When Grady Health System was struggling with an aging and disjointed wayfinding system at Atlanta’s historic Grady Hospital, Gresham Smith stepped in to provide direction. Through a new campus signage standards program we helped foster a positive experience for the hospital’s guests while also unifying and strengthening the Grady Health brand. The hospital’s exterior is now rejuvenated with eye-catching, cohesive signage that clearly communicates important information as well as an image of success.


Grady Health System


Atlanta, GA

Project Type



square-block campus


new exterior sign systems for 14 buildings


a two-phase approach focused on analysis and holistic recommendations

Getting to the Heart of the Matter

Getting to the Heart of the Matter

We started by conducting an in-depth analysis of Grady’s specific wayfinding needs, which were complex given the campus location on seven square blocks in dense, downtown Atlanta with limited access to parking and a combination of one and two-way streets. Through interviews with stakeholders and site utilization studies, we developed a campus master plan that creates a consistent and cohesive signage and wayfinding system, while improving clarity by highlighting key decision points across the campus where additional signage would enhance the patient and visitor experience.
Trailblazing Signage

Trailblazing Signage

Once we better understood the issues on the campus, we knew the importance of developing a series of trailblazer signs installed throughout the campus, helping to solve one of the primary concerns of guiding patients and visitors to parking facilities. The limited visual clutter provides only the most pertinent information and consistency throughout the campus helps reduce confusion.
Guiding the Way and Paving Tomorrow's Path

Guiding the Way and Paving Tomorrow's Path

Developed as a kit-of-parts, the signage program has been applied throughout the multi-block campus and new exterior signage has been added to 14 facilities. As the campus continues to expand, the system is designed to be easily applied as Grady flexes and grows to meet the needs of the community.


“Grady Hospital was established in 1892 and is now one of the largest safety-net hospitals in the United States, making our campus both high-volume and historic. People previously struggled to find their destinations and didn’t get a clear sense of our brand, so Grady’s leadership team wanted to streamline and modernize our signage to better serve patients and visitors. Gresham Smith has been successful in designing a signage program that supports a positive hospital experience while creating a look and feel that reflects our long-established prominence in the community.”

Lindsay Caufield, Senior Vice President/Chief Marketing & Experience Officer, Grady


Project Contact

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Glenn Davis, SEGD
Glenn Davis, SEGD
Senior Experiential Designer