Wayfinding System Proposal

Queen West
Art Crawl

For this project, I designed a new wayfinding system for Toronto’s Queen West Art Crawl (QWAC), a multidisciplinary arts festival attracting over 65,000 visitors annually to Trinity Bellwoods Park. Held in late September, the festival connects people to the culture and community of Queen West through art. The redesign aimed to improve navigation, orientation, and the visitor experience while reflecting the vibrant, inclusive spirit of both the festival and its location in Toronto’s Art and Design District.

I developed my proposal in three phases:
- Research & Site Analysis
- Wayfinding Strategy
- Precedent Research & Concept
Development

Context

QWAC features over 250 artists, performances, and community activities. Previously, wayfinding relied on minimal and inconsistent signage that didn’t quite match the festival’s spirit, leaving gaps in navigation and branding.

Research & Site Analysis

Key research areas included:
- Accessibility and festival services.
- QWAC’s history, goals, and cultural impact.
- Programs, sponsors, schedule, and visitor data.

My site research included modes of transportation and transit connections, physical and sensory characteristics, and the history of the site and area.

Wayfinding Strategy: Part 1

I applied my research and site analysis to create a destination hierarchy and nomenclature and a revised site plan with new elements.

Then I created 3 three visitor profiles, storyboards and journey maps to identify signage needs for QWAC’s key visitor groups.

Wayfinding Strategy: Part 2

Based on the signage needs I identified,
I noted where all of the signs would be on the site plan.

Concept Development

In Phase 3, I explored wayfinding and branding precedents, aiming for depth and breadth in the ideation and exploration of possibilities. This guided the design of a consistent, sustainable, and modular system. My concept development process included:
- Visual identity exploration and development: Logo, colour palette, symbols, and typography.
- Precedent research and mood boards for signage and placemaking.
- Exploration and iteration of the wayfinding family and branding elements.