Our home town of Margate has never been a town to follow the crowd. From its glorious seaside heyday to its creative reinvention, it has always done things a little differently. And with Turner Contemporary, Dreamland, independent shops, galleries and an increasingly exciting food scene (including Madonna’s favourite Italian restaurant, Bottega Caruso), there’s plenty to discover beyond the beach.
The challenge? Helping visitors find it all.
Commissioned by Thanet District Council, Whybrow Studio set out to create a wayfinding scheme inviting visitors to explore beyond Margate’s bustling seafront – discovering the High Street, the charm of the Old Town and the creative spirit, independent shops and hidden gems of Cliftonville. Connecting much-loved landmarks with lesser-known treasures, the aim is to encourage people to wander further, linger longer and discover a few surprises along the way.
And where better to start than with the people who know Margate best? Through local business engagement and public consultation days, we’ve listened to the people who live, work and visit here. Ian and Dan even spent a day handing out survey postcards along the seafront, gathering thoughts and swapping stories of Margate’s past, present and future – including fond memories of Dreamland and the Lido in its heyday. A little nostalgia, plenty of conversation and some invaluable local insight.
Our approach celebrates Margate’s wonderfully individual character. Inspired by its seaside heritage, distinctive lettering and colourful personality, the scheme brings together welcoming maps, bespoke typography and a family of signs that feel unmistakably Margate.
But why should the fun stop at signs? With future budget availability, playful graphic interventions and unexpected nudges could encourage visitors to explore beyond the obvious… And that’s the beauty of the approach. It’s designed to grow and evolve with Margate, with new layers of discovery added as the town continues its exciting transformation.
The result is a wayfinding scheme designed to make Margate easier to navigate without taking away the pleasure of getting a little lost.
Because sometimes the best bit of a seaside adventure is what you weren’t looking for.
With the design development and community engagement complete, the Margate Town Wayfinding scheme is now moving towards its next exciting chapter – becoming part of the town itself. Installation is planned for Spring 2027, when the signs will take their place along Margate’s streets and seafront, bringing the project’s distinctive typography, colour and character into the public realm. It will be a wonderful moment to see the ideas shaped through collaboration with the local community become a tangible part of everyday life, helping residents and visitors alike discover, explore and enjoy Margate.
