After Milton Keynes was longlisted for UK City of Culture 2029, Pooleyville and the City Council commissioned 11 designers to build public momentum for the shortlist. Bypassing generic promotional visuals, I translated the city’s master-planned grid of horizontal (‘H’) and vertical (‘V’) roads into a disciplined Swiss typographic baseline.

The layout acts as a modular treasure hunt. Using geometric type and coordinate markers, I mapped codebreaking legacy like Bletchley Park alongside local staples like the Concrete Cows and Redways. Bold modular blocks deliver immediate headline impact from afar, while micro-type rewards close-up reading. The palette contrasts raw concrete brown for physical infrastructure with electric pink to signal culture taking over the grid.

Rolled out across billboards, pedestrian screens, and campaign collateral, the system proves how rigid infrastructure can drive an adaptable cultural bid.