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Yellow Dot Trail



Belfast City Council





"Belfast Christmas shopper numbers up 40% - Exceptionally busy festive period outstrips rest of UK"


So read the Belfast Telegraph headline four months after a fire had gutted the Primark store in Bank Buildings and closed one of the city’s main shopping thoroughfares.


In the immediate aftermath of the fire the safety cordon around site prevented many shoppers, particularly those from out of town, finding their favourite stores. The result, a 60% drop in footfall.


In response Belfast City Council developed an ambitious plan to attract people back into the centre. It comprised fairground rides, food stalls, street performers, light projections and – courtesy of Image Zoo – an unmissable navigational aid, the Yellow Dot Trail.


We developed a suite of signs with a strong identity that were strategically located at regular points along the trail. To ensure a strong, visible presence in a noisy retail environment the signs were mounted above head height on shop fronts, road signs and existing pedestrian blades.


We also created a bespoke map that was displayed on purpose-built navigational hubs at pedestrian clustering points. These, along with branded banners stating Yes, we’re open!, helped drive people down the cul-de-sacs to the shops worst affected by the road closures.


It was a great project to work on and, despite involving over 15 different public and private sector organisations, shows what can be achieved with a collaborative can-do attitude


Agency services

- Concept development

- Wayfinding strategy

- Sign design and material specification

- Graphic design

- Branding

- Cartography

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