Behavioural science shows that 95% of human decisions are made subconsciously and intuitively, guided by our innate biases and emotions. Yet traditional creative communications are too-often designed for conscious, rational thought, and fail to effectively influence behaviour.

Ian and Aakanksha will share the key behaviour-led creative techniques that can optimise your design process, marketing campaigns and brand communications to work with – not against – the realities of human decision-making.

Your hosts

Our Creative Director, Ian has been in design for more than 25 years, delivering insight-led creative campaigns and brands for clients including Asda, Unilever, Anglian Water, Compass, Microsoft, the NHS and WWF. For WRAP’s national recycling programme Ian created the instantly recognisable recycling loop found on millions of print and packaging items across the UK. He also regularly delivers classes on the use of brand communications to deliver behaviour change.

Joining Ian is Aakanksha, one of our Behavioural Designers. Aakanksha has two Masters of Science, in both Behavioural Science for Management and Applied Behaviour Analysis. Having previously worked in an innovative behaviour change tech-start up helping them improve their employee wellbeing product and user engagement rates, she now works with us incorporating behavioural design with clients including HSBC, Network Rail, United Utilities and Transport Focus.

It promises to be an invaluable session for campaign and brand leads, marketing heads and senior communicators looking for a competitive edge in aligning communications with the real needs of customers and colleagues.

Join us

To join us on Thursday 17th February, 9:30am-11:00am. Sign up using this form or email

Please note: we will be running this session digitally via Zoom.