Designing for Wayfinding, Not for Signs

Why architecture is the first wayfinding tool

We have a bit of a love-hate relationship with architects.

Not the people—most are brilliant. But when it comes to designing for movement, we often see the world a little differently.

Architects deal with structure. With the beautiful chaos of column grids, air ducts, service trays, and regulatory compliance. Their world is concrete, steel, and light. Ours is perception, cognition, and behaviour. We look at a space and see decisions, detours, and doubt.

That difference can be gold. Or it can lead to clashes.

The best projects are the ones where we’re in the room early. When spatial design decisions are still on the table. That’s when wayfinding strategy does its real work. Not with signs, but with layouts that flow. Entrances that make sense. Corridors that reveal options without needing instructions.

Because here’s the thing: signs are a last resort. They help when everything else has failed. Good wayfinding starts before a single sign goes up. It begins with architecture.

Sightlines, not arrows.

Landmarks, not maps.

Materiality, not labels.

We’re not here to decorate a building after the fact. We’re here to make sure the building works—for the people who have to use it, day in and day out. And that means using the tools of experiential design, environmental psychology, and movement strategy to influence how people move, decide, and feel within a space.

Some architects get it. They welcome a different kind of thinking. They see the value of layering behavioural insight into the bones of the building. They want users to feel confident, comfortable, and clear about where they’re going—without needing to stop and read a wall.

Others see us as a postscript. Or a challenge. Or, let’s be honest, a bit of a pain in the arse.

But that’s okay. Because buildings aren’t just backdrops for great photography. They’re lived-in, walked-through, stressed-in, and waited-in. And the best ones don’t need a lot of signage. They’re designed for people.

That’s what we’re here for.