Case Studies
At Align, we collaborate with mission-driven organisations to help them navigate change, clarify their vision, and develop strategies that strengthen their impact.
Each project is rooted in a deep understanding of the organisation’s goals, challenges, and aspirations, with a focus on practical solutions that drive lasting change. We invite you to explore these case studies to learn more about how we work and the transformations we help bring to life.
Case Study: UN Global Pulse
From 2022–2024, Align worked as Strategic Communications Advisors for UN Global Pulse, the Innovation Lab for the UN Secretary General, António Guterres.
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Working with the Creative Strategy Lead and Communications and Design Portfolio, we supported the team to create both internal and external communications and engagement strategies; design a new communications structure and workflow suitable for an international network; and led on a research paper on how creative practice can be in service of organisational transformation. The Most Creative Look to the Future was published in December 2023, accompanied by a workbook and creative practice competency framework. The research highlights pathways for how imagination can permeate the UN system and catalyse the creativity required for the UN to deliver on its bold vision for people and planet. It also provided concrete recommendations for how artistic, speculative and visionary practices provide critical tools for modelling, exploring and manifesting the futures we want.
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To support the implementation of our research recommendations, UN Global Pulse and CoFUTURES at the University of Oslo partnered to articulate the value of speculative storytelling in supporting transformation and innovation across the UN system. The collaboration (with local social innovators across Brazil, Mexico and Indonesia) explored how participatory innovation methods and storytelling might serve as powerful tools for envisioning and advocating for a “UN 2.0” that is more responsive, inclusive, and future-oriented, while centering the voices and aspirations of multiple communities in the pursuit of a more just and sustainable world.
We also launched a pilot project in 2024 – The Department of the Possible – to further test, refine, and adapt speculative-based strategies for strategic planning, capacity building, and policy support to improve UN Global Pulse’s offerings to sister organisations and member states. Meanwhile, our internal communications and engagement plans are a day-to-day part of the work in UN Global Pulse’s Helsinki office.
Case Study: Jewish Voice for Peace
In 2021, Align worked with Jewish Voice for Peace on a nine-month project that encompassed organisational culture, organisational structure, role clarification, and team dynamics.
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After agreeing the scope with leadership, we interviewed staff, partners and board members, before delivering a diagnostic report full of recommended next steps for the team. We then supported the organisation to implement these steps, through a mix of hands-on organisational design work, strategic thought partnership, coaching, and recruitment support.
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Jewish Voice for Peace hired a new Communications Director, a new Digital Director, and increased their capacity when it came to digital campaigning and digital fundraising. The leadership team created a new organisational structure to ensure that the organisation was in a stronger place to withstand the challenges of the coming years. Align has continued to support JVP with ad hoc coaching and support when needed.
Message from a Pandemic: The Years of Repair
Case Study: The Leap and The Intercept
In October 2020, Hoda Baraka worked with The Leap and The Intercept to develop the outreach and launch strategy for Message from a Pandemic: The Years of Repair, an innovative animated film.
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After agreeing the scope with leadership, we interviewed staff, partners and board members, before delivering a diagnostic report full of recommended next steps for the team. We then supported the organisation to implement these steps, through a mix of hands-on organisational design work, strategic thought partnership, coaching, and recruitment support.
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Message from a Pandemic was a tool to enable collective imagination and action. By creatively bridging storytelling and systemic critique, the film sought to mobilise audiences and highlight the interconnected struggles for climate justice, racial equity, and economic transformation.
The project demonstrated how strategic communication can inspire hope and drive meaningful social change, turning a creative vision into a tool for movement building.
Case Study: Liberty
From 2020-2024, Hanna worked with Liberty to support the Senior Management Team, Executive Director, Interim Director and Head of Policy & Campaigns through regular 1:1 and group coaching, strategic thought partnership and workshop facilitation.
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Content covered included leadership styles, strategic priorities, team cohesion and alignment, management challenges, long-term vision and political identity, and succession planning.
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Hanna’s work with the Senior Management Team contributed to a smooth and productive transition from the Director to Interim Director (and back again), paved the way for a restructure of governance, and led to a more aligned and collaborative team.
Case Study: New Economy Organisers Network
In 2020, Align worked with the New Economy Organisers Network (NEON) to develop two strategic reports aimed at strengthening progressive movements in the UK
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The reports included
COVID-19 Social Movements Report(August 2020): An analysis of how UK social movements across the housing, migration, and climate sectors responded to the pandemic and lockdown. For this, we interviewed key movement leaders, mapping out the challenges and emerging opportunities during the crisis. We developed a framework to guide possible cross-movement collaboration and strategic thinking.
Divide & Rule: How the ‘culture wars are a reactionary backlash designed to distract us, and how to respond (May 2021): An examination of the so-called 'culture wars' dynamic in UK broadcast media, offering strategies for more effective progressive engagement. This involved a deep dive into media landscapes, analysing conservative communication tactics and identifying strategic approaches for progressive organisations to reframe public narratives. -
These reports helped identify strategic approaches across progressive movements. The Covid-19 Social Movements report provided a framework for understanding collective resilience during crises, while the Divide & Rule report equipped organisations with media engagement strategies. We ran a training session for Labour MPs on the findings of this report and disseminated these insights to the wider movement, ensuring broader impact. Additionally, the findings of the Covid-19 Social Movements report were shared with key funders, offering them critical perspectives on supporting resilience and recovery. By offering nuanced, actionable insights, these reports helped movement leaders develop more adaptive strategies, improve cross-movement coordination, and provide funders with a deeper understanding of how best to support social change in challenging times.
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About Us
Learn more about the co-founders,
Hanna Uose Thomas & Hoda Baraka.