wayfinding is an investment, not an expense

In many towns, you’ll often find a large “Welcome to…” sign—but beyond that, little guidance exists to help visitors find local attractions or downtown shops and dining. Some communities attempt to create wayfinding signage on their own, installing signs without a coordinated plan. Unfortunately, this approach isn’t true wayfinding and often fails to serve the needs of residents or visitors.

A properly designed wayfinding system does much more than direct people to their destinations. It enhances the community’s ambiance and appeal—making both visitors and residents feel at home and genuinely welcomed.

The best wayfinding systems work so seamlessly that they almost go unnoticed. They integrate naturally into their surroundings while establishing a clear and consistent visual brand for the community.

wayfinding is as much a science as an art

Wayfinding systems are a complex undertaking that require thorough research and careful planning. Partnering with an experienced design team is essential to successfully navigate the many factors involved.

Key considerations include a wide range of navigational challenges, compliance with federal, state, and local signage regulations, and adherence to ADA accessibility standards. Additionally, a clear understanding of current and future branding goals, promotional strategies, and economic development plans is critical to designing a wayfinding system that enhances—and never detracts from—your community’s brand.

wayfinding reinforces a positive experience

For decades, we’ve partnered with large cities like Charlotte, NC and North Carolina’s capital, Raleigh, gaining valuable insights along the way. These lessons have informed our approach to working with smaller communities—helping them achieve the same competitive advantages as their larger counterparts.

Using this expertise, we’ve designed successful wayfinding systems for smaller cities such as Rock Hill, SC; Kannapolis, NC; and downtown Newberry, SC. These projects have strengthened their brands, defined their unique “sense of place,” and contributed significantly to long-term economic growth.