Turning an Overlooked Outdoor Space into an Active Destination

I designed an environmental graphics system and multi-channel awareness campaign to increase visibility and usage of an underutilized outdoor amenity space located away from the main building entrance.

Challenge

The space existed but wasn't functioning as a destination. Its location meant most visitors never encountered it, and nothing in the building guided them toward it or communicated its value. Staff observation confirmed that visitor movement patterns didn't extend to the outdoor area.

Solution

Two connected problems required two connected solutions. The wayfinding system transformed the space itself into a destination: environmental graphics using leaf cutouts in brand colors bridged the organization's clean institutional aesthetic with the organic character of the outdoor environment, creating a system that felt native to the space while remaining visually connected to the parent brand. Interior directional signage guided visitors from the main building outward.

The awareness campaign addressed discoverability: digital signage, a dedicated webpage, a map, and table signs inside the building communicated what the space offered and where to find it.

Impact

• 30% increase in visitor traffic measured by door counter, year over year

• Staff and visitors noted the space felt more welcoming and easier to navigate

• An overlooked outdoor asset converted into an actively used destination