The Opportunity
When the Mayor of London’s New Year’s Eve celebrations returned in 2022 after COVID-19, we joined the delivery team supporting Identity. Our role covered wayfinding and signage strategy, crowd control planning, event staffing, security and stewarding coordination, and volunteer management.
With over 100,000 ticketed guests across an open-air central London site, the event required a robust yet flexible operational model. We helped build and deliver a seamless plan to support the safe return of this landmark celebration.
The Work
Over three consecutive years, we’ve worked with Identity to shape and enhance our role in the event’s delivery. We introduced a new wayfinding and signage approach — producing a fully mapped signage plan used to brief partners and feed into key documentation including LOSPG planning.
We also provided operational support on the ground through a team of Last Mile Managers. These experienced event staff were responsible for real-time troubleshooting, crowd navigation, and smooth flow throughout the footprint on the night.
Our work included:
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Developing the signage and wayfinding plan across central London
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Managing install and live delivery of branded and safety signage
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Staffing across Last Mile areas for operational and public support
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Supporting Identity and partners with documentation and site planning
The Highlights
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Over 30 VMS (Variable Message Signs) deployed across key routes
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6 large-scale branded signs installed across the city
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100+ individual signage elements including flags, banners and boards
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9 distinct access and exit routes managed for crowd flow
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Last Mile Managers provided on-the-ground leadership across zones