Town of Johnstown Signage, Wayfinding and Branding Plan

As the town of Johnstown continues to experience rapid growth, its historic downtown core remained a critical anchor for community identity. Michael Baker partnered with the town to develop a comprehensive plan that both celebrates Johnstown’s heritage and supports its future.

The project began with the creation of a distinctive downtown brand—one that reflects the town’s history while resonating with new residents and visitors. The branding framework established a cohesive visual identity and messaging platform, positioning downtown as a recognizable destination and a unifying community touchstone.

Building on this foundation, the team designed a coordinated wayfinding system to guide residents and visitors to key destinations and public amenities. The system integrates brand elements across a range of applications, including physical signage, promotional materials, social media graphics and print communications, ensuring consistency across all user touchpoints.

The plan also included a strategic marketing approach to elevate downtown visibility and support economic vitality. Phase 1 implementation, completed in 2023–2024, delivered new signage and branding assets that are now actively reinforcing the downtown experience and strengthening community connections.

The project’s success was recognized with the 2024 Colorado Governor’s Award for Downtown Excellence in Design, underscoring its impact as both a functional wayfinding solution and a meaningful expression of place.