The Situation
A Main Street organization recognized the need for a comprehensive wayfinding strategy to help visitors navigate downtown more easily and to strengthen the area’s sense of identity. Existing signage was limited, inconsistent, and lacked connection to the community’s cultural and historic character. As traffic patterns and visitor behavior had evolved over time, leaders saw an opportunity to improve navigation, encourage exploration, and better link the downtown to key entry corridors and surrounding attractions.
The Challenge
The absence of a coordinated wayfinding system created barriers for both visitors and residents. Signs were minimal, often outdated, and failed to guide travelers effectively into and through the downtown. Businesses located off the main corridors struggled with visibility, and public parking areas were difficult to find. The organization also wanted a system that would do more than direct traffic—it needed to:
- Reflect the community’s history and maritime heritage.
- Encourage exploration of cultural, historic, and retail destinations.
- Support local businesses through increased foot traffic.
- Create a consistent and attractive visual identity for the downtown area.
Developing a plan that balanced functionality, aesthetics, and authenticity required both technical expertise and an understanding of placemaking.
The Approach
Our team was engaged to lead a comprehensive wayfinding study, combining research, community input, and design strategy into a single framework for implementation. The process began with a detailed assessment of existing signage and navigation challenges, followed by stakeholder interviews and a public survey that gathered input from residents, visitors, and business owners.
The study examined the full spectrum of wayfinding needs—from major gateways and directional signs to informational kiosks, banners, and digital integration. Through this process, our team identified opportunities to streamline information, reduce clutter, and create a visual language that could be scaled across multiple applications.
The final plan provided detailed design recommendations, including:
- Clear guidelines for gateway, directional, and identification signage.
- Recommended materials and finishes suited for long-term durability.
- Integration of historical and cultural motifs into signage design.
- A mapped inventory of proposed sign locations to improve visibility and pedestrian flow.
To ensure sustainability, the plan also outlined next steps for design finalization, vendor selection, and potential grant funding sources to support implementation.
The Results
The study established a practical, fully developed roadmap for launching a cohesive downtown wayfinding system. It gave local leaders a clear vision of how to enhance navigation, increase downtown visibility, and strengthen economic activity through improved accessibility. The plan’s clarity and level of detail positioned the organization to move quickly toward implementation once funding is secured.
The Impact
The groundwork is in place for transformative results. The proposed wayfinding network is designed to make downtown more welcoming, navigable, and visually unified—reducing visitor confusion while reinforcing the community’s cultural identity. Once implemented, it will not only improve movement and accessibility but also invite more people to explore, shop, and engage with downtown life. The project demonstrates how thoughtful design and planning can bridge functionality and storytelling, setting the stage for lasting impact.