Better Mapping
Cartography & Information design for people and place
Central to our team’s capabilities are our cartography and geospatial services. We create Better Mapping products for city wayfinding, campuses, parks and neighbourhoods, active transportation and transport networks
Legible London Wayfinding around Wembley Stadium (photo by Trueform Manufacturing)
At Steer, the core areas that define our wayfinding practice are information, environment and identity. We combine our understanding of human experience, perception and behaviour to deliver innovative, user-centered design which helps to make our cities, transport systems and public places understandable, accessible and enjoyable for all.
Our work ranges from high-level strategy, via data driven maps and information systems to detailed design of physical and virtual wayfinding systems at a city, regional, district and neighbourhood scale designing for pedestrian, transport and cycle networks.
Awards
Our outputs have been recognised throughout the design, transport and cartography industry.
- Winner of 2023 BCS John C. Bartholomew Award – Calgary's +15 Skywalk
- Shortlisted in 2023 Design Week Awards – See Paddington
- Highly Commended in 2022 BCS Avenza Award – US Bike Share Micromobility Trends
- Highly Commended in 2019 BCS John C. Bartholomew Award – Nochebús, Mexico City
- Winner of 2018 SEGD Global Design Merit Award – Brick Lane Threads
- Commended in 2016 BCS Stanfords Award – TO360 Toronto Wayfinding Map
- Winner of 2014 Wallis Award for excellence in cartography – Tour du Nord Splashmap
- Winner of 2013 BCS Avenza Award – Swindon Travel Choices
Active Travel
We work with our clients to create environments where walking and cycling are safe and appealing and combine our skills in strategy, analysis and design to deliver projects that help create vibrant communities and livable neighbourhoods.
Increasing walking and cycling addresses many of the transport challenges facing our towns and cities. Active travel is at the heart of realising important public health objectives, including the need to reduce air pollution and increase levels of physical activity.
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Calgary's +15 Skywalk (BCS Award Winner)
Snaking through skyscrapers across the city’s downtown, the +15 Skywalk is a 16km indoor pedestrian network of elevated walkways and 86 bridges connecting over 100 buildings. +15 is well-used by people who live, work, and visit downtown, but it can be a challenge to navigate.
The City of Calgary commissioned Steer to develop a clear wayfinding system that improves accessibility and makes it easier to use the +15 Skywalk network, attracting more people and creating a better overall experience. Modernizing the +15 wayfinding system will also help to integrate the Skywalk with transit and street-level amenities, supporting Calgary’s downtown and local businesses.
To understand users’ needs as they navigate +15, we carried out an extensive online programme of public and stakeholder consultation which revealed long-standing wayfinding issues, and users’ aspirations for a seamless wayfinding experience.
Equipped with these insights, we developed a wayfinding strategy that includes a new signage system and network map, as well as guidance for implementation, governance, and long-term maintenance of the system. Our design draws inspiration from the original +15 identity designed in the 1980’s by Lance Wyman, while shifting the system toward more modern all-encompassing identity.
We continue to support the City as it moves toward implementing the 1000+ signage elements that make up this this comprehensive wayfinding system.
In September 2023 the British Cartographic Society and Collins Bartholomew presented Steer with the John C. Bartholomew Award for Thematic Mapping for this entry. The award is presented for originality and excellence in the field of thematic cartography, with emphasis on effective communication of the intended theme.
This achievement reflects the outstanding quality of our Design for Movement team’s mapping outputs, and our commitment to people-focused design that makes our cities more understandable, accessible and enjoyable for all.
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Shoreburs Greenway
Steer and Trueform Engineering Group partnered to deliver six interpretive signs for Shoreburs Greenway in Southampton.
The product is manufactured from FSC sustainable timber which has a lifetime guarantee and is easy for the council to install. The location of the sign is engraved into the timber for users to orientate themselves. The panels are powdered coated aluminium with an exterior grade vinyl that is graffiti and UV-resistant. They are attached with anti-theft fixings. The panels include bespoke mapping which highlights nature, accessibility information and amenities. There is also a schematic context map to locate your position within the more comprehensive trail. The interpretive information is designed with a bold playful style to interest adults and children. The content is curated so that fun facts are positioned at children’s optimum viewing height.
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Swindon cycle map
A suite of new maps was commissioned to add detail, yet simplicity, to encourage sustainable journeys to work, school and for leisure.
The cycle map was widely distributed alongside employer, school, and orienteering guides, local walk maps, and a multi-modal online journey planner.
Open Street Map (OSM) data was used and workshops delivered to engage locals to contribute towards the database and update OSM for use in future editions.
This map formed part of the British Cartographic Society award winning entry “Swindon Travel Choices”, a Local Sustainable Transport Fund project.
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Toronto Cycle map
Steer refreshed the City of Toronto’s printed cycling map with a design and data shared with the city’s TO360 wayfinding program. A new simplified approach to categorizing and naming routes helps users to plan journeys based on their level of cycling expertise.
The resulting map is uncluttered, intuitive, and supports the city’s active transportation plan by encouraging greater use of cycling infrastructure.
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goDCgo Washington DC, USA
The map was redesigned to better emphasise the cycling infrastructure available and encourage more cycling across DC. A hill shade design was added to the bike data to help users navigate the terrain and make decisions based on their ability.
There is a large bike sharing system in the area, Capital Bikeshare, and this map has been developed to support that scheme appearing alongside the docking stations on street.
Steer's base mapping improvements have led to further outputs for other transport needs.
Ottawa
The Ottawa wayfinding strategy was conceived to provide the region's 11 million annual visitors and growing local population with a consistent wayfinding experience, and to realize the health, social, and economic benefits demonstrated by other 'Legible City' projects around the world.
The pilot sign, with a distinctive cartographic style that befits Ottawa's role as "Canada in one city", and an accompanying visitor handout map serve as a visible demonstration the city’s commitment to a post-COVID tourism recovery, and stand ready to welcome the world back to the nation’s capital.
Ottawa City Wayfinding
London
Steer have supported TfL's Legible London wayfinding system since the pilot scheme evaluation back in 2009.
Whilst much of our previous involvement centered on review and location planning of the system, our recent work with Wembley Stadium has led to an update of the base map to capture the new developments in the area, as well as installation of 9 new signs in the Wembley Park area. We have also extended our support to Brent Council to assess and implement 8 new signs to increase pedestrian permeability across Alperton.
Legible London Wayfinding in Wembley ready for the Euro Finals
Toronto
Since 2011 Steer has supported the City of Toronto in the delivery of the TO360 wayfinding strategy, created to support walking as the connecting mode that enables multi-modal transportation.
TO360 provides information for pedestrians, cyclists, transit users and motorists through a family of products based upon a centralized mapping database.
The map’s design specification highlights pedestrian amenities with an inviting and accessible look. Now appearing on hundreds of on-street signs and other platforms, the TO360 map will serve the city’s wayfinding needs for decades to come.
Parks and neighbourhoods
Our approach to wayfinding is underpinned by our understanding of people’s behavioural and movement needs. We observe people and the environment and use tools such as dynamic data capture, on-site observation, connectivity and GIS analysis to build a deep understanding of current conditions and identify opportunities for change.
This all supports our understanding of dynamic areas of any size and means we can also apply our wayfinding excellence to parks, campuses, sports arenas, retail centers, airports, hospitals and stations. We engage actively and passionately with stakeholders and the public to shape solutions that are relevant to the place — drawing lessons from, but not imposing, international solutions.
NHS - Brighton Hospital 3Ts Wayfinding
In April 2021 Western Sussex Hospitals NHS Foundation Trust (WSHT) and Brighton and Sussex University Hospitals Trust (BSUH) merged to form the University Hospitals Sussex NHS Foundation Trust (UHS). One of the benefits of the merger will be a more integrated care, improving patient experience and access to services. The development and implementation of a wayfinding and information system across the new trust will be fundamental in supporting the delivery of this benefit.
Before the merger Steer was commissioned by BSUH to develop a functional specification and design concept for an improved wayfinding system to meet the needs of patients and staff at the new Royal Sussex County Hospital 3Ts building. The wayfinding strategy is underpinned by a clear hierarchy of information to help patients and visitors reach their destination. It sets out consistent nomenclature, icons to depict universally understood destinations and prioritises destinations based on user needs using maps and signage which focus on simplifying navigation within the hospital building. In addition to the modular signage, we designed a user-focused campus map for print as well as online use.
The new building is due to be handed over to the NHS in April 2023, with full implementation of the wider system taking place over the coming months. We continue to help the Trust, on a number of projects beyond the new building including developing an overarching wayfinding masterplan for all five hospitals.
We are proud to be a trusted partner, helping to make a visit to the hospital a less daunting and better experience for all.
Signage Design Guide by Steer
Toronto Parks & Trails
Toronto is a green city, with 1600+ parks and 600km of multi-use trails. With the goal of helping residents explore these natural assets, Steer has created an ambitious wayfinding strategy that includes a best-in-class approach to mapping.
In order to create a seamless integration between urban and park environments, maps are based upon the city’s TO360 pedestrian wayfinding program, augmented with parks-specific amenities and detail. The result is a cheerful and informative map specification that enhances the accessibility of parklands and enriches the experience of visiting Toronto’s green spaces.
Steer supported the testing and evaluation of the information system in two pilot sites (Crothers Woods and Beare Hill Park), and continues to advise the City of Toronto as it prepares for a wider rollout.
Natural Environment Trails wayfinding in Toronto
Kingsbridge
Situated in coastal South Devon (UK) in an Area of Outstanding Natural Beauty, Kingsbridge sits on an estuary and is surrounded by lush, green rolling countryside. During the pandemic many UK residents have had to change their international holiday habits and so what was once a minor seasonal tourist destination during the summer holidays now welcomes more tourists to its eclectic selection of shopping and rural activities.
A wayfinding system of three map signs were installed by Steer and partners Trueform to benefit the local economy by encouraging visitors to stay longer in the area and explore all that is on offer locally.
The map design was developed through research on Kingsbridge’s history and visiting their online Museum. Inspiration was taken from William Cookworthy, namesake of the Museum, who was the first in the UK to create hard paste porcelain in the 1700s.
One of the three map signs installed to help wayfinding around Kingsbridge Town
Middlesex University
Steer was commissioned to increase the visibility of Middlesex University’s Hendon campus in the local area, and to support the movements of staff, students and visitors within the campus itself.
The resulting campus-wide wayfinding strategy includes illustrated GIS-based maps that highlight pedestrian routes, accessibility challenges, and connections to transport networks, establishing a unique sense of place while situating the campus within its urban context.
Signage version of the campus map
Transport networks
Public transport forms a critical part of the lives of many people whether it be for getting to work, attending business engagements, meeting up with friends and family, or simply to explore new places. Helping to shape the future of public travel for all users, connecting communities, generating economic growth and delivering a sustainable and environmentally friendly means of transport is incredibly important.
Our design team brings together a mix of experts from branding, wayfinding, cartography and graphic design. Together, we work at both a strategic level to identify the best ways to deliver change through design and branding, and at a detailed level, drawing plans to enhance first/last mile connectivity.
Reimagining Nochebus, Mexico City
Reimagining Nochebus, Mexico City. Click to expand.
Steer was commissioned to analyse service delivery issues across the network’s eleven routes, and to identify a package of measures that could be implemented in the short and medium term to improve the overall passenger experience and grow patronage.
Jeddah Metro, Saudi Arabia
Jeddah Metro, Saudi Arabia. Click to expand.
Steer was part of the Foster+Partners team who won the international competition to design a new public transport system for Jeddah (Saudi Arabia).
Bergamo Transit, Italy
Bergamo Transit, Italy. Click to expand.
Steer developed a suite of new public transport maps for the city of Bergamo. The maps are set within the context of Bergamo’s wider initiatives aimed to improve integrated mobility.
Pearson International Airport
Pearson International Airport. Click to expand.
Handling 50 million passengers a year, Lester B. Pearson International Airport is a gateway to the growing Greater Toronto and Hamilton Area.
UP Express, Canada
UP Express, Canada. Click to expand.
Our brief was to provide Union Pearson Express with nine different map outputs to be incorporated into printed information panels. The maps include a local area map and station floor plan and are also available to download from the UP Express website.
TTC surface network, Toronto
TTC surface network, Toronto. Click to expand.
As an extension of our TO360 wayfinding program for the City of Toronto, Steer piloted ‘spider’-style transit route diagrams to accompany local area maps in bus shelters.
Reimagining Nochebus, Mexico City
Steer was commissioned to analyse service delivery issues across the network’s eleven routes, and to identify a package of measures that could be implemented in the short and medium term to improve the overall passenger experience and grow patronage.
The coordinated suite of deliverables included a new visual brand identity, system map and local area map design, a passenger information system, brand manual and templates.
Jeddah Metro, Saudi Arabia
Steer was part of the Foster+Partners team who won the international competition to design a new public transport system for Jeddah (Saudi Arabia).
Steer’s role covered transport facility design and operational advice, passenger flow analysis and wayfinding services with outputs including the design of physical and virtual passenger wayfinding and information across all public transport modes.
Part of the commission also included the design of a new iconic transit map for the city.
Bergamo Transit, Italy
Steer developed a suite of new public transport maps for the city of Bergamo. The maps are set within the context of Bergamo’s wider initiatives aimed to improve integrated mobility.
The new transport maps provide a clear, legible schematic overview of the public transport network and help users identify routes and fare information. The simplification of the network improved understanding of interchange points and available services.
Pearson International Airport
Handling 50 million passengers a year, Lester B. Pearson International Airport is a gateway to the growing Greater Toronto and Hamilton Area.
Public transit to the airport is provided by a variety of agencies, each with their own approach to communicating its services. The airport authority commissioned Steer to capture all surface transit routes that serve Pearson in a unified diagram. This gives passengers a one-stop tool to plan their journeys, and by illustrating the services as an integrated transport network, promotes the use of public transit.
UP Express, Canada
Our brief was to provide Union Pearson Express with nine different map outputs to be incorporated into printed information panels. The maps include a local area map and station floor plan and are also available to download from the UP Express website.
Key to the development was the integration of the UP Express brand expression across the map products, building on the Toronto TO360 pedestrian wayfinding system, to contribute to a seamless customer experience.
TTC surface network, Toronto
As an extension of our TO360 wayfinding program for the City of Toronto, Steer piloted ‘spider’-style transit route diagrams to accompany local area maps in bus shelters.
The resulting poster acts as a journey planning information hub for passengers by highlighting transit services from your location and by displaying nearby multi-modal connections and points of interest in the urban realm
About Us
Steer Offices
Steer is an independent consultancy working worldwide across cities, infrastructure and transport. Our consultants have established an enviable reputation as effective advisors to government, operators, financiers, developers and other interest groups, combining commercial, economic, technical, planning and design expertise to find powerful answers to our clients’ complex questions.
The company’s aim is to provide clients with the insight needed to make good decisions and progress in what is often a complex planning and operating environment.
Contact
For further information on cartography, geospatial visualisations and wayfinding please email clare.seldon@steergroup.com
For more case studies please see dfm.steergroup.com
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