Formed in 2010, The Velvet Principle is a design consultancy, that specialises in designing wayfinding strategies that help people navigate to and through places.
The strategy always comes first. It’s when we identify what is required and where. While it’s likely that signs and graphics will feature, we use a mix of different tools ranging from architectural features, lighting and public art through to people and technology.
Core to our approach, is ensuring that any subsequent design is tailored to fit seamlessly within the building.
We make the design work hard to capture and express the character of the brand or experience on offer. The result is a bespoke solution that aligns with the local context and the unique requirements of a business.
For us, a successful scheme is one that provides information when and where it’s needed, but merges into the background when it’s not required.
How We Can Help
Sian’s experience is on the client side in sales, marketing, strategy and innovation. She’s worked for a diverse range of organisations including Coca-Cola, The National Physical Laboratory and Innovate UK (the government’s innovation agency), where she was the lead specialist for the creative and digital sector. Sian 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 and learning to play jazz saxophone.
Over the last 20 years Sean has been designing wayfinding schemes 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 where he led the Destinations team. Sean is an enthusiastic cyclist and is the current chair of The St Margaret’s Cycling club.