“You’re not thinking,
you’re just being logical.”
“You’re not thinking, you’re just being logical.”
Niels Bohr
Niels Bohr
New ways of thinking
for inspired business decisions
New ways of thinking for inspired business decisions
For nearly 20 years, we’ve partnered with a wide range of global brands—from Fortune 500s to startups—helping them shape their future in bold, creative ways. Along the way, we’ve developed innovative tools and methods that go beyond traditional thinking, unlocking deep insights and strategies by harnessing our clients’ own expertise.
Our ethos
Our ethos
Everything that we marvel at in the current age was here at the dawn of time.
In true collaboration with our clients, we reveal deeply hidden truths that inform effective decision-making
In true collaboration with our clients, we reveal deeply hidden truths that inform effective decision-making
CorporateWe align leadership and teams around a clear business strategy, ensuring internal cohesion and communication that drives confident decision-making and long-term growth.
BrandWe discover brand DNA and define brand purpose through high-touch participatory methods.
MarketingWe turn strategic insights into actionable marketing plans that deepen customer connection, increase retention, and foster long-term brand loyalty.
InnovationWe help organizations imagine and launch new ventures, products, and services—blending creativity with commercial viability to future-proof growth.
Sales & fundraisingWe equip teams with the strategic clarity and tools they need to engage key audiences and inspire investment and support.
“Your possibilities are unlimited, but it all begins with the deliberate choice to think differently.”
Discover our work
Discover our work
Defining what a global entertainment company truly stands for
Defining what a global entertainment company truly stands for
Shows how our process can align a global organization with disparate offices on multiple continents around a clear and inspiring purpose.
Creating the first category narrative for renewable energy
Creating the first category narrative for renewable energy
This project demonstrates how our approach engages diverse and divergent stakeholders, ensuring they are heard and that their input is visibly woven into the brand work.
Elevating a luxury auto brand in multiple markets
Elevating a luxury auto brand in multiple markets
Demonstrates our ability to develop innovative strategies to elevate a luxury automobile brand in the marketplace.
Redefining upscale apartment living
Redefining upscale apartment living
Demonstrates our ability to develop a lifestyle brand in a seemingly non-differentiated category.
Helping organizations see themselves in a new light.
Helping organizations see themselves in a new light.
Client breakthroughs
Client breakthroughs
- Ferring Canada
Working with them … has been an eye-opening, immersive pleasure. They have helped my team find our ‘true north’ – and then build upon that internally. They help challenge the status quo so that we can do what we do – even better.
- McDonald’s
I would recommend them to anyone who has a complex issue that needs absolute clarity in the market.
- Grace de Monaco
I was faced with the inspiring but daunting task of creating a new commercial brand based on the legacy of Princess Grace, and the obvious first step was to call my friends at L’Institut. That was one of the best decisions I ever made.
- The Cadillac Fairview Corporation Limited
Their approach and style allowed us to really move as a team while leveraging the ideas and energies of each individual person. I highly recommend their approach for complex organizations that want to make real change happen quickly.
- PGA Tour
The output of the session was equally inspiring and impressive, both energizing the cross-functional team and creating a model with layers of depth that enable both short- and long-term brand strategies.