Brand Platform & Web Launch | Institute for New Global Politics is a new think tank based in California that offers a truly global perspective on the planet’s most urgent problems including climate change, crises of democratic politics, sweeping technological change, mass migration, and conflicts.
The challenge As a new think tank joining a crowded space, NGP needed to communicate their much needed point of view to potential supporters, partners, and collaborators.
What sets NGP apart is its outside-the-beltway mindset, and focus on seeking out and elevating voices and policy needs from around the world that often are overlooked.
The solution I conducted a workshop with NGP’s leadership team of academics from around the world to understand how to translate the group’s mission into a brand.
By exploring the competitive framework, NGP’s core attributes, key differentiators, and more, I created a brand platform that emphasizes the group’s unique global perspective and its focus on creating engaging content. It is captured in the concept “Think(tank) Different.”
I also translated the positioning into key messages and tone of voice, and created content for Institute for New Global Politics’ online launch.
Design partner: Studio Rainwater
Verbal Branding + Content + Food Writing 