Applied is a thinking consultancy. We add value to projects through well-researched intelligent analysis and through a creative approach to information design.

Applied have a reputation for a considered, intelligent and effective output. Through our work on Legible Cities projects, we have created benchmarks in global wayfinding design. Our work has enabled us to explore many places – Legible London, the most comprehensive urban wayfinding project of its kind, I Walk New York, a major pedestrian strategy, and extensive work in the City of Vancouver to help make it one of North America’s greenest cities.

We are experts in dealing with complex information and environments. We combine this skill with editorial and design aptitude that keeps the end user front of mind. We are a thinking company, adding value to our projects through well-researched and intelligent analysis of city legibility and through our creative approach to information design.


Tim founded Applied to push the boundaries of information design. Driven by the need to make cities more understandable, Tim has led projects in London, Glasgow, Brighton, Dublin, Vancouver and New York. His work draws on his cultural and commercial experience in environmental, editorial, identity and interactive design for clients including Bosch, Ferrari, Graphics International, Gilbert & George, Glasgow 1999, Orange and Lexus.

Tim has had a long-term fixation with making sense of the world’s great cities. He was Creative Director for Legible London, a capital-wide pedestrian wayfinding scheme for TfL that is currently in its second phase of roll-out. It is already the most extensive of its kind in the world and a benchmark for urban wayfinding. He is passionate about innovation and advancement, constantly looking at new ways to communicate and improve things. He is the mastermind behind, Typo an annual design conference held in London and guest lecturer at the Royal College of Art.

Richard leads our urban and transport planning work for wayfinding systems in cities including London, Vancouver, Glasgow, Leeds, Bournemouth and Shanghai. He is vital in our strategic planning work for towns, cities and environments globally. Richard’s role includes designing and conducting consultations with stakeholders and local communities and maintaining consistent project methodologies for naming, placement, routing and modal integration.

Before joining Applied, Richard worked as a traffic engineer, transport planner and consultant at leading consultancies including WSP, Atkins, TecnEcon/Acer, Urban Initiatives and Buro Happold. He was also a Director at transport and urban design consultancy, iCube where he oversaw the design and implementation of streetscape projects including Brick Lane.

Richard’s experience ranges from pedestrian / transport modelling, crowd dynamics, master planning and streetscape schemes, town centre and public realm management, traffic engineering, parking studies and highway signage. However his specialist focus is on the relationship between land-use and movement.

Ben is a Creative Director at Applied and has overseen the detailed development and delivery of the Legible London prototype on Bond Street as well as the system development during the pilot phase. Ben always places the end user at the heart of development, combining usability with obsessive attention to detail to achieve the right balance in maps, forms and publications. He oversaw the design of the Legible London Yellow Book, and the Visual Design Standards Manual, that set the benchmark for a city wayfinding design. Ben has led the design development of many of the major city wayfinding projects at Applied, including Leeds, Bournemouth, Vancouver and Heathrow.

Ben has many years experience working with some of London’s most notable designers and studios including Meta Design, Addison, Erik Spiekermann and Browns. His background in editorial design and branding, have resulted in a love of typography and he is Applied’s unofficial Head of Type. During his 17 years he has left his typographic mark on many projects including the re-design of The Economist, New Scientist, Life magazine and Dublin’s Sunday.

Stephen has been managing senior teams and high-profile projects in the field of wayfinding and environmental branding for over 30 years, living and working in the North America, the Middle East and mainland Europe.

In 1994, he set up and managed ECCE, a specialist project management company based in Amsterdam, where he spearheaded the successful implementation of the Nissan and Petrofina European re-identification programmes across 26 countries. Four years later, under his own company Artis Projects, he was contracted by the US’s third largest sign company to set-up and mentor a project management team in response to burgeoning M&A activity. He was appointed Vice President and over a three year period was involved in implementation programmes for Bank America, Mitsubishi North America and BP, amongst many others.

Stephen has successfully delivered a number of large scale, complex projects, including those referenced in the Middle East, and more recently Queen Elizabeth Olympic Park and Lee Valley Regional Park, which at 10,000 acres is London’s largest regional park.

Stephen has a deep understanding of the challenges of large-scale, complex projects and is accustomed to working alongside clients, designers, architects, engineers, project managers and specialist consultants. He brings to the team extensive business and project management experience and a successful record of delivering results on time and within budget.

Brett Parker joined Applied Wayfinding in October 2016 as Managing Director. Brett brings a strong commercial acumen to the team, having worked at the executive level across a variety of sectors and has a well-rounded knowledge of management, finance, and human resources.

He is a Chartered Director with a Masters in Leadership and Management, and delivers an entrepreneurial drive and team spirit. Brett has extensive experience operating and expanding multi-million pound companies, and his vision and strategic thinking have proven to be an asset in Applied’s day-to-day operations.

Hazel is a pivotal team member of Applied, responsible for the day-to-day running of the company and the smooth running of the administration of the agency.

Hazel’s experience ranges from meeting clients’ business objectives, client liaison, business strategy, analytical techniques to management reporting. Her specialist focus is on the successful development of internal controls to ensure the efficient and cost-effective running of Applied on behalf of the design team as well as the agency’s clients.

Before joining Applied, Hazel worked as Assistant to the Buying Director at Harvey Nichols and David Krantz, Chairman of Racing Green, one of the pioneers of on-line fashion retail in the late 1990’s. She was also Studio Manager for Lumsden Design Partnership where she played a key role in the development and cost-effective running of one of the UK’s leading retail design studios.

With interests in both design and public policy, Kyoungmo’s work at Applied spans through urban information research, design and production of outputs. During his London years Kyoungmo was involved in projects for cities including Dublin, London, Brighton, Leeds and Vancouver. Since re-locating to Seoul, he has led design and policy research projects for Seoul Metropolitan Government on subjects including city wayfinding, information design and active design.

Before joining Applied, Kyoungmo earned a degree in multi-disciplinary design at Goldsmiths, University of London and had worked both in design and in journalism. As a contributing writer to the Joongang Daily, International Herald Tribune’s South Korean affiliate, he covered various cultural issues from public art policies to design biennales. He is currently also a visiting tutor at Seoul Women’s University.

Sam has specialist experience in coordinating design programmes for multi-million dollar wayfinding systems. He has implemented both public and commercial wayfinding, branding and transportation information systems in the UK, Middle East and USA.

His knowledge of product design, manufacturing and installation of high quality and accessible bespoke products and sign systems ensure robust processes in the management of programmes and projects are implemented.

As well as working in major cities, Sam has managed large scale and logistically complex projects for clients including; Abu Dhabi Future Energy Company (ADFEC), Masdar City, Nakheel, Emaar and Whitbread.

As Senior Designer at Applied, James oversees the design development of a number of Applied’s key projects across the UK, Canada, and the United States. Since joining Applied in 2010, he has designed a number of large scale systems for cities, campuses, interiors, and transport networks, delivering integrated design solutions across sign, print, and digital applications.

His background in information design and typography enables him to analyse complex wayfinding problems and synthesise broad design solutions without losing sight of the detail. His technical knowledge allows him to develop implementable information systems that can be successfully managed and maintained going forward. He provides system design documentation, oversight and training, to ensure the high quality of these systems.

James was Design Lead for the University of British Columbia’s campus wayfinding system; Heathrow Airport’s in-terminal and digital mapping; The City of Vancouver’s pedestrian wayfinding system, The Metropolitan Museum of Art’s wayfinding strategy and mapping; and Metrolinx’s vision for integrated transport information in the Greater Toronto and Hamilton Area.

With a multidisciplinary background in design and planning, Simon draws on diverse experience to deliver effective wayfinding and information design solutions across a range of public realm projects.

Simon is user focused with a keen eye for human factors. He has led user research exercises identifying key insights for major public realm projects in Leeds, Brighton and Vancouver. His extensive experience in city auditing, conscientious analytical approach and eye for detail ensures all aspects of design and planning are considered.

His ability to consolidate complex information needs into clear solutions has facilitated the delivery of world-class wayfinding solutions for major projects.

Gemma joined Applied in 2012 and brings expertise in budget control, project programming, maintaining healthy client relationships, resource management, team motivation and project strategy.

Gemma is integral to the delivery of Applied’s projects, a centralised digital mapping overseeing all aspects including mastering, design, system architecture, software development, data architecture, interaction design, and the set-up of ongoing management.

Prior to joining Applied, Gemma managed communications for the Prince’s Regeneration Trust and Bennetts Associates Architects. She graduated with a degree in Art History and English from the University of Nottingham and went on to complete an MSc in Building Surveying from London South Bank University.