Sturgeon Bay

Located in scenic Door County, Wisconsin, Sturgeon Bay has many destinations compared to the small resort towns located just to the north. There are museums, theaters, restaurants, breweries, parks and trails, an arts district, a historic downtown area, and an actual working shipyard. The first order of business was to remind visitors of what they could find in Sturgeon Bay.

Several vehicular guides, as part of a community wayfinding plan, were erected throughout the city at key decision points. But where to park? The bay (which appears more like a river) separates downtown's east and west sides and is connected by a historic steel lift bridge. Knowing which side to park was a critical wayfinding issue. We created a pair of downtown subdistricts: the East and West Waterfront. Businesses would use this designation in advertising to help people understand their location. We used a tugboat icon for the West Waterfront (Maritime Museum) and a clocktower on the East (Historic 3rd Street landmark) to help identify each side.

For those exploring on foot, our pedestrian totem maps are a handy tool, guiding visitors along the miles of trails and sidewalks. To further enhance the visitor experience, we've incorporated aluminum banner panels on lampposts, branding the waterfront area and making it easily recognizable.