Ultimately, value and service are just as important to the users overall experience as getting to the right location on time. This is why good design is so important to our approach.
The difference is, we believe design should only be regarded as good if it creates the right brand message while achieving all its wayfinding objectives; and to do this it has to be used in exactly the right way.
As wayfinders, we know when design is applied incorrectly, signs can cause more navigation problems than they solve. Design can affect visibility and understanding, as well as causing confusion. Poorly applied design elements can serve to hide important information and even increase anxiety.
Often a designer will build up their understanding of a site in isolation, becoming familiar with it in the same way as any other user. The mistake is in believing we all see things in the same way and and as such, the designer may go on to structure the solution to reflect their own understanding.
The process we follow does not restrict the use of design. Crucially, it aids creativity by providing the most comprehensive brief possible. This in turn helps our design team to understand exactly what is needed to project the brand message in the most effective way.
By providing the freedom to develop exciting and memorable solutions that support understanding we deliver a positive experience that lasts long in the memory.