What Applied Information Group does

Applied Information Group is a UK-based spatial experience design practice founded in 2003 by Tim Fendley, specialising in wayfinding strategy and information design for complex built environments. The firm designs and implements pedestrian wayfinding systems, multi-modal transport integration, and visitor navigation solutions for transport authorities, city governments, cultural institutions, airports, campuses, and large corporate clients across the UK, North America, Europe, Asia-Pacific, and Latin America. Its methodology is grounded in cognitive neuroscience research (specifically John O'Keefe's place cell research on spatial memory) combined with user flow modelling, stakeholder consensus building, and inclusive design principles, with proprietary approaches including the Legible City Wayfinding Methodology and a centrally-managed mapping database system that ensures information consistency across physical, print, web, and mobile outputs.

The firm's portfolio includes flagship projects such as Legible London (1500+ signs across 32 boroughs, recognised as the global standard for city walking systems), Metrolinx (harmonised transit wayfinding across $50bn of Greater Toronto infrastructure), TransLink Vancouver (unified 7-mode, 21-authority transport identity), Heathrow Airport, The Met, The National Gallery, Sentosa Island, Canary Wharf, and Westfield. Applied operates from four offices — London (headquarters), San Francisco, Vancouver, and Seoul — and generates revenue through project-based professional services engagements on multi-year contracts negotiated directly with enterprise and government clients by Commercial Director Sean Fulton and senior partners.

Applied monetises primarily through professional services fees on a per-project basis, with pricing negotiated per engagement and no public rate cards. Revenue recognition is lumpy and tied to long-cycle municipal and institutional procurement. Recent strategic moves include the 2024 B Corp certification, the November 2025 launch of an Innovation Lab under the Innovate UK BridgeAI programme, and the May 2026 selection of its Active Travel Data Specification (ATDS) for the Scaling Innovation programme with Catapult funding, signalling a measured evolution from pure design services toward productised data specifications and AI-augmented spatial analysis. The firm maintains a referral-driven, repeat-business commercial model with no disclosed institutional investors and founder-led ownership.

Name

Applied Information Group

Legal name

Applied Information Group

Website

https://appliedinformation.group

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Applied Information Group is a UK-based spatial experience design practice founded in 2003, designing wayfinding and navigation systems for transport authorities, city governments, museums, airports, and large enterprises across four global offices (London, San Francisco, Vancouver, Seoul). The firm applies cognitive neuroscience-grounded methodology to deliver flagship projects like Legible London and The Met.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Services — Wayfinding Strategy & Design: Project-based professional services engagements delivering wayfinding strategy, system design, planning, and implementation for cities, transport networks, airports, campuses, museums, and corporate environments. Revenue is generated through long-term client relationships with major institutions and government bodies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Applied Information Group is a spatial experience design practice that designs and delivers wayfinding and information systems for cities, transport networks, airports, museums, campuses, resorts, and corporate environments. Engagements span research, strategy, stakeholder consensus building, planning, design, and implementation of physical signage, printed and digital maps, and unified multi-modal transport information standards.

Product overview

Applied Information Group is a spatial experience design practice offering wayfinding and information design services. Their portfolio includes flagship city wayfinding systems (Legible London, Leer Madrid, Walk Rio), major transport hub solutions (TransLink Vancouver, Metrolinx Ontario, Heathrow Airport), retail and destination environments (Canary Wharf, Sentosa Island), and cultural institutions (The Met, The National Gallery). Services span research and analysis, strategy and master planning, consensus building with stakeholders, planning and design, and implementation support.

Differentiator

Problem solved

Functional benefit

Products and services

• Wayfinding and Spatial Experience Design Services End-to-end design consultancy covering research and analysis, strategy, master planning, stakeholder consensus building, planning, design, and implementation support for cities, transport networks, airports, museums, campuses, and corporate environments.
• Legible London City Wayfinding System City-wide pedestrian wayfinding system of over 1500 signs across London's 32 boroughs, designed for Transport for London as the global benchmark for urban walking systems.
• Leer Madrid Accessible City Wayfinding Universal-design pedestrian wayfinding system for Madrid, validated with users including people with acquired brain injuries and reflecting local typographic heritage.
• Walk Rio Pedestrian Wayfinding System Pedestrian wayfinding system of 500+ signs covering 75km² of central Rio de Janeiro, delivered ahead of the 2016 Olympics.
• TransLink Vancouver Multi-Modal Wayfinding Multi-modal transport wayfinding system that unified seven transit modes across 21 local authorities in Metro Vancouver under a common identity.
• Metrolinx Ontario Transit Wayfinding Standard Harmonised transit wayfinding standard for the Greater Toronto Area, connecting 11 transit operators and 6 transport modes and aligned with a $50 billion infrastructure programme.
• Heathrow Airport Map and Signage System Consolidated digital, print, and signage-based mapping system across all Heathrow terminals serving 80.1 million annual passengers with real-time information integration.
• The Met Museum Wayfinding Reimagining Comprehensive wayfinding strategy and signage system for The Metropolitan Museum of Art, including new physical and digital mapping, visitor flow modelling, and an interactive digital map.
• The National Gallery Wayfinding Overhaul Wayfinding strategy and signage redesign for the National Gallery in London, including architectural view-line proposals and a complete overhaul of signage and printed maps.
• Sentosa Island Resort Wayfinding Integrated wayfinding system for Sentosa Island in Singapore, coordinating vehicular, public transport, pedestrian, and cycling movement for 20 million annual visitors.
• Canary Wharf Connected Wayfinding Masterplan Connected wayfinding masterplan integrating five Canary Wharf shopping malls and the new Elizabeth line Crossrail station, serving 67 million annual visitors.
• Seamless Cleveland Connected Wayfinding Connected wayfinding system integrating five transport modes as a pillar of Cleveland's city transformation programme.
• Active Travel Data Specification (ATDS) Open data specification developed by Applied to standardise accessible active travel data, selected for the Scaling Innovation programme and backed by Catapult funding.

Quantifiable outcome

• 5% measurable increase in walking following Legible London implementation
• +7 more outcomes

Named customers16 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered minor.

• YiEUMminorStrategic or Co-development Partner · 1 January 2015Partnership with YiEUM on the Dongdaemun Design Plaza wayfinding project in Seoul. The collaboration combined Applied's wayfinding methodology with local YiEUM expertise to deliver the Seoul project, which won an SEGD award.
• Avanti StudiominorStrategic or Co-development PartnerLocal design partner for the Leer Madrid initiative, contributing to the urban wayfinding system developed alongside Applied's methodology for the city of Madrid.
• Paisaje TransversalminorStrategic or Co-development PartnerUrban planning partner contributing to the Leer Madrid wayfinding initiative alongside Applied's spatial experience design expertise.
• Urban NetworksminorStrategic or Co-development PartnerPartner in the Leer Madrid initiative, providing specialist knowledge of urban mobility networks for Madrid's accessible city wayfinding system.
• Dimas GarcíaminorStrategic or Co-development PartnerSpecialist contributor to the Leer Madrid wayfinding project, working alongside Applied and local partners to deliver Madrid's accessible pedestrian wayfinding system.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• City ID: UK-based wayfinding and information design consultancy that has delivered pedestrian and transit wayfinding systems for major cities worldwide. Directly comparable to Applied as a specialist firm focused on city-scale legibility projects.
• Mijksenaar: Netherlands-based wayfinding design firm known for Schiphol Airport signage and numerous public-transport systems. Closest international direct peer to Applied in pure-play wayfinding methodology and city/airport clientele.
• Two Twelve: New York-based wayfinding and environmental graphic design firm with a strong focus on transit, public realm, and civic projects. Direct peer in urban wayfinding strategy and design for North American clients.
• ENTRO Communication Design: Canadian wayfinding and signage design firm serving transit, healthcare, education, and institutional clients. Comparable to Applied in transport and institutional verticals and North American presence.
• Selbert Perkins Design: US wayfinding and signage design firm specialising in airports, healthcare, and large campus environments. Comparable to Applied in multi-stakeholder, multi-modal projects and large institutional clients.

Broad incumbents

• Landor & Fitch: Global branding and experience design consultancy with an environmental/experiential graphics practice that includes signage and wayfinding. Broader portfolio than Applied but competes for the same enterprise and cultural-institution wayfinding briefs.
• MetaDesign: International branding and design consultancy with environmental graphics and wayfinding capabilities as part of a wider brand-systems offer. Comparable to Applied in delivering large-scale identity and signage systems for public and corporate clients.
• Pentagram: Global multidisciplinary design consultancy with partners who lead environmental graphics and wayfinding engagements alongside branding, digital, and product design. Larger and more diversified than Applied, with overlapping capability in civic wayfinding.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights8 records

Customer concentration

• Instagraminstagram.com/applied.information.group
• Xx.com/appliedstudio

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Applied Information Group