The Village Wauwatosa


Village of Wauwatosa Business Improvement District


Experiential Branding

Wayfinding Consulting

fd2s created a wayfinding master plan for the Village Wauwatosa, part of greater Milwaukee, Wisconsin. 

fd2s spent several days on-site at the outset of the assignment, meeting with community leaders and some of the more than 40,000 residents. The team also evaluated existing wayfinding challenges, reviewed city plans for current and future development, and worked with project stakeholders to determine budget and phasing priorities. 

The resulting strategy includes recommendations for pedestrian and vehicular wayfinding, entry gateways, and placemaking. The strategy leverages landmarks such as the Menomonee River and highlights notable destinations, including the Frank Lloyd Wright-designed Annunciation Greek Orthodox Church and the Washington Highlands Historic District. 

The community’s name, derived from the Potowatomi word for firefly, inspired many of the lighting effects and patterns seen in the signage program.