Takeda were opening a new learning & development centre in Cambridge, Massachusettes USA, following the success of the previous year’s launch in Tokyo, for which I was also Creative Director. I recommended the building itself should become a learning and development environment – one that grounds users in the Takeda philosophy, orients, inspires and challenges them. In this context the building is not just a ‘box’ or ‘destination’ in which learning takes place, and the screens are not just there to ‘display content’.

Our motion assets created an environment of continuous learning and development. We developed a mix of didactic, challenging and playful content and gave the building a ‘tone of voice’ with which it would encourage and provoke attendees. These elements were drawn together with an interactive touchscreen ‘Mind Palace’ experience. We used expertise in behaviour and cognitive biases to disrupt and engage users – and maintain their attention. My role was Strategy, UX, Content and Creative and Art Direction, design and some illustration, working with a small team including the formidable Carrie King and client-whisperer Izzy Mayers-Head .