An Exploration of Branded Spaces and Wayfinding
This project started as a way to expand and demonstrate my skills in wayfinding, following David Gibson’s process as recommended by SEGD. But as I got deeper into the research component, I saw a broader opportunity to include branding, strategy, infographics, and presentation design. My intention is to build this case study as a work in progress moving through distinct phases; Research, Analysis, Strategy, and Design Concepts.
WHY BELLE ISLE? This park is special to me. It was an escape from city life when I was in art school, a cycle route to explore with friends and blow off work stress, and later the site of social fundraisers and networking. But since the pandemic, it’s taken on a deeper purpose in my life: reconnection. That time of social isolation shifted my mindset and purpose. For two years I worked remotely on a global team and I felt alone even with virtual meetings. Work was no longer a collaborative human experience for me and I needed to experience life in person again.
I wanted to do more than “fit in”, I needed to connect live with people, to feel a sense of community and belonging. I found that at the Oudolf Garden Detroit on Belle Isle. I’ve been a volunteer for the past three years, visiting multiple times a week, learning and working with a group of kindred spirits. When I dig in the garden’s soil, pull weeds, and watch the wildlife around me I experience first hand nature’s power to reconnect me to the earth, other people and myself. I meet friendly and curious people, from diverse backgrounds and geographies. We may be there for different reasons, but the general atmosphere is created and supported by all of us. A unique sense of peace and welcoming washes over me every time I drive over the Douglas MacArthur Bridge.
I remember the days when the atmosphere on Belle Isle was dodgy and required a sense of guardedness, like the city used to. Gems have been lost. We’re not overlooking our past, or reaching back to halcyon days. Both Belle Isle and I are evolving into our next.
Today the island is a microcosm of the renewal that is happening all across Detroit. We are growing together now. Sure, we have a ways to go. Some improvements require more dialogue, compromises, time, and money. But there’s a momentum and obvious progress. I’m proud to experience this time in Detroit’s evolution, and to contribute my time, energy and passion to Belle Isle.
…………………………………………..
SITUATION: Established in 1880 as the jewel of Detroit’s park system, Belle Isle’s fortune has risen and fallen along with the city for nearly 150 years. In 2014, the State of Michigan Department of Natural Resources(DNR) took over operation and maintenance of the island as part of the city’s bankruptcy strategy. Attendance has increased with safety and environmental improvements, with a sharp increase in traffic and activity following the pandemic. The DNR and Belle Isle Conservancy conducted a two-year mobility study in 2022 focused on improving safety, accessibility, and the overall guest experience. The resulting ten-year plan includes significant improvements including infrastructure changes and wayfinding.
CHALLENGES:
Capturing the essence of Belle Isle’s rich history while remaining current and future facing
Creating a graphic system that works for people with varying physical abilities
Developing signage that is clear and visible without detracting from the beauty of the natural environment
Integrating multiple individual sites with unique audiences and identities into a cohesive experience
Overcoming inaccurate, outdated perceptions of the city and island to grow attendance and revenue for ongoing funding
PROPOSED SOLUTION: In alignment with the existing ten-year plan, develop a strategy for branding, an identity system, and a wayfinding plan to make navigation of the park more intuitive and improve the overall guest experience.
MY ROLE: Researcher, Strategist, Storyteller, Brand Identity Designer, Illustrator, Presentation Designer
