Every Signage and Wayfinding Program Starts with an Assessment

When people can’t find their way, it affects more than just their mood—it impacts how they experience your place. Whether it’s a downtown district, government campus, trail system, or university, confusion at arrival or disconnection along the journey can leave a lasting (and often negative) impression. That’s where wayfinding comes in, but before you jump into sign design, there’s one important step we always recommend: Start with a Signage and Wayfinding Assessment.

What Is a Signage & Wayfinding Assessment?

A Signage and Wayfinding Assessment is a strategic, low-risk starting point that helps you plan smarter. It identifies your current challenges, evaluates your existing signage environment, and maps out what you’ll need to create a wayfinding system that works.

• Understand user experiences and challenges
• Uncover navigational and perception issues
• Identify key destinations, decision points, and signage needs
• Develop a prioritized action plan with budget guidance

It’s the blueprint for a successful signage and wayfinding program, grounded in research, engagement, planning, and strategy.

Why Not Just Jump to Design?

We get this question a lot: “Can’t we just hire someone to create better signs?” You could, but chances are, you’ll spend more, get less, and still miss the mark. Without first understanding how people actually experience your place, which tools are most appropriate, or how signage should reflect your brand and identity, you run the risk of cluttered or poorly placed signage, mismatched naming and directions, redundant or unnecessary installations, and budget surprises that derail progress. 

A Signage and Wayfinding Assessment gives you the clarity to design intentionally and implement efficiently, ensuring that every decision serves a purpose and supports a cohesive user experience.

What Will It Help Us Solve?

Every place has its own set of challenges, but the themes are often familiar:

• People can’t find key destinations.
  Visitors miss trailheads, government buildings, or downtown districts because signage is inconsistent, incomplete, or hidden.
• Parking and arrival are unclear.
  Confusing parking rules and inconsistent messaging create frustration and anxiety, especially for first-time visitors.
• Too many names, not enough clarity.
  Buildings, campuses, and parks often use multiple naming conventions. When directions, signage, and online maps don’t match, users get lost.
• Signage doesn’t reflect your identity.
  Signage is one of the first physical impressions someone has of your place—it should reflect your brand, not clash with it.

Common Client Questions and Our Perspective

Here’s how we answer the kinds of questions we often hear from community leaders:

“How do I know if we really need this?”
Look at the complaints you’re fielding. Is it parking confusion? Visitors asking for maps? Frustration from new residents or businesses? These are all signs of a deeper navigational issue. Wayfinding can help, not just with signage, but with experience design.

“Can I use this to get grant funding?”
Absolutely. We’ve seen communities use our assessments to secure council approvals, community support, and grant dollars. It gives you the facts and figures to make your case.

“Will it help with branding or just logistics?”
Both. Signage is one of the first physical touchpoints someone has with your place. Done well, it’s not just informative, it’s expressive. Our assessments look at how your brand and identity show up in the built environment.

“How much will the full program cost?”
That’s one of the biggest benefits of starting here. Instead of guessing or over-scoping a project, we help you understand what’s needed, what it might cost, and how to phase the work realistically over time.

How will you benefit from a Signage and Wayfinding Assessment?

A Signage and Wayfinding Assessment is a great first step if you want visitors, students, or residents to feel confident finding their way around your community or campus.

• For planners and city managers, it’s a chance to improve first impressions, make navigation easier, and create a more consistent look and feel across different areas.
• Economic development teams might discover new ways to highlight local businesses and increase foot traffic by helping people find the places that matter most.
• Tourism and visitor bureaus can use the insights to shape a better guest experience, aligning signage with seasonal events or brand moments that leave a lasting impression.
• And for campuses, it’s all about reducing stress and confusion for students, parents, and visitors by creating a more welcoming, easy-to-navigate environment.
• Across the board, signage and wayfinding programs enhance access to public services and reflect a higher standard of professionalism through clarity and consistency.

Beyond solving navigational challenges, a Signage and Wayfinding Assessment also helps with the bigger picture issues community leaders face every day. It creates alignment across departments by giving everyone—from Public Works to Economic Development—a shared roadmap to follow. It addresses accessibility and equity, ensuring that signage and tools work for all users, regardless of ability or background. It explores both physical and digital solutions, helping you understand when a sign, a kiosk, or an online tool makes the most sense. And importantly, it looks at long-term sustainability, so your system is built to last, stay current, and deliver a return on investment through increased satisfaction, positive perceptions, and more substantial economic activity.

Final Thought: If You Want to Go Far, Start Here

Before you put up signs, make sure you understand what people really need. Wayfinding isn’t just about directions; it’s about the whole experience of visiting your place. A Signage and Wayfinding Assessment gives you the insight and plan to make that experience clear and welcoming.

Ready to Get Started?

Let’s talk about how a Signage and Wayfinding Assessment can help you move forward with confidence.

Schedule a Call to share your challenges and receive a Wayfinding Overview with budget insights.