Barclays Northampton Campus Reinforcing brand identity in a welcoming environment – WildWest Design
Projects
- award design
- award design
- graphics
- illustration
- signage
- award design
- brand design
- events
- graphics
- identity
- photography
- graphics
- illustration
- signage
- award design
Image: Aston Villa FC
- brand design
- communications
- graphics
- brand design
- digital content
- events
- graphics
- identity
- illustration
- photography
- signage
- video
- websites
- brand design
- communications
- digital content
- events
- graphics
- signage
Image: Barclays ATP World Tour Finals
- brand design
- graphics
- identity
- illustration
- award design
- brand design
- communications
- video
- brand design
- graphics
- signage
- brand design
- communications
- graphics
- identity
- brand design
- communications
- events
- graphics
- illustration
Image: FWA
- award design
Signage with cohesion and hierarchy
Signage with cohesion and hierarchy
We carried out a comprehensive review of the exterior signage across Barclays’ Northampton Campus, identifying opportunities to enhance clarity, consistency and wayfinding, creating a more intuitive and engaging campus experience. By improving the prominence of key information and strengthening alignment with Barclays’ brand identity, the new signage enhances the campus experience and reinforces its sense of place.
Our aim was to deliver a clear and cohesive signage strategy. Through a defined hierarchy, consistent colour standards and premium materials, we created a wayfinding system that supports intuitive navigation and establishes a unified visual language across the site, contributing to a polished and professional environment.
The entrance sign was reimagined as a contemporary feature that creates a strong sense of arrival. Dark metal panels, soft back-lit lettering and warm timber slats combine to deliver a welcoming, premium appearance, reflecting Barclays’ professional identity while subtly reinforcing its commitment to sustainability.
Clear wayfinding for drivers and pedestrians
Clear wayfinding for drivers and pedestrians
A new wayfinding system was developed around four distinct sign families: large back-lit totems for drivers, smaller pedestrian totems, finger-post signs highlighting key destinations, and compact totems for parking areas.
The primary directional totems share the same darkened metal finish as the entrance signage, creating a cohesive visual language across the campus and reinforcing Barclays’ confident, professional presence. This design approach is echoed in the pedestrian totems, ensuring consistency at every scale.
(IMG) Direction sign
Directional finger-post signs
Directional finger-post signs
Finger-post signs use colour-coded arrows and universally recognised icons to aid navigation, while parking signage provides clear guidance through crisp illuminated text and edge-lit detailing.
Although each sign type has been designed to fulfil a specific function, they work together as a unified system, delivering an intuitive and seamless navigation experience for both drivers and pedestrians.
Clear colour-coded signage systems
Clear colour-coded signage systems
Regulatory and safety signage was redesigned to improve clarity and align with recognised standards, using distinct colour coding and enhanced visibility to help users identify information quickly and confidently.
A clear, safety-focused strategy was developed for the loading bay, with simplified instructions, standardised colour coding and optimised typography ensuring key information can be understood at a glance. Prominent access signage guides large vehicles safely, while supporting signs reinforce operational procedures.
The renewed signage system delivers a clear, cohesive and contemporary experience across the Northampton Campus, enhancing navigation, strengthening brand presence and supporting safer, more efficient day-to-day operations.