Creative technology studio
We’re a creative tech studio building AI, immersive, and product experiences that help organisations punch above their weight — and put people first.
Who we are
For over 30 years our senior team has built cutting-edge, human-centred digital products — from launching PlayStation Online across Europe to creating the UK’s first VR medical device, helping thousands of NHS patients along the way.
We’re medtech pioneers who mix creative thinking with the latest technology to make immersive tools that matter. Our structured approach to marketing and product development delivers cost-effective solutions that make a real difference.
We build:
Selected work
From mental-health VR to industrial AR, we partner with universities, charities and enterprises to ship work that holds up in the real world.
VR · Mental health
Immersive worlds that blend mainstream music, AI and virtual reality to reduce anxiety — a research collaboration with Cardiff University and Universal Music Group.
In partnership with Cardiff University · Universal Music Group
Read case study
AR · Industry
Augmented-reality models overlaid onto live locations, bringing a £1.25bn Electric Arc Furnace to life for customers, suppliers and press long before construction.
In partnership with Tata Steel UK
Read case study
VR · Our own product
A patent-pending VR app that turns your controller into a purring cat you can stroke — launched with a playful, fully generative-AI marketing campaign.
Visit Catmosonic
VR · Training
VR that lets prison officers and clinicians experience the world from someone else's perspective, turning best practice into lasting, transformative behaviour change.
Read case study
AI · Mobile · Dementia care
A mobile app using AI to help people with early-stage dementia capture and explore nostalgic memories — built on Dr Christopher's research with Swansea University, and an Alzheimer's Society LaunchPad alum.
In partnership with Swansea University · Alzheimer's Society LaunchPad
Read case studyAt a glance
| Project | Focus | Partners |
|---|---|---|
| Melody VR | VR · Mental health | Cardiff University, Universal Music Group |
| Tata Steel UK — AR architecture | AR · Industry | Tata Steel UK |
| Catmosonic | VR · Our own product | — |
| Empathy Training | VR · Training | — |
| Memory Wall | AI · Mobile · Dementia care | Swansea University, Alzheimer's Society LaunchPad |
What we do
We shape and design marketing campaigns and product innovations that let organisations punch above their weight.
Stunning, AI-driven solutions that deliver a difference.
We craft new kinds of content and experiences across VR, AR and XR.
Spaces to inhabit, not things to watch.
We unpick the possible from the impossible, with a no-nonsense approach.
In a fast-moving world, we help you find clarity.
Nice things people say
“The app is beyond what I had hoped for. I can't wait to start testing with patients to see the impact it can unlock”
“Kev and Arron have that annoying ability to generate such intuitive and useful applications that you can't help but wonder why no-one made them before”
“Working with Important Small Things has been fantastic. The VR/MR apps they have built for us allows us to share a clear, immersive view of the new £1.25 billion Electric Arc Furnace and surrounding infrastructure well in advance of construction becoming visible. It is proving absolutely invaluable for showcasing our plans with customers, suppliers, politicians and the press.”
“When we think about the increasing number of people experiencing poor mental health and the pressures on mental health services in the UK and globally, there is a need for innovative solutions that can work at scale... VR Melody is a unique opportunity to research how UMG popular artists and their music can help reduce symptoms of anxiety and build resilience..”
“The power of music in relation to mental health is well documented. This new collaborative study which combines UMG's music catalogue and virtual reality unlocks a new avenue in the treatment of anxiety, and we hope will make a real difference to people's lives.”
R&D experiments
The idea is simple: mash together AI with our usual dev tools and see what happens.
A conversational idea generator you can drop into any website. Sparks conversations and opens up lead generation.
Reformat text, webpages and AI chat responses for clearer, more accessible reading. A free tool designed for dyslexic readers.
Get in touch
Tell us what you’re trying to build. We work with small and mid-sized organisations, charities and enterprises — and we’d love to hear from you.
Where we are
Cardiff, Wales
Based in the UK — working with clients across the UK and around the world.
Questions
We're a creative technology studio. We build human-centred AI, immersive (VR/MR/XR), product and game experiences that help organisations punch above their weight.
AI-powered mobile and web apps, VR/MR/XR experiences, games, and web portals, CMS and SaaS products — spanning marketing campaigns through to research-led product development.
Small and mid-sized organisations, charities and enterprises. We have deep experience in health, wellbeing and chronic conditions, and in working with brands that have a purpose.
Our senior team has over 30 years building human-centred technology — from launching PlayStation Online across Europe to creating the UK's first VR medical device. We're BAFTA-nominated and have helped over 1,000 NHS patients.
Tell us what you're trying to build through our contact form and we'll take it from there.
