A long-term partnership between the UTS Design Innovation research centre (DIrc) and Aurecon has seen both entities collaborating to reshape Aurecon to become more competitive and better address the challenges brought on by the digital age and saturated marketplace. Utilising a ‘top-down’ approach, the partnership has spanned across various projects, which aim at connecting Aurecon personnel and strategy with a Design Led Innovation approach to leverage new opportunities and build capability. These programs have united Aurecon’s clientele and employees in numerous deep dives and have conducted subsequent experiments to discover areas of differentiation for Aurecon to redesign its business model and practices accordingly.