C-KR

The most popular way tourists get around London is by tube, but travelling literally underground means never catching sight of lesser-known cultural destinations on the surface, many of which struggle to draw audiences away from the main attractions. CKR, a new bike hire scheme, encourages tourists to view the city from a different perspective and ‘seek out’ some of the more hidden cultural destinations. This is conveyed through a graphic framing device, applied across multiple touchpoints, made of varying letterforms that also become the arrows within a wayfinding system.