WGI developed the Blue Lane Wayfinding and Branding Strategy in collaboration with the City of New Bedford. The Blue Lane is a cohesive designation for the city’s waterfront path from the Cove Walk and Harbor Walk along the South End peninsula to the planned River Walk on the banks of the Acushnet River in the North End. It refers to the city’s waterfront route as a whole. Spanning the city’s shoreline as a signal to residents and tourists of a contiguous recreational pathway system that allows travel along the entire New Bedford waterfront, connecting the attractions not only to local neighborhoods but also to one another. The improvements along the waterfront allow visitors to experience New Bedford’s spectacular water views as never before.

WGI researched the area to identify the key places and demonstration sites. To accentuate the brand color and a unique style, WGI created custom visual identity elements such as navigation icons, crosswalk designs, and add-ons for street furniture items (benches, bike racks, street signs, streetlights). The whale’s tale-styled design motif was employed to honor the city’s historical legacy.

Project Highlights:

• Branding
• Wayfinding