diff --git a/.travis.yml b/.travis.yml
index 5988ad9cb..826a00e14 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -23,7 +23,7 @@ after_success:
 
 before_deploy:
   - npm run build
-  - npm run docs
+  - ASSET_PATH=/thema/ npm run docs
 
 deploy:
   - provider: script
diff --git a/package.json b/package.json
index ed602062f..30275c03d 100644
--- a/package.json
+++ b/package.json
@@ -23,7 +23,7 @@
     "build:browser": "webpack --mode production && tsc --emitDeclarationOnly --project tsconfig.browser.json",
     "build:lib": "tsc --project tsconfig.lib.json",
     "dev": "webpack-dev-server --mode development --hot --open",
-    "docs": "npm run build:lib && npm run docs:readme && npm run docs:gallery && npm run docs:app",
+    "docs": "npm run build:browser && npm run docs:readme && npm run docs:gallery && npm run docs:app",
     "docs:readme": "ts-node --files src/scripts/readme.ts",
     "docs:gallery": "ts-node --files src/scripts/gallery.ts",
     "docs:app": "webpack --mode production --env.docs=true",
diff --git a/src/demo/app.tsx b/src/demo/app.tsx
index 73e8019e4..92610415e 100644
--- a/src/demo/app.tsx
+++ b/src/demo/app.tsx
@@ -4,15 +4,6 @@
  * Provides an interface for switching of both example and theme.
  * Used for human 🤗 user acceptance testing 👍 and robot 🤖
  * visual regression testing.
- *
- * For HTML content and Javascript modules,
- * switching is achieved via Parcel's [dynamic importing of modules]
- * (https://parceljs.org/code_splitting.html). Note that this seems to load
- * content for all examples and all themes i.e. it is not truly lazy.
- *
- * For CSS, this `import()` approach did not work, maybe because it loads all the
- * CSS stylesheets into the global DOM. So, we take the approach of
- * enabling/disabling `<link>` elements.
  */
 
 import React from 'react'
diff --git a/src/demo/editor/header.tsx b/src/demo/editor/header.tsx
index b23299ac6..ab6397b7c 100644
--- a/src/demo/editor/header.tsx
+++ b/src/demo/editor/header.tsx
@@ -3,6 +3,7 @@ import ReactDOM from 'react-dom'
 import { examples } from '../../examples'
 import { getExample, setExample } from '../utils/preview'
 import { ViewportToggle } from './viewportToggle'
+import { ASSET_PATH } from '../utils'
 
 interface Props {
   exampleContent: string[]
@@ -10,7 +11,7 @@ interface Props {
 
 export const HeaderBase = (): JSX.Element => {
   return (
-    <a href="/">
+    <a href={ASSET_PATH}>
       <img src="https://stenci.la/img/stencila-logo.svg" />
 
       <span className="name"> Thema</span>
diff --git a/src/demo/styles.css b/src/demo/styles.css
index 9cac33191..1d30cab04 100644
--- a/src/demo/styles.css
+++ b/src/demo/styles.css
@@ -134,7 +134,7 @@ main {
     text-transform: capitalize;
   }
 
-  & > a[href^='/editor?'] {
+  & > a[href*='editor?'] {
     order: -1;
     display: block;
     border-bottom: 1px solid var(--color-neutral-400);
diff --git a/src/demo/templates/template.html b/src/demo/templates/template.html
index 321174c54..87dd25fcd 100644
--- a/src/demo/templates/template.html
+++ b/src/demo/templates/template.html
@@ -47,7 +47,10 @@ <h4>Pull Request</h4>
     </menu>
 
     <main>
-      <iframe id="preview" src="/examples/articleReadme.html"></iframe>
+      <iframe
+        id="preview"
+        src="<%= ASSET_PATH %>examples/articleReadme.html"
+      ></iframe>
     </main>
 
     <div id="modalTarget"></div>
diff --git a/src/demo/utils/index.ts b/src/demo/utils/index.ts
index 27f26f4ab..47be51259 100644
--- a/src/demo/utils/index.ts
+++ b/src/demo/utils/index.ts
@@ -1,5 +1,7 @@
 import { translate } from '../../util'
 
+export const ASSET_PATH = process.env.ASSET_PATH ?? '/'
+
 export interface ThemeObject {
   [key: string]: string
 }
diff --git a/src/demo/utils/preview.ts b/src/demo/utils/preview.ts
index 7216580aa..ef45e0c06 100644
--- a/src/demo/utils/preview.ts
+++ b/src/demo/utils/preview.ts
@@ -1,4 +1,4 @@
-import { keys } from '.'
+import { keys, ASSET_PATH } from '.'
 import { examples, resolveExample } from '../../examples'
 import { append, create } from '../../util'
 
@@ -21,7 +21,10 @@ export const setExample = (example: string): void => {
 
   const preview = getPreview()
   if (preview !== null && !preview.getAttribute('src')?.includes(example)) {
-    preview.setAttribute('src', `/examples/${resolveExample(example)}.html`)
+    preview.setAttribute(
+      'src',
+      `${ASSET_PATH}examples/${resolveExample(example)}.html`
+    )
   }
 }
 
diff --git a/src/demo/utils/theme.ts b/src/demo/utils/theme.ts
index 37b09b1a6..7b2a18026 100644
--- a/src/demo/utils/theme.ts
+++ b/src/demo/utils/theme.ts
@@ -1,4 +1,4 @@
-import { diff, objToVars, ThemeObject } from '.'
+import { diff, objToVars, ThemeObject, ASSET_PATH } from '.'
 import { styleEntry, themes } from '../../browser'
 import { append, create, prepend } from '../../util'
 import { keys } from './index'
@@ -11,7 +11,7 @@ import {
 
 export const getThemeCSS = (theme: string): string => {
   const req = new XMLHttpRequest()
-  req.open('GET', `/themes/${theme}/styles.css`, false)
+  req.open('GET', `${ASSET_PATH}themes/${theme}/styles.css`, false)
   req.send(null)
   return req.responseText
 }
@@ -35,7 +35,7 @@ export const themeSet = (theme: string): void => {
 
   const themeStyles = create('link')
   themeStyles.setAttribute('rel', 'stylesheet')
-  themeStyles.setAttribute('href', `/themes/${theme}/${styleEntry}`)
+  themeStyles.setAttribute('href', `${ASSET_PATH}themes/${theme}/${styleEntry}`)
   themeStyles.setAttribute('id', 'themaStyles')
 
   const previewDoc = getPreviewDoc()
@@ -62,7 +62,7 @@ export const themeSet = (theme: string): void => {
 
     const themeScript = previewDoc.createElement('script')
     themeScript.type = 'text/javascript'
-    themeScript.src = `/themes/${theme}/index.js`
+    themeScript.src = `${ASSET_PATH}themes/${theme}/index.js`
     themeScript.classList.add('themeScript')
 
     previewDoc.body.appendChild(themeScript)
diff --git a/src/scripts/examples.ts b/src/scripts/examples.ts
index 3a12118f1..1deefa505 100644
--- a/src/scripts/examples.ts
+++ b/src/scripts/examples.ts
@@ -85,29 +85,8 @@ function articleAntibodies(): Promise<string | undefined> {
   )
 }
 
-/**
- * Transforms implicit relative URLs (`somePath.jpg`) found in the generated example HTML documents, into
- * explicitly relative paths ('./somePath.jpg'). This allows the assets to be discovered inside the Theme Editor iframe.
- */
-const qualifyRelativeUrls = (): void => {
-  EXAMPLES.map(example => {
-    const filePath = `${ex(example.name)}.html`
-    const contents = fs
-      .readFileSync(filePath)
-      .toString()
-      .replace(
-        /((?:src|href)=["'])(?!(?:https?)?:\/\/)([^/#.][^'"]+)/gm,
-        '$1./$2'
-      )
-
-    fs.writeFileSync(filePath, contents)
-  })
-}
-
 // Run each function
-Promise.all(EXAMPLES.map(example => example()))
-  .then(() => qualifyRelativeUrls())
-  .catch(err => console.error(err))
+Promise.all(EXAMPLES.map(example => example())).catch(err => console.error(err))
 
 // Generate `../examples/examples.ts`
 fs.writeFileSync(
diff --git a/src/scripts/gallery.ts b/src/scripts/gallery.ts
index e1fe7ed16..4cf1aa21a 100644
--- a/src/scripts/gallery.ts
+++ b/src/scripts/gallery.ts
@@ -67,7 +67,7 @@ async function generateGallery(): Promise<void> {
           theme,
           await generateSummary(
             theme,
-            `/editor?theme=${theme}`,
+            `./editor?theme=${theme}`,
             example as Article
           )
         ]
diff --git a/webpack.config.js b/webpack.config.js
index fe1a82b41..0c0ff194f 100644
--- a/webpack.config.js
+++ b/webpack.config.js
@@ -10,6 +10,7 @@ const ScriptExtHtmlWebpackPlugin = require('script-ext-html-webpack-plugin')
 const { DefinePlugin, HotModuleReplacementPlugin } = require('webpack')
 
 const contentSource = 'src'
+const ASSET_PATH = process.env.ASSET_PATH || '/'
 
 // Convert absolute filepaths to project relative ones to use as
 // output destinations.
@@ -32,7 +33,9 @@ module.exports = (env = {}, { mode }) => {
   const contentBase = isDocs ? 'docs' : 'dist'
 
   const entries = [
-    './src/**/*.{css,ts,tsx,ttf,woff,woff2}',
+    './src/**/*.{css,ts,tsx,html,ttf,woff,woff2}',
+    // Template are used as basis for HtmlWebpackPlugin, and should not be used as an entry points
+    '!./src/demo/templates/*',
     // Don’t compile test files for package distribution
     '!**/*.{d,test}.ts',
     // These files make use of Node APIs, and do not need to be packaged for Browser targets
@@ -43,7 +46,7 @@ module.exports = (env = {}, { mode }) => {
     // Don’t build HTML demo files for package distribution
     ...(isDocs || isDevelopment
       ? ['./src/**/*.{jpg,png,gif}']
-      : ['!**/demo/*', '!**/examples/*'])
+      : ['!**/*.html', '!**/demo/*', '!**/examples/*'])
   ]
 
   const entry = globby.sync(entries).reduce(
@@ -63,7 +66,10 @@ module.exports = (env = {}, { mode }) => {
           new HtmlWebpackPlugin({
             filename: 'editor/index.html',
             template: './src/demo/templates/template.html',
-            chunks: ['demo/styles', 'themes/stencila/styles', 'demo/app.tsx']
+            chunks: ['demo/styles', 'themes/stencila/styles', 'demo/app.tsx'],
+            templateParameters: {
+              ASSET_PATH
+            }
           }),
           new HtmlWebpackPlugin({
             filename: 'index.html',
@@ -80,11 +86,12 @@ module.exports = (env = {}, { mode }) => {
   return {
     entry,
     resolve: {
-      extensions: ['.ts', '.tsx', '.js', '.css']
+      extensions: ['.ts', '.tsx', '.js', '.css', '.html']
     },
     mode: mode || 'development',
     output: {
       path: path.resolve(__dirname, contentBase),
+      publicPath: ASSET_PATH,
       filename: '[name].js'
     },
     devServer: {
@@ -94,6 +101,7 @@ module.exports = (env = {}, { mode }) => {
     plugins: [
       new CleanWebpackPlugin(),
       new DefinePlugin({
+        'process.env.ASSET_PATH': JSON.stringify(ASSET_PATH),
         'process.env.NODE_ENV': JSON.stringify(process.env.NODE_ENV),
         'process.env.VERSION': JSON.stringify(
           process.env.VERSION || pkgJson.version
@@ -105,12 +113,6 @@ module.exports = (env = {}, { mode }) => {
       // non TypeScript/JavaScript files (i.e. for font and CSS files).
       new FileManagerPlugin({
         onEnd: {
-          copy: [
-            {
-              source: 'src/examples/*.{html,html.media}',
-              destination: `${contentBase}/examples/`
-            }
-          ],
           delete: [
             `${contentBase}/**/styles.js`,
             `${contentBase}/**/styles.js`,
@@ -134,6 +136,22 @@ module.exports = (env = {}, { mode }) => {
           }
         },
         { test: /\.ejs$/, loader: 'ejs-loader' },
+        {
+          test: /\.html$/i,
+          // Don't transform HtmlWebpackPlugin generated file
+          exclude: /template\.html$/i,
+          use: [
+            {
+              loader: 'file-loader',
+              options: {
+                name: '[name].[ext]',
+                outputPath: fileLoaderOutputPath
+              }
+            },
+            'extract-loader',
+            'html-loader'
+          ]
+        },
         {
           test: /\.(css)$/,
           use: [