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Information Architecture

We create language, structure and principles to help your users find, use and understand both you and your products and services.

How you label, categorise and organise yourselves, your products & services or your website can often leave users confused and unable to fully engage. Information architecture helps to create systemic, structural and orderly principles to aid usability, findability and understanding. It creates a clear framework for how to effectively engage users with information, and structure for enjoyable cross-platform experiences that bridge digital and physical interactions.



The naming of a product, service or place influences how people will understand it, what they associate with it and how they will engage with it. We create labels and terms for you, built on the deep understanding of how they will be perceived and understood. These vocabularies and glossaries of definitions minimise ambiguity and create clarity of meaning across your product or organisational ecosystem.

We work with you to isolate strategic language for your products, websites, interfaces and campaigns that can be product specific or designed to span an entire organisation and corporate culture.

  • Controlled vocabularies
  • Glossaries
  • Brand narratives
  • Brand rules
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Creating labels and narrative for the UK's first joint blood and organ donor initiative


Taxonomies are the structures that help you and your users understand how information is organised and classified, creating hierarchies and groups that categorise the items within them. The infrastructure of organised language helps users understand how objects relate to one another, aiding understanding and navigation.

We've designed taxonomies for resources, products and services, website navigation, menus, organisational structure, KPIs, blog content, FinTech transactions, audience classification, rooms in public buildings, eCommerce and more. 

  • Taxonomies
  • Metadata generation
  • Synonym mapping
  • Organisation frameworks
  • Indexing rules

Designing cross-platform taxonomies for fin-tech services, content and resources


Mapping is the process of helping your users find their way and understand where they are in a journey. It is the creation of navigational structures and rules; employing wayfinding tools that enable the user to understand their context, and allow you to suggest their next steps.

We combine our user experience skills with psychology and socio-cultural studies to create spaces for habitation, understand the users who inhabit them and create delightful, frictionless experiences, informed by your objectives and desired engagement with them.

  • Wireframes
  • Sitemaps
  • Spatial design
  • Interaction visual vocabulary
  • Systems architecture
  • Conceptual models
  • Experience mapping
  • Content surfacing rules

How we mapped the digital face of the 'War on Wonga'