Announcing the world’s first neuro-design lab


The directors of Purpose are pleased to announce their involvement as founding partners in a new company that will provide a unique resource for UK and global brands. Beautiful Mind, in collaboration with internationally acclaimed neuroscientist Dr Beau Lotto, brings together the latest knowledge in neuroscience, behavioural science and design thinking to offer brands a new way of looking at customer and client behaviours.

The company pioneers understanding of perception and applies it to create transformational experiences. Beautiful Mind will also produce its own innovative products, services and experiences informed by the combined intelligence of these disciplines.

Beautiful Mind recognises that the world is changing at pace and that for many companies this creates the need for constant innovation. Only in this way can they stay relevant, stay ahead and stay in business. The fuel for innovation is seeing differently and thinking differently. That is what Beautiful Mind does: helps businesses to see and think differently.

At the centre of Beautiful Mind’s different world view is the belief that you need to ask good questions, different questions, to elicit transformational answers. This requires a shift in corporate thinking which typically looks for answers that improve efficiency. The Beautiful Mind team is skilled in posing questions that will stimulate creativity and create compelling new narratives for our brains to adopt in order to think (and behave) differently. Beau Lotto articulates this on the Purpose website – please click here to view.


Through the collaboration of leading designers and its team of neuroscientists, Beautiful Mind creates the opportunities to differentiate a business in a way that no other design process or business consultancy can. It enables brands and businesses to better understand the way their market and their audiences think and behave to deliver more compelling and relevant interactions with them.

They do this by uncovering the nuances of context, by asking better questions and challenging received wisdoms, using proven scientific research methods to identify new and often surprising truths. To facilitate this, they create ‘spaces of discovery’ to engage with clients and create appropriate and truly embodied experiences. By improving our understanding of context, and determining the reception of a brand’s output, they enable that output to be re-moulded or adapted to have greater resonance. In this way, the application of neuroscience to foster an understanding of behaviours gives brands greater confidence to respond with distinctive and compelling creative solutions.

Clients are able to draw on three services: delivered talks, workshops and tailored primary research programmes. These three services can be accessed individually or together. They are the key to a process that has delivered inspiration and new ways of looking at markets globally through the likes of TED, Oxford and London universities, Google and the G8 summit.

The team’s neuroscientists create the research used by researchers. Beautiful Mind first helps clients to ask the right questions, then uses scientific methodologies to provide transformative answers. In the process, they are also dedicated to furthering scientific understanding of human and organisational behaviour. Through the involvement of Purpose, they are then able to turn these new discoveries into tangible, deliverable and surprising assets.

Beautiful Mind is currently developing several experiential products, including an interactive ‘digital tree’ in a prime London location; a social network in development in Silicon Valley and a pop-up laboratory in the form of a night club/cabaret which liberates field research from the inhibiting contrivances of a focus group setting – a format that Beau Lotto explored with great success during residency at the Science Museum in London.



“The better we can understand how we perceive the world around us, the more effective we can create communication and experiences that better connect with people. We are incredibly excited about the collaboration with LottoLab and the opportunities it brings to create positive transformation.”



“Contemporary businesses need to be agile and not simply efficient to survive. Agility goes hand in hand with creativity, which in turn requires us to see things differently and, in the process, embrace uncertainty. While uncertainty is a complete anathema to human nature, Beautiful Mind, through its original research and insights into human perception and behaviour, can create the physical and emotional space for businesses to ask difficult questions that challenge certainties and thereby provide answers that offer the greatest potential for innovation.”


If you would like further information about Beautiful Mind, please contact Stuart Youngs at


Purpose is a creatively driven brand consultancy. Through our broad range of branding, communication and creative skills we help our clients to communicate more effectively and build brands that stand out, connect and prosper. We’re forty strong, independent and we’re listed in the Design Week league table of the Top 10 Creative Award winning agencies.

Beautiful Mind
Beautiful Mind is the world’s first neuro-design lab. The limited company is a formal collaboration between Beau Lotto’s company Lottolab and Purpose. The founders of Beautiful Mind are Dr Beau Lotto, Professor of Neuroscience at University College London, Neuroscientist Dr Rich Clarke, Theatrical Producer Anna Starkey, Primatologist and Behavioural Scientist Isabel Behncke, Semiotician, Linguist and Cultural Analyst James Carney, and from Purpose; Stuart Youngs, Giles Redmayne, Rob Howsam and Terry Carrington.

Dr Beau Lotto/Lottolab
Dr Beau Lotto is a globally renowned neuroscientist whose studies in human perception have taken him beyond the scientific domain into the fields of education, the arts and business. He is equally at home creating scientific experiments or art installations, giving talks, delivering workshops designed for corporate leaders or making TV programmes (for BBC’s Horizon, the National Geographic Channel and PBS). Beau has given two TED talks, a relatively rare honour, and is scheduled to speak at a Google Zeitgeist event and the G8 Summit in 2013.