Auckland, New Zealand – August 8 2017 Cognition, a design thinking-led management consultancy powered by IBM Cloud, has been officially launched today by leading systems integrator Certus Solutions, in alliance with IBM Australia and New Zealand. Cognition’s mission is to empower organisations to transform, innovate and thrive by integrating a design thinking approach into the development of cognitive solutions that enhance people’s lives.

Cognition’s app “garage” service has been spun out of its parent company, Certus, a Platinum IBM Business Partner that provides IBM-enabled solutions to enterprises across Australia and New Zealand. Powered by Bluemix, IBM’s cloud platform, Cognition’s approach will provide enterprises with the perfect combination of people-centred design and agile development methods to improve solution development, efficiency and marketability.

Cognition’s team is led by Managing Partner, Craig Parnham; the former CEO of Sush Mobile, Head of Mobile Products for Spark New Zealand and General Manager of Telstra Digital, who says that Cognition’s philosophy is to create outcomes centred on users to accelerate value creation.

“Cognition is a change agent, bringing together elements from technology, design and business to manifest a new reality. It is at the intersection of three unique and complementary disciplines that Cognition fulfils its purpose,” said Craig Parnham, Managing Partner, Cognition Studio.

Cognition’s approach leverages industry best practices that help brands be as nimble and dynamic as today’s disruptive start-ups, and it uses a broad range of proven service design methods to help create differentiated service experiences. Its dynamic design-thinking methodology is inspired by a range of respected design-thinking methodologies; to ensure that a flexible toolkit can be applied across a broad range of customer engagements. 

“We’re excited to work with strong IBM Business Partners like Certus who accelerate innovation with design thinking and new development methodologies,” says Shawn Murray, Worldwide Director of IBM Bluemix Garage.

Cognition’s services to clients span a broad range of industries and incorporate elements of IBM’s solution stack, including its cloud platform, Bluemix, as well as cognitive and artificial intelligence services via Watson. Combined with design-thinking principles, these innovations are used to build solutions tailored to each company’s goals, vision and strategy. 

The newly launched company is already working with a range of well-known brands to realise its goal of using design led thinking to enhance human experiences across the commercial sector in Australia and New Zealand.

About Cognition
Cognition’s mission is to empower dynamic organisations in Australia and New Zealand to transform, innovate and thrive by instilling its unique design thinking approach into cognitive solutions that make people’s lives better and enhance human experiences. Spun out of its parent company, Certus and powered by IBM Cloud technology and services, Cognition combines people-centred design and agile development methods that will improve solution development efficiency and marketability. Founded by Managing Partner, Craig Parnham and Innovation Director, Margaret Hartwell, Cognition’s philosophy is to create outcomes centred around users to accelerate value creation. For more information see:

About Certus
Certus brings fresh ideas to enterprises across Australia and New Zealand, using the power and capability of IBM software. Every day more than 600 corporate and government organisations rely on software, technology and licensing solutions provided by a team of over 200 people at Certus. Spanning Digital Business Strategy, Information Management, Business Analytics, Enterprise Asset Management, Mobility and Cloud, Certus helps its clients make relevant choices, deliver tangible results and connect project outcomes to customer expectations. For more information please see: or for images to go with this story please see:

Cognition Australia & New Zealand Media Contact
Louise Roberts
Sphere PR
T: Australia +61 (0)2 9958 0498 – New Zealand: +64 (0)9 889 0288
M: +61(0)405 579633