When you hear the words 'quantum computing', how does it make you feel?
Overwhelmed? Confused? Frustrated? Bewildered?

That's ok - you're not alone! There's even a name for it.

Quantum Imposter Syndrome (QIS) - a phenomenon characterized by persistent feelings of inadequacy and self-doubt within the field of quantum computing. In short, it’s that sinking feeling you get when you read or hear about quantum computing.

This booklet, ‘Untanglement’, was our playful recognition of Quantum Imposter Syndrome.

It isn’t an educational explainer, but a creative exploration of quantum computing and the very human feeling of QIS. It’s a tangible demonstration of a core idea: that by focusing on human-first, creative-led communication, we can change how people relate to even the most complex and unapproachable technology.

Design Director: Bilgin Bernard
Illustrator: Charles Bailey