As part of developing my project, I created a brand growth tree for NeuroRoutes, exploring where the concept could evolve beyond its first edition, Surviving the Underground. Starting as a London specific guide designed for dyslexic travellers like myself, the tree helps visualise how the brand could grow into something larger, more structured, and nationally or even globally impactful.
Breaking the tree into levels helped clarify the natural progression: from small, playful local projects in UK cities like Nottingham and Bristol, to a more cohesive national travel series, and eventually to international editions. Each stage reflects not only geographic growth but a deepening commitment to supporting neurodivergent minds with humour, empathy, and design.
Creating this growth map made me realize that NeuroRoutes is more than a one-off guide it has the potential to become a publishing platform, a toolkit, and even a lifestyle brand centered around everyday navigation. It also reminded me of the importance of designing with both flexibility and structure, so that the brand can adapt to new environments while staying true to its voice.
This exercise has helped me clarify both the scope and soul of the brand. It’s no longer just about getting from A to B, it’s about making space for neurodivergent ways of seeing, moving, and mapping the world.