2 weeks ago
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The Statistical Institute of Jamaica wants to overhaul its public image, logo, and identity, and is seeking a consultant to help with its rebranding efforts.
The name of the organisation will not change.
Statin’s end-goal is “the creation of a well-defined corporate identity”.
The consultant is expected to devise the strategy for the internal and external implementation of the new brand, the company said in its tender document.
The scope of the consultancy includes an assessment of the brand’s visual identity, messaging, public perception, and market positioning. The consultant will conduct both primary and secondary research to gather stakeholder insights that inform the rebranding strategy. Key outputs include a new brand identity – encompassing logo, tagline, personality, and positioning – aligned with the Institute’s “mission and values”.
The winning bidder will also produce cohesive design templates for a wide range of communication and marketing materials, and compile a comprehensive branding guideline manual to ensure consistent application.
Statin has declined to comment on the project.
“At this stage, the Statin is unable to comment on the rebranding exercise, as the process is still in the procurement phase, and it would be premature to do so,” said Corporate Communications Manager, Georgia Garvey-Green, in response to the Financial Gleaner. “To uphold the integrity and fairness of the exercise, we respectfully decline to comment on the matter.”
Statin’s website already contains snatches of infographics for inflation and other key data, help to simplify complex information. The site has long featured charts but the uploading of the infographics is a recent development.
The infographics offer quarterly and monthly data in an easily consumable format. And Statin has been distributing them via electronic means, for some time.
On its website, clicking on the infographic link takes the user not to the infographic itself, but to Statin’s more complicated statistical tables.
In July, economist and lecturer Dr Damien King drew attention to Statin’s website navigation, tweeting that annual GDP data for the fiscal year was listed under “quarterly GDP”. He then wondered, sardonically, “if quarterly GDP data is found under annual”. The comment underscored what other users have long complained about: Statin’s website is difficult to manoeuvre.
“King is doing the Lord’s work by keeping these statistical agencies honest,” one user quipped, under the handle Bell Curve Resident. The tweet garnered over 2,000 views, possibly reflecting frustration among some data users who rely on Statin’s outputs for policy analysis, academic research, and business planning.
The agency’s rebranding effort also follows a change in leadership.
Long-serving Director General Carol Coy retired in September 2024 after 39 years at the agency, marking the end of an era defined by technical rigour and institutional continuity. Leesha Delatie-Budair, formerly deputy director general, now serves in an acting capacity as director general.
Statin’s Strategic Plan 2020-2025 acknowledged the need to adapt to a changing data ecosystem, and builds on the 2002 modernisation drive. The newer plan acknowledges the need to “evolve”, to respond to “changing and increased data needs” in a “timely” manner.
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