marketing servicesDesign consultancy servicesGraphic design servicesMarketing management consultancy services
Delivery area
UKWales (UKL)
Official registry OCID
ocds-h6vhtk-05efd6 Find a Tender

How it was run

Official notice
Submission deadline
—

Timeline

5 Dec 2025 → 14 Jul 2026 · 5 dates
  1. Planning notice published319 days ago
    5 Dec 2025, 14:10 GMT
  2. Next notice expected291 days ago
    1 Jan 2026, 23:59 GMT
  3. Market engagement280 days ago
    12 Jan 2026, 23:59 GMT

    Transport for Wales are using this Preliminary Market Engagement Notice to identify supplier interest in the upcoming requirement for the Strategic Brand Guardianship. TfW may in future decide to hold an online market engagement session via Microsoft Teams. If this is the case, then suppliers that complete the feedback questionnaire attached, will be contacted and invited.

    Please complete this Microsoft Form Feedback Questionnaire by 5pm, Monday 12th January 2026. forms.office.com/Pages/ResponsePage.aspx ↗

    (if the link doesn't allow you to click it, please copy and paste it into your internet browser).

  4. Contract starts141 days ago
    1 Jun 2026, 00:00 BST
  5. Latest notice published98 days ago
    14 Jul 2026, 10:55 BST

Notice history

8 events · 4 releases on Find a Tender · since 5 Dec 2025
  1. Pipeline notice published
    5 Dec 2025, 14:10 GMT
    UK1
  2. Preliminary market engagement notice published
    5 Jan 2026, 11:38 GMT
    UK2
  3. Published value updated to £6,000,000
    5 Jan 2026, 11:38 GMT
    was £9,000,000
  4. Preliminary market engagement notice published
    8 Jan 2026, 16:52 GMT
    UK2
  5. Contract details notice published
    14 Jul 2026, 10:55 BST
    UK7
  6. Status changed to complete
    14 Jul 2026, 10:55 BST
  7. Procurement method changed
    14 Jul 2026, 10:55 BST
  8. Buyer details updated
    14 Jul 2026, 10:55 BST
Published amendments (1)

Response for questionnaire date extended.

Routine re-releases (4)
  • 2025-12: 1 release · 5 Dec 2025

Commercial outcome & contract awards

Published awards, contracts and bid statistics, not a forecast
Awards 1
Awarded value £6,000,0001 contract exc. VAT
Contracts signed 1latest 21 May 2026
Awarded toValueDateStatus
uned studioSME£6,000,000 †—Awarded

Contracts

  • Strategic Brand Guardianship · uned studioSME

    Signed
    21 May 2026
    Value
    £6,000,000
    Period
    1 Jun 2026 – 31 May 2030
    Status
    active

Contracting authority & participating public bodies

2 public bodies on the notice

Transport for Wales

Contracting authorityPublic authority - sub-central governmentWelsh devolved regulations apply GB-COH: 09476013 · GB-PPON: PPHD-4211-XYXJ 3 Llys Cadwyn, Pontypridd, Wales, CF37 4THContact name, email

Bidders & participating suppliers

1 commercial party on the notice
  • Uned StudioAwarded supplierGB-PPON: PMRV-1553-WQCH First Floor Westgate House, Cardiff, Wales, CF10 1BRContact email

Official documents & specifications (4)

Official links; attachments are not copied

Notices published for this procedure