UCL: Building a Global Platform for Better Government
Cities are under pressure. Most lack the tools to measure whether they can meet it. UCL's Public Sector Capabilities Index set out to fix that by providing a clear way to assess how well city governments can deliver on growth, climate and public services, and where they need to improve. UCL and Bloomberg Philanthropies now want to take the Index from a small group of cities to a global platform reaching 2,500. That required a clear proposition, a recognisable identity and a launch that carries weight with mayors, funders and policymakers worldwide.
Impact
We have developed a new name, visual identity and positioning for the next phase of the Index. We have built a multi-country launch strategy designed to mobilise media, city leaders, funders and policy influencers simultaneously. The plan sets out how the Index will be introduced across key markets, with coordinated moments to drive visibility and adoption. The launch is scheduled for later this year.
Approach
We are leading a full strategic rebrand and repositioning. That includes naming the next phase, sharpening the proposition and building a story that travels beyond academic and policy audiences. Rigorous enough for experts and clear enough for decision-makers. Alongside the repositioning, we are developing the global launch strategy, including stakeholder mapping, campaign planning, message architecture and an engagement plan built for scale. Our role is to move the Index from a research initiative to a global platform.
