01743 358 625   info@shrewsburybid.co.uk

Marketing, Profile & Promotion


We are working to deliver a transformational wayfinding project for Shrewsbury town centre. The project has been joint funded by Shrewsbury BID, Shropshire Council and Shrewsbury Town Council,  with international wayfinding experts, City ID, commissioned to deliver the project. City ID have worked on the wayfinding systems for London, Bath, New York, Bristol, Moscow and more.

Phase 1 – map design

The first phase of the project involved working with stakeholders to devise a town centre map face through various workshops. The new map face was provided to Shrewsbury Tourism for the 2016 town map.

Stakeholders included Shropshire Council, Shrewsbury Town Council, Shrewsbury Market Hall, University Centre Shrewsbury, Shrewsbury Museum and Art Gallery, Shrewsbury Residents Association, Shrewsbury Civic Society, Shropshire Regimental Museum, Shrewsbury Shopping Centres, Shrewsbury Sixth Form College, Shrewsbury Tourism, Churches Conservation Trust, AHR Architects, Shrewsbury Friends of the Earth, Boots, the Hive, Theatre Severn, Mouchel, Arriva Trains and Morris Leisure.

Phase 2 – totem design

The second phase of the project included holding further stakeholder workshops to develop the design of the on-street totems to replace finger posts across the town. The same set of stakeholders were invited to provide their view.

Phase 3 – totem installation

The final phase of the project is the roll-out of the on-street totems. The first prototype was installed at Castle Foregate in July 2017 . Following the feedback from this prototype, the remaining totems will be rolled-out as part of the Shrewsbury Integrated Transport Package.

Key Principles

  • Design should be in keeping with the town’s look and feel
  • Maps on each product should be a true, but simplified representation of the area they are showcasing
  • Icons/Pictograms are developed for buildings identified as visible and notable to a new visitor based on the experience of City ID and the stakeholder workshops




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