Progress
Discovery
Initial phase to understand Medford’s needs as well as its identity. Key pain points in the existing wayfinding system are identified, as well as opportunities to best integrate with other ongoing initiatives in the City.
- Find results from the public survey here.
Design
Design of options for a brand language for consideration by City staff and key local stakeholders. The various options are evaluated in workshops with City Staff and key stakeholders, resulting in the recommendation of a single design direction.
- Review proposed designs here.
Development
Following client review and approval of design direction, sign types, and proposed locations, a wayfinding master plan document is produced.
- Finalized designs are expected in February 2026.
What is Wayfinding?
Wayfinding is about the tools people use to navigate from place to place. Good wayfinding connects different parts of a city, making the city easy to navigate while showcasing local identity. It can help visitors get where they’re going, strengthen residents' sense of identity, and bolster the local economy. The City of Medford is working with design firm OverUnder to assess the current conditions (including understanding mobility patterns and identifying challenges). The team will rethink and redesign signage and public realm components to create a cohesive brand identity and improve navigation throughout the city, with a focus on Medford Square.
Directional totem signs help people get their bearings with maps and other information. They can also welcome visitors and provide a sense of arrival.
Small design elements, like color-coded icons on bollards, are used to tell different routes and destinations apart.
Murals and other pieces of art are a lively way to give a place a strong sense of identity.
Large, three-dimensional signs are a bold way to show the name of a place, like a park.
Directional signs are sometimes temporary and can be added where needed.
Directional signs are sometimes temporary and can be added where needed.
Objectives
Medford wishes to create an identity for its signs moving forward that would accomplish the following objectives:
- Provide a clear and cohesive identity that is unique to Medford.
- Provide visitors and residents with clear directions for accessing city attractions.
The Wayfinding Study will undertake the following tasks to achieve these goals:
- Gather relevant data on past efforts for wayfinding and understand current conditions.
- Study precedents established in other cities.
- Conduct outreach engagement with key stakeholders to assess needs.
- Conduct outreach and observation with community members to better understand use patterns and needs.
- Develop a graphic language that is legible and compelling.
- Create a wayfinding master plan that identifies locations, sign types, guidelines for future use, and a road map for implementation.
Overview of Community Outreach Strategies
To better understand the needs and priorities of the Medford community, city staff and consultants administered a survey, led five community pop-up events, facilitated 13 focus groups, and hosted two charrettes with city staff.
394 Survey Respondents
Community pop-up events took place at the following locations:
1. Circle the Square on 6/21/25
2. Chevalier Theater on 8/16/25
3. Farmer’s Market on 8/21/25
4. Tufts Undergrad Arrival Day on 8/28/25
5. Department of Planning, Development and Sustainability's Open House on 11/17/25
2 City Staff Charrettes
The OverUnder team also held 13 focus groups to engage the following stakeholders:
The Chevalier Theater
The Senior Center
The Chamber of Commerce
Tufts University
City of Medford Transportation staff
The Mayor’s Office
City of Medford Office of Diversity, Equity, and Inclusion
City of Medford Disability Commission
Rivers Edge Properties
Hormel Stadium
Historic Commission
Community Liaisons from the City of Medford Office of Outreach and Prevention
Encore Casino
Wayfinding Survey Results:
Our Wayfinding Survey is now closed. Thank you for participating!
394 respondents completed this survey, including 350 Medford residents and 44 visitors. Here’s what we learned:
- Medford’s large natural assets, urban geography, social context, history, and change were themes that appeared across responses.
- Medford Square and the Fells emerged as the most popular and defining places in Medford among both residents and visitors.
- Major nodes like squares and intersections are hard to navigate and a lack of clear signage contributes to confusion.
- Local signs and orientation totem signs with maps were popular designs, abstract signs were not popular.
- Respondents think it's very important to see signs to destinations in squares, upon entering Medford, and on the highway. Respondents also think it’s important to see signs with maps, names of districts, directions to places on the Mystic River, and historical information.
Community Open House
On November 17, 2025, city staff and consultants presented progress on the Wayfinding Project, including potential designs, at the Department of Planning, Development, and Sustainability's Open House. Thank you to all who attended!
Questions:
To learn more about this study, please contact the Office of Planning, Development, and Sustainability at 781-393-2480 or email ocd@medford-ma.gov.