Fujitsu Safety City
Brand & Experience Learning System
A brand and product-led interactive learning experience for Fujitsu, designed to make health and safety awareness engaging, accessible, and impactful across a global organisation.
The project introduced a virtual world inspired by Fujitsu’s global operations, where learners explore environments, interact with characters, and work through real-world health and safety challenges.
Combining campaign thinking, immersive storytelling, and product design, the platform translates complex policies into an interactive system—encouraging active participation, reinforcing learning, and delivering measurable feedback through structured assessment.
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Head of Design / Creative Direction
Led creative direction and experience design across the platform
Defined the concept of a virtual world-based learning system
Guided multidisciplinary teams across UX, UI, visual design, motion, and interaction
Collaborated with stakeholders to align learning objectives, storytelling, and delivery
Contributed hands-on to interaction design, prototyping, and visual systems
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Health and safety training is often perceived as passive and difficult to engage with, particularly at global scale.
Key challenges included:
Making complex health and safety guidance engaging and memorable
Encouraging active participation rather than passive consumption
Translating real-world scenarios into meaningful digital interactions
Designing an experience that works across diverse roles, regions, and environments
Creating a scalable system that supports both learning and assessment
The goal was to move beyond traditional training formats and create something that engages users through exploration, interaction, and feedback.
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The project was approached as a combined campaign, learning, and product system, aligning storytelling, interaction, and structured assessment.
1. Campaign Concept: “Putting Health & Safety on the Map”
Developed a central concept based on a virtual world representing Fujitsu’s global operations
Positioned health and safety as something to be explored, understood, and applied
Created a narrative framework that connects different environments, roles, and scenarios
2. Virtual World & Interaction Design
Designed an immersive world where users navigate environments and engage with scenarios
Introduced virtual characters to guide learning through conversation-based interactions
Enabled users to explore challenges in a contextual and relatable way
3. Conversational Learning
Used dialogue-based interactions to simulate real-world situations
Allowed users to make decisions and understand consequences
Created a more human, engaging approach to complex topics
4. Structured Assessment & Feedback
Designed a rapid-fire test following exploration to reinforce learning
Provided immediate feedback to help users understand their performance
Created a clear loop of:
explore → interact → test → learn
5. Scalable System Design
Built reusable components and interaction patterns
Ensured the platform could scale across scenarios, roles, and content
Created a flexible framework for future expansion
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A dedicated visual system was developed to support both engagement and clarity:
Visual Language: Engaging, immersive, and accessible to support exploration
World Design: Environments inspired by real-world contexts and operations
Interaction Design: Guided, intuitive, and supportive of learning progression
Consistency: Unified across scenarios, characters, and assessment
The system balances approachability and clarity, ensuring the experience is engaging without losing focus on learning objectives.
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From a product perspective, the platform was designed to:
Support structured, scenario-based learning journeys
Encourage exploration and active participation
Provide clear feedback through assessment and testing
Enable scalable delivery across global teams and contexts
The platform functions as both:
an interactive learning tool
and a scalable digital training system
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Outcomes
Delivered a cohesive campaign, brand, and learning system for health and safety
Created an engaging virtual world experience that encourages participation
Improved understanding through interactive scenarios and feedback loops
Established a scalable platform for ongoing learning and development
Key Takeaways
Immersive environments can transform traditional training into engaging experiences
Conversation-driven interaction helps simplify complex topics
Structured feedback loops reinforce learning and retention
Combining campaign thinking with product design creates more impactful outcomes
