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Positioning a new think tank

Think tanks often settle on bland brand values that lack differentiation or confidence. The New Lines Institute bucks this trend.

Positioning a new think tank

We’ve worked with the New Lines Institute for Strategy and Policy since 2020, advising them across the gamut: brand, visual identity, communications, organisational website, and a media platform.

The work that we’re most proud of with them is their brand statements. How many think tanks talk of their vision being “inspired by a holistic view of the world, one that recognizes human interconnectedness”, or their mission to “provoke principled and transformative leadership”?

This is not the bland language of the traditional think tank, but the language of change. It points to one of the reasons we expect to see them thrive in the years to come, namely that the New Lines Institute sees policy research as a verb, not a noun. It’s an action, a behaviour, something we instrumentalise to provoke an outcome. Not something we do for the sake of doing it.

It’s been a pleasure to play a small role in shaping their development.

Excellent works – as always.

Kareem Makhlouf Senior director

Setting up a new policy organisation?

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