Heart of the City - wayfinding through downtown

In 2020, Destination Medical Center started renovating “Heart of the City,” one of six sub-districts located in downtown Rochester. These updates included curbless streets, moveable seating for public programming, the addition of more trees, interactive art displays, and water features. The goal for our team was to create an active, engaging place and experience for residents, visitors, and patients through wayfinding. Our team designed a scene like no other by using patterned signage, a bright color palette, and clear messaging uniquely placed in subway, street, and skyway levels for the public to navigate downtown. These additions made the site navigable and fun to watch as changes occurred downtown.

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