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Wayfinding Design – Digital & Ergonomic Signage Design

Wayfinding is much more than just signs.

Wayfinding design works with the architecture, landscape, digital information, landmarks & other visual cues such as lighting, interaction with staff and other people all as a cohesive, well-planned system. Our output is a carefully crafted solution that works harmoniously with the visual language of your brand but delivers the functional need to help people find their way. We can adapt to challenges faced by a variety of sectors and industries, thanks to our 40 years industry experience. Our team are ergonomic and wayfinding signage experts and are skilled at combining beauty with functionality and efficiency, to bring spaces to life.

Benefits of Wayfinding Design

Our wayfinding offer has a focus on two key areas, Strategy and Design. We see the wayfinding strategy as being a key component of the vision to help users find spaces and moments where they can pause, dwell, and make a connection to your site and its brand. Wayfinding must help visitors in finding their way both from a navigational perspective but also in their exploration of your environment. Our strategy defines the digital and physical principles for naming, content hierarchy, use of language (tone of voice) and pictograms, product types, updatability, the use of landmarks, response to the architecture and ways to help visitors simplify spaces with methods such as zoning, colour coding and numerical sequencing. By defining your strategy, we can create user centred and inclusive wayfinding design solutions that have been derived from real world needs and wants, allowing us to avoid design by assumption.

Digital Wayfinding Process

Our creative process starts by defining your design narrative, just like a piece of art, a good system needs a story and a rationale behind the concept. This might be obvious, subtle, or abstract, but a clear narrative provides sound reasoning that strengthens the wayfinding design. We openly share creative ideas, our influences, and the opportunists as we see them; sketches, swatch boards (colours, materials, forms & shapes) and benchmark examples are collated to build mood-board visuals that catches our team’s thoughts for open discussion and review. By adopting a collaborative approach, we refine our concept solutions into a complete product family for wayfinding signage: including graphic assets, colour swatches, layout grids, panel sizes, footprints, and recommended material specifications. Typically, our work culminates with the creation of a bespoke Kit of Parts report, this essential guidance document is used as a basis to support the future growth and roll-out of your wayfinding scheme.

What Are The 5 Principles of Wayfinding?

  • Journey: Mima crafts wayfinding strategies that guide users through spaces, ensuring a clear path from start to finish. We consider the architecture and landscape to create a cohesive system that aids in navigation and exploration, enhancing the user’s journey through the environment.
  • Legibility: Our team prioritizes clear communication through the use of language, tone, and pictograms. We establish a content hierarchy that makes information easy to understand and follow, ensuring that every sign or digital cue is legible and comprehensible to every person.
  • Accessibility: Our approach to accessibility is inclusive, considering the diverse needs of all potential users. Their designs incorporate features that cater to various abilities, making spaces navigable for everyone. This includes ergonomic signage and the thoughtful use of landmarks, color coding, and numerical sequencing.
  • Design: The design narrative is central to the process. We begin by defining the story behind the wayfinding system, which informs the concept and rationale. Through collaboration and creative exploration, we develop a family of wayfinding products that are both aesthetically pleasing and functional.
  • Consistency: To maintain consistency, Mima creates a bespoke Kit of Parts report, which serves as a guideline for the future growth and rollout of the wayfinding scheme. This ensures that the design remains consistent across different spaces and over time, providing a reliable and familiar navigational aid for users.

By adhering to these principles, Mima delivers wayfinding solutions that are not only effective but also resonate with the visual language of the brand, fostering a connection between the user and the space. Our strategic and creative expertise in wayfinding design makes us a go-to agency for creating environments that are easy to navigate and enjoyable to experience.

To find out more please contact our Head of Wayfinding, Chris Girling (E: chris.girling@mimagroup.com)

Highlight Case Study – Wayfinding Design

National Maritime Museum

To support the opening of four new galleries opening in September 2018, Mima were contracted by Royal Museums Greenwich (RMG) to understand the holistic visitor experience, which would inform the development and design a new wayfinding scheme for National Maritime Museum in Greenwich, London.

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We use deep research, creativity, insight and expertise grown over decades to shape digital and physical solutions.

Our output is a carefully crafted solution that works harmoniously with the visual language of your brand but delivers the functional need to help people find their way.

People – Wayfinding Design

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Photo of Chris Girling

Chris Girling
Head of Wayfinding

A Director at Mima, for over 10 years Chris has delivered a diverse range of large-scale multilingual wayfinding systems for a number of high-profile international clients. Key sectors have covered rail, aviation, stadia and education. Project highlights include a large Metro system in the Middle East, the London 2012 Games and the University of York.

Photo of Louis Bailey

Louis Bailey
Wayfinding Designer

A graduate of University of West London with a Bachelors degree in Graphic Design, Louis has a passion for typography and information design and is always working to develop his skillset.

Photo of Darren Clarke

Darren Clarke
Senior Wayfinding Designer

Darren has over 12 years of experience working on a broad range of environments including retail, transport, education and the arts sectors. He graduated in Graphic Design from London Metropolitan University and has since specialised in applying information graphics to the built environment.

Photo of  Chris Davies

Chris Davies
Wayfinding Designer

A graduate of Ravensbourne College of Design and Communication with a BA (Hons) in Graphic Design, Chris has years of experience working in the Retail Design sector specialising in customer wayfinding and brand consistency. His previous work includes being a key member in the rebranding and rollout of a well-known supermarket chain across the British Isles and abroad.

Photo of Rosie Smith

Rosie Smith
Senior Wayfinding Designer

Rosie brings over 10 years’ experience to the Mima Wayfinding team and has worked within a variety of sectors including the urban realm, transport, commercial and residential. Rosie’s expertise lies in developing wayfinding strategies for complex environments as well as producing graphic communications for the built environment.

Photo of Jennie Stewart

Jennie Stewart
Junior Wayfinding Designer

Jennie has a degree in Music from York University and is also a graduate of Kingston School of Art where she obtained a degree in Graphic Design.

Jennie has a particular interest in exhibition design and typography, and her previous experience includes working with a large firm of architects in central London as well as designing for exhibitions at an events management company.

Photo of Danny Young

Danny Young
Senior Wayfinding Designer

Danny has 15 years of agency experience working in the design industry. Initially, he worked in the sports marketing sector, creating brands and designing publications for the world's largest sports brands. Over the past decade, he has produced wayfinding standards for major transport projects in places as diverse as Bangalore, Dubai, Singapore, Sydney, Tel Aviv and Riyadh. He graduated from the University of the Arts London with a BA Hons in Graphic Design.

Photo of Carlos Santillanes

Carlos Santillanes
Wayfinding Designer

Carlos is a graphic designer with nine years of experience in visual communication and wayfinding. Originally from Mexico, Carlos has worked for important international clients in hospitality and retail. Most recently, he concluded a role as a Wayfinding Designer for the FIFA World Cup Qatar 2022. He is a sharp observer and balances design and creativity with fieldwork. Carlos is constantly exploring ways of improving how people experience places, brands and products.

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