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Wayfinding + signage design
Solving complex wayfinding challenges with simple, scalable solutions, designed, engineered and executed in-house for maximum impact.
Wayfinding in the built environment
Miller Zell is a leader in end-to-end brand experience design, helping top brands bring their spaces to life, from strategy and creative to execution and installation. One of the most impactful yet often overlooked elements we focus on is wayfinding design systems.
Effective wayfinding isn’t just about putting up signs; it’s a strategic approach to guiding customers through an area with clarity, ease and intention. Thoughtful wayfinding system design improves customer satisfaction, reduces frustration and helps visitors stay longer and engage more. We build seamless, future-proof journeys that position your brand for what's next.
Complete solutions
tailored just for your brand
Every project has its challenges. From airport wayfinding to a multi-store signage rollout, Miller Zell provides the answer to your brand's unique needs.
Award-winning store of the future
Strategic wayfinding design incorporated signage and digital elements that easily guided customers in a future-forward store design.
Multi-store kit-of-parts production & rollout
1,728 stores. 100,000 components. Seamless production, kit packing and distribution across three phases of rollout.
Branded wayfinding signage design
Wayfinding signage that helps current and potential students, teachers and alumni confidently navigate the new brand, reinforcing trust and clarity across all touchpoints.
Complete wayfinding system overhaul
From design to rollout, the implementation of a consistent color palette, planograms using best-in-class optimization principles and merchandising and displays that augmented NAPA's reputation.
Expert wayfinding expertise, every step of the way
The wayfinding process entails more than just directional signage, and we’re ready to step in at any stage to create clear, engaging and effective navigation solutions.
Strategy and insights
Strong wayfinding signage design begins with site surveys that include identifying natural decision-making points and understanding user needs.
Concept development
Our designers build an effective wayfinding system with an overall design package through ideation working sessions and journey mapping.
Sign package refinement
Brands reach out with finished designs, looking for a team that can finalize the sign location plan, message schedule, finish, color and materials.
Design development
We get your design ready for fabrication and production by sourcing materials and developing prototypes.
Production and signage installation
We are a signage manufacturer, handling multi-site signage rollouts with ease. We specialize in large-scale programs.
Project management
With decades of design wayfinding expertise, we also provide signage project management, serving as your primary point of contact.
Understanding human behavior is top of mind when building any wayfinding signage system.
That’s why we take a holistic design strategy, one that considers how people move through a space and how signage can guide and enhance that experience. From initial audits and stakeholder input to developing a cohesive visual kit and final implementation, our process ensures every design decision supports your built environment. We also consider how the physical environment, architecture, lighting and flow work in tandem with signage to create an intuitive and seamless navigation experience.
Elements of wayfinding
Miller Zell is a leader in end-to-end brand experience design, helping top brands bring their spaces to life — from strategy and creative to execution and installation. One of the most impactful yet often overlooked elements we focus on is wayfinding design systems.
Strong wayfinding iconography transcends all language. Well-designed symbols allow for faster comprehension, enhancing clarity and consistency across all touchpoints.
Wayfinding can do more than direct, it can reinforce your brand. Thoughtfully designed signage becomes part of the built environment, telling your story along the way.
Designing with accessibility in mind ensures everyone can navigate your space with ease. ADA-compliant wayfinding solutions create inclusive environments that meet regulations and elevate the user experience.
Wayfinding directional signage helps users navigate indoor environments with clarity and confidence.
Branded wayfinding graphics combine form and function, offering visual cues that not only guide but also reflect your identity.
Internal wayfinding signage makes up the core of what we do for our clients. We work with your architectural footprint to seamlessly integrate wayfinding signs and graphics.
From banners, lettering, SEGs and more, we use elements of all different types to provide crucial information and elevate the guest experience.
Proper lighting enhances visibility and readability of signage, ensuring users can navigate safely and confidently in all conditions.
Interactive and adaptable, digital wayfinding signage delivers real-time directions and updates, adding flexibility and impact to your wayfinding strategy.
Unexpected challenges often occur when installing. Our team of installers adapts in the field, making any necessary adjustments to implements like cables and anchors.
Industries
Our expertise clarifies complex environments through cohesive wayfinding systems across many industries. Using a strategy-first approach, we identify what matters most to your brand and market, creating intuitive wayfinding solutions for any commercial space.
The result? Spaces that feel better and work harder, so your team can focus on the fun stuff.
Wayfinding best practices, trends and insights
A FOCUS ON ROI
We focus on minimizing the material costs for the shops but also maximizing shopper impact through creative wayfinding design.
SPEED TO MARKET
We orchestrate the signage refresh of 700 locations for a major mass merchandiser every year and still maintain the flexibility to execute an 80-branch rebrand blitz for a regional bank over a holiday weekend.
FROM IDEATION TO IMPLEMENTATION
Our full-service team decreases wasted time for your corporate team. Miller Zell brings a team of 30+ designers and engineers, a 325K square foot graphic center, global sourcing capability a nationwide network of installers.
Frequently asked questions
Wayfinding signage comprises visual cues, such as signs, symbols and maps, strategically placed to guide individuals through physical spaces. Its primary goal is to facilitate efficient movement from point A to point B, thereby enhancing the user experience in retail stores, banks, and hospitals.
The four primary types of wayfinding signage are:
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Identification: Indicates a specific location, such as room names or landmarks.
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Directional: Guides users along a path to their destination.
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Informational: Provides details about facilities or services.
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Regulatory: Communicates rules or safety information.
Digital wayfinding is the use technological elements to guide and inform people in a space. Benefits include customized content and interactive possibilities for both purpose and pleasure. Challenges include the extra costs and skills required for tech-based installations and maintenance.
There are many different types of technology available, from kiosks to digital assistants, that can be used to reduce stress in high-traffic areas/transportation hubs like airports, hospitals and cities.
Miller Zell believes the principles of good wayfinding design are the provision of information and connection.
When it comes to environmental wayfinding, we have found that too much information, whether by copy or overenforcing branding, is the first challenge that needs to be addressed. Our creative team pulls the essential messaging out to use across signage while adding branding elements in a subtle yet visible way.
Connecting people to the space, brand and other people is key. Using our understanding of human behavior and universal design, Miller Zell excels in planning accessible wayfinding systems to fit any space. We incorporate this hierarchy system in our signage to, when combined with branding, provide signage that allows visitors to navigate with ease... and remember who you are while doing it.
Miller Zell stands out as an expert in wayfinding signage design because we possess all the necessary tools and expertise to manage every aspect of a project internally. Our team is equipped to handle wayfinding needs for spaces of any size and across any number of locations. We can work not only as your design team but also as wayfinding consultants to analyze user behavior and develop strategic navigation plans that optimize the overall customer experience.
From initial design through production and final implementation, your project remains streamlined without the need for handoffs, ensuring it stays on schedule and within budget.