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09.07.09
Build it and they will come
We’ve been working for a couple of years on a project that will transform the centre of the Welsh capital, Cardiff. Right in the middle of the city, Land Securities and CSC have been transforming the old St David’s centre, and we’ve been working on an unusual new visual identity for the scheme. The overall identity is based on the thought that hundreds of thousands of people will gather and use the new centre as their meeting-place, and our ‘people’ diagrams swiftly became the beginnings of the entire scheme. 
The people, simplified down to dots, become the linking element in a scheme that applies across a vast array of items, from fonts to symbols and images. 
Here are some more of the planned applications. 
We’ve been collaborating with the project architects Benoy and signage consultants Air design on the three dimensional aspects of the scheme, some of which are shown below. 
The project itself opens in the Autumn.
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