Project info
Client GSA (General Services Administration) Pacific Rim Region
Other City of San Diego MTS (San Diego MetropolitanTransit System)
Other CalTrans
Other SANDAG
San Diego, California
San Ysidro Port of Entry
Move High Volumes of People with Simplicity and Clarity
Additional services
Master Sign ProgramsProject info
Client GSA (General Services Administration) Pacific Rim Region
Other City of San Diego MTS (San Diego MetropolitanTransit System)
Other CalTrans
Other SANDAG
Additional services
Master Sign ProgramsNavigating cross-border journeys with confidence
RSM Design partnered with the U.S. General Services Administration (GSA), local agencies, and community advocates to reimagine the experience of crossing the border at San Ysidro, California—the busiest land port of entry in the Western Hemisphere. Together, the team set out to create a clear, intuitive system that would help visitors and commuters navigate a complex urban environment. Their goal was to make wayfinding simple, accessible, and welcoming from the moment travelers set foot on U.S. soil.
To achieve this, RSM Design developed a color-coded family of icons and bilingual information that organized routes, landmarks, and travel times into a legible and cohesive layout. Each sign was designed to be both durable and flexible, fitting seamlessly into the dense pedestrian landscape. The result was a compact, human-centered system that brings clarity to movement and connection to place. The final guidelines now serve as a public resource, published on the GSA website for communities to reference and build upon.
A wayfinding system for the busiest land port of entry in the Western Hemisphere.
