the city of santa cruz


The City of Santa Cruz is a beach town on California’s Northern Coast, with tourism and a local university playing a big role in its economy. With a new G-league basketball arena downtown, it was important for clear navigation to parking, downtown shopping, and the new arena.

What We Did

We created a simple, easy to understand wayfinding system the could be deployed throughout the city for easy navigation. The previous system was overly designed, causing confusion for drivers. We collaborated directly with the city, to inform where signs should be placed, so a driver is informed at the right time during travel. As well, we worked with the state of California to help us understand the many state wayfinding regulations.

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