New South Institute
Refining a think tank's voice for democracy
The New South Institute (NSI) needed its brand to match its mission. BBA delivered a cohesive identity system, publication templates, and strategic communications that position NSI as the authority on public service reform, just as the world turns its attention to governance and state capture.
The brief
The New South Institute came to BBA with a challenge familiar to many research organisations: brilliant work, inconsistent presentation. Each publication required a design from scratch. Social media lacked strategic direction. Website limitations meant simple updates required overseas developer intervention.
NSI needed more than a refresh. They needed an integrated communications partner who could create systems enabling consistent, professional output across reports, social channels, and events, while respecting the preferences of academic authors and the political sensitivities inherent in South African governance discourse.
Making complex research accessible – and unmistakably NSI
Systems for scale
Rather than designing each publication individually, BBA created modular templates for three distinct series: PERSAL Essays, MIGRA Reports, and South South Dialogues. A universal baseline grid ensures brand consistency while allowing series differentiation. This infrastructure investment means any future designer can work efficiently with NSI materials.
A defined digital voice
BBA approached NSI's communications as an ecosystem rather than isolated deliverables. The refined identity anchors everything from dense migration governance reports to punchy LinkedIn posts explaining state capture. Monthly content calendars transformed ad hoc posting into strategic thought leadership, with social content praised by the client for making complex research genuinely accessible.
Impact beyond the brief
The NSI's mission is strengthening democracy and public institutions in South Africa. As international attention turns to governance challenges, NSI's research on state capture, migration policy, and public service reform becomes increasingly relevant. The foundation laid during this engagement positions the NSI to communicate effectively as their moment in the global spotlight arrives.
