Leah Ferguson

Leah Ferguson is an experiential graphic designer, specializing in wayfinding and user experience in the digital and built environment. She brings a combination of research, strategy, and information architecture to her practice with the goal of helping people find their way. Through her work, she is an advocate for accessible and inclusive spaces, and believes that if she’s done her job right, the experience should feel intuitive. Finding one’s way through space is not accomplished through signage alone. Leah has worked on international airports across the world including San Francisco, Toronto, Calgary, and the Jewel at Singapore Changi Airport. She has worked with a diverse group of clients including IBM, The Cosmopolitan of Las Vegas, Uber, and Metrolinx. Currently, she is a senior designer at HOK in Toronto, creating integrated experiences in the built environment.

About the talk

March 4, 13:30 – 14:00

Designing environments: How wayfinding, visual design, and IA shape our experience (keynote)

When we think of wayfinding in the built environment, our first thought is often signage. After all, a sign will tell us where we are, or direct us to where we want to go. While a sign is a physical object for orientation, it’s not the only tool in our design toolkit to help create a sense of place, provide cognitive or behavioural cues, or create a sense of navigation. When we design our experiences and environments, there is much more happening below the surface when it comes to wayfinding.

During this talk, Leah will share practical examples of environmental graphic design. She will explore why what we see on the surface is only a fraction of the information architecture and process that goes into developing positive environmental experiences. Through a blend of information and inspiration, you will leave with an understanding of both the design process and information architecture that goes into our everyday built environment.

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