We work where thinking meets making, turning theory into decisions, and decisions into change.
Ethics. Systems. Cognition.
Our perspective comes from long experience working inside complex organisations, where ambition often collides with structure, and good intentions struggle to become lived reality. Having led design and experience programmes across global enterprises, we have seen first-hand how culture, systems and incentives quietly determine what change is possible.
Our work is rooted in human-centred design, but it extends beyond tools and methods. We focus on the deeper conditions that allow organisations to evolve. How people make decisions. How power is distributed. How value is defined. And how progress can be shaped with care rather than force.
We design conditions, not just solutions.
At Nucleus, our purpose is to help organisations manage innovation and change with confidence. When Novartis set out to reimagine what a truly people-centric enterprise could look like, we partnered with them to create something new: a virtual environment where creativity, collaboration, and curiosity could thrive — Experience Town.
We helped Novartis reimagine how innovation happens inside the laboratory. By replacing assumptions with understanding and technology-first thinking with a human-centred approach, the Digital Labs programme uncovered genuine user needs, accelerated design outcomes, and restored confidence in the organisation’s ability to innovate with clarity, purpose, and measurable impact.
HSBC asked us to bring new life to their first-time buyer experience. Our response combined customer insight, design thinking, and a bold new visual language — transforming a traditional mortgage offer into an engaging, human story of possibility.
When BMW repositioned itself toward a more premium market, its digital experience needed to evolve. We helped redesign the mobile-first website to reflect this shift — creating a seamless, contemporary interface that matched the brand’s ambition. Through user research, iterative design, and collaborative testing, we delivered a refined online experience that feels unmistakably BMW.
We helped Avis Budget Group design a global mobile app that delivers clarity and confidence for every user. Grounded in research and guided by empathy, the app simplifies the car hire process with transparent pricing, clear progress indicators, and reassuring design cues — creating a trusted digital experience that reflects the brand’s accessible, customer-first ethos.
We helped Head & Shoulders create a social movement around confidence — transforming a brand message into meaningful participation. The One Million Acts of Confidence campaign encouraged people to share real stories of courage and positivity, turning personal moments into a collective source of inspiration and social content that reinforced the brand’s core values across every channel.
