A strategic approach to the park experience
Our work began with an in-depth strategic review of Haven’s parks, looking beyond individual signs to understand how the wider environment could support the new brand positioning. The aim was to create a scalable wayfinding approach that could improve navigation, strengthen the brand and provide a clear framework for future rollout.
Understanding the guest journey
Working closely with Haven’s brand and operational teams, we carried out extensive on-site audits across ten parks to understand how guests arrived, moved through and experienced each site. The review drew on visitor feedback and staff insights, giving us a broader view of where the existing experience was falling short.
Some clear challenges emerged. Arrival points could feel underwhelming, while inconsistencies in naming and signage made it harder for guests to orientate themselves. Key amenities and communal areas were also sometimes difficult to locate, particularly for first-time visitors unfamiliar with the layout of the parks.
The review showed that wayfinding had an emotional role to play beyond navigation. The experience of arriving and finding your way around a park helps set the tone for a holiday, making clarity and confidence an important part of the wider guest experience.
Design inspired by the coast
The strategic review informed the idea of each park as a “village”, with a clear arrival point, defined reception and communal areas and distinct zones that help guests understand the layout intuitively.
A striking entrance gateway establishes a sense of arrival, while clearer hierarchies for drivers and pedestrians support the flow of movement. Improved naming conventions and a consistent message structure reduce cognitive load, helping guests understand where they are and where they need to go with minimal effort.
The visual language drew inspiration from Britain’s coastal landscape, connecting the wayfinding scheme to the character and brand essence of Haven’s parks. Materials were carefully selected to balance character and durability. Aluminium signage was engineered to resemble timber, delivering a coastal look while remaining durable, weather-resistant and cost-effective.
Alongside the physical signage system, we also redesigned Haven’s digital maps. These support guests before they arrive and reinforce clarity once on site, ensuring the experience is frictionless even before the holiday itself begins.
Measuring the impact
The first full implementation of the strategy and design launched at Haven Skegness in August 2024, demonstrating the immediate value of a more considered approach to guest navigation.
Guest satisfaction with arrival signage increased by 11 percent, while repeat bookings rose by 5.6 percent between 2024 and 2025. Skegness also moved from ninth to second place in Haven’s signage satisfaction rankings. Guests specifically highlighted the clarity of signage and ease of navigation as key improvements.
Together with Haven, we created a scalable wayfinding system that improves how guests move through the parks while supporting the evolution of Haven’s brand, ultimately helping guests feel relaxed and confident from the moment they arrive.
Photography: Marcus Ginns
