Medford Releases Wayfinding Study Master Plan

The City has released the finalized Wayfinding Study Master Plan, announced Mayor Breanna Lungo-Koehn. The year-long study was conducted by design firm OverUnder, in partnership with MassDevelopment and Medford’s Office of Planning, Development, and Sustainability.

The Wayfinding Study Master Plan is a city-wide initiative that aims to improve navigation challenges across all modes of transportation and highlight points of interest in the city. The study involved community engagement throughout the process. The study team conducted 14 stakeholder focus groups, conducted a survey with over 500 responses, and hosted three community pop-ups throughout the study process to gather input and feedback on designs that resonate with Medford residents and visitors.

OverUnder assessed current conditions in Medford, and based on community feedback, recommends a phased wayfinding implementation approach in Medford’s business districts. The recommended order of implementation is: 

1.      Medford Square 

2.      Primary Districts (Haines Square, Hillside, Riverbend Park, Wellington, and West Medford Square)

3.      All Parks & Open Spaces 

4.      Secondary Districts — districts not covered in the prior category

5.      Areas along District Routes, outside of Districts themselves

6.      Remainder of the City

“As we work to strengthen our local business community, the Wayfinding Study Master Plan will be instrumental in helping residents and visitors alike traverse our City,” said Mayor Lungo-Koehn. “Medford Square is the perfect place to begin implementing this project as we work to redevelop city-owned lots over the next few years. Thank you to everyone that participated in this study, from the project team to those who shared feedback with us.” 

The Wayfinding Study Master Plan builds on a past pedestrian and bicycle wayfinding pilot. The current study builds on the pilot and makes recommendations about how to convey directions and Medford's identity through signage, art, and other public realm installations. This study was funded through the Massachusetts Gaming Commission’s Community Mitigation Grant to offset impacts from casino gaming in the region and help Medford be a competitive destination by highlighting local cultural and business assets.

Wayfinding is about the tools people use to navigate from place to place by walking, biking, rolling, and driving. It is also an opportunity to showcase the City’s local identity. The wayfinding study was launched in May 2025 to help people in Medford move around the city easily and celebrate Medford’s branding identity.

The Wayfinding Study Master Plan and more information on the study are available here. The Office of Planning, Development, and Sustainability welcomes any feedback or comments via email at ocd@medford-ma.gov or by phone at 781-393-2480.