The study investigated a small- to medium-sized enterprise (SME) that had expressed the interest to explore the potential benefits of developing design capabilities. Previously, CM had conducted a company-wide branding exercise and saw an opportunity to explore this further. During a 6-month period, the researcher was embedded at CM as a design innovation catalyst to understand what first steps the company could take and to help the firm take these steps. Through design workshops and knowledge sharing, the catalyst managed to improve the understanding of design and have employees that were more actively involved in the catalyst’s work change their behaviours.