Gensler · Georgetown Day School
Georgetown Day School
An integrated academic campus designed to support student engagement, connection, and a unified school experience.
A Proposal · ABC × Gensler Brand Design
From Navigation
to Belonging.
A Signage, Wayfinding & Environmental Graphics Design proposal for Academia Británica Cuscatleca.
A campus is more than a collection of buildings. It is a daily journey for students, families, faculty, staff, and visitors. Through signage, wayfinding, environmental graphics, and storytelling, Gensler Brand Design can help ABC create a more intuitive, connected, and memorable campus experience.
- Prepared by
- Gensler Brand Design
- For
- Academia Británica Cuscatleca
El Salvador - Discipline
- Signage & Wayfinding ·
Environmental Graphics
Academia Británica Cuscatleca
— 02 —Why this matters
Every campus tells people where they are
— and what it stands for.
Signage and wayfinding are not only operational tools. They shape first impressions, reduce confusion, support safety, reinforce culture, and help people feel part of a place. For an educational institution like ABC, the campus experience should guide movement while also expressing identity, aspiration, and belonging.
01
Clarity
Helping students, families, visitors, and staff navigate the campus with confidence.
02
Safety
Supporting intuitive orientation, arrival, emergency logic, and movement across key zones.
03
Identity
Embedding the school's story, values, heritage, and educational vision into the built environment.
04
Belonging
Creating memorable touchpoints that make the community feel connected to the campus.
— 03 —The Opportunity at ABC
A connected system for a complex campus experience.
Academia Británica Cuscatleca has the opportunity to transform its campus into a more legible and expressive environment — one where every sign, graphic, threshold, corridor, and gathering space contributes to a coherent experience.
“The goal is not to add more signs. The goal is to design a system that helps people understand the campus.”
Possible focus areas
- 01Arrival and campus entry experience
- 02Vehicular and pedestrian navigation
- 03Building identification
- 04Academic zone identification
- 05Sports and recreation areas
- 06Administrative and admissions areas
- 07Visitor orientation
- 08Safety, regulatory, and operational signage
- 09Environmental graphics and storytelling moments
- 10Campus maps, directories, and digital extensions
— 04 —Gensler Brand Design
Brand Design that connects story, place, and experience.
Gensler Brand Design brings together brand strategy, environmental graphic design, signage and wayfinding, digital experience, and communication design to create integrated experiences across physical and digital touchpoints.
GenslerBrand
Design
Design
- 01Brand Strategy
- 02Signage & Wayfinding
- 03Environmental Graphics
- 04Digital Experience
- 05Brand Communications
Our work is grounded in the belief that great stories connect. Through thoughtfully crafted narratives and branded environments, we help organizations guide, inspire, and engage the people who use their spaces every day.
— 05 —Relevant Expertise
Relevant experience for education, campuses, and complex environments.
Gensler · Syracuse Newhouse School
Syracuse Newhouse School
Environmental graphics and digital experiences designed to celebrate institutional legacy, guide students and visitors, and create memorable moments of aspiration.
Gensler · CIT-ULACIT
CIT-ULACIT
A bright and energetic environmental graphics program that supports wayfinding while creating a distinctive educational identity.
Gensler · Antelope Valley College
Antelope Valley College
A campus signage and identity refresh that standardized signage and design collateral while respecting existing brand equity.
Gensler · Amazon Global Signage Standards
Amazon Global Signage Standards
A global signage guideline system designed for clear navigation, consistency, scalability, and operational implementation across multiple locations.
Gensler · Avenida Escazú · Terrazas Lindora
Avenida Escazú · Terrazas Lindora
Wayfinding and signage projects demonstrating regional experience in complex mixed-use environments, parking, circulation, and public navigation.
— 06 —What we can design for ABC
A holistic campus wayfinding and environmental graphics system.
Signage & Wayfinding
10 services- 01Campus wayfinding strategy
- 02Signage hierarchy
- 03Exterior monument and arrival signage
- 04Vehicular and pedestrian directional signage
- 05Building identification
- 06Floor directories and maps
- 07Room identification
- 08Regulatory and safety signage
- 09Parking and drop-off signage
- 10Standards and guidelines
Environmental Graphics
10 services- 01Campus storytelling moments
- 02Mission, values, and heritage walls
- 03Academic area graphics
- 04Sports and house identity moments
- 05Murals and large-scale graphics
- 06Student-centered inspirational graphics
- 07Donor or legacy recognition
- 08Admissions and welcome experience
- 09Branded interior moments
- 10Graphic language for future expansion
— 07 —Proposed Process
A clear process from discovery to implementation.
- 01
Phase 01 — Discover
Campus immersion, stakeholder conversations, existing signage review, photographic documentation, user journey mapping, and identification of key pain points.
- 02
Phase 02 — Strategize
Development of wayfinding principles, audience journeys, destination hierarchy, naming logic, zoning strategy, and experience opportunities.
- 03
Phase 03 — Concept
Creative direction for signage, environmental graphics, materials, color, typography, iconography, and storytelling moments.
- 04
Phase 04 — Design Development
Detailed design of sign families, graphic applications, location plans, messaging schedules, preliminary specifications, and implementation logic.
- 05
Phase 05 — Guidelines & Handoff
Documentation to support fabrication, procurement, phasing, maintenance, and future campus growth.
— 08 —Potential Deliverables
Potential deliverables to be refined with ABC.
D · 01Existing conditions audit
D · 02Campus wayfinding strategy
D · 03User journey mapping
D · 04Destination hierarchy
D · 05Signage masterplan
D · 06Sign type family
D · 07Environmental graphics concept
D · 08Campus storytelling framework
D · 09Location plans
D · 10Message schedule
D · 11Material and fabrication recommendations
D · 12Digital wayfinding recommendations
D · 13Design guidelines
D · 14Implementation phasing roadmap
A note on scope
Final deliverables, level of detail, schedule, and fees will be defined after confirming project scope, available documentation, campus priorities, and implementation expectations — refined together after an initial discovery and campus audit.
— 09 —Experience Principles
Design principles for the ABC campus experience.
I
Make arrival effortless
From the first turn off the road to the front door — clear, consistent, and welcoming.
II
Clarify campus zones
Help everyone understand academic, administrative, sports, and visitor areas at a glance.
III
Support everyday movement
Design for the patterns of students, faculty, and families — not just first-time visitors.
IV
Celebrate school identity
Let ABC's story, values, and heritage live in the walls, paths, and gathering spaces.
V
Design for all users
Inclusive, accessible, multilingual, and intuitive across ages and abilities.
VI
Build a system that can grow
A scalable language for new buildings, programs, and future campus phases.
— 10 —Optional Digital Layer
Connecting physical wayfinding with digital tools.
Depending on ABC's priorities, the signage and wayfinding system can be extended into digital touchpoints such as QR-enabled campus maps, visitor orientation pages, admissions tours, event navigation, and mobile-friendly directories.
- QR campus map
- Admissions tour route
- Event day navigation
- Parent visitor guide
- Emergency information access
- Digital directory
ABC Campus
Find your way.
QR · TourLive · 5 min
Mockup · Digital extension
— 11 —Why Gensler
Why Gensler Brand Design?
- 01
Integrated expertise
We combine strategy, architecture, brand, interiors, environmental graphics, signage, and digital experience.
- 02
Human-centered navigation
Our wayfinding work considers behavior, orientation, information needs, and intuitive movement.
- 03
Campus and institutional experience
Our portfolio includes education, civic, workplace, mixed-use, sports, and complex environments.
- 04
Regional understanding
Our LATAM Brand team brings regional experience, cultural fluency, and hands-on environmental graphic and signage expertise.
— 12 —Next Steps
Recommended next steps.
- 01
Align on project ambition and decision-making team.
- 02
Review existing campus plans, brand assets, and current signage conditions.
- 03
Conduct a campus discovery session and stakeholder interviews.
- 04
Define final scope, deliverables, schedule, and fee proposal.
Begin with a focused discovery session to align ambition, audience, and scope.
Begin Discovery