Designing a Platform for Credible, Cross-Partisan Insight
Bipartisan Policy Center (BPC)
Role
Creative Director + Project Lead
Agency
Visceral
Services
Discovery · Information Architecture · Content Strategy · Visual Identity · Website Design · Production · Activation
The Challenge
BPC's influence depends on reaching an influential audience: members of Congress, their staff, agency leaders, and the journalists who write about them. After two decades of building one of Washington's most respected bipartisan voices, BPC had a body of work capable of shaping U.S. policy but a digital platform that couldn't deliver it. Critical content was buried by poor organization. Publishing was restricted by an outdated CMS. The design didn't match the standing of the institution. The site wasn't just underperforming. It was undermining the mission.
The Approach
A deep discovery period, including stakeholder interviews, a full audit across thousands of posts, analytics, and a competitive landscape, surfaced the challenge and the opportunities. Armed with insight, we restructured the site around policy areas to be audience forward rather than the way BPC organizes itself internally. Every subsequent decision reinforced the shift. A refreshed visual identity gave the brand editorial weight while keeping continuity with the old one. A modernized WordPress build on the native block editor returned publishing speed to the team. AI-integrated search made twenty years of work findable for the first time.
The Result
BPC's policy work now reaches the people who shape American law in a form that matches the weight of the work. Twenty years of bipartisan solutions, organized the way policymakers think, surfaced in ways that resonate. For an institution whose influence depends on reach, the platform is now doing the work the mission requires.