50 www.signlink.co.uk Issue 247 - June / July 2023 BUSINESS OPPORTUNITIES / WAYFINDING SIGNAGE can often be dictated by the end-user or fabricator, but when it comes to wayfinding, the logistics and design can become far more complex. Due to this, many companies and individuals have dedicated themselves to wayfinding, such as Holmes and businesses like Insight Wayfinding and ID-LAB. Two more companies that have dedicated large parts of the business to wayfinding are the previously mentioned Octink, as well as Aura Brand Solutions. Herbst describes Octink as: “A UK-based visual communications company with over 50 years of experience in providing creative wayfinding solutions to its clients.” Octink also highlights how it specialises in customer journey mapping, an essential part of wayfinding, in order to provide an optimised solution when navigating through complex environments. Speaking about the importance of these “This is what makes effective and accessible wayfinding such an important aspect of design and planning for any business or public space.” Freelance wayfinding designer and consultant Chris Holmes agrees. “Wayfinding is incredibly important in our industry. Too often signage in larger built environments is left until the last moment and isn’t properly thought through. “Having well designed and sympathetic wayfinding signage can help make the end-user's experience of a space so much better, whether that be helping navigate with ease or simply having signage that works with the aesthetics of a space.” Holmes created his company Insight Wayfinding, which utilises his nearly 30 years of experience in the design production, installation, and project management of signage projects. As mentioned with Bagstaff and Stedford, it’s important to learn and observe from others in order to get a greater understanding of what is possible. Holmes says: “I always admire other people’s work and one project that recently struck me was by ID-LAB in Australia.” The project was a collaboration with wayfinding company ID-LAB and architects Schmidt Hammer Lassen for the State Library of Victoria. The elegant but simplistic designs saw signs and totems in the shapes of peeling book pages which adorned several parts of the library. Speaking about the projects on its website, ID-LAB states: “The wayfinding strategy deals with a number of diverse visitor groups; high school and university students, researchers, Australian, and overseas tourists. “Each group knows, expects, and wants something different from the wayfinding. We developed a strategy that caters for each group. Next to this, the signage design works with both the historic areas and the completely renewed areas.” The wayfinding project demonstrates not only an understanding of the basic needs of visitors, but also the effect a simplistic but refined design can have. Most recently Holmes has seen an increased demand for sustainable options, as seen with many areas of print and signage. “This is something that I feel is so important, especially in an industry that has traditionally been so reliant on plastics. Some of the new and innovative materials can offer some really amazing finishes.” Meeting Expectations As alluded to, the core to an effective wayfinding project is making the finished product an easy to understand and visually pleasing experience for the person using it. The design and construction of signage projects, Herbst says: “The bedrock of most signage companies is wayfinding, as signage by definition is a means to provide direction. Where signage businesses like ours seek to differentiate is through the knowledge and experience-based service we provide our clients, coupled with a reputation for high-quality design and reliable installation. “Where would end-users be without wayfinding? Take away google maps, satellite navigation, and the simple sign and we’d all be lost.” Octink has been involved in many high-profile works over the past few years, including a refresh for the outdoor shopping experience at Bicester Village, Oxfordshire, as well as projects with developers like SEGRO and regeneration and refurbishment projects like Battersea Power Station. Similarly, Aura, a European branding and visual communications company, has completed “countless site rebrands” and a variety of architectural projects which include signage and wayfinding. Steven Jones, architectural projects co-ordinator for Aura, says: “Last year we produced over 1,000 bespoke products, delivered over 7,000 signage solutions, and carried out over 8,000 site visits.” Regarding the company's work in wayfinding, Jones adds: “Our in-house design team and printing capabilities enable us to produce branded, bespoke, and standard wayfinding for any organisation. “Aura works with leading brands on the implementation of wayfinding to help create a more relaxing and enjoyable experience for both customers and staff. We provide wayfinding for areas such as sports stadia, the manufacturing industry, public sector, events and exhibitions, heritage projects, and general health and safety signage.” Aura’s experience has meant understanding the complete end-to-end process of wayfinding signage and understanding all the benefits to customers and end-users. “Signage is typically the first thing a visitor sees when they arrive and sets the tone for their first impressions,” states Jones, adding: “As a critical method of communication, signage is also an extension of your brand […] It’s the purpose of the visit that should leave a lasting impression, not troublesome navigation. Branding and customised wayfinding should enhance the brand experience and help to provide a cohesive and unified impression, as well as being practical. “It’s critical to ensure that all users are thought of during the process, and that the correct specification of signage is used in the right areas, based on the intended interaction with direct users.” Like Holmes, both Aura and Jones have seen the increased focus on sustainability change the industry for the better. Public spaces and wayfinding are now increasingly being designed with neurodiversity in mind. According to the American National Library of Medicine an estimated 15-20% of the world’s population is neurodivergent Factoid ► Chris Holmes works as a freelance wayfinding designer and consultant ► Octink is a UK-based visual communications company with over 50 years of experience in wayfinding solutions
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