How do we tell people where to go? From motorway signage, tiles on the Underground to Sydney leading the world in wayfinding for the visually impaired.

Communication Untangled: Untangling signs

Podcast

How do we tell people where to go? Author and transport expert, Mark Ovenden, joins us to talk about legends of design, Margaret Calvert and Jock Kinneir, and the critical role they played in the signage we see on motorways and airports today.

You’ll find out how patterns in the tiles on the London Underground were designed to help people with low literacy head in the right direction. We also take a break in the middle to find out why Sydney leads the world in wayfinding for people who are blind and visually impaired.

And look out for a woolly mammoth and a cow named Patience.

Want more of the Communication Untangled podcast?

Broadcaster Mark Ovenden is a specialist in graphic design, cartography and architecture in public transport. He’s the author of some brilliant books, including 

London Underground by Design, Transit Maps of the World,

Communication Untangled Untangling Signs

How do we tell people where to go? From motorway signage to Sydney leading the world in wayfinding for visually impaired.

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I am the founder of OSER, a one-stop brand and marketing consultancy that solves business challenges with bold ideas that deliver growth and ROI for startups, scale-ups, and investors.
I set up OSER after spending over 20+ years leading global brand and marketing agencies. I love combining strategy and creativity and am passionate about business, new ideas, and future thinking.&nbsp;
Our goal is to empower clients with strategies that differentiate their businesses and promote smart growth. With my expertise in brand, marketing, and business consulting, honed over 20+ years, we offer tailored solutions to help businesses thrive. I am an early-stage VC EIR deal-flow pitch advisor, brand and marketing panellist, and keynote speaker.&nbsp;
My mission is to support founders, CEOs, and investors by shaping strategies, implementing effective marketing initiatives, and creating creative ideas that deliver tangible value to clients.

Founder

Digital Marketing

Turn Clicks into Customers with Smarter and More Creative Digital Ads

Struggling to make paid ads work for your startup? A successful digital campaign isn’t just about ad spend—it’s about strategy, audience targeting, and high-converting creatives.

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✅ Create performance-driven ad campaigns across Meta, Google & TikTok
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Hello, I’m a digital marketing agency founder and communications consultant in Cambridge.
After a decade in broadcast media producing radio and digital content with the BBC, ITV and Magic FM, and as a homepage editor for Yahoo and AOL, in 2008 I founded Sookio.
I built and scaled the agency through intense periods of change – pandemic, fire, recession, four premises, shift to hybrid working – and oversaw the delivery of targeted marketing campaigns for clients in education, science/tech, B2B and the public sector, reaching millions of people and increasing footfall, applicants, and revenue.
In 2024 I pivoted the business to go from agency to consultancy, enabling me to draw on my wealth of experience in marketing, leadership and business operations and offer a more streamlined set of services:
<ul>
<li>Audits and recommendations</li>
<li>Strategy and support</li>
<li>Consultancy</li>
<li>Training: Social media, writing for marketing, building visibility</li>
</ul>
It&apos;s communications from the inside out. I’m someone who lives and breathes marketing and has closely followed digital trends since the earliest days of social media, but knows how to get the foundations right too – the tools, the processes, the best ways to nurture client relationships and motivate your team. I love working with clients to share this knowledge and solve problems together that lead to a happier, more productive, and more profitable business.
Values (see more on my <a href=&apos;https://www.sookio.com/about&apos; target=&apos;_self&apos;>About page</a>)
1. Innovation for the betterment of society
2. Empowering others through knowledge, skills and opportunities
3. Best practice in communication
Handy to know (<a href=&apos;https://www.sookio.com/sookio-team/sue-keogh&apos; target=&apos;_self&apos;>see my full bio</a>)
<ul>
<li>Fellow of the Chartered Institute of Marketing, and RSA</li>
<li>National Business Women’s Awards judge</li>
<li>Host Skillshare courses taken by 10k+ people</li>
<li>Founder of work experience initiatives which have helped 150+ young people kickstart their career in marketing</li>
<li>Host of Communication Untangled podcast and regular speaker on marketing, digital, communications</li>
<li>Winner of multiple awards for myself and the business including Service Excellence, Business Person of the Year, Community, Website</li>
</ul>

Communications Consultant

Sue Keogh

Hello, I’m a digital marketing agency founder and communications consultant in Cambridge.
After a decade in broadcast media producing radio and digital content with the BBC, ITV and Magic FM, and as a homepage editor for Yahoo and AOL, in 2008 I founded Sookio.
I built and scaled the agency through intense periods of change – pandemic, fire, recession, four premises, shift to hybrid working – and oversaw the delivery of targeted marketing campaigns for clients in education, scie

Communication Untangled: Untangling signs

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