Project Summary

Because of innovative and culturally-inspired initiatives such as the Downtown Baton Rouge Wayfinding Signage Project (the Project), Louisiana’s Capital City is quickly becoming a destination where people come from all over the world to live, work, and play.

As the first phase of the Downtown Visitors’ Amenity Plan (DVAP), which was completed by the Downtown Development District (DDD) and approved by the Baton Rouge Metro Council in 2004, the Project builds upon the momentum of the landmark 1998 Plan Baton Rouge Master Plan. Based on the fundamental design guidelines set forth in DVAP, the Project seeks to dramatically improve Downtown’s streetscape and enhance its unique visual identity.

More than “just” signs, this innovative navigational system captures the essence of Baton Rouge’s character and history, while performing the critical function of helping people find their way. Through a series of thirty-four individually-designed interpretative panels, the Project tells a story about the distinct culture of our region, blending color and architectural patterns with local heritage. In addition to the interpretative panels, design components and artistic patterns are also featured on a family of signs, which include vehicular and pedestrian elements that make Downtown attractions easy to locate whether visitors are traveling by foot, car or trolley.

While highlighting artists and musicians, unique landmarks and historic moments from our past, the Project addresses the full spectrum of navigation challenges in a successful and innovative way that goes far beyond most other wayfinding initiatives. The unique combination of artistry and functionality that is apparent in every component doesn’t just help get visitors where they need to go—it allows them to discover some of Baton Rouge’s most valuable cultural treasures along the way.

In total the DDD has installed more than 81 new or updated wayfinding elements as part of the comprehensive multimillion dollar visitors’ amenity plan that promises to transform the “Downtown experience.”

The impact of the Project cannot be overstated. Visitors and residents alike have praised its effectiveness, while business users, such as the Sunshine Pages, have already begun incorporating the Project’s design themes into their Downtown brands and corporate products.

The overwhelming success of the Project is a result of the broad and diverse groups that were involved in its development. Working with 35 different agencies, businesses and organizations, the DDD led an aggressive outreach initiative to get stakeholders involved from the very beginning.

A world-class team of designers led by Sasaki & Associates and WHL Architects, and assisted by Covalent Logic and ABMB Engineers, also spent countless hours mapping and developing illustrations. As the Project moved from design to implementation, the community was continually involved every step of the way.

This unprecedented level of public participation generated a “buzz” among Downtown visitors and users that made the Project easy to promote utilizing earned media tactics. Through press conferences, posters, e-newsletters, online promotional videos, and Downtown “ambassadors,” the DDD is actively getting the word out about the innovative new system.

Key partnerships with local, state and federal agencies also allowed the DDD to maximize its resources. By strategically leveraging cash from the City of Baton Rouge, and the State of Louisiana, with a Federal Transportation Administration grants and additional support from other agencies, the DDD parlayed its initial $250,000 investment into a total budget of $3 million for this and other Downtown amenity improvements.

The creative and innovative tactics that the DDD and its partners exercised in funding, developing and implementing the Downtown Baton Rouge Wayfinding Signage Project make this initiative an extraordinary case study for best practices in planning and design.