Terms of Reference (ToR)

1.      Introduction

The Pakistan Poverty Alleviation Fund (PPAF) is a leading apex organisation driving community-based development throughout the country. Established in February 1997 under Section 42 of the Companies Ordinance 1984 (now the Companies Act 2017), PPAF operates as a not-for-profit entity with a mission to transform the lives of the underprivileged and contribute to a more equitable and prosperous Pakistan.

With a wide-reaching presence across 149 districts in all provinces and regions, PPAF supports communities in accessing better infrastructure, energy, healthcare, education, livelihoods, financial services, and disaster resilience. By focusing on the most marginalised rural households, PPAF delivers an extensive range of financial and non-financial services. Its core values—social inclusion, participation, accountability, transparency, and stewardship—are deeply embedded in its programmes and processes, ensuring that development outcomes are sustainable and inclusive. For further details, please visit our website: www.ppaf.org.pk.

 2.    Background

PPAF is seeking a skilled and innovative consultant to design Information, Education, and Communication (IEC) materials as part of the Restoring Social Services and Climate Resilience project. This project aims to strengthen the resilience of vulnerable communities by improving access to knowledge, tools, and resources.

The consultant will be tasked with producing a range of high-quality visual materials, including posters, flyers, brochures, flip cards, calendars, booklets, and manuals. These materials should effectively communicate critical information, enhance user engagement, and serve as training tools to disseminate knowledge and raise awareness.

This role also includes creating original illustrations, developing and refining / standardising already identified content, and translating selected materials from English to Urdu to ensure accessibility for diverse audiences. The output must be innovative, aesthetically pleasing, and aligned with PPAF's standards of excellence.

 3.      Objectives

 The consultancy has the following objectives:

1. Enhancing Understanding and Engagement: Design visually engaging materials that facilitate the retention of complex information, making it easier for target audiences to understand and apply the knowledge shared.
2. Improving Presentation and Impact: Refine the clarity, appeal, and effectiveness of PPAF’s documents and communication materials to ensure a lasting impression.
3. Creating Accessible Resources: Develop a repository of materials that are not only comprehensive but also engaging and user-friendly, tailored for diverse audience needs.
4. Maintaining Consistency: Ensure all materials align with PPAF’s branding guidelines, promoting a cohesive organisational identity across various platforms and communication channels.
5. Expanding Reach: Translate materials into Urdu to cater to a broader demographic, ensuring inclusivity and accessibility for non-English-speaking audiences.

 4.     Scope of Work

 The consultant’s responsibilities include, but are not limited to:

1. Designing layouts and creating infographics for a variety of IEC materials, including posters, flyers, brochures, flip cards, calendars, booklets, and manuals.
2. Producing original illustrations / refining and standardising already identified contents, either by hand or using advanced digital tools, to enhance the visual appeal and effectiveness of the materials.
3. Preparing high-resolution designs optimised for both print and digital formats, ensuring scalability and clarity.
4. Translating selected design elements into Urdu to cater to diverse linguistic needs.
5. Adhering to PPAF’s established branding and visibility guidelines to maintain consistency and professionalism in all outputs.
6. Managing multiple design projects simultaneously while ensuring quality and adherence to deadlines.
7. Organising and archiving all design-related files systematically, enabling easy access and future reference.
8. Delivering all assigned materials on schedule, incorporating feedback to meet PPAF’s standards of excellence.

 5.     Methodology:

 The consultant will adopt a collaborative and iterative approach to ensure alignment with PPAF’s objectives:

1. Engagement with Stakeholders: Work closely with PPAF’s coordinator to understand the specific objectives, themes, and content requirements of the project.
2. Team Collaboration: Regularly liaise with PPAF’s design team to ensure adherence to branding standards and maintain a unified visual identity across all outputs.
3. Feedback Integration: Actively incorporate input from designated coordinators and stakeholders, refining designs to ensure they meet both functional and aesthetic goals.

 6.     Deliverables

 By the conclusion of the consultancy, the following outputs are expected:

1. High-resolution PDF files ready for print and optimised low-resolution files suitable for digital sharing.
2. Original, hand-drawn illustrations provided in both raw and digital formats, demonstrating creativity and relevance to the project themes.
3. Editable source files (layered and non-curved) along with high-resolution PDFs for both English and Urdu versions, systematically organised in clearly labelled folders.
4. All visual assets and graphical elements used in the design process, ensuring compliance with intellectual property requirements.

 7.     Qualifications and Experience

 The ideal candidate should demonstrate:

• A degree or professional certification in Graphic Design, Visual Arts, Information Technology, or a related field.
• A minimum of 10 years professional working exeperience 
• A robust portfolio showcasing expertise in manual illustrations, and the design of manuals, reports, and diverse IEC materials.
• Proficiency in graphic design tools such as Adobe Creative Suite, enabling the production of high-quality outputs.
• Strong communication and interpersonal skills to foster collaboration and ensure alignment with project objectives.
• A proven ability to manage multiple design projects simultaneously, meeting tight deadlines without compromising quality.

 8.     Duration and Work Arrangement

 The consultancy will span three months. The consultant may work on-site or remotely but must remain available for periodic consultations and revisions with the project and communications teams.

It is expected that the consultant uses their own equipment, including a laptop or PC capable of running advanced graphic design tools efficiently.

 9.     Application Process

 Interested candidates are invited to submit the following:

1. A cover letter detailing their suitability for the role and how their expertise aligns with the project’s objectives.
2. An up-to-date CV highlighting relevant experience and qualifications.
3. A portfolio of past work, with a focus on hand-drawn illustrations and the design of manuals and reports.
4. Copies of academic degrees and professional certifications.

 10.  Shortlisting & Selection Process

 Applicants will be assessed based on:

1. The relevance and quality of previous work, as demonstrated in the portfolio.
2. Creativity, technical expertise, and adherence to branding standards in past projects.
3. A demonstrated ability to produce both hand-drawn and digital illustrations that align with project requirements.
4. Strong communication and project management skills, ensuring efficient collaboration and timely delivery.

 12.  Selection Method

 The consultant will be selected in accordance with the framework established by PPAF’s Procurement Guidelines.