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Rutgers, The State University of New Jersey; Identity and Wayfinding


When Rutgers, the State University of New Jersey, added the University of Medicine and Dentistry of New Jersey (UMDNJ) to its University system, leadership recognized the expansion as an opportunity to re-evaluate its campus-wide signage. Rutgers needed to transition UMDNJ to its brand standards, while creating an overall sense of place through the design of the system across its campuses.

To transform the student, staff and visitor navigational experience, Rutgers hired ex;it to create a visitor-centric wayfinding standard, affecting over 2,000 signs across seven campuses. Consensus needed to be built not just amongst the diverse steering committee, but also to unify two entities.



Stakeholder focus groups were conducted and data was captured through online surveys for a deeper understanding of the desired user experience. Strategies for the entire wayfinding journey were presented in an experience assessment document. ex;it designed a simple, cost-effective kit-of-parts system, along with a manual for ease of implementation and maintenance.


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