The New Institute

In the world of academia and interdisciplinary institutes, communication often becomes ensconced in jargon, losing both its appeal and effectiveness. It was within this context that The New Institute (TNI) emerged, a new, experimental initiative aimed at redefining intellectual collaboration across various sectors including humanities, science, arts, and activism. Tasked with setting a novel precedent in how an academic institution communicates, the project I led as the Creative Director and Digital Designer sought to imbue traditional communication frameworks with newfound vibrancy and accessibility.

At the core of TNI’s mission was the establishment of an entity unlike any other—a platform for transformative ideas bridging the oft-disparate worlds of academia, politics, and social activism. My role was to orchestrate a digital presence that not only represented TNI’s foundational goals but also distinguished it within the crowded landscape of global academic institutions. Over the span of four and a half years, my team and I developed a comprehensive suite of digital communication tools—from an intuitive website enriched with dynamic and highly customisable CMS components to engaging multimedia newsletters, advertising campaigns animations and videos. Each element was crafted to serve not just the needs of TNI, but also to set a new standard for academic communication.

Carving out a unique identity for TNI in a domain where older, established voices dominated was both challenging and interesting. With Institute's team, we approached this by first analyzing existing communication strategies of similar institutions, which often felt uninspiring and convoluted. Our strategy pivoted towards clarity and engagement—utilizing a robust digital platform that combined scholarly rigor with the compelling allure of modern media.

Central to our strategy was the reimagining of the user experience, where information architecture and visual storytelling came together to foster both discovery and understanding. My design philosophy—focused on clarity, engagement, and typographical precision—was reflected across every digital touchpoint. The website itself became a testament to this, attracting over 50,000 visitors annually who spent an average of four minutes per visit, a clear indicator of the site’s ability to engage and inform its users deeply.

The project was not just a testament to design but also to collaboration. Working alongside TNI’s Editor-in-Chief, Georg Diez, Andreas Wellnitz or Christoph Gottschalk, we continually adapted our strategies to reflect the evolving vision of the Institute. This fluid approach was crucial, especially in navigating the shifts in leadership and strategy that could have derailed a less flexible design system.

The tangible outcomes of our efforts were evident not only in web traffic and user engagement but also in the substantial growth of TNI’s newsletter subscriptions, now over 10,000 strong, without big marketing efforts. Furthermore, the application rates for fellowships and program chairs provided qualitative proof of the project’s success, underscoring the effective marriage of high-quality design with strategic communication.

Reflecting on this project, I see it as a confluence of my professional strengths and personal philosophy. At its heart, TNI was more than just a client or a project; it represented a shared vision of societal transformation—a platform where innovative design and strategic communication could truly make a difference in addressing some of the most pressing issues of our times, including the climate crisis. This project was not just about creating a brand or a website but about setting a movement into motion, one that challenges conventional narratives and inspires action towards a more enlightened and collaborative future.