One year after the installation of
a new wayfinding system at Zion National Park, Utah, I conducted a
survey to determine how the public was responding and how the National
Park Service administrators rated the overall management of the project
by the design firm. The survey revealed that the system was working
well, and the design firm was given high marks for service, quality
and an intelligent plan. However the fabrication and installation of
the signage was disappointing. This fact was important since
the Park Service had assumed the responsibility of selecting the fabricators
themselves. It was then necessary to also remind the those in charge
that the budget did not allow for an after-installation site inspection.
By clarifying his duties on this project, the designer removed doubts
about his capabilities and was soon hired to do new work within the
National Park system.
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With an established successful generalist
practice, the partners wanted to survey their clients to learn how
they could reposition themselves. Did their clients consider them a
contemporary, ìnowî design company? How did their work compare with
the competition? The survey revealed an unexpected perception of the
firm as smart strategic planners in addition to their high level design
capabilities. The partners now recognized their additional value as
strategists and redefined the nature of their business This determined
changes for the company that included a new identity, name change and
a broader range of services.
Recently located in a new facility,
the principals want to communicate the advantage of their integrated
signage manufacturing and design capability. The client survey is an
opportunity to learn about key issues, get feedback about the companyís
core strengths and allow positioning based on this data. A brand identity
and collateral material will be followed by a PR campaign. Until now
the perception was that this is strictly a sign shop, the new state-of-the-art
facility creates a more positive design-driven image. The survey will
report a numerical score to provide motivational incentives for the
staff, set realistic goals and provide a basis for the marketing plan.
