We design transformative experiences from the inside out to bring joy and beauty to the world. Founded in 2009, Awaken Group was inspired by the aspiration to create a more joyful and beautiful world through transforming the people, cultures and environments around us. We aim to bring a human-centred, innovation driven mindset to address the key strategic issues faced by the clients and stakeholders we work with. With few existing models, we began pioneering a new field within professional services called Transformation Design. Transformation design is an emerging field of human-centered design that integrates multiple disciplines to solve complex, systemic challenges in a values-based way to achieve sustainable impact. We believe powerful transformations come from within, aligning vision and values to create a unified identity. We uncover and foster this identity through collaborative innovation and bespoke, sustainable, and meaningful solutions. Transformation design can result in the creation of new practices, new roles, new policies, new environments, new systems, or even new organizations. As transformation designers, we need to draw from diverse disciplines ranging from strategy design, service design, concept design, and experience design to psychology, linguistics, non-verbal communications, architecture, ethnography, storytelling, and heuristics. Our values symbolize the fundamental beliefs of our organization. We need to ensure that our values are evident to everyone we encounter—our clients, staff, partners, suppliers, investors, and the community. Potential We believe that every individual has potential waiting to be unleashed Integration We believe in the power of integrating diversity to soar to new levels Community We believe in having a double bottom line — serving both corporations and community to broaden impact Togetherness We believe that one plus one can be more than two Honesty in love We have a relentless desire for truth, transparency and honesty with ourselves and our clients We take a design-thinking approach to strategic management consulting; empowering organizations to achieve sustained transformation through holistic solutions that address cultural, capability, environmental, and leadership needs for lasting impact. Our design-thinking inspired model We invented the Transformation Design (TD5™) framework to address a broader range of design challenges, moving beyond traditional product and service design to encompass user experience and interconnected systems. This integrated approach drives the creation of holistic, effective solutions that are fully owned and embraced by the organization. Dream We co-create, align and articulate your vision into tangible principles and behaviors across your organization Discover We uncover hidden pain-points and opportunities through a blend of deep conversations and strategic analysis Ideate We co-develop initial solutions with you to develop tangible, targeted initiatives tailored for your needs and pain-points Prototype We work with you to validate, improve and drive stakeholder alignment on solutions through our design and casing process Synthezise We create the communications behind the story to set the company up for success to best deliver its vision Our solutions are designed to be holistic, encompassing all elements of the SPECL™ framework Through rigorous research and over a decade of experience, we have distilled five critical elements for achieving meaningful, sustainable change into a framework we call SPECL™. Our solutions are built to drive impact across all of these dimensions to ensure that we can deliver sustained, holistic impact that has true effectiveness and staying power in organizations. Interested in learning more? Learn more about transformation design and who we are by reading our Yellow Book. Along with our core team and affiliates, we partner with over 100 global specialists and experts to curate the best team to meet client needs.
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