A wayfinding strategy for Sydney’s iconic ferry wharves
Sydney Ferry Wharves
Chiswick, Cockatoo Island, Abbotsford, Rydalmere, Milsons Point, Birchgrove, Parramatta and Cabarita
Since 2017, BrandCulture has been involved in the upgrade of eight Sydney Harbour Wharves, with two more underway. Working closely with TfNSW’s Customer Strategy and Technology Division, NSW Roads and Maritime Services and Managing Contractor Hansen Yuncken, we set out to integrate Sydney’s iconic ferry wharves into the wider transport network.
Before construction of each new wharf began, we conducted a series of audits to inform our strategy. Signage is now located at key decision points on and off the pontoon, effortlessly connecting commuters to and from nearby destinations and transport modes.
Occasionally, this meant rethinking landside and waterside architecture to allow for more prominent placement of signage. Wherever possible, we relocated, refurbished and recycled existing signs in addition to creating custom-designed signs to integrate with new and existing architecture. From Birchgrove to Parramatta, we’re proud to be helping people to orientate and identify Sydney’s iconic wharves.
Transport for NSW
NSW Roads and Maritime Services