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Wayfinding is more than signage

It’s the art and science of guiding people effortlessly through physical spaces.

The Velvet Principle is a London-based architectural graphics and wayfinding design consultancy with a rich and diverse portfolio.  Since our foundation in 2010, we’ve had the privilege of working on notable mixed-use, shopping centre, residential, office and town centre projects. Helping to transform spaces into memorable experiences across the UK and beyond.

Our team draws on over thirty years’ experience in wayfinding consultancy – bringing together expertise in strategy development, design, tender management, and implementation.

This means that we’re able to shoulder day-to-day responsibility for fulfilling a project’s wayfinding requirements, freeing up resources to focus on other tasks.

Collaboration is at the heart of our approach. We work closely with clients and the wider team to get under the skin of the vision, objectives, and design intent. The result is an integrated solution tailored to the unique needs of the project; that fits seamlessly within its environment and helps create a sense of place.

Our Senior Team

Black and white head shot photograph of Sian Kelly

Sian Kelly

Managing Director

Sian has 20+ years experience in strategy and marketing across a diverse range of sectors, working for organisations as varied as Coca-Cola, The National Physical Laboratory and Innovate UK. She is the former chair of The Sign Design Society, the professional association for people interested in wayfinding and sign design. She spends her spare time cycling, playing the saxophone and working with decorative textiles.

Black and white head shot photograph of Sean Brereton

Sean Brereton

Creative Director

Over the last 20 years Sean has been designing the wayfinding for high profile developments worldwide. He started his wayfinding career at The Design Research Unit before moving to Leslie Jones Architects. Prior to founding The Velvet Principle, he was Operations Director at Saatchi and Saatchi X.  Sean is an enthusiastic cyclist, petrol-head and since hanging up his boots enjoys watching a good game of rugby.

Our Clients


"I've been working with The Velvet Principle for a number of years now and have found them to be an invaluable member of the team - easy to work with, proactive and reliable. They’ve taken on all challenges thrown their way – not only designing a unique wayfinding scheme for Bracknell, but turning their hands to a cart, sofa, kiosk and a customer information hub along the way. Sean’s been great at taking initial ideas and developing them into something concrete, finding someone to build them and managing the entire process."
Sue Boor
Head of Marketing
"The Velvet Principle provide a fresh and insightful approach to Wayfinding, taking the clients aspirations and merging these with well thought design and execution to deliver a great Wayfinding product."

Neil Read
Landsec (Project Director)
"We worked extensively with The Velvet Principle on a wayfinding strategy for the Lexicon, Bracknell which was the comprehensive redevelopment of Bracknell Town Centre. At all stages, the Velvet Principle understood the development strategy and took great care to ensure that the wayfinding strategy and signage design complimented the overall design intent and concept. The result is a wayfinding strategy that fits in very well with the Town’s look and feel."
Simon Russian
Development Director