Nestled at the mouth of Sandusky Bay, the City of Sandusky, Ohio boasts over 26 miles of Lake Erie’s pristine shoreline ideally situated between Cleveland and Toledo. While Cedar Point Amusement Park, the “roller coaster capital of the world,” has long been the city’s primary draw, Sandusky offers so much more. With recent investments revitalizing the central business district, the city is poised to enhance its tourism and visitor experience far beyond the amusement park.
Despite the city’s many assets, limited public awareness meant many visitors weren’t experiencing all that Sandusky has to offer. With Cedar Point and a major commercial district located on the outskirts, visitors often missed the charm and vibrancy of Sandusky’s historic waterfront downtown. This area, rich in well-preserved architecture and walkable spaces, has significant potential to engage both new businesses and recreational enthusiasts.
Initially approached for a wayfinding project, Guide Studio recognized that signage alone couldn’t address the city’s broader challenges. While wayfinding could direct visitors to the downtown area, it didn’t answer the core question: why should people explore Sandusky beyond Cedar Point? Through collaborative discovery sessions with key stakeholders, Guide Studio embarked on a journey to help the city with brand positioning. This involved capturing and communicating Sandusky’s unique offerings and inspiring people to see it as a place where they can both “live a vacation and make a life.”
Our branding and wayfinding efforts culminated in a comprehensive master plan that not only guided visitors but also enhanced their overall experience. Modern, nautically-themed signs with translucent blue mosaic panels now seamlessly direct locals and tourists alike, creating a welcoming environment that celebrates lakefront living. By attracting even a small fraction of Cedar Point’s traffic to downtown, Sandusky has the potential to turn visitors into local advocates, significantly benefiting local businesses. Embracing this brand positioning, the city has launched several exciting projects, including a new City Hall, a boutique hotel, the inviting Jackson Street Pier, and the Sandusky Bay Pathway. These initiatives continue to strengthen downtown Sandusky as a thriving, vibrant destination for everyone.
