It has invited eight agencies, including Agency.com, glue London and Dragon, to come up with branding ideas for the direct.gov.uk website. It has also briefed them to develop strategic thinking and review the site itself.
Directgov, a revamped version of UK Online, provides a one-stop shop for public-service information about government services.
It became part of COI in April, marking the first time COI has been responsible for delivering a service directly to the public.
Alex Butler, Directgov's strategy and marketing director, said: "Our aim is to develop and sustain a strong, customer-focused brand enabling access to public services online."
Earlier this month, Euro RSCG London developed a £3.5 million campaign to promote the range of local council services now available online at direct.gov.uk.
One ad features a sofa dumped in the middle of a field. The sofa is framed by a picture of a computer screen. Underneath runs the line: "How do I get this removed?"