Guide Studio

It’s been a while.

We’ve been deep in the work—helping communities uncover their story, navigate change, and design experiences that connect people to place. But behind every strategy, sign, or brand is something even more powerful: a team that brings it to life.

We’re excited to (re)introduce you to the guides of Guide Studio.
Some of us have been walking this path together for over 20 years. Others have recently joined, already infusing our work with fresh perspective and thoughtful creativity.

Together, we are listeners, learners, collaborators, and problem-solvers—united by a belief that communication is the foundation for thriving communities.

Learn more: https://guidestudio.com/about/

Maybe you fancy yourself as an independent thinker who “does your own thing” and “thinks for yourself.” But in reality, you – along with everyone else – are still subject to outside forces that influence your decision making. Consciously or subconsciously, your family, friends, colleagues, role models, and acquaintances pull you in different directions. That even extends to people you don’t know. Thanks to social media, blogs, and online reviews, the realm of influence extend beyond your inner circle and into the digital world.

They influence where you go and how you navigate through those places. Because of this, we cannot view wayfinding as a solitary process. Sure, there are circumstances where one person travels to/from a destination alone, without the aid of others. But more often than not, it’s a social experience that is greatly influenced by other people’s presence, words, and actions. That’s what it means to be in a community.

“Social” wayfinding influences the experience of place

One of the most obvious examples of “social wayfinding” are two people walking to a destination – a restaurant, ball game, store, wherever. Together, they determine the most effective route, identify landmarks and discuss what they see and hear along the way. Other times, one person takes the lead while the other follows.

Another example includes guided tours – one person leading other people – through a city, museum or university. A tour guide has a tremendous influence on what we see, hear and experience, as well as how we feel about that experience afterward. Many college decisions are probably made based on the effectiveness of the tour guide. Hopefully, your human guides are leaving your audience with a positive first impression.

Social wayfinding happens in less obvious ways, too. Have you ever followed someone because you think they’re going to the same place? Or maybe you took a shortcut because you noticed other people did, too? When we work with university clients, we always come across both well-manicured paths as well as unintentional, worn paths formed by students taking quicker shortcuts to their classrooms or dorms. Which path do you think is more traveled? Usually, the latter. Again, it’s all about people influencing other people.

How people and their behavior influence wayfinding - Guide Studio Maybe you fancy yourself as an independent thinker who “does your own thing” and “thinks for yourself.” But in reality, you – along with everyone else – are