Lead Wayfinding Designer
San Francisco
Full-time

A creative and experienced wayfinding designer with a passion for user-centered design processes and systems design. 

We are a multi-disciplinary team of strategists and designers with a global reputation for improving the experience of cities, transit systems, airports, and destinations. We foster a dynamic and collaborative environment, where curiosity, innovation and design excellence are encouraged. 

You will be working with a highly experienced design team with exceptional creative, technical, and operational expertise.  

With a growing client-base in San Francisco and Los Angeles, this is a new role with scope to lead and contribute to high-profile and innovative projects.  

Key responsibilities

Lead key stages of wayfinding projects including research, strategy, systems architecture and systems design  

Develop and visualize wayfinding design concepts, wayfinding systems, service and product concepts 

Conduct information planning, naming, content and messaging, network planning, and location and placement  

Support the effective management of projects, manage budgets, schedules and deadlines 

Maintain, develop and build client relationships 

About the role

We are seeking an experienced, dedicated, and self-motivated Lead Wayfinding Designer with 8+ years of industry experience to join our growing team in San Francisco. 

Candidates should have experience in complex wayfinding projects, systems thinking, and design of creative, user-centered solutions. 

As part of this role, you will be working with, overseeing, and delegating to Designers in San Francisco, Los Angeles, New York and the UK.  

A willingness to travel is necessary. 



Project responsibilities

Provide strategic direction and guidance to the project team, leading key aspects: of research, ideation, and conceptualization, detailed design, planning, user testing and prototyping, and implementation 

Develop information design solutions and graphic set-outs including; cartographic elements, maps, diagrams, and pictograms 

Create artworks for physical, print, and digital products ready for production 

Lead day-to-day communications and weekly project management meetings with client team, stakeholders and partners 

Initiate and conduct necessary client meetings, workshops, site surveys and on-site analysis 

Present work to clients, project collaborators (including engineers, architects and fabricators) and internal teams. 

Support narrative development for presentations, documentation, and other project outputs 

Provide quality assurance and approvals for draft and final outputs 


What we are looking for

Passion for developing innovative wayfinding design solutions that improve people’s everyday experience of places 

Degree level qualification/s in Graphic Design/Visual Communication related field or equivalent work experience 

Experience of developing and delivering wayfinding systems and design standards in complex environments 

Strong people-skills and an ability to lead and mentor team members 

Excellent written, verbal and visual communication skills 

Proficiency with Adobe Creative Suite, particularly Illustrator and InDesign 

Ability to use the Microsoft Office suite of programs 

Knowledge of GIS and/or Interface Design software would be advantageous


What we can offer you

SSalary range of $130 – $155k, tailored to experience 

Opportunities for ongoing professional development and progression 

Hybrid working culture with a minimum of three days per week at City ID office in Downtown San Francisco 

37.5 hour working week  

15 days annual leave + 1 additional day for every year to a maximum of 20 days 

8 U.S. public holidays  

40 hours of accrued paid sick leave  

Platinum level health cover 

401(k) retirement plan 


Management responsibilities

Update project management tools such as schedules, resource allocation, and forecasts 

Track project hours and collate time, prepare and issue monthly invoices 

Support San Francisco team development and annual review process 

Report project progress to Project Leads and Senior Management 

Report weekly to Senior Management Team 


To apply

Please email a Cover Letter, resume, and portfolio (if applicable) to info@cityid.com with Lead Wayfinding Designer, San Francisco as the subject.

Please note, for this role we can only consider candidates who are authorized to work in the U.S.

We look forward to hearing from you.


City ID is an equal opportunity employer and is committed to ensuring all employees and qualified applicants for employment are provided with equal opportunities without regard to race, color, national origin, ancestry, sex, religion, physical or mental disability, medical condition, veteran status, marital status, pregnancy, sexual orientation, gender identity, gender expression, genetic information or any other characteristic protected by applicable federal, state, or local laws. If you are interested but unsure if you have what we are looking for please contact us.