01 // Pontypridd Town Centre, Wales
Client
Pontypridd BID, Rhondda Cynon Taf County Borough Council (RCT), Pontypridd Town Council (PTC)
Role
(Team of 2) Conducted audit and devised strategy, led stakeholder workshops and meetings, designed maps and the sign family.
Scope
Audit, strategy, map design
Timeline
2023-Ongoing
Elevating a town’s experience through place-making strategies
Claro was commissioned to develop a comprehensive wayfinding strategy that aimed at enhancing the town’s visibility, capitalising on its rich history and cultural heritage, and ultimately transforming Pontypridd from a mere stopover into a destination worth visiting.
Task
Along with a clear wayfinding strategy to improve the visibility of the town and the experience of locals and visitors, we were also tasked with making the town centre welcoming and attractive to tourists.
The Ynysangharad Memorial Park, a huge open space in the heart of Pontypridd, was felt to be disconnected from the town centre. This issue needed to be addressed. Additionally, the aim was to also leverage the existing parking infrastructure and increase its visibility while regulating its usage. This is in preparation with the anticipated increase in footfall during Eisteddfod 2024, being a host town.
Solution
Through multiple site visits, the existing signage, parking, and relevant built infrastructure were documented. We engaged in significant on-site research including talking to several locals, visitors, and transport officials. This was undertaken through one-on-one interviews and interactive group workshops. I devised a business survey through which inputs from a wider audience were recorded (fig.a). Gathered from the user engagement, I then plotted vehicular, pedestrian and cycle routes along with key destinations and landmarks used to navigate the town (fig.b,c). I also identified the various degrees (primary, secondary and tertiary) of decision points where an aid in navigation would be required.
a. Digital survey responses
DESTINATIONS
b. Destinations identified through stakeholder engagement
c. Routes map with identified points of decision-making
A comprehensive strategy was formulated, encompassing wayfinding and placemaking interventions, based on then navigation challenges identified in the stakeholder workshop that I led (fig.a). The various quarters - both existing and newly introduced, were identified to be further made prominent through the strategy (fig.b).
Our team along with members of the Council and BID then put together an action plan comprising of 38 prioritised interventions. This was formulated considering timelines, budgets, and feasibility. This plan was then circulated among a controlled group for discussion (fig.c).
b. Existing and newly- introduced gateways and quarters that are to be emphasized
a. Navigation challenges identified in the workshop
c. Action Plan with listed interventions
Drawing from nudge theory, a new set of communication guidelines was introduced, aiming to create recognisable, quick-read interventions that reflected the town’s history.
I then drew up sign location plans which were subjected to discussion and revision through multiple site visits. Decision-making around the locations of signs was based on pain points where the need for guidance and confirmation is felt. Furthermore, care was taken to replace existing infrastructure and minimise clutter where needed (fig.a).
Fig a. Sign location maps for vehicular and pedestrian user groups, accessibility improvements map and removals map to reduce clutter
The strategy aimed to enhance wayfinding while preserving the town’s unique character and historical significance. Based on the requirements, I devised a sign family overview (fig.a), pending design, of all the appropriate sign types deemed necessary with a dual naming strategy to suit the context of Wales. These include:
/ Traffic Signage: Highway Advanced Directive Signs (ADS), gateway signs
/ Parking Signage: ADS, flags, building information signs
/ Pedestrian Signage: Monoliths, information points, finger posts, wall-mounted signs
/ Street Signage
/ Tourist/Event Signage
a. Sign family overview of some of the signs proposed of the town
a. Wayfinding map of the Pontypridd town centre and the Ynysangharad War Memorial Park extent
Wayfinding map design has now been initiated for which I designed a section of the map to include all identified landmarks, destinations, services, transport and parking infrastructure (fig.a).
The project is now in its planning stage pending deliberation and approval.
Next Steps include:
/ Formulating the signage locations document for planning with sign type, location and specifications
/ Creating the planning statement / Implementation budget and plan - in phases - before & after Eisteddfod / Artwork production, manufacture, installation and contingency
02 // Industrial Areas of Haringey, London
Client
Haringey Council
Role
(Team of 2) Conducted audit and devised strategy, led stakeholder workshops and meetings, designed maps and the sign family.
Scope
Audit, strategy, map design
Timeline
2023-Ongoing
Developing a cohesive network of industrial areas in Haringey
Claro was commissioned to develop a comprehensive wayfinding strategy that aimed at connecting the various industrial pockets distributed across the borough thereby improving its profile, visibility and overall navigational experience for businesses, visitors and locals.
Task
We were tasked with identifying the extent of the distributed industrial pockets and grouping the areas based on geographical location, in order to devise distinct visual and spatial identity strategies thereby improving the overall experience.
The goal is to create a comprehensive place-making plan that acknowledges the unique identities of different industrial zones within the borough, while also maintaining a consistent overall theme and character that ties everything together seamlessly. Bearing in mind that Industrial areas are busy and in some ways dangerous for pedestrians, clutter reduction was of prime importance.
Solution
Through an extensive on-site analysis, I studied the 14 industrial clusters within the borough meticulously and formulated a report of the existing wayfinding and placemaking infrastructure. Observations related to navigation, identity, and accessibility were recorded during multiple site visits. Key landmark estates were identified, and the visual and spatial extent of each area was mapped on land-use maps (fig.a). Parallels were drawn to identify trends across the borough in terms of signage, naming, and identity.
a. Detail maps of the industrial clusters 03 - 14 (top left to bottom right)
The Northumberland Park industrial areas (Clusters 01 and 02) were identified as the pilot area for further in-depth study. I, under the guidance of the Director, further analysed through various lenses, including naming observations, the nature of arrival, connectivity and accessibility, signage, area markers, and pedestrian and vehicular infrastructure.
Northumberland Park (Area 01)
Northumberland
a. 14 industrial clusters across Haringey
b. Detailed maps of Northumberland Park industrial areas 01 and 02
Significant on-site research was conducted through one-on-one interviews and interactive group workshops with business owners, visitors, and transport officials. I developed a business surver to gather input from a wider audience. Additionally, we engaged with the Lee Valley Regional Park Authority, which manages the expansive marshlands adjacent to Area 02, which provided insights into available leisure spaces for the well-being of the working population.
The comprehensive research and analysis phase involved extensive user engagement, mapping vehicular, restricted vehicular, pedestrian, and cycle routes, along with identifying key destinations and landmarks used for navigation. I identified prominent navigation challenges and various degrees of decision points (primary, secondary, and tertiary) (fig.a).
Qualitative and quantitative analysis of the recorded user feedback highlighted the evidence and confidence needed to proceed with a comprehensive wayfinding and branding strategy to tackle the recognised pain points.
I then formulated a strategy encompassing wayfinding and branding interventions. A boroughwide naming strategy was devised to establish a consistent identity for every business within an area. I derived the new naming strategy from existing naming trends to ensure acceptance and representation of the local character. For example - Area 1 - Brantwood industrial area, area 2Garman industrial area - derived from road names which were already in use for identification.
a. Decision points identified for Brantwood industrial area
b. Naming strategy for the 14 industrial clusters
Brantwood Road, Tari Road, West Road.
Triumph Trade Estate, Compass West Industrial Estate, Hotspur Industrial Estate.
Garman Road, Marigold Road, Sedge Road, Marsh Lane, Mowlem Trade Estate.
Saint George’s Industrial Estate, SEGRO Park, White Hart Works
Peacock Industrial Estate, Carbery Enterprise Park, Chapel Place, Frontier Works
Bounds Green Industrial Estate, Gateway Mews Industrial Estate. Horizon Trade Park
Cranford Way Industrial Estate
Mill Mead Industrial Estate, Lockwood Industrial Estate
Morrison Yard
Tottenham Green Workshops
Durnford Street, Gourley Street, Gourley Place
Rangemoor Road Industrial Area, Norman Road, Bernard Road and Enterprise Row
Markfield Road, Constable Crescent, Fontayne Road, High Cross Business Centre, Rainbow Works and Markfield Industrial Estate
Crusader Industrial Estate, Ashfield Industrial Estate, Florentine Village, Vale Road Industrial Estate, Tewkesbury Industrial Estate
Claredon Yards / Olympia Industrial Estate, Coburg Road Estate, Bittern Place, Guillemot Place and Mallard Place, Kingfisher Place
Sign Family - Overview
Decision-making around the locations of signs is based on where the need for guidance and confirmation is felt (fig.a). Furthermore, care was taken to replace existing infrastructure and minimise clutter where needed.
Based on the requirements and the navigational challenges identified through stakeholder engagement, I devised a sign family (fig.b), including:
/ Gateway/welcome signage
/ Traffic signage (standard/branded): Highway Advanced Directive Sign (ADS)
/ Sub-estate signage: Monolith, directory
/ Pedestrian signage: Monolith, information point, finger post, wall-mounted signs
/ Street signage
/ Tourist/event signage
This is only for the purpose of representation and is not the final design
Additionally, through graphic devices including branding and colour-coding, a sense of individual identity is established for each Industrial Area within Borough,
a. Sign locations map for Brantwood industrial area
a. established for each Industrial Area within the
b. Sign family overview
a. Wayfinding map of the pilot area (Brantwood and Garman industrial areas)
The strategy aimed to enhance the identity and experience of the industrial areas while showcasing their individuality. Wayfinding map design has now been initiated and I designed a section of the map to include all identified estates, destinations, services, transport and parking infrastructure (fig.a).
I then formulated the signage locations document with sign type, location and specifications, planning statement, and assisted in calculating the estimated implementation budget. We are now in the process of submitting the planning application.
The project is now in its planning stage pending deliberation and approval.
Next Steps include: / Implementation plan / Artwork production, manufacture, installation and contingency
03 // Brent Cross West Station, London
Client
London Borough of Barnet
Role
(Team of 2) Revised audit, strategy, designed maps, sign
family and production artwork.
Scope
Audit, Strategy
Timeline
2023, Completed
Improving the Pedestrian experience to and from the Station
Claro was commissioned to formulate a strategy to optimise the navigational experience around Brent Cross Cricklewood & Western Lands addressing the needs of all visitors, international, regional and local. This will be a fantastic opportunity to improve the immediate area as well as increase awareness of the Western Lands in the surrounding region.
Task
This project is part of the London Borough of Barnet’s (LBB’s) major regeneration programme, known as Brent Cross Cricklewood, a 151-hectare area is being regenerated to provide approximately 7,500 homes, a new train station, a new high street and much more.
I had the opportunity to get on board this project in November 2022, to execute a strategy focused on the new Brent Cross West train station and design signage with heads-up wayfinding maps and up-to-date information for the specific locations.
relevant streetscape were documented and plotted on maps. Subsequent routes for pedestrians and cycle users were mapped. I consulted strategy reports previously made for the wider area to decode the user feedback and key pain points were identified. This aided in the identification of the various
Decision points, where guidance in route information was found necessary, laid the foundation for the identification of sign locations leading to and from the station (fig.a,b,c). The proposed signs comprised of finger posts and
Sign Location Plan
c. PM4 sign that welcomes anyone entering/exiting the station
a. Sign location pack with precise location of sign proposed and sample artwork
b. Location of signage in the station vicinity
Furthermore, an information board with maps (10-minute walking radius and immediate context) within the station premises, in the corridor connecting the platforms for maximum visibility (fig.a,b).
In terms of signage design, the product design solution that we developed for the external pedestrian monoliths included two digitally printed trays which fit over a strong aluminium frame. This results in an exceptionally uncluttered look and is very versatile while being economically priced. This allows for cost-effective updates, as the site was under constant development. Furthermore, the signs are antigraffiti coated. This reduces the need to change signs, which would be unsustainable and inefficient.
a. Production artwork for the Station sign highlighting the context of the station
b. Installed information board at the Brent Cross West station
04 // Wimborne Town Centre, Dorset
Client Wimborne BID
Role
(Team of 2) Revised audit, led stakeholder workshops and meetings, strategy, designed maps, sign family and production artwork.
Scope
Audit, strategy, signage and map design,
Timeline
2017 - Ongoing
Elevating a town’s experience through place-making strategies
Claro was commissioned by Wimborne BID in 2017 to look into the implementation of a consistent wayfinding approach for Wimborne Minster. This solution was aimed at achieving an easier, navigatable town centre, improved visibility and connections to car parks, and increased awareness of the town and its heritage, ultimately improving the experience in the town. The project, although started in 2017, it has now gained momentum post Covid.
Task
We were originally tasked to develop a comprehensive wayfinding strategy for vehicle and pedestrian users. Owing to budget constraints and Covid, the project is now implemented in phases, the first phase being a wellrounded pedestrian-focused wayfinding scheme aimed at improving the footfall in the town and encouraging visitors to nearby shopping centres and attractions to stop and visit the town centre and experience everything it has to offer.
Along with a clear wayfinding strategy to improve the visibility of the town and the experience of locals and visitors, we were tasked with highlighting the town’s old architectural marvels, markets and tourist destinations.
For this scheme, we focused on the town centre and its connection to the industrial estate nearby. I identified the locations of signs (fig.a) based on where points of decision-making where the need for guidance and confirmation is felt. Furthermore, care was taken to replace existing infrastructure, remove/avoid clutter and minimise street works due to the heritage status of the town.
Based on the requirements, a sign family (fig.b) was devised, including:
/ Welcome Monolith (Industrial Estate)
/ Pedestrian signage: Monolith, Information Board, Finger Post
/ Information Board
/ Estate Signage: Directory
b. Some of the external sign types proposed
a. Proposed sign locations within the Town centre
a. Sign location confirmed for the information board at the Wimborne square
b. Information board artwork panel
Prior to production, we conducted a site visit with officials from the BID, Highways and the sign manufacture company to ascertain the best possible accurate locations based on feasibility, ground conditions, services etc. I then designed a sign location pack (fig. a,b) with added recommendations made to respective businesses and town officials to remove obstructions in the way and to aid the installation process in the future.
The product design solution that I developed included a glass totem design made of removable facets. This allows for cost-effective updates as the Town develops. Doing this reduces the need to change signs, which would be unsustainable and inefficient. The wayfinding scheme included a brand-new colour palette I devised that enabled the sign products to stand out from the environment. The shape and form of the signs are sharp and crisp to suite the environment and aesthetic of the town.
Sample Artwork:
The map (fig.a) I designed was made to suit the look and feel of the town, drawing inspiration from its timelessness and stone masonry work. Heads-up mapping was executed for all information board and pedestrian monolith sign types, to provide accurate information in the most accessible, easy-to-read way. A new set of pictograms were designed to complement the map and to aid easy recognition.
All identified landmarks, destinations, services, transport and parking infrastructure are included along with water refill and bike hire stations - to encourage and improve the overall experience for more on-foot traffic.
Next Steps include: / Artwork production (ongoing) / Manufacture
/ Installation and contingency
a. Wimborne wayfinding map of the town centre
05 // Lansbury Business Estate
Client
Lansbury business estate, Woking, Surrey
Role
(Team of 2) Conducted audit and devised strategy, led stakeholder workshops and meetings, designed maps and the sign family.
Scope
Audit, strategy, map design
Timeline
2023-Ongoing
Addressing wayfinding challenges caused by a site’s evolution and diverse user mix
The project focused on standardising naming conventions and enhancing signage to streamline access and ensure a smoother operational flow, addressing the unique needs of an expanding and diverse community of businesses and visitors.
Task
Lansbury business estate, a compact but diversely populated industrial area, faced challenges with navigation due to its evolving tenant base and complex layout. Despite the contained nature of the site, the estate noticed that people still needed help finding their way. In particular, it was difficult to determine which businesses were located within which area and building, as the site evolved with new tenants coming in.
Issues identified include the disparate use between the names of businesses and the building they were located within, visitors knocking on doors to try and find the right building, delivery drivers getting lost en route and driving around in circles and no prominent pedestrian footways, making the site less accessible.
Solution
We began our wayfinding audit with stakeholder engagement. I set up a digital survey (fig.a) with a customised set of questions that were targeted to decode the situation at hand. Alongside the Creative Director, I also led a workshop with the businesses to understand their needs and the evolution of the site over the decades. This was followed by face-to-face meetings with other business stakeholders to get a clearer picture of the challenges and opportunities we’d face in developing a strategy (fig.b).
a. Digital survey responses
b. Issues and challenges raised by stakeholders in the workshop conducted
Based on the site audit and the stakeholder engagement , a strategy was devised. With the busy nature of the site and its confusing layout, it was key that the pedestrian accessibility and safety be enhanced for overall improved experience for visitors. I proposed new pedestrian pathways and road markings across the site to aid in easy access by foot and to streamline flow of traffic (fig.a,b).
a. Proposed pedestrian pathways on site
b. Proposed road markings on site
It was clear that for a coherent wayfinding system to be put in place, the inconsistencies with naming would need to be corrected. Otherwise, journeys to and through the business estate would be unnecessarily complicated. We also had to be conscious of the internal aspects of the buildings, as there were often several businesses located within one. To combat this, I identified external and internal sign locations based on points of decision-making, entrances to businesses and common junctions of conflict (fig.a,b).
a. External sign locations
b. Internal sign locations for Atlantic house (Ground Floor)
As a result, part of the wayfinding strategy we formulated included standardising naming conventions so that key locations and buildings are clearly recognisable. I designed a simpler wayfinding map (fig.b), a contrast to the map used currently (fig.a), that solidified these changes into a clear, adaptable and accessible update to the area’s navigation.
a. Map used currently across the site
b. Proposed wayfinding map with new naming conventions, demarcated entrances and pedestrian footways
This is complemented by the signage family I designed for the business estate, extending to improve the clarity of pedestrian routes as well as regulatory signage around the estate. Seven external sign types including vehicular signage, pedestrian signage, building entrance (eg, Solent House) and doorway signs (eg, West Entrance) were proposed (fig.a). We also ensured that the wayfinding journey did not just stop at the building entrance, but would carry through it. Three internal sign types were proposed including building directory, floor directory, door signage for businesses and services (fig.b).
This project is currently with the estate management team, who are investigating how they want to implement the scheme.
b. Some of the internal sign types proposed
a. Some of the external sign types proposed
Building Directory
Floor Directory
Welcome Monolith (WM)
Vehicle Directional (VD)
Pedestrian Monolith (PM)
Pedestrian Fingerpost (FP)
Information Point (IP)