NTT Data
Campaign Design · Experiential · Narrative Strategy
The Challenge
NTT DATA wanted to elevate its UK brand perception and engage senior business leaders in a crowded, rational B2B landscape. The challenge was not just awareness. It was emotional differentiation. NTT needed a way to communicate transformation, resilience, and long-term partnership in a way that felt human, memorable, and distinctly theirs.
My Role
I led the narrative concept, designed and art directed the campaign, translating strategic intent into a crafted storytelling-driven, through-the-line brand activation. My focus was on finding a metaphor that could carry meaning, emotion, and credibility across touchpoints, rather than relying on functional messaging alone.
The Approach
Narrative Insight
- Explored NTT’s Japanese heritage to uncover authentic narrative territory
- Identified the koi fish legend as a metaphor for perseverance, transformation, and reaching potential
- Aligned the story with NTT’s role as a partner that helps clients navigate complexity and change
Concept Development
- Built a clear narrative arc: swimming upstream, overcoming obstacles, reaching the dragon gate
- Used the story to reframe NTT’s offering as an enabler of long-term growth, not just technology solutions
Experiential Execution
- Designed custom packaging and tactile materials, crafting an interactive direct mail experience centred around participation rather than passive consumption
- Created an origami element that invited recipients to physically engage with the story
- Ensured the narrative extended seamlessly across wider OOO and digital campaigns
Outcome
- Created a highly memorable, emotionally resonant brand moment for senior decision-makers
- Sparked direct enquiries and conversations with prospective clients
- Differentiated NTT from competitors through storytelling rather than feature-led messaging
Why this matters
This campaign differentiated NTT from competitors in a rational B2B landscape by creating emotional memorability. The culturally-grounded metaphor gave senior decision-makers something to remember and reference, keeping NTT top-of-mind during long enterprise sales cycles. The interactive format sparked genuine enquiries and conversations - demonstrating that even in B2B technology, storytelling drives business development when authentically connected to brand heritage.
The Challenge
NTT DATA wanted to elevate its UK brand perception and engage senior business leaders in a crowded, rational B2B landscape. The challenge was not just awareness. It was emotional differentiation. NTT needed a way to communicate transformation, resilience, and long-term partnership in a way that felt human, memorable, and distinctly theirs.
My Role
I led the narrative concept, art direction, and design, translating strategic intent into a storytelling-driven, through-the-line brand activation. My focus was on finding a metaphor that could carry meaning, emotion, and credibility across touchpoints, rather than relying on functional messaging alone.
The Approach
Narrative Insight
- Explored NTT’s Japanese heritage to uncover authentic narrative territory
- Identified the koi fish legend as a metaphor for perseverance, transformation, and reaching potential
- Aligned the story with NTT’s role as a partner that helps clients navigate complexity and change
Concept Development
- Built a clear narrative arc: swimming upstream, overcoming obstacles, reaching the dragon gate
- Used the story to reframe NTT’s offering as an enabler of long-term growth, not just technology solutions
Experiential Execution
- Designed an interactive direct mail experience centred around participation rather than passive consumption
- Created an origami element that invited recipients to physically engage with the story
- Ensured the narrative extended seamlessly across messaging, visuals, and experience design
The Outcome
- Created a highly memorable, emotionally resonant brand moment for senior decision-makers
- Sparked direct enquiries and conversations with prospective clients
- Differentiated NTT from competitors through storytelling rather than feature-led messaging
Why This Matters
This project demonstrates how I use story as strategy.
Rather than decoration, narrative becomes a tool to:
- Simplify complexity
- Build emotional credibility
- Create moments people remember and talk about
It reflects my broader approach to branding: designing experiences people can step into, feel part of, and carry forward.
Guiding Greatness
