How do you write a web design RFP?

Question

I'm writing an RFP for a website redesign and I need some language saying that we're looking for a new design direction. Any tips on how to word?

Answer 1

Specifically, looking for a new design direction, I would say something like "Desire to effect a new design direction." The best thing to do is elaborate on why the current design is failing and what should be improved - "The new look and feel should more accurately reflect the organizational desire to connect with females in the middle-to-upper-class income bracket."