Tony Blair Institute
Changing the changemakers
The Tony Blair Institute supports political leaders all over the world to turn bold ideas into reality. Together we created a new tone of voice to suit TBI’s vision, and a verbal identity that simplified the complexity without ever being simplistic.
The story
TBI is the home of radical ideas and practical solutions, so we started there, creating a tone of voice that was both Radical and Practical. Radical in its vision, boldness, optimism and sense of purpose. Practical in its simplicity, clarity, energy, speed and credibility. Where comparable organisations get bogged down in detail and jargon, and believe complex = clever, we created a visionary voice full of action, that knew simple = smart. And we created copy that everyone could feel a part of, from internal teams, to politicians of the highest office, to the communities they serve.
The new language launched alongside the brand’s new visual identity, design system and website, created with BASIC/DEPT®. Together the language and design system have affirmed TBI as the undisputed home of political change.
We partnered on: Language strategy, tone of voice, core brand copy, brand film script, verbal identity rollout, brochure and eCRM
Key copy
Unlocking potential for countries, citizens and our team.
Key copy
Here to turn radical ideas into reality
“I couldn't be prouder of where we have landed. The foundation laid out with this brand will not only elevate the incredible work we do and emphasise our position as the political wellspring of transformation, but will allow us to push to another level in the future.”
David Curzon Global Director, Creative, Strategy & Delivery, Tony Blair Institute for Global Change
“Ruth did incredible work on the site and the brand. Understanding not only TBI as an organisation, but also being sympathetic to all the stakeholder nuances is no mean feat and she took it all in her stride. She was an absolute dream to work with and we have already had such positive comments on the site.”
Beth Kodjer Head of Project Management, Tony Blair Institute for Global Change
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