Wayfinding Study Completed for Downtown Cambridge to Support Improved Navigation and Visitor Experience

Cambridge, MD – Rivers & Roads Consulting is pleased to announce the completion and publication of a comprehensive wayfinding study for Downtown Cambridge, Maryland. Commissioned by Downtown Cambridge and developed in close collaboration with local businesses and community stakeholders, the study presents a roadmap for improving navigability, promoting walkability, and strengthening the cultural identity of one of the Eastern Shore’s most historic downtowns.

Cambridge’s existing signage was fragmented and insufficient, often leaving visitors without clear guidance to parking, public amenities, and key destinations such as the waterfront and the Pine Street Historic District. The new study, developed over several months, identified these gaps and proposed an integrated signage strategy designed to enhance both the resident and visitor experience.

“Wayfinding is more than signage—it’s how a community communicates its identity and welcomes people into its spaces,” said Ross Benincasa, Partner at Rivers & Roads Consulting. “In Cambridge, that meant designing a signage system that respects its historic character while helping people explore its thriving downtown.”

The study offers detailed recommendations, including:

• Placement of gateway and directional signage on key routes like Maryland Avenue and Cedar Street;

• Design themes that reflect Cambridge’s maritime and cultural heritage;

• A combination of static maps and modest digital integration using QR codes;

• Budget-conscious tiered design options to accommodate available funding.

Additionally, the plan addresses how signage can better connect overlooked areas of downtown—such as the rear of Race Street and the Pine Street neighborhood—with high-foot-traffic zones, supporting local businesses and enhancing economic vitality.

The final report has already become a guiding document for Cambridge Main Street and the City as they prepare to move into the design and implementation phases. Rivers & Roads will continue providing implementation support as needed, ensuring a smooth transition from planning to execution.