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Tony Blair Institute
/ Overview

Tony Blair Institute — Reimagining how political leaders create meaningful change

  • Digital Strategy
  • visual language
  • content direction
  • website design
  • interactive style guide
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The Tony Blair Institute for Global Change (TBI) was focused on building connections with reform-minded political leaders, but the site did not reflect that. To the first-time visitor, the site looked to only serve a demographic of a certain age or maturity. In addition to this, the institute’s website was an extensive library of content beyond political reports and commentary—but it wasn’t easy to navigate, nor did it encourage exploration and discovery even among return visitors.

The core challenge was to bring the TBI website into a new era and establish a destination for a range of audiences. One that showcased the institute’s richness and insights by surfacing all of its efforts and the impact it delivers, to both newcomers and an existing audience of political leaders.


The TBI team desired to encourage deeper, more meaningful relationships between existing and new users, but their current site operated through a transactional model; users were clicking for the content they needed, then leaving. We recognized the site needed to become a more interactive version of itself, allowing users to explore content and really understand the impact of the institute’s work.

So we rooted our work in three pillars: simplify the complexity of the site, shift from transaction to relationship, and balance insight with impact. These tenets would help to evolve the site into a highly accessible, highly intelligent experience that surfaces the content people seek through emotion-driven storytelling to ultimately encourage curiosity and exploration.

/ Tony Blair Institute


Through deep industry, audience and brand research, we solidified TBI’s brand essence and emphasized their position as the political wellspring of transformation. This lens built the foundation for the rest of the work, allowing us to design a destination for insights that inspired curiosity and captivated audiences through compelling storytelling.

A diagonal collage of screenshots from the new TBI website. The top screenshot has text that says “Experience Vision,” on top of an image of two people clasping hands

Allowing content to shine with sophisticated design.

We established a design system that could live across the TBI ecosystem. Starting with a serif font that instilled confidence in the brand and opened the door for a fresh, editorial graphic language we knew would speak volumes. We then crafted a color system that added spirit to the site, while serving as an inherent catalog to the extensive content library.

/ Testimonial
…we are now live and the reaction from our people has been overwhelmingly positive. I knew it would be, as this team has not only delivered on the brief but surpassed it. Your thinking, craft, dedication, and collaboration has been magnificent – I’m so happy with where we’ve gotten to.David Curzon
Director of Creative Strategy and Delivery
editorial content

Creating emotional storytelling through curated content.

We turned the focus of the visual storytelling onto the content the site held. By curating a library of subject-relative photography, we allowed for complementary visual storytelling that nurtured a deeper emotional connection between audience and content. Through this imagery, paired with grounded stories and insightful new copy, we were able to create space for emotion, insight and data to live harmoniously together.

Editorial Content

Challenging traditional conventions of online long-form content.

TBI provides incredibly rich information, with some articles nearing 25,000 words of written policy—reading such content online is no small feat. It requires more effort and focus than reading physical paper, meaning we had to get creative. To provide readers with an immersive, focused experience, we approached our long-form stories with module separation, allowing articles to have moments of interaction, exploration, and even space to break off from the main content before seamlessly diving back in. This result is a self-guided curation that keeps users engaged.

  • A web page about education. The headline says, “Teaching globally for the 21st century pupil.” A gleeful young student wearing a backpack grins while two other students run in the background
A joyful person in a colorful outfit and a conical hat paddles in a boat down a river at sunset. On top of this image, there’s a mobile screenshot with partially revealed text that says things like, “A Moment In Time” and “liberty is less than the price of repression”

Encouraging exploration through elevated UX.

With such a vast audience, we knew that our content needed to adapt in a variety of ways. To support those wide-spread needs, we aimed to heighten the underlying UX of the site. We explored new features that would provide a rich, utility-driven experience, and provided no dead-ends. This meant replacing the current transactional experience with one that encourages exploration—of new categories, articles, and impact opportunities—through intelligence-backed modules that drive users to unexplored paths.

  1. Development Strategy: Improving the content management process

    The old TBI website required developers to edit content, which created inefficiencies and slowed down thought leaders and editors publishing on the platform. Therefore, we decided to migrate them to a new headless CMS that’s easy to use–even if you’re not a developer.

    In addition to a new CMS, TBI needed their new website to launch within a strict timeline. Therefore the development needed to be quick and efficient. To accomplish the migration, development, and integrations quickly, we leveraged DEPT DASH™ , our proprietary website development accelerator. DEPT DASH™ provided the building blocks for a modern headless site, and allowed us to launch TBI faster than traditional website development.

    Finally, TBI had several third party platform integration requirements that we were able to quickly integrate so their team can understand how their website is achieving their goals.

  2. Custom Frontend Development: Bringing the design to life

    If you browse the TBI website, you’ll notice some impressive experiential elements, including scrolling and transition animations, all of which was developed internally by DEPT® software developers.

    All of these front end animations were created with CSS, leveraging TBI’s newly created atomic design system.

    The custom video player is also noteworthy. TBI didn’t want to embed videos from YouTube because it could disturb their user’s website experience (ads, random suggested videos, etc.) so they requested a video player that would look cohesive across the site. We were able to host video content within the CMS and develop a video player that features custom buttons, playback speeds, and picture-in-picture functionality.

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