Effective Wayfinding Signage: Trail System Planning, Design, and Implementation

Hear from three different organizations how to prepare effective, user-friendly, and time-dynamic wayfinding signage guidelines.

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Event Details

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September 10, 2020

10:00 AM to 11:30 AM (Pacific Time) {more time zones}

11:00 AM to 12:30 PM (Mountain Time)
12:00 PM to 01:30 PM (Central Time)
01:00 PM to 02:30 PM (Eastern Time)


FREE for members
FREE for nonmembers

Learning Credit Cost: FREE


Closed Captioning is available for this webinar.
Learning Credits
are available for this webinar.


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Webinar Outline

This webinar engages three different organizations spanned over three different states who discuss their individual projects and how to prepare effective, user-friendly and time-dynamic wayfinding signage guidelines. Kathy and Michael (Portland, OR area) will start the discussion with the planning process, followed by Travis (Redding, CA) who will discuss the implementation process, and Justin (Phoenix, AZ area) will end the webinar discussing the long term use.

Portland, OR area:

This portion of the webinar is intended to help public agency staff in planning, parks, and transportation engineering departments to understand the foundation for creating user-friendly signage guidelines for multi-jurisdictional pedestrian and bicycle trail networks. Their case study in particular will explore the Intertwine Regional Trails Signage Guidelines whose geographic scope includes 31 jurisdictions within three counties.

City of Redding, CA area:

The City of Redding created a trail wayfinding community advisory group made up of nonprofit members, staff from other local trail managers, American Trails staff, transportation groups, GIS experts, and more. This specialized group performed a small-scale meta-analysis of other wayfinding plans and combined what they felt were the best and most desirous features. The City was able to take this greatest hits of wayfinding (including the Intertwine Regional Trails Signage Guidelines) and translate it into a design, placement plan and use the effort for leveraging additional funding. Topics include multi-agency coordination, finding common ground with multiple partners, working with existing resources, and problems encountered in creating trail wayfinding plans.

Phoenix, AZ metropolitan area

Coffman Studio has a focus on creating unique wayfinding packages that embraces the identity of the community they are a part of, and in turn reinforcing the need for placemaking and placekeeping. This is done by creating a toolbox that includes signs meant for a wide array of uses, from trailheads too intersections, while continuing a theme throughout.

Learning Objectives:

  • Learn how to initiate a grassroots wayfinding plan
  • Understand sign hierarchy & placement
  • Learn about unique identities for wayfinding signage


This webinar qualifies as a Health, Safety, and Welfare (HSW) course (via LA CES).


Webinar Partners


Kathy Fry, SEGD, Principal, Mayer/Reed

Kathy is a principal at Mayer/Reed, a Portland, Oregon based design studio providing visual communications, interior design, urban design and landscape architecture. She directs the visual communications and interiors group in the design of signage, wayfinding, interpretive elements, landmarks and branded spaces for civic, transportation, cultural, healthcare, education, mixed-use and corporate settings. She works with clients to assess, plan, design and implement signage and wayfinding systems that support all types of users, simplify messages, reduce clutter and provide flexibility to accommodate future changes.

She is the 2020 Vice President for the Society for Experiential Graphic Design (SEGD) and has served on the SEGD board since 2016.


Michael Reed, FSEGD, Founding Partner Emeritus, Mayer/Reed

As a founding partner of Mayer/Reed, Michael established the firm in 1977 to provide visual communications and product design for the built environment. With 4 decades of design work in Portland and worldwide, he is known for his abilities in integrating wayfinding systems into programmatically complex public environments. Working across a spectrum of project types, his true passion lies in visual communications for the public realm where people engage and interact with design daily. This work explores how message, symbol and object combine to become an expression of place. Michael’s work has received national design awards and has been published internationally. Michael is a Fellow of the Society for Experiential Graphic Design (SEGD).


Travis Menne, Community Projects Manager, City of Redding Community Services

Travis Menne is the Community Projects Manager for the Community Services Department in the City of Redding, California. Travis began his career with the City over three years ago following a ten year career in the construction industry as a superintendent, project manager, and quality control manager for a variety of National Park and monument projects. He earned his MA in Public History in 2012 from CSU Sacramento and a BA in history from CSU Chico. Travis combines a love of the outdoors and varied construction experience into a successful career managing projects and programs for his hometown in northern California. Specifically focused on parks, trails, and open space projects, he also a passion for improving Redding’s downtown and overall quality of life. Travis and his wife Kayla were married in 2008 and have two young children.


Justin Azevedo, Director of Landscape Architecture & Planning, Coffman Studio Landscape Architecture + Planning

Justin, a licensed Arizona landscape architect, earned a Bachelor of Science in Landscape Architecture from Arizona State University in 2014. He was a key participant in the Coffman Studio team that earned an Honor Award from the AZ Chapter of the American Society of Landscape Architects for the Skyline Regional Park Trails Master Plan. He has managed and participated in numerous park, trail and active transportation master plans, design and signage plans. His creative design skills were further recognized through Bronze and Gold Medals for garden designs at the San Francisco Flower and Garden Show. His background in construction and management helps to bring a grounded approach to problem solving from design through construction. In addition to his trail and active transportation work, his experience includes residential design, cost estimation, construction documents, and website design/build along with other skills. Justin is a Faculty Associate in the Landscape Architecture Department at Arizona State University, continuing Coffman Studio’s commitment to education and continual learning in the ever-changing design field.


Closed Captioning

We are offering closed captioning for our webinars, thanks to a partnership with VZP Digital. If you are in need of this service, please email us prior to the webinar. An unedited transcript will be sent to all attendees following the webinar.

Learning Credits and CEUs

American Trails is proud to be a certified provider of the following learning credits and continuing education opportunities:

  • American Institute of Certified Planners Continuing Maintenance (AICP CM)
  • Landscape Architecture Continuing Education System (LA CES PDH) (most HSW approved)
  • National Recreation and Park Association (NRPA) CEU equivalency petition
  • CEU/PDH equivalency petition for other accepting organizations

Learning credits are free for attendees for American Trails webinars and the International Trails Symposium, as well as for other conferences, webinars, and workshops we offer credits for. Learn more here.


While we may individually agree (or disagree) in whole or in part with any or all of the participants, the views expressed in these webinars are not necessarily representative of the views of American Trails as an organization or its board and staff. Unless specific situations are noted by presenters, nothing in American Trails webinars should be considered to be interpreted as a standard.

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5,598 views • posted 06/09/2020