Building a strategy grounded in real insight from young people and youth workers, not assumptions

In 1998, a graphic design Master's dissertation unexpectedly became the foundation for a real digital intervention used with young offenders. This article explores how behavioural design, interactive storytelling and youth-focused communication helped create a tool that engaged young people long before apps existed.

In 2011, Prime Minister David Cameron visited my studio at Leicester’s LCB Depot to meet creative businesses in the Midlands. It was an unexpected moment that highlighted the role creative industries play in social communication, behavioural design, and youth engagement projects.

When an unused pub in Sheffield was purchased by the council the challenge was not simply refurbishment — it was creating a place young people actually wanted to spend time in. By involving young people directly in the design process, the building transformed into a vibrant youth space with a gym, café, computer zones and performance areas. This project shows how environment, design and participation can shape behaviour and create spaces young people feel proud to use.

A youth centre starts influencing behaviour before any conversation begins. The design of the space — colours, layout, imagery and atmosphere — quietly sends signals about safety, belonging and possibility. In this article, we explore how thoughtful youth centre design can encourage engagement, build confidence and create environments young people genuinely want to spend time in.