SFO’s strategic goal is to provide a world-class guest experience. Wayfinding is fundamental to achieving this because of the central role it plays in the guest experience, being so deeply connected to cognitive and environmental psychology and strengthening the relationship between people and place.

To put people first requires applying behavioural insights alongside an understanding of semiotics. This means considering not just information products and services, but also the layout of the airport and its environmental cues to aid navigation and understanding.

We have designed a system of approximately thirty product types for both landside and airside settings. These include Dashboards, Pylons, Wall-Mounted Plaques, Blades and Monuments, each using a minimal set of components to create multiple variants which can respond to different product configurations and the unique conditions of each environment.

The program has continued to evolve and we have continued to develop innovative solutions that respond to SFO’s strategic goal. Projects have included gate renumbering; bespoke touch-less water filling stations; an overhaul of the Federal Inspection Services environment; and a digital asset management platform.