National Trust, Stourhead Wayfinding Strategy

Client

National Trust

Role

Signage & wayfinding, wayfinding strategy, signage design, interpretation design, map design

Location

Stourhead, Wiltshire, UK

Project

Stourhead is one of the National Trust’s flagship landscapes, with world-famous gardens and estate walks that draw huge numbers of visitors each year.

To support a more confident, enjoyable visit, the Trust needed a refreshed wayfinding strategy that improved orientation across long routes, clarified key decision points, and worked for different visitor needs and visit lengths.

National Trust Stourhead appointed ABG Design to deliver a new signage and wayfinding system, alongside updated map design and interpretation design that helped visitors navigate the site and better understand its stories.

National Trust Welcome to Stourhead signage

National Trust Stourhead directions signpost and visitor signage

National Trust Stourhead signage for events, admission, and visitor reception

National Trust Stourhead directions signage

Our approach

We started with a full audit of existing signs, messages, and orientation points throughout the visitor journey. This identified where information was missing, duplicated, or unclear.

We then developed an integrated approach that balanced clear navigation with sensitivity to the landscape. A simple hierarchy of information guided placement and tone, while maps and interpretation were designed to work together as a connected system.

National Trust Stourhead visitor signposting and map

Solution

ABG Design delivered a coordinated suite of wayfinding, maps, and interpretation boards for Stourhead, including refreshed directional signage, new orientation points, and easy-to-use visitor maps.

Interpretation panels were introduced at key locations to deepen engagement without disrupting the flow of the walk.

We also oversaw production and installation, ensuring the final system met the were aligned with the standards of the National Trust.