Amplified Intelligence
Creating a gamified learning platform designed to turn training into an engaging, playful experience. Built from the ground up, the platform combines intuitive learning journeys, immersive visual worlds and rewards to encourage participation and progression.
CLIENT
T&P | WPP
ROLE
Lead Designer & Concept Lead | Art Director | UX | Branding & Identity
AGENCY
T&P
YEAR
2025
01 THE CHALLENGE
Making mandatory learning
feel worth completing
AI training can easily become another piece of content people are expected to click through. The challenge was to create an experience that felt approachable, rewarding and distinctive enough to encourage continued participation.
I developed the platform from the ground up, defining its structure, interaction model and visual identity around one central idea:
make learning a gamified experience.
02 THE CONCEPT
Learn. Progress. Collect.
Explore
Choose a learning pathway.
Complete
Work through the modules & challenges.
Collect
Earn badges that make progress visible.
03 EXPERIENCE ARCHITECTURE
Building the learning journey
Rather than presenting users with a flat catalogue of training, I organised the experience into progressively deeper layers, from broad learning territories to individual courses and achievements.
Entry point
Clear guidance for a seamless start.
Learning pathways
Large destination cards simplify navigation.
Course modules
Consistent thumbnails create recognition across content.
Progress signals
Achievements reward continued participation.
04 THE LEARNING WORLDS
One system. Different learning worlds.
A shared structure keeps navigation intuitive, while the two-colour pairings, native to the T&P rebrand, give each world a distinct identity.
05 BUILT TO EXPAND
Distinct, but connected
Each topic becomes a new corner of a vast computational playground, connected through a shared visual language.
Audience
Creative Studio
EM Sidekick
Synthetic Research
06 GAMIFICATION
Earn as you learn.
Completing courses unlocks collectable badges, designed to celebrate progress both within the platform and beyond it, from LinkedIn to email signatures.
07 THE AI ASSISTANT
Meet C.A.T
The virtual assistant acts as a friendly guide and narrator throughout the learning experience, introducing moments of feedback, encouragement and humour.
Encourage
Positive reinforcement after progress
React
Emotional feedback during interactions
Guide
Support users through the learning journey
08 BRINGING THE SYSTEM TOGETHER
Every element.
One experience.
From navigation and learning architecture to imagery, progression, achievements and assistance, each component was designed as part of one connected experience.
09 FROM PLATFORM TO PRODUCT
Taking the experience global
Following its launch, the learning platform evolved into PLAI, a product of T&P and WPP, designed to bring the experience to other businesses. As lead designer, I developed PLAI’s visual identity from the original platform, creating a flexible brand system that extends across campaigns, social and events.
