Projects
Lincoln Center
Service:
Wayfinding, Research, Civic
Client:
Lincoln Center for the Performing Arts
Collaborators:
Cooper Robertson and Partners, Pentagram Design
Date:
2007 
Finding ways to reinvigorate a cultural landmark’s brand is often more complicated than starting from scratch with a new facility. When comprehensive redevelopment of New York City’s Lincoln Center was in the pipeline, CitizenR&D analyzed the current wayfinding experience throughout this performing arts complex. The resulting diagram was included in the architect’s master plan. It outlines conflicting brand identities for events, constituents, theaters, buildings, and the Center itself that confused and misled visitors.
Findings from research and interviews with constituents illustrate branding misalignments.