Case study: strategy, content architecture and digital publishing
Building a digital institute around a field that did not yet have a map
The Swedish Institute of Inner Technology asks what human capacities matter as AI grows more capable. Its essays and frameworks needed a home that a new reader could enter without a specialist vocabulary, and that a potential institutional partner could still take seriously.
My role: Strategy, research and authorship of every essay published by the Swedish Institute of Inner Technology, copy, brand identity, graphic design, website design and build, and integrations.
A field without familiar signposts
When an organisation is defining an emerging field, the website cannot rely on familiar categories. It has to explain the central idea, establish credibility, organise research and show institutions how the work applies to them, all without turning the homepage into an academic paper.
Research made navigable
I created a layered information structure with clear routes into the field, research, framework, publications and institutional work. Short entry points introduce the thesis, while deeper pages allow policy leaders, educators, foundations and AI organisations to explore the underlying thinking in detail.
So much good thinking never makes it onto a useful page. I wrote about bringing it out of your head.
The idea before the menu
We spent time on the central argument and the people who needed to grasp it: curious readers, practitioners and institutions. That work determined the categories, pathways and visual language. The archive of essays and linked human capacities gives someone a way to follow an idea across the site instead of facing an undifferentiated wall of research.
Help people find their way into a new field
The institute needed to make human capacities and their relevance in an AI age understandable to very different readers. I built the information architecture around the central thesis, essays, research and institutional pathways, so people can enter through a clear idea and still reach the full depth of the work.
An identity that carries the thinking
I developed the brand, visual language and copy alongside the site. A research-led organisation needs to look credible without sounding remote; the design gives essays and field material room to breathe while helping potential partners recognise the practical stakes.
The writing behind the institute
The website functions as more than a presentation. It is the public architecture for a growing body of knowledge.
I also researched and wrote every essay published by the institute, turning an emerging field into a coherent and credible body of thought.
A framework people can discover by its subject
The Human Capacities taxonomy and framework gave the institute’s thinking a precise, navigable public structure. I Love My Website developed the strategy and information architecture around useful definitions and connected material. In a project-team Google check for “Human Capacity” on 27 September 2026, the institute’s website appeared as the first website result.
Evidence note: This is a dated observation reported by the project team, not a controlled ranking study or a measured revenue result. Results vary by location, language, device and date. This project belongs to a connected, founder-led creative ecosystem.
Read the four-project account of the organic search work and its evidence.