This paper analyses a work placement scheme established to create the conditions to: (i) incubate new designs in the jewellery sector in Birmingham; (ii) support a jewellery company compete more effectively in the global market; (iii) assist a newly qualified graduate jeweller to enter the jewellery sector. It introduces a new theoretical framework based on concepts from: Cultural-Historical Activity Theory--"project-object"; Workplace Learning--"vocational practice"; Philosophy of Mind--"space of reasons"; to analyse individual and organisational contributions to workplace learning in this scheme. It identifies the strategies and tactics used by: (i) the organisations involved with the scheme to facilitate the incubation of the new designs, and (ii) an aspiring jewellery designer to create a new product range. The paper concludes with a discussion of the implications of this conceptual framework for debates in workplace learning about: (i) the "front-loaded" versus "practice-based" conceptions of vocational education and (ii) the role of epistemic objects and practices in the development of vocational practice.