Internationally renowned experts have been appointed to redesign and improve street signage and maps to welcome and help guide people around Shrewsbury town centre and make the most of its attractions.

Shrewsbury BID, in partnership with Shropshire Council and Shrewsbury Town Council, has appointed specialist consultants City ID to provide a comprehensive visitor and wayfinding information system for the historic market town.

The company, which has advised on projects in Bath, Bristol, Sheffield, London and New York, is tasked with designing new on-street signage and creating a new town mapping approach to improve the experience for visitors and residents alike.

Kirsten Henly, Shrewsbury BID Manager, said: “City ID are working on a solution which will seamlessly integrate people’s expectations of information provision in and around the town and their movement between key town centre locations. Their balanced and pragmatic approach combines their specialist skills in urban design and place branding to create a system to step- change how the town is navigated. An improved on-street signage system will send out the message that we are a welcoming, forward-thinking destination for businesses, residents and visitors alike.”

One aim is to provide clear, user-friendly maps which will be placed at strategic locations and also be available as printed copies and online. They will highlight key sites and attractions and also be designed to work across different formats – to feature particular areas of interest such as food or heritage – so that partner organisations can use the map to promote and showcase specific aspects of Shrewsbury.

Councillor Claire Wild, Cabinet Member at Shropshire Council, said: “This is an exciting scheme which is vital for the town as many signs now lack impact and have no consistent style. We’re pleased to be working with City ID and are looking forward to seeing designs which will reflect Shrewsbury’s unique appeal and work better for everyone.”

David Gillam, Principal Designer from City ID, commented: “We are delighted to be working in Shrewsbury. Having grown up in the town I’m very familiar with the character of the place, its fantastic assets and strong identity. We’re looking forward to drawing on our experience from other places to develop ideas that will help promote and reveal the Town Centre more successfully.”

City ID began working on the project in May.