Brixton is one of London’s most dynamic cultural neighbourhoods - home to independent traders, iconic venues, award-winning markets and a thriving night-time economy. Representing over 550 local businesses, Brixton BID commissioned Futurecity and Hat-Trick Design to develop a Creative Wayfinding Strategy to support Brixton’s evolution as a cleaner, greener and more inclusive cultural destination.

The team responded with a culture-led wayfinding strategy rooted in Brixton’s history, identity and diverse communities. The strategy proposes a flexible, recognisable wayfinding brand - one that celebrates the area’s unique mix of music, food, fashion and art. From landmark venues like the O2 Academy to small businesses and street food traders, the plan enhances visibility and encourages exploration across the whole town centre.

Through stakeholder engagement and site analysis, Futurecity & Hat-trick Design developed a vision that integrates wayfinding into the everyday experience of Brixton - supporting pedestrian movement, encouraging active travel, and connecting visitors and locals to spaces of social and cultural significance.

To support delivery, Futurecity proposed the formation of a Programme Steering Group, representing local businesses, the London Borough of Lambeth, Transport for London, cultural organisations and community voices. A wider network of ‘X Champions’ - local creatives and residents - will help shape and promote projects that reflect Brixton’s identity on the ground.

The strategy sets out a phased roadmap for delivery, encouraging new collaborations and supporting the local economy. It strengthens Brixton’s sense of place, invites people to navigate differently, and establishes a distinctive creative identity for one of London’s most celebrated districts.