CLIENT: Milwaukee Art Museum

AUDIENCE: Museum Visitors

PROBLEM: After the Calatrava addition in 2001, a total of three separate buildings created confusion because of inconsistent signage and architecture. The public was getting lost and could not easily navigate the space, which led to a frustrating museum experience

SOLUTION: For the first time a bird's eye view of the campus was created as well as custom icons of easy to find landmarks for simple orientation – special attention was paid to parking problems and gallery entrances

FORMATS: Two sided, five panel map – folded to a size of 4" x 9"

TESTIMONIAL: "Our project goals have definitely been met. Upon revealing the new design to visitors, there is an instant reaction of recognition. The campus view in particular causes visitors to react with familiarity. The map looks like this space, unlike the previous version that did not."

"We are completely satisfied with the product produced by Funnel Inc. The process was so thorough and engaging. Your approach to research, your problem solving skills resulted in accuracy and detail that was very much lacking in our past map."

– Barbara P. / Director of Operations /
Milwaukee Art Museum

PROJECT NOTES: To determine a concept, a lengthy research phase involved interviews with visitors, museum guards and staff – live observation revealed problem areas that informed our solution – a test map given to the public with a feedback questionnaire further informed the final design





Above: Direct observation of people using the space provided key insights about areas of confusion