Who we are.
We are a London based wayfinding and signage consultancy.
Born from a true passion for signage, typography and good design, THIS WAY combines significant industry experience with the creativity and tenacious energy of a start-up. We are specialists in sign design, wayfinding, brand implementation and environmental branding.
First impressions count and a good sign (or a bad one) has the power to alter perceptions of your brand. We apply a strategic and meticulous approach to deliver user-centric, design-led projects to the very highest standards. From traditional techniques to new technologies, we live and breathe signage. As an independent consultancy we have great flexibility, not only to use the very best, but more importantly the right methods, materials and people for each project.
We are proud to have worked with some of the world's most brilliant brands, international organisations, creative agencies, architectural practices, cultural institutions, property developers, high street retailers and independent restaurants.
Delivering projects of all shapes and sizes, we push the boundaries of expectation to help people navigate places and spaces and ensure brands flourish in their physical form.
In short, we create beautiful signs.
THIS WAY was founded by James Gordon in 2016.
With ambitions to start a business since university, James began his career in graphic design before spending over 17 years mastering his trade in the signage industry.
Career highlights include delivering brand implementation and wayfinding projects for Google’s UK HQ, engineering architectural signage for Tate, managing a Europe-wide Western Union rebrand, wayfinding at the Royal Albert Hall, and of course, fulfilling a lifelong goal by launching THIS WAY. See a selection of projects and people he has been fortunate enough to work with below.
James is a creative thinker and problem solver with practical hands on experience, he is a PRINCE2 certified project manager with an encyclopaedic knowledge of materials and fabrication methods, a keen eye for detail and strong commercial judgement.
He thrives on the bespoke, delving into the detail of each project is what makes him tick. Always pushing the boundaries of expectation to create an exemplary end result. Making his mark of the urban landscape, one sign at a time.
