Taking an industry-leading brand, and stretching it to appeal to new audiences.

REBRAND

BRAND DIRECTION - SOCIAL MEDIA INTEGRATION - VIDEO & DESIGN

In 2023 the Tony Blair Institute launched a radical new visual brand, developed with agency partner Dept, cementing its position as both a political wellspring of transformation and a creative leader in the not-for-profit world.

That brand was built primarily for web and print. As creative strategist, working within the Institute's creative team, my focus spanned two things: contributing to the strategy, audience research and testing that shaped the brand, and then leading its expansion across social media, stretching and reshaping it to work hard for the audiences who mattered most, journalists, current and future leaders, and political advisors.

Strategy, research & testing

A brand only works if it is built on a real understanding of the people it needs to reach. I contributed to the creative strategy behind the rebrand and to the audience research and testing that pressure-tested it, helping ensure the new identity would land with the Institute's distinct and demanding audiences rather than simply looking the part.

Reshaping a visual brand for social media

A visual identity built for web and print does not automatically work on a feed. I led the conversion of the brand into a full suite of social templates and standalone series, giving the new identity room to perform in the place most of its audience actually encountered it, while keeping it consistent and unmistakably TBI.

Elevating it through constant evolution

Beyond that initial conversion, I drove the brand's ongoing creative evolution across social, web and print, keeping the Institute at the bleeding edge of creativity in a sector not known for it. The work took TBI's policy ideas, impact stories and global research and made them land in an engaging, genuinely shareable way, always tied to how real audiences behave on social.