How do you turn complex research into an engaging digital experience? The answer for the European Trade Union Institute (ETUI) lies in collaboration, creativity, and a bold step towards innovative online publishing.

In 2020, ETUI faced the challenge of delivering its flagship Benchmarking Working Europe report in a way that was not only informative but also highly accessible, especially at a time when physical formats had become less practical. The solution? A fully online publication, designed and developed in close partnership with # the creative team at #inextremis.

From print tradition to digital evolution

Historically, Benchmarking Working Europe had been a printed report rich in data and analysis. However, for the 2020 edition, ETUI made a strategic pivot. This shift wasn’t simply about format—it was about rethinking how audiences engage with content.

From the outset, #inextremis worked closely with ETUI’s communication and research teams to define the objectives, structure the information for a digital-first experience, and create a unique visual language for the publication. The result was a user-centric, visually compelling platform: www.benchmarking2020.eu.

The site is easy to navigate and structured around key themes such as employment, inequality, and industrial relations. Each section invites exploration while maintaining clarity. Rather than overwhelming the reader with dense PDF downloads, the content flows naturally across scrollable chapters, with well-placed data visualisations and interactive summaries that give each statistic the space it deserves.

Design meets purpose: a unique visual identity.

The challenge with any digital report lies in making it readable and memorable. At #inextremis, our Creative Director led the effort to design a cohesive visual identity that reflected the weight of the subject matter without sacrificing clarity. Using a palette of calm yet distinctive tones, strong typographic contrasts, and animated transitions, the report gained a fresh, contemporary look while preserving ETUI’s institutional credibility.

Equally important was the UX strategy, which was shaped through user flow mapping and interface prototyping. We focused on creating an intuitive experience where policy experts, journalists, and policymakers could easily find the insights most relevant to them.

The content was structured to accommodate linear reading and modular consultation—a key feature for online publications where user attention spans vary. Each chapter functions as a standalone piece while contributing to a cohesive narrative about the state of labour in Europe.

A model for future institutional publications

ETUI and #inextremis collaborations show what’s possible when content strategy, design thinking, and digital tools come together. The Benchmarking 2020 platform didn’t just replicate a report—it reimagined it.

For communication managers and project leaders, this project offers several takeaways:

• Digital-first thinking enables flexibility—especially in times of uncertainty.
• Visual storytelling enhances retention—data doesn’t need to be dry.
• A collaborative process with creative direction ensures both strategic alignment and design consistency.
• User experience matters—no matter how strong your content is, it must be accessible.

Ready to elevate your content?

Whether you produce annual reports, policy papers, or research-based publications, going digital is more than a trend—it’s an opportunity to connect meaningfully with your audience. The Benchmarking Working Europe 2020 project sets a new standard, and we’re proud to have helped shape it.

Let’s talk if you want to bring your institutional content to life online.

At #inextremis, we combine strategic thinking, design expertise, and a deep understanding of EU institutions to turn communication goals into impactful digital experiences.