I walked into Diageo to pitch a new design strategy.

A few weeks ago I walked into Diageo to pitch a new design strategy. The challenge: design an inclusive brand experience.

F I N N A L Y large global brands like Diageo are recognising something many of us in the creative industries have known for a long time: neurodivergent minds are a creative advantage!

Research increasingly supports this. A study published in the Journal of Creative Behavior found that individuals with ADHD often demonstrate higher levels cognitive ability to generate multiple original ideas and unconventional solutions.. a core component of creativity!

Which brings me to the past few weeks. I had the opportunity to work on a creative brief with Diageo, exploring how neurodivergence could be meaningfully integrated into the design strategy of a brand experience. The challenge was not simply to “include” neurodivergent audiences as an afterthought, but to rethink the creative concept itself through a neurodivergent lens designing an experience that embraces different cognitive styles, sensory perceptions, and ways of engaging with space. 

I’m incredibly proud that this work was recognised with Best Inclusive Concept at Diageo. 

This would never have happened without an extraordinary community of people who believe that creativity becomes stronger when more types of minds are present at the table.

A huge thank you to the brilliant team at Creative Equals and D&AD for championing this initiative and creating such a powerful opportunity!

Thank you to the wonderful Diageo team for trusting us and for your thoughtful feedback.

And remember ...

ADHD is often part of what makes creativity extraordinary!