Haven - Scalable wayfinding scheme

A scalable wayfinding strategy

Our ambition was to design a human-centred wayfinding scheme that made navigation effortless, strengthened guests’ emotional connection with the brand and could scale across Haven’s nationwide portfolio. The solution needed to balance operational efficiency with character and coastal charm, while supporting Haven’s promise of creating memories that last a lifetime.

Understanding the guest journey

Working closely with Haven’s brand and operational teams, we carried out extensive on-site audits across ten parks, supported by interviews, staff insights and guest feedback. This research revealed a number of opportunities to create a more seamless and welcoming visitor journey.

Some clear challenges emerged: guests had described arrival points as underwhelming, with inconsistencies in naming and signage that made it difficult to orientate themselves. Key amenities and communal areas were sometimes hard to locate, particularly for first-time visitors unfamiliar with the layout of the parks.

These challenges were not purely functional. They helped to shape the tone of a holiday from the moment of arrival. Clear, intuitive wayfinding plays an important emotional role, reducing unnecessary stress and allowing guests to relax into their holiday more quickly.

Design inspired by the coast

We reimagined the guest experience at each stage of the journey. Central to our strategy was the idea of each park as a “village”, with a clear arrival point, defined reception and communal areas and distinct community zones that helped guests intuitively understand the layout of the park.

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 design direction drew inspiration from Britain’s coastal landscape, creating a warm and contemporary aesthetic that reflects Haven’s seaside setting. 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.