Sign of the Times was created to challenge the iconography of older adults and raise awareness of a new retailer dedicated to this market, Spring Chicken. NB invited over 200 designers to reimagine the 'elderly crossing' road sign. The project was covered by media outlets including the Daily Mail, Huffington Post, Telegraph & The Metro – huge exposure. We then created an exhibition and book, with 100 signs made to the exact specification of British road signs. The signs were auctioned off, with proceeds donated to Age UK. And initial meetings with the Department for Transport have taken place
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