The Steering Group

Although of modest size, the Society is a private company limited by guarantee with appointed Directors and formal specific functions - Chairman, Company Treasurer and Secretary. The Board doesn't need to meet regularly, but the Society holds a statutory Annual General Meeting, open to all members. The notes of the last AGM are posted elsewhere on the site for review by members. They provide a fullsome synopsis of the company's activities over the preceding year.

Our day-to-day affairs are managed by a Steering Group, effectively our executive committee. The current members are all professionals in one or other of the fields served by the Society. We all have chosen to be closely involved with the Society by bringing special areas of expertise to bear, advising and leading the team accordingly. We all participate voluntarily and receive no financial remuneration.

We gather frequently to agree the Society's mission, its direction, current and planned activities and ambitions. Sub-committees are formed for major projects.

The daily management of the Society's affairs e.g, liaison with members, organising meeting venues, making domestic arrangements with guest speakers, acting as secretary to the SG's meetings etc, is the responsibility of the Society Administrator, employed by the Society under contract for an annual fee. The Administrator plays no executive role but is otherwise a fully integrated member of the Steering Group.

We are always looking for others who may be similarly interested in what the Society does, have ideas, are prepared to get involved and can spare a modest amount of time to do so. If you're one of those people, please let the Chair, or any member of the Steering Group know!

Details on all members of the Steering Group are given below:


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Sian Kelly, from The Velvet Principle


Recently appointed as Chair of the Society, Sian is the Operations Director of The Velvet Principle; a specialist wayfinding, branding and experiential graphic design consultancy. Since forming in 2010, The Velvet Principle has worked on various retail and corporate office projects both in the UK and internationally.

Prior to this, her career was very much on the client side, with roles in business development, marketing and strategy within Coca-Cola, The National Physical Laboratory and more latterly the governments’ innovation agency - The Technology Strategy Board (now called Innovate UK). At The Technology Strategy Board, Sian was responsible for developing and implementing the UK’s technology strategy for the Creative Industries. She is very interested in the contribution that technology can make in helping people to understand their environment and maximise their experience.

Sian is keen to promote mutual understanding and appreciation between others working within the property development sector and sign design and wayfinding professionals; and will be exploring opportunities to collaborate with other representative bodies.


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Billy Griffin, from Artisan in Dublin

Honorary Treasurer 

Billy has been working in the sign industry for nearly thirty years. He holds an MSc in marketing from University College Dublin. He also graduated with a CPIM in production management at Dublin City University, a diploma in Design at DIT Bolton Street and a diploma in International Sales Management, also with the DIT. He has completed a degree level course in Business Development in the International Management Institute.

Billy’s interests are his family, reading, music, art, architecture, golf, keeping (relatively!) fit and getting out and about. If pushed, he'll admit to being a bit of a petrol head in his spare time!

Billy joined the Steering Group in 2015 and welcomes the opportunity to contribute to what he feels is the only Association that deals with Information Design and issues specific to signs.


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Paul Mason, from Cicero Translations

Honorary Secretary  

Paul studied philosophy at the University of Bristol. Since 1980, he has been the senior partner of Cicero Translations, which numbers several Sign Design corporate members among its clients.

A keen linguist, from 1981 to 2006 Paul travelled extensively in Europe, Latin America, the Middle East and the Far East (where he lived in Japan for over a year) promoting his business. He started attending Sign Design Society lectures in 2006, on the suggestion of a Heathrow Airport client, and was immediately hooked. He has been a regular attender – and occasional speaker – ever since.

An ardent long-distance walker and cycling tourist, Paul has covered much of southern England on foot or on two wheels and is a keen student of Ordnance Survey maps and road signage. His mission is to use his knowledge of business, geography, languages, maps and signage in the service of the society, finding interesting speakers and introducing new members.



Sean Brereton, from The Velvet Principle

Steering Group member

Sean graduated in 1987 with a degree in Information Graphics from Trent Polytechnic. After two years with a small agency, Pointer Communication, he joined Design Research Unit as sign designer on a variety of transportation projects including the new DLR station at Canary Wharf. The latter project expanded into the site-wide statutory signs package for the Canary Wharf estate and all sign design and wayfinding for Canary Wharf Tower.

In 1995, he joined Leslie Jones Architects working on a number of retail developments across the UK. This was followed with a spell at Anderson Design and Marketing focussing on destination branding for the retail property industry. Anderson was then adopted by Saatchi & Saatchi, where, as Operations Director, Sean headed up the retail destinations team with projects in Dubai and Abu Dhabi and the UK retail property sector.

He then established The Velvet Principle in 2010 as a specialist wayfinding, branding and experiential design consultancy with a variety of retail and corporate office projects in the UK and internationally. Sean was recently appointed to the Steering Committee and having seen The Sign Design Guide used as a benchmark over a number of years, is keen to assist in getting an up to date version of this “go to” publication back out into the design community.


Sandina Miller 

Social Media and Comms Strategy

Sandina is a typographer, information designer and design consultant. She has a BA (Hons) in Typography & Graphic Communication from the University of Reading. She’s also studied at Oxford Brookes and has a Masters degree from University College London.

Sandina worked at an information design consultancy in Reading for several years before becoming an independent designer in 2011. Her projects include wayfinding planning, design, artwork, consultancy (including formal reports) and project management for clients in the academic and health sectors. She was the lead wayfinding & signage designer and consultant working with the University of Reading’s Estates & Facilities team. She helped to develop and implement a holistic wayfinding strategy for the University of Reading (she handed over the reins to the University’s in-house design team in 2013).

She attended her first Sign Design Society meeting in 2002 when she was still an undergraduate, and has been an SDS member since 2004. She joined the Steering Group in 2015, and was elected a Director in October 2016. Sandina works on our social media channels and has developed new tools and an active strategy for our communications to engage members and to increase awareness of the Society and our events.


Laura Alway

Events Secretary 

Laura is a wayfinding designer with over five years’ experience in wayfinding and information design. She graduated from the University of Huddersfield in 2010 with a BA (Hons) in Multimedia Design having always had more of a passion for graphic and information design.

Laura has worked in the wayfinding team at Atkins for over two years broadening her knowledge of wayfinding within the public realm and urban environments. She has previously worked for a variety of large-scale organisations and has previous experience of working on projects across a number of airports as well as the London 2012 Olympic and Paralympic games.

Laura joined the steering group in 2015, she enjoys bringing new ideas and creative solutions to the team and is always keen to develop her skill set.


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Wendy Wilsher 

Brand and Identity

Wendy has specialised in typographic and information graphic design for over 16 years since graduating from The University of Reading with a BA (Hons) in Typographic and Graphic Communication. After leading wayfinding design in two London consultancies, she now runs her own specialised typographic consultancy with a particular focus on wayfinding and information design solutions. Wendy has a strong understanding of wayfinding within both internal spaces and external environments, enjoying the most complex of wayfinding challenges most of all. She was a leading member of the design team responsible for wayfinding throughout many Network Rail Major Stations and other notable projects have included several large scale library wayfinding and information design schemes and RNLI's internationally acclaimed, award winning, coastal signage program.

Wendy is a respected graphical symbol designer and has contributed designs for both British and International Standards. She spends much of her time in California, with her business allowing her to work on projects both sides of the pond. Wendy was a winner of the Student category in the SDS's Sign Design Awards in 1999, subsequently joining the Steering Group as a Society member.

Colette Jeffrey 2016Colette Jeffrey

Steering Group member

Colette was a Director of the SDS for ten years before taking a break when she began working in Birmingham, but has now returned as a member of the steering group focusing on education-based opportunities and issues for the SDS.

In 1999, Colette researched and co-wrote the official NHS guidance on wayfinding and ever since has been involved in wayfinding design for over sixty complex environments. Past clients include thirty NHS hospitals, The British Library, Heathrow Airport, the Natural History Museum, Wembley Arena, London South Bank University, Queen Mary University of London and on-street pedestrian sign and map systems for the cities of London, Leeds and Brighton. 

Colette is also a wayfinding consultant and information designer having spent over twenty years developing creative solutions to enable people to navigate hospitals, airports, universities, shopping centres, museums and most recently pedestrian information systems for UK cities.

Colette has been a Senior Lecturer in Visual Communication at Birmingham City University since 2009, and is currently writing a PhD thesis exploring how people find their way (and why they get lost) inside complex built environments. She will share her research findings with SDS members next year.

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Wesley Meyer

Steering Group member

Wesley has been a member of the wayfinding and signage community since 2002. In this time he’s gained a broad range of experience working in both fabrication and design while working for small businesses, international corporations and independently. His project experience ranges from remote tribal hospitals (USA) to the tallest structures in the world (UAE and China). He sees wayfinding as a universal expression of design and way of connecting people with the built environment. “I do this work because it’s meaningful to people. I care about the quality of experience and how people feel in the space. It’s about communicating and expressing the very best of an environment.”

Wesley currently lives in Birmingham and works for the global design firm Gensler. He oversees a number of projects locally and in the Middle East. Previous projects include the Burj Khalifa (Dubai), Shanghai Tower (China) and Msherieb (Qatar). He’s an active member of both SDS and SEGD and is working on education material in wayfinding strategy and multi-lingual sign design. Outside of work, he is an avid photographer and traveler. He is often spotted at airports around the world... usually examining the signs. Wesley joined the Steering Group in 2012 and is bringing a host of original ideas to the table.


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Kirstine Epps


Kirstine began work as the Society Administrator in September 2016. She is proud to have secured a role that offers the ideal combination of challenge and flexibility in her role as a working mum. 

After an initial career in teaching Social Science, she feels privileged to have completed a Masters in Psychosocial Studies. This has allowed her to develop a number of freelance projects, including supporting a consortium of psychotherapists as well as working in the field of mental health, both as a key worker and a researcher.

She has a keen interest in the relationship between subjectivity and spatiality; after completing a course in Film Noir, she is interested in the concept of navigation through unfamiliar spaces and is excited by the range of experiences that working with the Sign Design Society provides.

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