Client: Northwood Regional Hospital
Project Link: https://www.pentagram.com/work/nyc-wayfinding (as an industry example)

The Brief

Navigating the large, complex campus of Northwood Hospital was a major source of stress for patients and visitors. The existing signage was a confusing mix of different styles and formats, leading to frustration and missed appointments. They needed a clear, consistent, and calming wayfinding system.

The Creative Strategy

Our design approach was centered on empathy for the user, who is often in a heightened state of anxiety. The strategy was “Clarity at a Glance.” We used a color-coded system to differentiate major wings of the hospital (e.g., Blue for Cardiology, Green for Pediatrics) and focused on a simple, universally understood iconography.

Design Execution

• System Design: We developed a modular system with a clear hierarchy. Large, suspended directional signs were used for major intersections, wall-mounted signs for corridors, and smaller signs for individual rooms.

• Iconography & Typography: We designed a custom set of pictograms for key areas like “Radiology” and “Emergency” that were instantly recognizable. We chose a highly legible sans-serif typeface (Helvetica Neue) and set strict guidelines for font size and spacing to ensure readability from a distance.

• Color-Coding: The color-coded system was integrated into every sign. For example, all signs directing to the Pediatric wing would have a consistent green accent bar, providing a constant visual cue for visitors.

The Result

The new wayfinding system dramatically reduced visitor confusion. The hospital reported a significant drop in the number of staff hours spent giving directions. Patient satisfaction surveys showed a marked improvement in scores related to the ease of navigating the facility.

Design Disciplines: Environmental Graphics, Wayfinding & Signage, Iconography, Information Design, Print Production