Brigham and Women’s Hospital

A member of Partners Healthcare, the largest health care provider in Massachusetts, BWH is also the prestigious teaching affiliate of Harvard Medical School. Located in the densely packed Longwood Medical Area, institutional branding and wayfinding are particularly challenging.

CG developed a patient-focused wayfinding strategy for the Brigham’s expanding campus; the effort was part of a larger landscape master plan. In addition to the exterior wayfinding system, a complete interior sign system was designed, including both conventional signage and a wayfinding app.

The interior sign system simplifies wayfinding signs on the hospital’s main circulation spine (nicknamed “The Pike”) by linking Pike stops to elevators. The sign system reduces the information load which in turn alleviates visitor stress when navigating the complex facility.

Project partners
  • NBBJ
  • Klopfer Martin
  • Christian Phillips
  • Wayfinding and signage master plan
  • Map design