New Leaders Council strengthens the progressive movement by identifying and recruiting new progressive leaders. NLC provides these emerging leaders with training, mentoring, networking, and job placement opportunities that equip them to be civic leaders, not only for elective office, but also in their communities and workplaces. Recognizing that a truly progressive movement is inclusive and empowering, NLC makes a special effort to recruit people from outside the usual power structures. NLC is shaping America’s future by developing tomorrow’s leaders today.

• NLC is a progressive nonprofit.
• Our brand should connote strong, entrepreneurial, and diverse men and women, ages 22 to 35.
• Our brand should connote strong ties to the leaders of today.

• Planned Usage A: To be utilized on our homepage to give a general introduction to the organization to visitors of the site.
• Planned Usage B: To be spread virally across the internet to give a general introduction to the organization and encourage viewers to visit our site.
• Brand Positioning: The organization's members are exceptional leaders; a cut above the rest, but modest about it; doers, not talkers.
• Demographic target: Both tomorrow's leaders and today's, especially today's.
• Campaign Context: Viewers should come away with the solid, but not overwhelming, conclusion that NLC is a growing community that's training progressive leaders. Leaders who will have the big ideas in politics, civics, and business in the near future.