Taking an industry-leading brand, and stretching it to appeal to new audiences.
The Tony Blair Institute launched a radical new visual brand in 2023.
It solidified the Institute’s position as both the political wellspring of transformation and as a creative leader in the not-for-profit industry, earning a nomination for the Webby Awards.
I led the creative expansion of the brand on social media, stretching and reshaping it to work hard for strategic audiences on social media.
Reshaping a visual brand for social media
The Institute’s visual brand was designed primarily to work on web and in print.
But for radical policy ideas to have an impact, the brand had to reach key audiences on social including journalists, current & future leaders, political advisors, and more.
I worked on the conversion of the brand into social media templates and standalone series that allowed the visual identity to shine.
And elevating it to new heights through constant evolution.
As well as building an initial set of social media assets that shone a spotlight on the brand, I also drove creative evolutions of the brand on social, web and print that ensured the Institute remained at the bleeding edge of creativity within the not-for-profit sector.
This work covered the Institute’s policy ideas, impact stories from around the world, interactive experiences and more, all in an engaging, entertaining and grabbing way that paid reference to social media content trends.
Client: Tony Blair Institute for Global Change
Publication date: 2023-25
Role: Strategic & creative lead