The City of River Falls, nestled along the scenic Kinnickinnic River in northwest Wisconsin, is a growing community known for its historic downtown, university charm, and abundance of outdoor recreation. With assets like the University of Wisconsin–River Falls, a vibrant Main Street, riverfront trails, and a strong sense of community, River Falls offers a uniquely balanced lifestyle. However, the city faced a number of wayfinding challenges—including inconsistent and outdated signage, visual clutter, and limited visibility of its downtown and river amenities—particularly for those arriving via highways that bypass the city center.
To address these concerns, Guide Studio partnered with city leaders, community members, and stakeholders to develop a signage and wayfinding strategy that both improves navigation and elevates River Falls’ image. Through workshops, discovery sessions, and on-the-ground exploration, our team uncovered opportunities to highlight what makes River Falls special—from its Class I trout stream to its community festivals, arts culture, and small-town hospitality. The resulting plan included a comprehensive family of signs—gateway monuments, pedestrian and vehicular directionals, park and facility identifiers, and river access markers—all designed to reflect the city’s natural character and inviting personality.
Crafted with textured materials, handcrafted accents, and clean, consistent messaging, the new signage system helps unify the city visually and experientially. It connects visitors to the river, draws more people into the downtown, and creates a stronger sense of place throughout the community. Implemented through a four-year phased plan, the program ensures scalability while supporting long-term community development and pride. River Falls now greets residents and guests with clarity, charm, and a renewed sense of identity.
