The challenge

The project required a detailed audit of pedestrian and public transport usage. Cambridge needed a solution that brought the best of the city to the forefront, paying homage to its rich history.

What we did

Arrival points, key routes, and existing signage were analysed and a wayfinding strategy developed, setting out a masterplan for pedestrian movement in and around this historic city. Our design work developed a bespoke range of street signage, including the design of a new family of directional node points to be located around the city. These highlight retail, leisure, and public service information, along with referencing place-specific architectural details to encourage users to explore the city. The signs feature vitreous enamel map panels and have Ketton stone bases, the same stone used for the majority of the city’s signature historic buildings. We also used a graphic palette that matched the warm stone colour.

Why it works  

The signs reveal architectural details for the locations, reinforcing the local character and identity of this charming British city.