CENTRE FOR CREATIVE BUSINESS INNOVATIONMobilizing the Power of Innovation

OPPORTUNITIES FOR SUPPORT AND PARTNERSHIP

CENTRE FOR CREATIVE BUSINESS INNOVATION (CCBI)BRIDGING THE INNOVATION GAP

BARRIERS TO BUSINESS INNOVATION THE CCBI SOLUTION

Zero or negative business growth

• The CCBI will reduce the risks and costs of innovation, making it easier for companies to develop, integrate and commercialize the creative solutions and process improvements that support growth and prosperity.

Slow to innovate and adapt to change

• Humber has a proven Innovation Pathway that accelerates the development and commercialization of new products, processes and services.

• Business and community organizations will bring problems and projects to the CCBI, where they will collaborate with interdisciplinary teams of faculty, students and industry experts. Each team will be carefully selected, with the right blend of skills and experience to deliver results.

• CCBI experts bring the creative thinking, deep industry knowledge and technical expertise that companies need to develop breakthrough solutions. In the past year alone, we have successfully completed more than 180 innovative, industry-partnered projects.

• Humber students will be actively involved in CCBI projects, contributing the next-generation ideas, talent and fresh perspectives that drive competitive advantage.

Little or no access to R&D facilities

• The CCBI will be housed in a world-class, applied research and innovation facility, located in the Greater Toronto Area (GTA), with convenient access to major transportation routes.

• A centralized application process will give businesses fast and easy access to the extensive resources of the CCBI facility and Humber’s Centre of Innovation (COI) network.

• The CCBI will provide a low-risk, low-cost environment, where businesses can develop creative concepts and experiment with leading-edge equipment and technologies without the need to invest in their own R&D infrastructure.

• The CCBI facility has been specifically designed to encourage innovation and creativity. Open, flexible spaces offer the ideal environment for networking, applied research, project work and the free exchange of ideas. The CCBI will also provide technology-enhanced classrooms and laboratories to support academic programming in creative, media and performance arts.

• The CCBI project teams will measure and evaluate the progress and outcomes of each initiative to ensure that we achieve the intended results.

Limited capital for investment

• Humber’s Applied Research and Innovation Department will help companies access grant funding and make crucial connections with investors.

The CCBI will be a hub of creativity-driven innovation, focused on helping companies and communities commercialize concepts, improve processes, engage more deeply with clients and develop breakthrough solutions to complex challenges.

BARRIERS TO BUSINESS INNOVATION THE CTI SOLUTION

Lack of highly-skilled personnel

• Companies will have convenient access to the professional-level skills and guidance of the CCBI’s project teams to solve complex challenges, create new processes and commercialize new concepts.

• Working on CCBI projects, students will develop the technical expertise, entrepreneurial attitudes, interpersonal skills and problem-solving abilities to become innovators and change leaders in the workplaces of tomorrow.

• The CCBI will help companies train and re-skill employees by offering customized programs in creative skill development, contemporary technologies and business strategies.

• The CCBI will also expand Humber’s existing outreach programs to increase creative skill development and career awareness in young Canadians.

Difficulty commercializing

ideas

• Humber is a respected educational leader in creative arts, digital media production, interaction design and business enterprise. Our faculty expertise, the depth and breadth of our programming and our established relationships with more than 4,000 industry partners provide a strong platform for helping businesses pursue new opportunities, new markets and new sources of revenue.

• Faculty and students at Humber’s Business School will help companies commercialize new concepts and improve business processes by creating business and marketing plans, determining the ROI of business investments and providing valuable insight into specialized fields, such as Digital Business Management, International Business and Entrepreneurial Enterprise.

• A major obstacle to commercializing new products is the cost and difficulty of building prototypes. At the CCBI, companies will use sophisticated simulation software to design, prototype and test new products in an interactive virtual environment. They will also have access to the prototyping facilities at Humber’s Centre for Technology Innovation (CTI) building on the North Campus, where they will be able to create high-quality physical prototypes, models and product parts.

• CCBI project teams will help companies reduce development risk and get their products to market faster, at a lower cost. Using the CCBI’s advanced technologies, they will create virtual prototypes in a fraction of the time and expense required for traditional build/test prototyping. Virtual prototyping helps companies swiftly identify and eliminate design flaws, evaluate manufacturability and assess customer interest – all before product production even starts.

Under-investment in technology

• Companies often hesitate to invest in new, unproven technologies and equipment. Because CCBI teams are not affiliated with any suppliers, they will offer unbiased evaluations to help businesses make informed decisions about their digital media hardware, software and equipment purchases.

• Businesses will also be able to reduce their investments in expensive infrastructure by accessing equipment and resources that are unique in the GTA, such as the CCBI’s sophisticated Usability Lab for evaluating user experiences.

Concerns about intellectual property

(IP) rights

• Humber respects the intrinsic value of innovation and invention. We have a fair and well-established Intellectual Property policy that gives our industry partners full control and responsibility for their intellectual property, from ideation to commercialization. www.humber.ca/policies/intellectual-property-policy

TABLE OF CONTENTS

6

14

18

THE INSPIRATION ECONOMY

PARTNER WITH US

FUNDING OPPORTUNITIES

GAME-CHANGING IDEAS AND

THE INGENUITY TO MAKE THEM HAPPEN

4: Canada’s Innovation Gap

CANADA’S INNOVATION GAP A study of more than 300 business professionals from large

organizations worldwide found that “companies that embrace

creativity outperform their peers and competitors” in revenue

growth, market leadership, talent acquisition and other key

performance indicators.1 Yet Canadian companies have been

slow to make the connection between creativity-driven

innovation and business success.

Industry and government leaders agree that Canada is being

internationally outperformed and economically disadvantaged by

a persistent innovation gap. In the Conference Board of Canada’s

most recent Innovation Report Card, Canada earned only a “C”

for innovation performance and was ranked ninth among 16 peer

countries.2

Efforts to close that innovation gap have typically focused on

the digital revolution and disruptive technologies to open up new

avenues for growth, revenue and efficiency. But technology is not

enough.

THE INSPIRATION ECONOMYCreativity is the fuel that powers innovation. Without it, innovation is little more than a game of chance. Breakthrough solutions come

from ideas – both big and small – that originate when people take calculated risks and challenge conventional thinking. Creative people

think differently. They look at the world in new ways, ask new questions and generate new ideas that drive innovation and business

growth. In the emerging “inspiration economy” creativity is a valuable currency and is rapidly becoming the key to competitive advantage.

SHORT-LIVED COMPETITIVE ADVANTAGE IS THE NEW NORMAL Creating and sustaining competitive advantage in today’s fast-paced, interconnected world

is one of the biggest challenges facing businesses today.

Barriers between industries are disappearing and competition can now come from any

industry and any global location. Competitors move in swiftly, advantages are copied

instantly, new technologies decimate industries and new markets emerge virtually

overnight. Access to a world of choice has also made customers more unpredictable and

demanding, with a growing appetite for personalized service and product customization.

As competitive advantage becomes more transient, all companies – even the largest

enterprises – must become more agile, adaptable, proactive and entrepreneurial. They

have to be ready to exploit short-lived opportunities and respond rapidly to non-traditional

competitors and unexpected market threats.

Companies must get better at understanding what people need and will pay for and at

designing experiences that delight and engage their customers. Most importantly, they

need access to the game-changing ideas, deep expertise and advanced technologies that

power creativity-driven innovation.

CENTRE OF CREATIVE BUSINESS INNOVATION In response to the growing emphasis on innovation in Canada, Humber is developing

a dynamic new Centre for Creative Business Innovation (CCBI), focused specifically on

helping businesses and communities develop creative solutions in an era of massive

disruption.

The CCBI will be an integral part of Humber’s Centre of Innovation network, integrating

the power of creative thinking with leading-edge technologies, data analytics and sound

business strategies.

6: The Inspiration Economy

CREATIVITY INNOVATION PRODUCTIVITY PROSPERITY

CREATIVITY PROSPERITY CHAIN

HUMBER’S CENTRE OF INNOVATION NETWORKHumber is establishing a ground-breaking network of

three interdisciplinary Centres of Innovation (COIs).

These COIs are a strategic priority for Humber and will

focus on key areas of proven strength and industry sector

growth.

The three COIs include:

• Barrett Centre for Technology Innovation

• Centre for Creative Business Innovation

• Centre of Innovation in Health & Wellness

To unlock the potential of new technologies, companies need

creative thinkers. They need a robust pipeline of creative ideas

to solve complex problems and develop impactful products and

services. They also need the right mix of expertise and highly-

skilled talent to transform those ideas into marketable innovations

that deliver competitive advantage. Creativity is a “must have”

quality for companies that want to compete in the innovation race.

HUMBER'S CENTRE OF INNOVATION NETWORK

CREATIVE SOLUTIONS FOR BUSINESS CHALLENGESEnvisioned as an innovation catalyst, the CCBI will act as an outsourced applied R&D

department for companies of all types, from startups and SMEs (small to medium

sized enterprises) to large corporations.

The CCBI will provide a supportive, low-risk environment where businesses can bring

their projects and collaborate with experienced advisors and professionals to solve

problems, test concepts, improve user experiences and commercialize new products.

The CCBI will create real value for businesses by helping them:

The CCBI will also support social innovation, drawing on the ingenuity and skills

of our project teams to improve lives and help communities thrive.

The CCBI will create real value for businesses by helping them:

• Increase innovation capacity.

• Generate new revenue streams.

• Strengthen customer and employee relationships.

• Evaluate and adapt to new technologies.

• Develop smart products and services.

• Accelerate design cycles.

• Expand into new markets.

• Attract and retain top talent.

• Be more competitive in Canada and abroad.

A BEST-IN-CLASS FACILITY The CCBI will be located in a new, world-class building on the Humber Lakeshore Campus.

This vibrant, multi-faceted facility will be an important addition to Humber’s innovation

ecosystem and has been specifically designed to encourage creative collaboration,

applied research and project-based learning.

In addition to smart classrooms and laboratories, the CCBI facility will offer flexible, open

concept gathering spaces, future-oriented technologies, interaction design and multimedia

production studios and versatile performance spaces.

Built to exceed LEED-Gold standards, the facility will be a “living laboratory” for game-

changing ideas and will showcase Humber’s leadership role in creative business

innovation. For more details, please go to Funding Opportunities, Building Campaign.

THE CREATIVE POWER OF COLLABORATIONCreativity is essential to every aspect of business – from innovation and problem-solving

to revenue generation and corporate leadership. But it doesn’t happen in isolation.

The most creative ideas develop when people from different disciplines, with different

expertise and different points of view, combine their talents to tackle a challenge.

This collaborative, interdisciplinary approach to problem-solving is central to the CCBI

concept. Every project will be managed by a diverse, carefully selected team of faculty,

students and industry professionals with the right blend of knowledge, skills and

experience to deliver results.

8: The Inspiration Economy

WE ARE MAKING AN IMPACT!Industry Partner: Humber Centre for

Teaching and Learning (CTL)

The Challenge: To develop a better method

of training and testing paramedic students in

high-stress situations, without exposing them

to personal risk.

Our Impact: Faculty and students from the

School of Media Studies and Information

Technology teamed up with CTL staff to

develop a realistic, VR simulation of a bomb

explosion.

The simulation creates a virtual environment

that fully immerses paramedic students in

a high-stress, high-risk situation. Their skill

proficiency and biometric reactions to the

explosion are measured and evaluated under

safe and controlled conditions.

Next Steps: Building on the success of

this project, the student/faculty team is

innovating a unique programming code that

will accelerate training and skill development.

This innovative program will allow paramedic

students to medically assess real people who

have been digitally integrated into high-stress

virtual environments.

A DEEP, WIDE POOL OF TALENTDrawing on years of experience in creative arts, business, information technology and

customer engagement, CCBI project teams will balance imagination with analysis and

blue sky thinking with the bottom line. The synergies that develop from this creative

collaboration will help companies develop the marketable products, services and business

improvements that drive market leadership.

Depending on the unique objectives of each project, we will also access the expertise

available through Humber’s extensive talent pool, which includes faculty teaching in 180

different program areas, well-established partnerships with more than 4,000 leading

industries, the free-thinking creativity of 31,000 students and the extensive resources

of our COI network.

By collaborating across disciplines and integrating different types of knowledge and skill,

we will help companies discover the unexpected outcomes and disruptive solutions that

come from asking new questions in new ways.

A PROVEN RECORD OF SUCCESS Humber has a proven track record of developing unconventional strategies to solve

business challenges. We are experts at helping companies evolve concepts swiftly, iterate

fast and forward, and pivot strategically to meet changing needs.

Over the past two years, we have successfully completed more than 180 industry-

partnered projects in markets as diverse as grocery, research analysis, marketing,

healthcare, social service, gaming and music performance.

Humber has taken a leadership role in the rapidly-evolving fields of

virtual reality (VR), augmented reality (AR) and user experience testing.

We also have one of the most well-respected and comprehensive

business programs in Ontario. Building on these strengths, the CCBI

will re-frame the way that companies conduct business, generate new

ideas and engage with their customers.

WE ARE MAKING AN IMPACT!Industry Partner: Chumbuggy.com

The Challenge: To evaluate the accessibility

and ease-of-use of a web video-chat service

for the elderly.

Our Impact: Ease-of-use is paramount for

this aging demographic. Faculty and students

conducted rigorous user testing that provided

valuable insights for service improvements.

The project was also awarded funding through

a NSERC Engage grant.

Next Steps: Chumbuggy.com is planning

to work with Humber on usability testing for

other services they have developed.

KEY AREAS OF FOCUSUSABILITY TESTINGBusinesses will access our expertise

in usability testing, our proven ability to

build emotional connections with people

and our state-of-the-art usability lab to

gather valuable insight into customer and

employee behaviour and preferences.

We will generate high-quality data

and analysis that will help companies

understand what value means to their

customers and employees and we will help

them create and enhance that value across

all touch-points of their brand. For more

details, please go to Funding Opportunities,

Usability Lab.

MULTIMEDIA PRODUCTION, VIRTUAL AND AUGMENTED REALITYDigital media and AR and VR technologies

are redefining the future of commerce.

The CCBI facility will include a

sophisticated interaction design studio

and a new, professional-quality multimedia

production studio, fully-equipped with

motion capture, AR, VR and high-

performance sound capabilities.

These studios will be powerful platforms

for creating unique audience experiences

that promote engaged interaction between

companies and their customers and

employees. For more details, please go

to Funding Opportunities, Multimedia

Production Studio and Interaction

Design Studio.

10: The Inspiration Economy

BUSINESS EXPERTISETurning creative ideas into marketable

products and services is a major hurdle for

most businesses. Drawing on the extensive

expertise at Humber’s business school,

the CCBI will give companies the support

and guidance they need to successfully

commercialize their products.

Faculty and students at the Business

School will be active participants in CCBI

project teams, developing business

plans and marketing strategies, helping

businesses make informed decisions

about technology purchases, reducing

implementation risks, evaluating ROI and

integrating best practices for business

management and process improvements.

WE ARE CREATING VALUEThe CCBI will offer a comprehensive menu

of business-critical services

and support, including:

• A business-friendly policy for intellectual

property (IP).

• Customized employee training and skill

development programs.

• Demonstration space for showcasing

new productions, products and services.

• Access to sources of grant funding and

investment capital.

• Expert business advice in specialized

fields, such as Digital Business

Management, International Business and

Entrepreneurial Enterprise.

• Clear and measurable outcomes to

ensure projects achieve intended results.

INVESTING IN TOMORROW’S WORKFORCEThe CCBI is a strategic priority for Humber and represents an important investment in our

students – an investment that will pay economic and social dividends for years to come.

Students will engage with real clients on high-quality, outcome-focused projects that build

on the theoretical and technical training they receive in the classroom.

CCBI project experts will encourage students to use their knowledge creatively and to

push beyond the boundaries of their learning to develop innovative new concepts.

This distinctive combination of mentorship and hands-on learning will help students gain

the practical experience and essential interpersonal skills – creative thinking, innovation

literacy, resilience, communication, accountability, adaptability, team-work, collaboration and

problem-solving – that will prepare them to become the innovators and change leaders

that businesses need to stay ahead of the innovation curve.

The CCBI will also encourage the innovators of tomorrow by expanding Humber’s highly-

regarded community music education program. The enhanced outreach program will target

high school students and other Canadian youth to raise awareness of career paths and

employment opportunities in creative, media and performance arts.

Humber’s highly-skilled graduates will be the workforce of the future. Their creativity, talent

and fresh ideas will add value for prospective employers and help Canadian companies

increase their capacity to create and absorb innovative ideas and technologies.

12: The Inspiration Economy

WHY GIVE?Giving is a powerful act. Humber is deeply committed to this

pioneering CCBI initiative because we know it will make an

important contribution to Canada’s innovation performance.

But we are still far from achieving our vision. We need

your support to construct and equip a state-of-the-art facility

dedicated to creativity-driven innovation, applied research

and project-based learning. Something great is happening

at Humber and we want you to be part of it!

Here are just a few of the exciting CCBI features that your

donation could support: Details on specific features are

provided in the Funding Opportunities section.

• Building Campaign

• Usability Lab

• Multimedia Production Studio

• Augmented and Virtual Reality Technologies

• Interaction Design Studio

• Visualization Room

• Performance Hall/Biometric Research Lab

• Music Connectivity Space

• Multichannel Audio Research Studio

PARTNER WITH US

THE RETURN ON INVESTMENTYour contribution to the CCBI is an investment in the future of Humber students and the economic future of our country. It is also an

investment in a mutually-beneficial partnership with Humber, a national leader in polytechnic education.

By supporting one of Humber’s most important initiatives, you will have a defining impact on our innovation agenda and add momentum

to our Building Campaign. You will also send a strong message to the Humber community that you share our values and commitment to

excellence.

This partnership has the added advantage of delivering tangible benefits for your company, raising your corporate profile on campus,

increasing your opportunities to attract the best and brightest of our talented graduates, building relationships with potential customers

and facilitating connections with new investors, suppliers and collaborative partners.

“THE CCBI WILL CREATE EXCITING OPPORTUNITIES FOR STUDENTS AND HELP BUILD A SKILLED WORKFORCE THAT WILL DRIVE PROSPERITY IN OUR PROVINCE.- IRIS TUPHOLME, SENIOR VICE PRESIDENT AND EXECUTIVE PUBLISHER, HARPERCOLLINS PUBLISHERS LTD.

14: Support and Partner With Us

Humber is committed to making the CCBI an exceptional facility

that will become a leading destination for ideas, talent and

technological transformation.

BUT WE CAN’T DO IT ALONEWe need your support to make this ambitious goal a reality.

Your contribution will help us mobilize the power of innovation

to stimulate economic productivity and expand Canada’s global

influence.

Join us in shaping a brighter future for all Canadians!

Financial Contributions: We welcome all financial donations,

from one-time or on-going contributions to gifts of securities,

memorials, legacies and endowments.

Major gifts will be permanently recognized on the CCBI Donor

Wall. Prominently located near the entrance of the building, the

Donor Wall will be viewed with appreciation by the many students,

faculty, alumni and industry partners passing through the CCBI

doors every day.

Gifts in Kind: By contributing equipment, tools or technologies

to the CCBI, you will not only be supporting our campaign but also

forging a lasting connection with the valuable consumer market

represented by the Humber community.

Naming Opportunities: We are offering a limited number of

opportunities where you can support our Building Campaign by

attaching your name to a designated space in the CCBI.

Project Partnerships: We are always interested in innovating

and co-creating with strong industry and community partners. If

you have a problem to solve, a product to improve or an idea to

commercialize, bring it to the CCBI and we’ll deliver the results

you need. Your project will help us reduce the gap between

classroom and workplace and develop graduates with the talent

and skills to add immediate value for prospective employers.

HOW CAN

YOU CONTRIBUTE?

16: Support and Partner With Us

FUNDING OPPORTUNITIESBE PART OF SOMETHING INNOVATIVE!

WE ARE SHAP ING THE FUTURE

18: Funding Opportunities

THE OPPORTUNITY: BUILDING CAMPAIGNCCBI IMPACTThe CCBI will be a vital addition to Humber’s innovation ecosystem. Located on the

Humber Lakeshore Campus in the Greater Toronto Area (GTA), this landmark building

will be a lively, glass-and-brick hub of creativity and collaboration. People from diverse

programs and perspectives will come together at the CCBI to challenge traditional

thinking, embrace change, solve complex problems and pursue transformative ideas.

When talented people from different disciplines work together in a creative, supportive

environment like the CCBI, creative synergies will naturally develop to accelerate ideation

and innovation.

INNOVATION ADVANTAGEThe CCBI will offer a unique and resource-rich environment for creating, experimenting,

learning and making.

HIGHLIGHTS OF THE CCBI BUILDING INCLUDE• Flexible, open-concept gathering, work and project spaces to spark idea exchange.

• Leading-edge technologies and equipment for applied R&D.

• A specialized lab for usability studies and testing.

• Professional-quality multimedia production, recording and interaction design studios.

• Interactive studios for AR/VR production and prototyping.

• State-of-the-art performance and event spaces.

• Technology-enhanced classrooms and laboratories.

SUSTAINABLE SYSTEMSIn keeping with Humber’s long-standing commitment to sustainability, the CCBI will be

built to LEED-Gold standards and will meet aggressive energy targets. It will also be a

sustainability showcase, incorporating advanced analytics and extensive green-design

features that function as teaching tools, such as passive heating and cooling systems,

a high performance building envelop and roofing system and an abundance of natural,

low-energy materials with long lifespans.

THE OPPORTUNITY: USABILITY LAB

CCBI IMPACTWith channels of communication proliferating and media

consumption at an all-time high, companies must fight a battle

of attention to win market share. In this noisy and distracting

environment, maintaining strong relationships with customers

and employees is a critical source of competitive advantage.

Usability testing is one of the best ways to understand human

behaviour and optimize the user experience to build brand loyalty.

Humber faculty are leading experts in this progressive new field

and we currently have the only mobile Usability Lab in the Ontario

college system.

EXPANDING OUR CAPABILITIESTo complement our mobile unit, Humber is building a

sophisticated new Usability Lab in the CCBI facility. The new lab

will expand our capabilities considerably, allowing the CCBI to

offer user experience testing for a wider range of user groups,

industry sectors and business applications.

This unique facility will strongly position the CCBI to help

companies gather and analyze valuable intelligence on user

behaviour, preferences and buying habits and translate that

information into business improvements and actionable

outcomes.

THE OPPORTUNITY: MULTIMEDIA PRODUCTION STUDIO

CCBI IMPACTThe advent of digital and social media has dramatically changed

the way that businesses interact with their customers, employees,

suppliers and investors. Leaving old models of marketing and

communication behind, businesses are increasingly relying on

branded entertainment and people-to-people storytelling to build

brand loyalty.

By telling compelling stories across multiple platforms (known

as multi-platform or trans-media storytelling), businesses are

connecting with their audiences in new and original ways. Market-

leading companies are winning hearts, minds and wallets by

creating content that triggers emotional responses, engaging their

audiences in authentic conversations and delivering value that

empowers people to make informed choices.

PROVEN LEADERSHIPThe CCBI will leverage Humber’s leadership role in digital media

production to help companies develop meaningful connections with

their customers. Humber was one of the first Ontario colleges to

introduce multi-platform storytelling and our award-winning faculty

have a depth of experience in both traditional and emerging media.

The new CCBI building will include a professional Multimedia

Production Studio that project teams will use to create powerful

and compelling interactive experiences in a wide variety of media

formats, including videos, pod-casts, webinars/webisodes, AR, VR,

gaming and social media applications.

The complex will also include 360 degree audio and a state-of-the-

art sound attenuation chamber (a sound-isolated, light-controlled

environment) to create premium sound performance in multimedia,

digital and AR/VR productions.

20: Funding Opportunities

Usability testing helps companies create innovative products

and business strategies, shaped by direct feedback from their

customers, employees and other stakeholders. It generates high-

quality data that can be used to measure emotional responses to

brand messages, predict customer and employee needs, respond

to changing use/behaviour patterns and deliver exceptional user

experiences.

Usability testing has many applications, from strengthening

customer relations and enhancing employee engagement to

boosting market share and improving collaboration between users

and intelligent machines. It also allows customers and employees

to collaborate in the creative design process, providing insights

and feedback that help CCBI teams develop products that people

need and value.

Proven usability principles and accessibility standards will be

integrated into every CCBI project to optimize ease of use for

all users.

INNOVATION ADVANTAGEUsability testing helps businesses to:

• Intelligently create, price and sell customized products and

services to meet customer/user needs.

• Identify and develop new growth opportunities and revenue

streams.

• Allocate resources with greater precision to improve user

experiences and business results.

• Pro-actively identify and fix problems early in the ideation/

development cycle.

• Accelerate market penetration by refining the customer

experience to attract and retain customers.

• Engage customers directly in developing/selecting preferred

product designs and models.

• Improve the employee experience to increase employee

attraction, retention and motivation.

• Improve human-machine collaboration by developing intuitive

human/robot interfaces.

• Align business goals and strategies with employee’s needs and

identify areas where coaching/training will improve performance.

INNOVATION ADVANTAGE• Memorable, on-brand messages can be disseminated to

a variety of audiences on multiple platforms and in multiple

languages.

• CCBI experts will provide guidance on the best delivery

system(s) to reach specific audiences.

• Businesses will use multimedia content to:

- Develop positive, emotional experiences that connect powerfully

with audiences and drive customers to take action.

- Re-energize brands and heighten brand awareness and loyalty.

- Expand their customer base and strengthen customer

relationships.

- Develop new revenue streams and enter new markets.

- Create dynamic, interactive training and skill development tools

and applications.

- Create a strong employment brand that attracts and retains

high-caliber talent.

- Inspire employees to become brand ambassadors.

- Stimulate authentic conversations with audiences that

generate vital information on the effectiveness of messaging

and strategies.

- Communicate a shared vision and purpose to get people

excited about change.

THE OPPORTUNITY: AUGMENTED REALITY/VIRTUAL REALITY TECHNOLOGIES

CCBI IMPACTAR and VR are innovative new technologies with unlimited

potential for applications in a wide range of industry sectors.

COMMERCEAR and VR are transforming commerce into a major form of

entertainment. CCBI teams will use AR/VR technologies to

create original and captivating shopping experiences in response

to the growing demand for purchasing convenience and product

personalization.

Our teams will help businesses create powerful sales tools, such

as AR/VR showrooms, shopping kiosks, 3D design applications

and virtual product inventories.

These tools bring products to the consumer, showcasing entire

product lines for large groups at a lower cost. They actively engage

customers in the shopping experience, boosting sales by making it

easy to purchase and customize products instantly.

AUGMENTED WORKFORCECompanies will also access our AR/VR capabilities to design

original and impactful solutions for the “augmented workforce”

(humans working with intelligent machines and devices).

In the workplace, AR/VR can be used to create realistic,

immersive training environments, smart technical devices and

virtual prototypes that improve business productivity, maintenance,

worker safety, training and quality control. Augmented and virtual

realities are dramatically changing the ways that companies

create and communicate value, differentiate their products

and gain competitive advantage in crowded markets.

AUGMENTED REALITY VS VIRTUAL REALITYAugmented Reality AR superimposes artificial objects/

images over the user’s physical, real-world environment.

(i.e. Google glasses or digital shopping kiosks)

Virtual Reality uses computer technology to create an

immersive, simulated environment that can be real or

imaginary. The user is placed inside the experience and can

interact with the 3D worlds. (i.e. virtual showrooms, immersive

training experiences)

INNOVATION ADVANTAGE• Heightens brand awareness and brand loyalty.

• Increases sales; improves product visibility.

• Enhances customer and employee engagement and

motivation.

• Provides marketing solutions in a small footprint, reducing

space and overhead costs.

• Enhances effectiveness of predictive maintenance; AR

devices support real-time troubleshooting and error

correction, reducing equipment/factory downtime.

• Accelerates training and skill development; VR training tools

improve worker safety and learning outcomes.

• Virtual prototyping tests the functionality and market

demand for products prior to production; reduces product

development risk and improves product quality in less time

and at minimal cost.

• Production lines can be designed and optimized in a virtual

environment; reduces waste, maximizes efficiencies and

lowers overhead costs.

CCBI IMPACTThe CCBI’s Visualization Room is a pioneering concept that

delivers fully immersive virtual environments that can be

experienced by multiple users simultaneously.

Typically, people access VR experiences individually, using

headgear and equipment that isolates them and limits

their connections with other users. The Visualization Room

overcomes this problem by providing an inclusive, VR solution

that supports collaboration, social engagement and shared

experiences.

High-resolution, stereoscopic projection is combined with 3D

computer graphics and displayed on multiple surfaces (floor,

walls, ceiling), delivering a seamless, completely contained

virtual immersion experience for groups of all types and

sizes. The system has the flexibility to produce images of any

size to meet project goals and includes motion tracking and

interactivity capabilities.

INNOVATION ADVANTAGE• Promotes collaboration and teamwork; offers a large-scale,

multidimensional viewpoint that facilitates creativity, innovation,

discovery and insight.

• Improves product/system design and decision-making; users

can test and evaluate virtual prototypes in a realistic, life-sized

environment.

• Improves analysis of spatially-related data.

• Stimulates new ways of interpreting and thinking about data.

• Facilitates business planning and operational improvements;

realistic virtual models ensure procedures and processes work

optimally; reduces cost and risks.

• Enhances training, skill development and learning; improves

understanding and retention by engaging the “whole brain.”

• Strengthens customer/employee engagement; has many

applications for gaming and entertainment industries.

22: Funding Opportunities

THE OPPORTUNITY: VISUALIZATION ROOM

CCBI IMPACTIn today’s fast-paced marketplace, companies have only a few

seconds to capture someone’s attention, gain their trust and

establish brand recognition. When first impressions can make or

break customer relations, optimizing the user experience is critical

to business success.

This has created exciting opportunities to improve daily

interactions with machines, websites, devices and applications

through intelligent, human-centered design.

Companies will come to the CCBI’s Interaction Design Studio

to create accessible, user-friendly and appealing user interfaces

and interactive products and systems. Our talented coders and

programmers will collaborate with CCBI teams to create cutting-

edge interaction solutions, designed with the end user in mind.

Using human-centered design principles, we will develop

intuitive products, websites and applications that help

users solve problems effectively, complete tasks efficiently

and deliver compelling user experiences that grab and hold

audience attention.

INNOVATION ADVANTAGEResponsive, productive, accessible and frustration-free user

interfaces help to:

• Increase sales and market share.

• Improve accessibility for users of all types and abilities.

• Create new branding opportunities and avenues for product/

service growth.

• Improve the user experience; keeps customers and employees

engaged and connected.

• Improve work-flow; creates operational efficiencies and

increases employee satisfaction.

• Empower customers and employees; gives them control

of the decision-making process

THE OPPORTUNITY: INTERACTION DESIGN STUDIO

THE OPPORTUNITY: PERFORMANCE SPACE AND BIOMETRICS RESEARCH LAB

CCBI IMPACTThe CCBI building will showcase an outstanding 500-600 seat

concert hall and performance space with unique and highly

specialized features.

The Performance Space will feature superb acoustics, theatrical

lighting, a large, high-definition projection screen, teleconferencing

capabilities and an adaptable stage that will accommodate music,

dance and theatre.

It will also serve as a sophisticated biometric research lab for

content creation and evaluation. All of the seats will be equipped

with non-disruptive, wearable biometric sensors that will measure

changes in brain activity, heart rate, breathing and sweat levels.

A PIONEERING CONCEPTThe biometric measurements gathered in the Performance Space

will help CCBI project teams gain a better understanding of the

audience’s emotional reactions to performances, presentations

and other creative content. In a multi-platform, fragmented world

of choice, the personal connections that people make with a brand

or business are often just as important in building market share

as the product or service itself.

Using biometrics to measure activity in the emotional centres

of the brain, we will track the audience’s level of emotional

engagement in real time. This information will be provided to

content creators, marketers and businesses so they can adjust

narratives and messaging to improve outcomes.

The CCBI’s Performance Space will be available for concerts,

performances and events, rehearsals, recordings, media

presentations, conferences and product launches, as well as

a variety of community uses, such as workshops, seminars,

town hall meetings and art showings.

INNOVATION ADVANTAGE• Provides an exceptional venue for creative performance

and collaboration.

• Uses the metrics of emotion to strengthen connections

between brands and their audiences.

• Tests audience response to key scenes, events, and

characters; helps companies identify strong creative content

with high engagement and sales impact.

• Helps to precisely customize products, services and brand

messaging for specific audiences.

• Increases market share and audience engagement.

• Supports Humber’s music and creative/performance

arts programs.

• Will become a cultural hub for the surrounding community.

24: Funding Opportunities

THE OPPORTUNITY: MUSIC CONNECTIVITY SPACE

CCBI IMPACTThe Music Connectivity Space is a ground-breaking initiative

that will establish the CCBI as a leader in creative performance

collaboration. By transmitting high-definition panoramic video and

surround sound over a high-speed network, the Music Connectivity

Space will simulate a realistic and immersive music environment

that will allow musicians in different locations to sing, make music

and play in an orchestra together.

This exciting, interactive technology gives musicians the virtual

experience of group performance. A musician will be able to

substitute herself for a member of an orchestra, ensemble or

band, digitally replacing a selected musician or singer with her

own performance. The musician will see and hear the conductor,

orchestra or band members on panoramic displays and will

perform with them, exactly as if they were all together in the

same room.

Using a suite of digital tools, the musician will be able to compare

her performance to the performance of the musician she is

replacing. Performances will be recorded and stored in a central

database, creating opportunities for the musician to track her

progress, receive evaluations and guidance from instructors and

accelerate her skill development. The Music Connectivity Space

will completely change the way that students learn music and

professionals practice their craft, creating new opportunities for

innovation and creativity.

INNOVATION ADVANTAGE• Enhances music and performance training; creates a realistic

experience of performing at a professional level.

• Supports applied research in high-level creative collaboration

over distances.

• Reduces the need for travel and expensive resources to

support high-quality training for musicians.

• Makes professional-level music training more accessible to

Indigenous communities and others living in remote location.

THE OPPORTUNITY: MULTICHANNEL AUDIO RESEARCH STUDIO

CCBI IMPACTCCBI project teams will have access to a cutting-edge,

multichannel studio for conducting research into auditory

perception and evaluating the sound components of virtual

reality environments.

The Studio will be designed and built as a precision-grade

anechoic chamber. An anechoic chamber is a soundproof room

that prevents or reduces interference from unwanted sound, radio

signals and electromagnetic waves, creating a safe and controlled

environment for testing acoustics and making sound recordings.

The Studio will primarily be used to design high quality,

multichannel audio systems for virtual reality experiences, but will

also have applications for product testing and music recording.

INNOVATION ADVANTAGE

• Optimizes quality of audio measurement, product testing, sound

recordings and applied research.

• Improves user experience in VR environments; enhances

brand loyalty.

• Enhances worker safety; protects hearing and keeps testers

safe, despite the volume of sound being tested.

26: Funding Opportunities

FOOTNOTES1 Forrester Consulting. The Creative Dividend:

How Creativity Impacts Business Results. August 2014.

2 Conference Board of Canada. How Canada Performs:

A Report Card on Canada 2015.

YOU CAN MAKE AN IMPACTIn today’s globally-connected economy, creativity and innovation are more important than ever. Humber has the industry expertise,

highly-skilled talent and institutional commitment to make the CCBI a success.

Now, we need your support to bring our vision to life. Your contribution to Humber’s fundraising campaign will help

us develop the game-changing ideas and next generation innovators that Canada needs to become a leader in the global

innovation race.

The excitement is building! Get involved today with a donation or project partnership and help shape the future at Humber’s

dynamic new Centre for Creative Business Innovation.

Please contact:

Darren Lawless, Ph.D Dean Applied Research & Innovation (416) 675-6622 ext. 4525 | cell: 289-838-5330 darren.lawless@humber.ca

Humber Institute of Technology and Advanced Learning

humber.ca/centresofinnovation