Downtown Wayfinding

Helping You Find Your Way

In 2020, Milwaukee Downtown, BID #21 partnered with VISIT and the City of Milwaukee for a rapid refresh of downtown’s aging wayfinding system – the first time the system would receive an update since its installation in 2002.

Corbin Design and Poblocki Sign Company were selected by committee for the refresh, the same design+build team for the downtown and RiverWalk systems. The expedited project schedule encompassed 20 vehicular signs, 40 pedestrian signs, eight pedestrian kiosks, and integration with CityPost smart kiosks.

The new wayfinding sign for North Plankinton Avenue.
A new street pole sign in downtown Milwaukee.

Milwaukee Centric Design

Collaborating with downtown cultural partners, new venues, theaters, and museums were identified and included in the expanded system. While the original locations remained intact, the retrofit solution streamlined the visitor experience with a consistent color suite between East Town and Westown. The design features a nod to the iconic Milwaukee Public Market marquee, while exposed rivets and a steel frame reveal our city’s industry.

A new street pole as part of the new wayfinding signage in downtown Milwaukee.
The top of the new wayfinding sign that shows the steel frame that references Milwaukee's history.
New wayfinding signage with a map in downtown Milwaukee.